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Functional beverage is the fastest-growing category in grocery—but it’s also the least forgiving: https://okt.to/9BhacA “In a category as crowded and volatile as functional beverage, you’ll quickly see that the competitive forces are extraordinarily intense,” says LPK’s Chief Growth Officer, Jesse McMullin, a multi-hyphenate in functional beverage who has led the development and branding of over 140 on-shelf CPG products in his career. “The key to understanding these forces—and to maintaining a competitive advantage—lies in being self-aware about your brand and your business dependencies.” In our latest piece on lpk.com, McMullin gives guidance on navigating the complexities from seed to shelf: https://okt.to/sWZB1F #functionalbeverage #bevtrends #cpg #brandgrowth

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