Paul Kenny’s Post

Want to know how your CPG Brand benchmarks to the industry? Complete the 2024 State of the CPG Food and Beverage Industry survey to find out. This survey is designed for CPG Brands to help you get an overview of the CPG Food and Beverage industry. You'll receive an in-depth report with the analysis on average unit velocities per category, retail distribution, e-commerce repeat rate, and so much more to help you plan for 2024. You can then use this data for retail meetings, investor pitches, and internal benchmarking. Survey link in the comments... Cheers to our friends at Foodbevy for spearheading this industry resource, and to Food Biz Wiz, Brand Pollinators, Product & Prosper, and EmergeCPG for collaborating for the common good! Go team impact!

As Taste Architects, we build brands with a purpose. We understand that every product, every flavor, and every ingredient has a story to tell. That's why we start with the essence of the brand and infuse it throughout the product development process. We believe that building profitability into your product is key, and it all starts with a solid brand and product strategy. By aligning your brand with your target audience and building a product roadmap that meets their needs, you can create a successful CPG brand that resonates with consumers. At Helmsman Group, we help our clients bring their brand vision to life and develop strategies that will drive revenue and growth. If you're ready to create a profitable food and beverage CPG brand, let's talk. https://bit.ly/47eksmS

The old 𝗘𝗻𝗴𝗲𝗹 𝗰𝘂𝗿𝘃𝗲 post is one of my most popular perspectives. Used by the right person, the curve carries profound insights into corporate strategy for food and beverage companies. I thus created this 𝗤𝘂𝗶𝗰𝗸 𝗥𝗲𝗮𝗱 out of the original materials. Read and reflect. —  —  — [2024-03-05] #fmcg #strategy #marketing #ceo #management

I can’t overstate how impressed I am by Dr. Pepper’s accomplishment. It is uncommon for fundamental share positions to change over time in consumer products.  I know of only a handful of cases where a category leader has been overtaken by a challenger.  Keurig/Dr. Pepper hasn’t overtaken Pepsico in carbonated beverage, let alone challenged Coca-Cola for category leadership, but brand-to-brand, Dr. Pepper overtaking Pepsi is still a very big deal. For most consumer products, purchasing is habitual, scale is highly insulating and the growth formula of brand building, product innovation and commercial execution is the same across competitors.  This “wide moat” makes for static competitive structures across a variety of consumer categories. The changes in share leadership I have studied come from either a highly disruptive innovation, where the change can occur relatively quickly, or a long slow march involving either sustained and truly differential execution by the winner or negligence on the part of the loser, or usually a combination of both.  Dr. Pepper looks like an example of sustained focus and executional excellence over time, perhaps aided by Pepsico over-milking a cash cow for too long. If you aspire to sustain share gains these examples are worth studying. I’ll put a few share change cases in the comments and would love to hear of other examples LI friends have seen. https://lnkd.in/gaTWnbJP

Why “great taste” isn’t enough: Let me guess. You’ve got a killer food and beverage CPG product with unbelievable flavors that foodies swoon over. Awesome. But here's the truth: Great taste isn't enough. Why? Because you're missing a critical step in the CPG game: Go-to-market strategy. You don't need to do it alone — focus on what you’re great at and partner with experts who are great at go-to-market strategy, channel strategy, design, scalability, and optimization. From choosing the right sales channels to picking packaging that pops, successful CPG product launches require a team of experienced professionals. Your product tastes fantastic. Your passion for food is undeniable. Now, it's time to get started building a brand that resonates with your target market and a strategy that sets you up for success.

In this video, I delve into the reasoning behind Pepsi's venture into food products, unveiling the carefully crafted strategy behind this move. 🍔🥤 Join me as I explore the exciting journey and share insights into the brand's innovative path. Don't miss out on this unique blend of business and flavor! 👉 Follow for more exclusive insights into business strategies and industry innovations. Let's stay connected on this exciting journey! 🚀 Don't forget to share with your network to spread the knowledge! 🤝 #PepsiStrategy #FoodInnovation #BusinessUnveiled #FollowForUpdates #ShareTheInsight

