<?xml version="1.0" encoding="UTF-8"?>
<?xml-stylesheet href="/stylesheet.xsl" type="text/xsl"?>
<rss version="2.0" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:atom="http://www.w3.org/2005/Atom" xmlns:sy="http://purl.org/rss/1.0/modules/syndication/" xmlns:content="http://purl.org/rss/1.0/modules/content/" xmlns:itunes="http://www.itunes.com/dtds/podcast-1.0.dtd" xmlns:podcast="https://podcastindex.org/namespace/1.0">
  <channel>
    <atom:link rel="self" type="application/rss+xml" href="https://feeds.transistor.fm/the-fmcg-marketing-daily" title="MP3 Audio"/>
    <atom:link rel="hub" href="https://pubsubhubbub.appspot.com/"/>
    <podcast:podping usesPodping="true"/>
    <title>The FMCG Marketing Daily</title>
    <generator>Transistor (https://transistor.fm)</generator>
    <itunes:new-feed-url>https://feeds.transistor.fm/the-fmcg-marketing-daily</itunes:new-feed-url>
    <description>The essential morning briefing for brand leaders in fast-moving consumer goods. Hosted by Marco and Klara — two senior strategists with decades of experience inside global CPG companies and consultancies. Every episode covers retail media and distribution shifts, brand and competitor moves from Unilever, Coke, Nestlé, and challenger brands, and the macro and regulatory forces reshaping the category. Authoritative. Analytical. No noise. Built for brand managers, trade marketers, CMOs, and agency directors who need to stay ahead.</description>
    <copyright>© 2026 Marco &amp; Klara</copyright>
    <podcast:guid>9d5308c6-ff7c-526c-9894-a458ed910b8d</podcast:guid>
    <podcast:locked>yes</podcast:locked>
    <language>en-us</language>
    <pubDate>Tue, 16 Jun 2026 18:05:42 -0700</pubDate>
    <lastBuildDate>Tue, 16 Jun 2026 18:06:52 -0700</lastBuildDate>
    <image>
      <url>https://img.transistorcdn.com/AvCpxTjeHpPm8O0bSaJpYD_pMO43cstJrXcP4h9MSmo/rs:fill:0:0:1/w:1400/h:1400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS85M2Nh/MDI5MTc5NjAwNTA1/NWNmNjBiODliMzE3/NTQ3MC5wbmc.jpg</url>
      <title>The FMCG Marketing Daily</title>
    </image>
    <itunes:category text="Business">
      <itunes:category text="Marketing"/>
    </itunes:category>
    <itunes:category text="Business">
      <itunes:category text="Management"/>
    </itunes:category>
    <itunes:type>episodic</itunes:type>
    <itunes:author>Marco &amp; Klara</itunes:author>
    <itunes:image href="https://img.transistorcdn.com/AvCpxTjeHpPm8O0bSaJpYD_pMO43cstJrXcP4h9MSmo/rs:fill:0:0:1/w:1400/h:1400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS85M2Nh/MDI5MTc5NjAwNTA1/NWNmNjBiODliMzE3/NTQ3MC5wbmc.jpg"/>
    <itunes:summary>The essential morning briefing for brand leaders in fast-moving consumer goods. Hosted by Marco and Klara — two senior strategists with decades of experience inside global CPG companies and consultancies. Every episode covers retail media and distribution shifts, brand and competitor moves from Unilever, Coke, Nestlé, and challenger brands, and the macro and regulatory forces reshaping the category. Authoritative. Analytical. No noise. Built for brand managers, trade marketers, CMOs, and agency directors who need to stay ahead.</itunes:summary>
    <itunes:subtitle>The essential morning briefing for brand leaders in fast-moving consumer goods.</itunes:subtitle>
    <itunes:keywords></itunes:keywords>
    <itunes:owner>
      <itunes:name>Marco Jacobs</itunes:name>
      <itunes:email>marcojacobs@web.de</itunes:email>
    </itunes:owner>
    <itunes:complete>No</itunes:complete>
    <itunes:explicit>No</itunes:explicit>
    <item>
      <title>The FMCG Marketing Daily — June 17, 2026</title>
      <itunes:title>The FMCG Marketing Daily — June 17, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">f374e35a-9bf5-4f31-84ae-6d0da20c42ca</guid>
      <link>https://share.transistor.fm/s/9073c7a7</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — June 17, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• AB InBev is extending two of its biggest global beer brands — Stella Artois and Bud Light — into the fast-growing UK fruit beer segment, signalling a deliberate portfolio play to capture summer occasion drinkers.
• Mondelez CEO Dirk Van de Put has publicly doubled down on the company's decision to remain in Russia, putting brand purpose and reputational risk back at the centre of FMCG's most uncomfortable strategic debate.
• The Macallan is actively courting Gen Z not through premiumisation of everyday drinking — which that cohort largely avoids — but by repositioning single malt Scotch as the ultimate special occasion luxury splurge, a strategically distinct route from the celebrity-led Gen Z plays we've seen from other spirits brands.

