Jordan Buckner’s Post

🌠 Let’s talk about retail promotions in the CPG world. Did you know that it’s often suppliers who fund the amazing deals you see on the shelf? It’s a big investment, but promotions are crucial for emerging brands to drive trial and introduce their products to new customers. At Walker Brothers, trial or “liquid to lips” as we like to say, is especially important for two reasons: 🆕 Kombucha is new to many shoppers! Though kombucha has been around for centuries, household penetration remains relatively low and many consumers are unfamiliar with the beverage and its health benefits. 🙅 Many consumers that are familiar with kombucha believe that they don’t like it because they had a bad flavor experience with another brand – kombucha is notorious for tasting too vinegary. By strategically lowering our price during promotional periods, we entice new consumers to our product - whether they’re switching from another brand or another beverage altogether. And it WORKS! After promotions end, we’ve historically seen a sustained increase in baseline sales – meaning consumers are incorporating Walker Brothers into their weekly shop! Now, with that in mind…go pick up a can of Walker Brothers at your local Whole Foods Market! We’re 2 for $6 right now! 💰🛒 P.S. Shout out to Samuel Walker, Cameron Miller, Brandon Davis, and South Coast Brands for the beautifully executed secondary display!

The December market read is in and its been really interesting to see the quarterly updates from the major retailers - Tesco reporting a 6% value growth & Sainsburys reporting 9% value growth YoY on their latest quarters. Beer & Lager is a major category focus for the festive period and the market performance of the category mimics the retailer metrics from a value perspective, but volume remains a challenge, as per most categories, to attain growth as inflation is still ever present. However, we can see, challenger brands are disrupting the category in-store, as shopper behaviours change and retailers are trying to move at pace to meet these new demands. Within the beer & lager fixture, we’ve historically seen the top 10 brand leaders retain over 60% market share. Looking at 2023 data, we can see that major brands are struggling to attain growth whilst challenger brands muscle their way onto shelves and are driving incrementality into the category. Consumers are changing their historic behaviours and switching to new "discovery" propositions within beer & larger, selecting brands such as Tiny Rebel, Vocation Brewery, Brewgooder, NORTHERN MONK as they see these offerings as more of a treat than the top 10 brands! Seeing brands now merchandised outside of the normal 10 & 24 x 440ml fixture, with differentiated pack sizes, is a really exciting opportunity for challenger brands and allows shoppers visibility in the fixture to make easy purchasing decisions, as we can see from the below. In what other categories do you think we'll see this pace of change accelerate in 2024? As always, if you are interested in understanding more of what we do at North Star to champion challenger brands, please drop myself, Kieran South or Huw Davies a message.

A recent article by Forbes Agency Council highlights key insights, emphasizing the growing importance of food service in grocery outlets strategies for CPG brands to leverage this trend, and the challenges and opportunities within this space, complete with real-world success stories. How is your CPG brand positioning itself to take full advantage of the food service opportunity within the grocery sector? CPG #FoodserviceOpportunity #GroceryTrends

It seems Walmart may have thrown down the gauntlet for CPG companies and for the #1 grocery chain in the US this is a big deal. In 2023, 59% of all Walmart sales were in the food/grocery category (a whopping $247.28 Billion -- yes with a "B"). FYI the #2 chain is Kroger who made $147B in 2023. Now with Walmart pushing more into private-label I would expect CPG companies to have some decisions ahead of them...do they still play in the same sandbox with Walmart or do they take their ball and go home? How do you beat a competitor if you can't be cheaper or faster? ----> What about innovation/R&D? ----> What about Food Safety/Quality? Is Quality better at big brand CPGs than Private Label? Not always but there are absolutely some no-brainers (hint - the private label eye drop debacle last year that flew under the radar for most of the general US population (link to article in comments). I work with a lot of private-label companies that do things the right way. How do I know? One area I recruit heavily is Food Safety/Quality and that's one question I always ask "Would you eat/drink your product?" For many, there IS a quality difference. I used to not think so, until I bought a store-brand shredded cheese one day not knowing the "real" difference versus my daughter's favorite Sargento and was quickly called out on it (she did not see the bag, just knew the texture, smell, and taste). So with many products there are differences! Now for R&D...one way to hold your ground or beat them is through innovation. Innovation remains a key differentiator in this competitive landscape. By staying on top of consumer trends and delivering unique offerings, CPG companies can not only hold their ground but also thrive in the face of evolving market dynamics. The emergence of Bettergoods signals a new chapter in the retail landscape, one where value and innovation intersect to redefine consumer expectations. As the industry continues to evolve, the question remains: How will CPG companies adapt to this changing paradigm? #cpgindustry #privatelabel #plma #forhireresults https://lnkd.in/gbUkdsM8