What an incredible couple days at The Beverage Forum! It was a privilege to hear from industry giants like Gavin Hattersley; game changing retailers (Tom Brennan of Casey's, Jesus Delgado-Jenkins of 7-Eleven, and Phil Markert of Albertsons Companies to name just a few); and inspiring brands like BeatBox, poppi, The Equitea Co., and so many more. There were a few recurring insights across the panels that resonated with what I've seen launching a new beer brand: 1. The importance of authenticity. This has to go beyond just the brand message and must be reflected in how the brand shows up at retail, how it makes its product, and how it speaks to consumers, regardless of channel. 2. The need to meet your consumers where they are. We're all busy, and convenience is key. If it's too hard to get a product (it's chronically out of stock, it's not in the expected channels, the packaging makes consumption too hard), fans, no matter how rabid, will opt for substitutes. 3. The increasing pace of innovation. Consumers are demanding variety and retailers are shifting their models to provide that. New brands have ever smaller windows to prove they have a right to stay. 4. Packaging is paramount! We learned this the hard way at EIGHT Brewing Co. As a new brand, your packaging has to work hard at retail - not only invoking the brand, but communicating your value proposition to potential consumers quicky and effectively. Thanks to the entire LA Libations team for putting on such a great event. I'm already looking forward to next year! In the meantime, here's Robert Downey Jr., co-founder of happy™, commenting on the mind-blowing competitiveness of the beverage industry.

The beverage industry is brimming with opportunities, and success is very much within reach. Recent stories like Gallo’s strategic investment in Montucky Cold Snacks highlight the immense potential for brands ready to seize it. You just need to know where to look and how to capitalize on these opportunities. One of my favorite things about the craft beverage industry today is watching its evolution from a hobby into a fully matured commercial business segment, all while retaining its core character. While we might not see outrageous revenue multiple, billion-dollar deals like those for Ballast Point or Lagunitas soon, the industry is brimming with opportunities for growth and innovation. Montucky Cold Snacks is once again, a prime example of this potential. With strategic branding, effective marketing, and a solid brand strategy, Montucky has grown from selling 130,000 cases to nearly a million in 2023. Their recent partnership with Gallo, a leader in wine, spirits, and RTDs, showcases the power of a compelling brand story and the right market positioning and strategy. Montucky has created a brand that resonates deeply with consumers through its brand identity. Their commitment to their brand story; being good, doing good, and having fun has fostered significant consumer loyalty engagement. The key takeaway here is that well-thought-out branding and marketing, coupled with an effective brand strategy, can significantly disrupt the industry. Even established brands can find immense opportunities through a pivot and strategic revamp. The craft beverage industry, evolving into a mature market segment, has created immense financial opportunities for anyone willing to implement and execute effective, proven strategies. Don’t let the perception of a 'stagnant' industry deter you. Opportunities are everywhere if you’re willing to innovate, adapt, and execute. At Five Star Beverage Group, we believe in the power of strategic planning and execution to unlock these opportunities and drive success. Reach out to us to learn how we can help you capitalize on the abundant opportunities currently available in the beverage market. #BeverageIndustry #BrandStrategy #MarketOpportunities #BusinessGrowth #Innovation #FiveStarBeverage #FiveStarStrategy https://lnkd.in/ejNZa8Wr

I’m excited to share my latest research findings with you! In my recent report on North American Latin market trends, I’ve gathered insights from industry experts like Brian Choi, author of ‘Game Changing Transformation: How Latin America is Redefining the US Food & Beverage Industry,’ and Al Carey, former CEO of PepsiCo, renowned for his work ‘Inspiring Passion and Shared Purpose.’ I’ve also included valuable data from the ‘Hispanic Market Report’ by Claritas. Here, I present the study for your review, and I look forward to engaging in discussions about how these insights can shape our business strategies. Together, we’ll drive innovation and growth! 💼🚀 #Latino #LatinFood #MarketTrends #BusinessInsights #LatinMarket

“The work we did with Vivaldi was such a game changer for how we thought about our business. It was hard work, but we were able to translate it into a strategy that was motivating and inspiring so that the rest of the organization understood the practical applications. It was a model for really thoughtful planning and analysis of a portfolio of brands.” ➡ Learn more about our work with Frito Lay and how our comprehensive in-situ consumer research led us to a winning proposition! #clientsuccessstory #casestudy #brandandbusiness #foodandbeverage #insights #fritolay