Fun fact: Walmart's store layout is deliberately designed so that dairy and eggs are placed at the back of the store — but research from the University of Arizona found that this 'forced walk' strategy actually reduces average basket size in modern supercenters because shoppers on quick trips abandon their carts rather than navigate the full floor. The retailer has been quietly testing dairy repositioning in select markets since 2022 as a result.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — June 17, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• AB InBev is extending two of its biggest global beer brands — Stella Artois and Bud Light — into the fast-growing UK fruit beer segment, signalling a deliberate portfolio play to capture summer occasion drinkers.
• Mondelez CEO Dirk Van de Put has publicly doubled down on the company's decision to remain in Russia, putting brand purpose and reputational risk back at the centre of FMCG's most uncomfortable strategic debate.
• The Macallan is actively courting Gen Z not through premiumisation of everyday drinking — which that cohort largely avoids — but by repositioning single malt Scotch as the ultimate special occasion luxury splurge, a strategically distinct route from the celebrity-led Gen Z plays we've seen from other spirits brands.

Fun fact: Walmart's store layout is deliberately designed so that dairy and eggs are placed at the back of the store — but research from the University of Arizona found that this 'forced walk' strategy actually reduces average basket size in modern supercenters because shoppers on quick trips abandon their carts rather than navigate the full floor. The retailer has been quietly testing dairy repositioning in select markets since 2022 as a result.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Tue, 16 Jun 2026 18:05:42 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/9073c7a7/6942fa24.mp3" length="12824993" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>404</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — June 17, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• AB InBev is extending two of its biggest global beer brands — Stella Artois and Bud Light — into the fast-growing UK fruit beer segment, signalling a deliberate portfolio play to capture summer occasion drinkers.
• Mondelez CEO Dirk Van de Put has publicly doubled down on the company's decision to remain in Russia, putting brand purpose and reputational risk back at the centre of FMCG's most uncomfortable strategic debate.
• The Macallan is actively courting Gen Z not through premiumisation of everyday drinking — which that cohort largely avoids — but by repositioning single malt Scotch as the ultimate special occasion luxury splurge, a strategically distinct route from the celebrity-led Gen Z plays we've seen from other spirits brands.

Fun fact: Walmart's store layout is deliberately designed so that dairy and eggs are placed at the back of the store — but research from the University of Arizona found that this 'forced walk' strategy actually reduces average basket size in modern supercenters because shoppers on quick trips abandon their carts rather than navigate the full floor. The retailer has been quietly testing dairy repositioning in select markets since 2022 as a result.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — June 16, 2026</title>
      <itunes:title>The FMCG Marketing Daily — June 16, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">c68a862f-0cba-4805-9e51-55d533d219c9</guid>
      <link>https://share.transistor.fm/s/162c42e0</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — June 16, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Coca-Cola is flooding the media landscape with campaigns right before a major media and data account review — and the pattern reveals exactly where the brand is placing its strategic bets.
• KFC has launched a major global rebrand built around its bucket as the centrepiece of a new visual identity — a masterclass in using a legacy brand asset rather than abandoning it.
• A Starbucks promotional campaign has backfired so badly it is forcing over 2,000 store closures — making it one of the most visible marketing-driven operational crises in recent memory.