These are great tips on how Food & Beverage brands can navigate the Private-Label Surge! The ever-shifting landscape of food & beverage retail space has been quite a ride for our clients recently at Broad Street Licensing Group. Witnessing the seismic shifts firsthand, we've been on a mission to empower brands to not just survive but thrive amidst the private-label surge. As the spotlight shines brighter on in-house retail products, it's all about keeping that distinct value proposition intact. Brand licensing isn't just a solution – it's a creative, dynamic, and proven pathway to differentiating your brand while invigorating your market presence. Our team's knack for curating successful brand licensing programs has time and again proven to be the game-changer that bridges the gap between price and value. Now, I'm curious: Has your brand been exploring innovative avenues like brand licensing to conquer the private-label challenge? What strategies have you found effective in retaining your brand's uniqueness in this ever-evolving market? #food #beverage #licensing #marketing #brands #branding #brandlicensing #brand #privatelabel #retail

What’s new in CPG this week? Let’s round it up: 💼 Mergers & Acquisitions → Diageo sold Safari Liqueur to Casa Redondo, and seeks buyers for Pimm’s and Pampero Rum while continuing to acquire brands like Don Papa Rum and 21 Seeds Tequila (McKinsey). → Carlsberg Group is set to acquire British soft drinks maker Britvic plc for $4.2B, incorporating the UK and Ireland PepsiCo license into its portfolio amid declining beer sales (CNBC). 💰 Fundraising → Athletic Brewing Co. secured $50M in a funding round led by General Atlantic to expand its non-alcoholic beer and acquire a new brewing facility (PR Newswire). → The Maker, a fragrance brand by Alina Roytberg and Lev Glazman, received investment from True Beauty Ventures (WWD). → Crafted, an influencer platform for CPG brands, reported significant sales lifts at retailers like Walmart and Target (Adweek). 🍽️ Food, Beverage, and Alcohol → MADRE MEZCAL launched Blanco Tequila, entering the larger tequila market (Instagram). → Jacobsen Salt Co. and Oishii collaborated on Koyo Berry Salt (McKinsey). → Liquid Death introduced Blueberry Buzzsaw iced tea, available exclusively at Walmart (Stack3d). → PepsiCo launched a new soda line, Floats, including Mug Root Beer Float (Twitter). → The Muff Liquor Company updated their bottle design (Packaging of the World). → YESLY Water introduced caffeinated hydration drinks at Sprouts (Stack3d). → immi launched veggie ramen toppings (Twitter). 🖥️ Market Insights → Electrolit is seeing strong month-over-month volume gains despite economic challenges, while PRIME's momentum is decreasing (NIQ). 🤩 New Launches and Collaborations → goop opened its sixth retail store at Marin Country Mart in Larkspur, California, featuring an in-store treatment room (WWD). → Jo Malone London and Paddington released a limited-edition fragrance inspired by orange marmalade (Beauty Packaging). → Nécessaire, Inc. is debuting a new product today (Instagram). → COMBEAU launched a hydration line called L’HYDRATANT with minimalist packaging (Adweek). 🚚 Distribution Updates → S'NOODS noodle snacks are now available at The Fresh Market (SmartBrief). → Wild Society Nutrition secured nationwide distribution at Sprouts Farmers Market (SmartBrief). → Nemiroff Ukrainian vodka is now available in Canada (SmartBrief). → Joggy energy drink launched at Lazy Acres Market (SmartBrief). → Por Osos Vodka is now available at ABC Fine Wine & Spirits in Florida (SmartBrief). → UNLIMEAT’s Korean BBQ products are now carried by Sprouts Farmers Market (SmartBrief). Enjoyed this? Follow James Ball for roundups every Friday.

