Tati Lindenberg

NESTLE TO HIRE MORGAN STANLEY FOR STRATEGIC REVIEW OF VITAMIN BUSINESS Earlier this year, Nestle launched their own internal review after reporting disappointing first half '25 volume growth. Nestlé has 3 pillars they call out for their VMS business: 1) Healthy Longevity 2) GLP-1 Nutritional Support 3) Women's health Presumably, any brand that does not directly serve these objectives will be divested. There are some parallels with Nestle's existing portfolio and recent divestitures/shutdowns. Persona Nutrition looks alot like Care/of, which was shutdown by Bayer last year BOOST for Healthcare Professionals looks alot like Slimfast which was just sold off by Glanbia Nuun Hydration is in a scorching category, and seems like a stretch as 'GLP-1' support where Nestle currently buckets it - Nuun could be the high performing brand that gets sold off while Persona, Boost, and others get effectively scrapped

89

13 Comments

After Kellogg and KDP splitting up... KraftHeinz is the latest to unbundle. In 2015, Kraft and Heinz merged to create the 3rd largest food company in North America But the move was a FLOP! By 2019 Kraft Heinz had to write down $15.4B in brand value, then sold off Planters ($3.35B) and its natural cheese business (~$3B). Now the company is splitting into two: 🍅 Global Taste Elevation Co. (Heinz, Philadelphia, Kraft Mac & Cheese) — $15.4B in 2024 sales 🥪 North American Grocery Co. (Oscar Mayer, Kraft Singles, Lunchables) — $10.4B in sales This end of huge CPG conglomerates is upon us. Smaller, specialized companies are better positioned to move fast, innovate, and connect with consumers who are gravitating toward emerging better-for-you brands and private label. But I'm excited to hopefully see much better marketing tactics come out of this. Less reliance on mass “one-size-fits-all” tactics like Super Bowl ads. More room for testing, iteration, and UGC + influencer-powered media that can connect all the way from top-funnel buzz to bottom-funnel conversion.

138

6 Comments

What I’ve learned about handling last-minute media moments (without totally losing my cool) 😅 Behind every “we were on TV!” moment is a lot of quick thinking, teamwork and prep. When ITV News reached out at 10 AM on Monday, we were filming by 3 PM - so you need to be ready if you want to take advantage of these opportunities. I’ve pulled together a short playbook based on my learnings. Here’s what made the difference (and how you can prep for your next big moment) 👇 1️⃣ Have a Customer Success Queen (or King) 👑 Someone ready to jump on opportunities the moment they land. For us, that’s Tania Levenfiche - we couldn’t do it without her. 2️⃣ Make your office media-ready For us, that means green walls, logos everywhere and a kitchen-turned-studio that’s always camera-ready (with a few last-minute tweaks — thank you Cole Pearce, Romilly Bodington & Kornelia Kuczma!) 3️⃣ Have media-ready spokespeople I’m lucky to have Marisa Poster, Levi Levenfiche & Teddie Levenfiche - but prep is everything: 💚 Wear brand colours 💬 Align on key messages before the opportunity arises - do this now. 🎯 Know your spokesperson 4️⃣ Keep your press pack ready (and up to date) High-res photos, a short boilerplate, founder bios and a brand blurb - so you can send assets instantly and stay in control. 5️⃣ Always have products on hand For the camera operator, reporter and for guests to take hom,- it makes the moment memorable, and relationships are everything. 6️⃣ Be ready to capture & repurpose the moment Your content team should know when to roll 🎥 Cut clips, share BTS, tag the press — Kornelia Kuczma & Charlotte Dendy, you’re the best at this 👏 Last-minute PR moments are unpredictable - but when you’re ready, they’re the most rewarding (and adrenaline-filled 😅) parts of marketing 💪

147

8 Comments

Let’s be honest… Even with all of its incredible promise, certain aspects of ‘regenerative’ are a hot mess right now. In the CPG world, maybe the biggest challenge we face is: 👉 The inability to uniformly define, validate, and label ‘regenerative’ as a product-specific claim. There is a lot of conversation and many opinions on how we can make that happen. But sometimes, I feel like we’re just talking in circles, and maybe it doesn’t even matter? So I was excited when someone like Justine R., who is not working on these sorts of topics every day, validated that she sees the same issue as a conscious consumer. I’m grateful she had me on to discuss this important topic and a few more below! ▶️ ReGen Brands: From Podcast to Ecosystem  ▶️ The Three Pillars of ReGen Brands and Non-Profit Decision ▶️ Defining Regenerative ▶️ Making Regenerative Accessible: Consumer Clarity and Shelf Tags  ▶️ Regenerative Diets and Personal Health  ▶️ Tips for Aspiring Regenerative Brands 🎧 You can check out the conversation here: https://bit.ly/3U4Qo8K #regenerativeagriculture #regenerativefarming #regenerativefoodsystems #cpg #regenbrands #food #beverage #podcast #sustainability #innovation #entrepreneurship #startups #business

57

5 Comments

Picture this: A friendly face at the fruit stand, offering a plate of perfectly ripe, vibrant fruit. You take a bite and instantly, you’re hooked. That’s the magic of sampling. They are often seen as a hassle: Tastings in grocery retail cost money, require organisation, and mean extra work. But the return? Studies show that sampling is a real sales driver: +100% to +250% sales on the tasting day for the sampled product +20% to +60% more sales in the following weeks Ø +10% sales across the entire fruit & vegetable category Cross-sales effect: +107% for complementary products on the same day 91% of shoppers are influenced by tasting – 75% buy again And it doesn’t stop there: Consumers think more favourably of brands that run sampling campaigns. When tastings are supported with great tasting fruits and POS materials, shoppers show up to 12 months of increased brand loyalty after the activation. If you’re in retail and not sampling, you’re leaving sales (and smiles) on the table.

41

2 Comments