Fun fact: Costco's return policy is so liberal that the retailer once had to quietly add a 90-day limit specifically for electronics after customers were returning televisions they'd owned for years — but for almost every other product category, including most food and consumables, the unlimited lifetime return policy still stands. This means a shopper can theoretically return a half-eaten jar of peanut butter purchased five years ago, making Costco's shrink management one of the most unusual cost calculations in all of retail.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — June 16, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Coca-Cola is flooding the media landscape with campaigns right before a major media and data account review — and the pattern reveals exactly where the brand is placing its strategic bets.
• KFC has launched a major global rebrand built around its bucket as the centrepiece of a new visual identity — a masterclass in using a legacy brand asset rather than abandoning it.
• A Starbucks promotional campaign has backfired so badly it is forcing over 2,000 store closures — making it one of the most visible marketing-driven operational crises in recent memory.

Fun fact: Costco's return policy is so liberal that the retailer once had to quietly add a 90-day limit specifically for electronics after customers were returning televisions they'd owned for years — but for almost every other product category, including most food and consumables, the unlimited lifetime return policy still stands. This means a shopper can theoretically return a half-eaten jar of peanut butter purchased five years ago, making Costco's shrink management one of the most unusual cost calculations in all of retail.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Mon, 15 Jun 2026 18:05:33 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/162c42e0/28f35e1c.mp3" length="13072921" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>420</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — June 16, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Coca-Cola is flooding the media landscape with campaigns right before a major media and data account review — and the pattern reveals exactly where the brand is placing its strategic bets.
• KFC has launched a major global rebrand built around its bucket as the centrepiece of a new visual identity — a masterclass in using a legacy brand asset rather than abandoning it.
• A Starbucks promotional campaign has backfired so badly it is forcing over 2,000 store closures — making it one of the most visible marketing-driven operational crises in recent memory.

Fun fact: Costco's return policy is so liberal that the retailer once had to quietly add a 90-day limit specifically for electronics after customers were returning televisions they'd owned for years — but for almost every other product category, including most food and consumables, the unlimited lifetime return policy still stands. This means a shopper can theoretically return a half-eaten jar of peanut butter purchased five years ago, making Costco's shrink management one of the most unusual cost calculations in all of retail.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — June 15, 2026</title>
      <itunes:title>The FMCG Marketing Daily — June 15, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">9f56e932-9dfb-49f7-9833-003e9fe202ac</guid>
      <link>https://share.transistor.fm/s/4cb11724</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — June 15, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• FMCG brands selling through Walmart can now directly link their YouTube ad spend to in-store and online sales data — a major shift in how retail media and brand advertising converge.
• A former Kraft Heinz executive taking the helm of a restructured vertical farming business signals that FMCG talent is betting on controlled-environment agriculture as the next frontier for premium ingredient sourcing and brand differentiation.
• Bao's decision to make its brand design system openly available is a radical challenger move that reframes brand identity as a community asset rather than a proprietary moat — and it has direct implications for how FMCG brands think about brand codes in the age of co-creation.

Fun fact: Coca-Cola's red color wasn't chosen for branding — the barrels of syrup were painted red in the 1890s simply to help tax inspectors distinguish alcohol from non-alcohol shipments during transport. The iconic brand color is essentially an accident of 19th-century customs regulation.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — June 15, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• FMCG brands selling through Walmart can now directly link their YouTube ad spend to in-store and online sales data — a major shift in how retail media and brand advertising converge.
• A former Kraft Heinz executive taking the helm of a restructured vertical farming business signals that FMCG talent is betting on controlled-environment agriculture as the next frontier for premium ingredient sourcing and brand differentiation.
• Bao's decision to make its brand design system openly available is a radical challenger move that reframes brand identity as a community asset rather than a proprietary moat — and it has direct implications for how FMCG brands think about brand codes in the age of co-creation.

Fun fact: Coca-Cola's red color wasn't chosen for branding — the barrels of syrup were painted red in the 1890s simply to help tax inspectors distinguish alcohol from non-alcohol shipments during transport. The iconic brand color is essentially an accident of 19th-century customs regulation.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Sun, 14 Jun 2026 18:05:42 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/4cb11724/dee3eb99.mp3" length="13079840" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>420</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — June 15, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• FMCG brands selling through Walmart can now directly link their YouTube ad spend to in-store and online sales data — a major shift in how retail media and brand advertising converge.
• A former Kraft Heinz executive taking the helm of a restructured vertical farming business signals that FMCG talent is betting on controlled-environment agriculture as the next frontier for premium ingredient sourcing and brand differentiation.
• Bao's decision to make its brand design system openly available is a radical challenger move that reframes brand identity as a community asset rather than a proprietary moat — and it has direct implications for how FMCG brands think about brand codes in the age of co-creation.