🛒 Down The Aisle: Category Management 🛒 Exploring grocery category management unveils processes rich in consumer choices and strategic considerations. From the staples of the dairy aisle to the indulgent offerings of the bakery section, the vast selection of cereal and granola, and the savory delights of salty snacks, each category resonates uniquely with the diverse preferences of shoppers. As stewards of these assortments, category buyers orchestrate the convergence of market trends, consumer behaviors, and supplier negotiations to craft a balanced product array that aligns with consumer desires. The roles of category buyers and category captains materialize as pivotal forces. The former, driven by data analysis and market insights, meticulously sculpt assortments that resonate with consumer expectations. Conversely, category captains, often top-performing suppliers, harness their expertise to collaborate closely with retailers, weaving strategies to elevate product visibility and resonance within the category. Stay attuned as Savvy Food Marketing delves deeper into the intricacies of grocery store categories, where strategy, data, and consumer preferences intersect to shape our shopping experience. 🛒📊🌟 #GroceryStoreCategories #CategoryManagement #RetailInsights #SavvyFoodMarketing #ConsumerPreferences #CategoryBuyers #CategoryCaptains #GroceryAisles #RetailStrategy #ConsumerBehavior #GroceryCategoryManagement #DataInsights #SavvyFoodMarketing #Grocery #GroceryRetail #CPG *********************** Savvy Food Consulting supports raw ingredient suppliers to succeed in the U.S. Our areas of expertise include Market Strategy, U.S. Country Management, and Opportunity Development. Led by food industry expert, Crystal Black-Davis, we offer tailored services to help you sell your products to U.S. commercial customers. Tap into the vast potential of the U.S. market with Savvy. Schedule your needs assessment today at https://lnkd.in/eRGHjtEe #retail #startup #trademarketing #sales #sales #valuechain #foodsystems #importexport #supplychain #growthstrategy #productperfomance #foodindustry #businessplanning #businessgrowth #foodbusiness #rawingredients #importedfood #FoodIndustryExpertise #CrystalBlackDavis #SavvyFoodConsulting #TheKitchenCEO

Media briefs went out to select press partners this morning, and we'll reveal the newest #Snack50 report next week. As I put it in the report preview... "𝘞𝘩𝘦𝘯 𝘐 𝘴𝘢𝘸 𝘵𝘩𝘪𝘴 𝘮𝘰𝘴𝘵 𝘳𝘦𝘤𝘦𝘯𝘵 𝘳𝘦𝘱𝘰𝘳𝘵, 𝘪𝘵 𝘸𝘢𝘴 𝘢 𝘣𝘪𝘵 𝘰𝘧 𝘫𝘢𝘸-𝘥𝘳𝘰𝘱 𝘮𝘰𝘮𝘦𝘯𝘵 – 𝘵𝘩𝘦𝘳𝘦’𝘴 𝘢 𝘮𝘢𝘴𝘴𝘪𝘷𝘦 𝘴𝘩𝘪𝘧𝘵 𝘭𝘰𝘰𝘮𝘪𝘯𝘨. 𝘚𝘵𝘰𝘳𝘦 𝘣𝘳𝘢𝘯𝘥 𝘴𝘯𝘢𝘤𝘬𝘴 𝘢𝘳𝘦 𝘱𝘰𝘪𝘴𝘦𝘥 𝘵𝘰 𝘣𝘢𝘴𝘪𝘤𝘢𝘭𝘭𝘺 𝘵𝘢𝘬𝘦 𝘰𝘷𝘦𝘳 𝘪𝘯 𝘵𝘩𝘦 𝘤𝘰𝘮𝘪𝘯𝘨 𝘺𝘦𝘢𝘳 𝘰𝘳 𝘵𝘸𝘰. 𝘉𝘶𝘵 𝘵𝘩𝘦 𝘴𝘵𝘰𝘳𝘺 𝘪𝘴 𝘯𝘰𝘵 𝘫𝘶𝘴𝘵 𝘱𝘳𝘪𝘤𝘦 – 𝘵𝘩𝘦𝘳𝘦’𝘴 𝘢 𝘵𝘰𝘯 𝘰𝘧 𝘦𝘮𝘰𝘵𝘪𝘰𝘯 𝘪𝘯-𝘱𝘭𝘢𝘺. 𝘈𝘯𝘥 𝘪𝘧 𝘣𝘳𝘢𝘯𝘥𝘴 𝘢𝘤𝘵 𝘥𝘦𝘤𝘪𝘴𝘪𝘷𝘦𝘭𝘺, 𝘵𝘩𝘦𝘺 𝘤𝘢𝘯 𝘮𝘢𝘪𝘯𝘵𝘢𝘪𝘯 𝘢𝘯𝘥 𝘸𝘢𝘳𝘥 𝘰𝘧𝘧 𝘵𝘩𝘦 𝘱𝘳𝘪𝘷𝘢𝘵𝘦- 𝘭𝘢𝘣𝘦𝘭 𝘵𝘩𝘳𝘦𝘢𝘵. 𝘉𝘶𝘵 𝘵𝘩𝘦𝘺’𝘭𝘭 𝘩𝘢𝘷𝘦 𝘵𝘰 𝘱𝘶𝘭𝘭 𝘵𝘩𝘦 𝘳𝘪𝘨𝘩𝘵 𝘭𝘦𝘷𝘦𝘳𝘴 𝘪𝘯 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘺 𝘢𝘯𝘥 𝘢𝘤𝘵𝘪𝘷𝘢𝘵𝘪𝘰𝘯 – 𝘲𝘶𝘪𝘤𝘬𝘭𝘺.” Walmart, Target, Amazon, ALDI USA, Barcel USA, Campbell's, Costco Wholesale, Conagra Brands, Frito-Lay, The Hershey Company, Kellanova, Mars, Mondelēz International, MrBeast, PepsiCo, Perfetti Van Melle, Utz Brands, Inc., Sam's Club, Kroger, Hormel Foods, Jack Link's Protein Snacks, Blue Diamond Growers

