How King Arthur turned flour from a commodity CPG to a branded CPG

Consumer packed goods is a tough business. Almost every single consumer product category features entrenched players who have brands backed by literally hundreds of millions of dollars. Not only do companies need to create products that consumers want, but they must fend off competitors who are using their hundred-million-dollar war chests to entice customers (retailers)… Continue reading

Information lag. Coronavirus and the CPG supply chain

Just one week after March 15, 2020, when President Donald Trump claimed the US had ‘tremendous control’ of the coronavirus pandemic, California Governor Gavin Newsome ordered all state residents to stay home. “The order,” the New York Times reported, “represents the most drastic measure any governor has taken to control the virus.” Similar orders may become… Continue reading

The Campbell Soup Company — Processed food growth in a fresh world

Last week the Campbell Soup Company announced that its recent investment in soup marketing paid off. This news is somewhat surprising. Nearly all research shows that consumers want fresh food. According to IRI, in 2017, fresh sales accounted for approximately 30.5 percent of all food sales, with produce, bakery, and deli meats accounting for most… Continue reading

Retailer Shelf Space: Another potential loss for CPG Manufacturers

In theory, the relationship between CPG manufacturers and retailers is one of mutual interest and cooperation. A retailer needs healthy manufacturers to stock their stores with quality products that consumers want. One of the subtexts to my earlier article on Dean Foods is that retailer consolidation is weakening the power of manufacturers to the point… Continue reading