Fun fact: Coca-Cola's red color wasn't chosen for branding — the barrels of syrup were painted red in the 1890s simply to help tax inspectors distinguish alcohol from non-alcohol shipments during transport. The iconic brand color is essentially an accident of 19th-century customs regulation.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — June 14, 2026</title>
      <itunes:title>The FMCG Marketing Daily — June 14, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">444d9025-c846-403b-b9ab-4eb867e9043d</guid>
      <link>https://share.transistor.fm/s/925dda06</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — June 14, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Sazerac is using a packaging innovation claim to carve out shelf space for Svedka in the crowded vodka RTD category — a distinct move from the Puschkin RTD story already covered.
• A $400 million regulatory dispute between global alcohol giants and an Indian state government is a live warning to FMCG brand managers about the market access risks of operating in regulated, state-controlled liquor markets.
• A major Latin American food group acquiring NotCo's regional operations signals that AI-driven plant-based challengers are increasingly being absorbed into established FMCG portfolios rather than scaling independently.

Fun fact: The average supermarket loyalty card program tracks over 500 individual data points per shopper, yet research from Dunnhumby found that retailers only actively use around 7 of them to drive personalized promotions. Brand managers investing in loyalty partnerships may be paying a premium for data sophistication that largely sits dormant.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — June 14, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Sazerac is using a packaging innovation claim to carve out shelf space for Svedka in the crowded vodka RTD category — a distinct move from the Puschkin RTD story already covered.
• A $400 million regulatory dispute between global alcohol giants and an Indian state government is a live warning to FMCG brand managers about the market access risks of operating in regulated, state-controlled liquor markets.
• A major Latin American food group acquiring NotCo's regional operations signals that AI-driven plant-based challengers are increasingly being absorbed into established FMCG portfolios rather than scaling independently.

Fun fact: The average supermarket loyalty card program tracks over 500 individual data points per shopper, yet research from Dunnhumby found that retailers only actively use around 7 of them to drive personalized promotions. Brand managers investing in loyalty partnerships may be paying a premium for data sophistication that largely sits dormant.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Sat, 13 Jun 2026 18:05:25 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/925dda06/c4cf3e22.mp3" length="12644717" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>393</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — June 14, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Sazerac is using a packaging innovation claim to carve out shelf space for Svedka in the crowded vodka RTD category — a distinct move from the Puschkin RTD story already covered.
• A $400 million regulatory dispute between global alcohol giants and an Indian state government is a live warning to FMCG brand managers about the market access risks of operating in regulated, state-controlled liquor markets.
• A major Latin American food group acquiring NotCo's regional operations signals that AI-driven plant-based challengers are increasingly being absorbed into established FMCG portfolios rather than scaling independently.

Fun fact: The average supermarket loyalty card program tracks over 500 individual data points per shopper, yet research from Dunnhumby found that retailers only actively use around 7 of them to drive personalized promotions. Brand managers investing in loyalty partnerships may be paying a premium for data sophistication that largely sits dormant.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — June 13, 2026</title>
      <itunes:title>The FMCG Marketing Daily — June 13, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">29082540-c9c0-4537-a176-46d39d5dac9e</guid>
      <link>https://share.transistor.fm/s/4a67502c</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — June 13, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Taylors of Harrogate's new campaign by Lucky Generals turns obsessive customer behaviour into brand identity — a textbook challenger move in a category dominated by Nestlé and JDE.
• NielsenIQ's new report shows geopolitical shifts are now directly rewriting consumer purchasing decisions at the shelf — faster than most FMCG brand managers' planning cycles can absorb.
• Swedish soft drinks producers have committed to further voluntary sugar reductions — a regulatory-adjacent move that raises the bar for Coca-Cola and PepsiCo's Nordic reformulation timelines.

Fun fact: Coca-Cola's red color has no inherent brand protection — it's the specific Pantone 484 shade paired with the contour bottle that courts recognize as a trade dress, meaning a competitor could legally sell a cola in a nearly identical red can as long as the shape differs. This is why Coca-Cola has invested more in protecting its bottle silhouette than almost any other physical asset in its portfolio — the bottle is actually registered as a trademark in over 100 countries.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — June 13, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Taylors of Harrogate's new campaign by Lucky Generals turns obsessive customer behaviour into brand identity — a textbook challenger move in a category dominated by Nestlé and JDE.
• NielsenIQ's new report shows geopolitical shifts are now directly rewriting consumer purchasing decisions at the shelf — faster than most FMCG brand managers' planning cycles can absorb.
• Swedish soft drinks producers have committed to further voluntary sugar reductions — a regulatory-adjacent move that raises the bar for Coca-Cola and PepsiCo's Nordic reformulation timelines.