100 CPG food brands dominate the $1.4 trillion US grocery retail industry. The tools and services currently on the market to help CPG brands grow and succeed are built to serve these dominant brands. Who is serving the other 99.9% of food brands? We are! Our team is excited to be creating resources tailored to #SME food brands. We want to put these brands in the spotlight and equip them with comprehensive, affordable tools and services to help them get discovered. And we're offering select brands the chance to pilot with us and gain unlimited access to our platform, free of charge. No strings attached! If you're a #CPG food brand interested in using our platform drop a comment below or email [email protected]! #CPGindustry #GroceryRetail #FoodIndustry #OnlineGrocery #Ecommerce #ProductAttribute

4 days left in this month and Jade Street Consulting Inc. 🎤Got the yes for 3 SKUS for one of our brands into GIANT 🎤Got the yes for 4 SKUS for one of our brands into The Save Mart Companies and Lucky’s 🎤Finished the launch of another brand with 3 SKUS into The Save Mart Companies 🎤Received the yes for 3 SKUS for one of our brands into Raley's 🎤Had a meeting with Hannaford Supermarkets for one of our brands 🎤Had 2 meetings for The Fresh Market with our brands 🎤Scheduled in-person meetings for all brands at Market of Choice 🎤Have 2 meetings with Albertsons Companies nationally 🎤Have a meeting with Schnucks Supermarkets for one of our brands 🎤Scheduled a meeting with Stater Bros. Markets for one of our brands 🎤Had a meeting with Publix Super Markets for one of our brands 🎤Had a meeting with Vitacost.com for our brands and moving forward with two! 🎤Launched a new brand into Harmons Grocery 🎤Scheduled a meeting with Gelson's Markets for two of our brands 🎤Had a meeting with Central Market for one of our brands and got the yes! 🎤Scheduled an in-person meeting with Berkot's Super Foods 🎤Had a meeting with Super 1 Foods 🎤Testing out a brand in Kroger and these are just some of the things my KICK ASS team has done within the month. Small? YES Mighty? DEFINITELY 👏👏👏👏📈📈📈👀 #relationships #partnerships #launches #brokers #cpg #cpgindustry #cpgbrands #food #beverage #foodandbeverage #ceo #founder #meetings #retail #supplements #nutrition #food