Fun fact: Coca-Cola's red color has no inherent brand protection — it's the specific Pantone 484 shade paired with the contour bottle that courts recognize as a trade dress, meaning a competitor could legally sell a cola in a nearly identical red can as long as the shape differs. This is why Coca-Cola has invested more in protecting its bottle silhouette than almost any other physical asset in its portfolio — the bottle is actually registered as a trademark in over 100 countries.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Fri, 12 Jun 2026 18:06:11 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/4a67502c/7237e277.mp3" length="12862663" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>407</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — June 13, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Taylors of Harrogate's new campaign by Lucky Generals turns obsessive customer behaviour into brand identity — a textbook challenger move in a category dominated by Nestlé and JDE.
• NielsenIQ's new report shows geopolitical shifts are now directly rewriting consumer purchasing decisions at the shelf — faster than most FMCG brand managers' planning cycles can absorb.
• Swedish soft drinks producers have committed to further voluntary sugar reductions — a regulatory-adjacent move that raises the bar for Coca-Cola and PepsiCo's Nordic reformulation timelines.

Fun fact: Coca-Cola's red color has no inherent brand protection — it's the specific Pantone 484 shade paired with the contour bottle that courts recognize as a trade dress, meaning a competitor could legally sell a cola in a nearly identical red can as long as the shape differs. This is why Coca-Cola has invested more in protecting its bottle silhouette than almost any other physical asset in its portfolio — the bottle is actually registered as a trademark in over 100 countries.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — June 12, 2026</title>
      <itunes:title>The FMCG Marketing Daily — June 12, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">2021de92-967d-47c2-8ee7-63a334ab1ca2</guid>
      <link>https://share.transistor.fm/s/bf6db75a</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — June 12, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• L'Oréal Paris has moved from passive sponsor to active co-creator by embedding its brand into the narrative DNA of a major streaming franchise — a new model for entertainment partnerships.
• Berentzen is using the RTD boom to reposition Puschkin from a legacy vodka label into a modern, convenience-first brand — a classic challenger move against Diageo and AB InBev's dominant RTD portfolios.
• ITV's World Cup ad revenues running 30% above Euro 2024 levels confirms that linear TV is staging a major commercial comeback — and FMCG brands are the ones writing the biggest cheques.

Fun fact: Coca-Cola spends more money on water stewardship and replenishment programs than most mid-sized FMCG brands spend on their entire marketing budget — returning roughly 1.75 trillion liters back to nature and communities in a single year. The reason: water is classified as a 'business-critical input,' meaning ingredient security, not ethics, drives the investment.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — June 12, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• L'Oréal Paris has moved from passive sponsor to active co-creator by embedding its brand into the narrative DNA of a major streaming franchise — a new model for entertainment partnerships.
• Berentzen is using the RTD boom to reposition Puschkin from a legacy vodka label into a modern, convenience-first brand — a classic challenger move against Diageo and AB InBev's dominant RTD portfolios.
• ITV's World Cup ad revenues running 30% above Euro 2024 levels confirms that linear TV is staging a major commercial comeback — and FMCG brands are the ones writing the biggest cheques.

Fun fact: Coca-Cola spends more money on water stewardship and replenishment programs than most mid-sized FMCG brands spend on their entire marketing budget — returning roughly 1.75 trillion liters back to nature and communities in a single year. The reason: water is classified as a 'business-critical input,' meaning ingredient security, not ethics, drives the investment.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Thu, 11 Jun 2026 18:05:50 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/bf6db75a/55a34e10.mp3" length="13106747" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>422</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — June 12, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• L'Oréal Paris has moved from passive sponsor to active co-creator by embedding its brand into the narrative DNA of a major streaming franchise — a new model for entertainment partnerships.
• Berentzen is using the RTD boom to reposition Puschkin from a legacy vodka label into a modern, convenience-first brand — a classic challenger move against Diageo and AB InBev's dominant RTD portfolios.
• ITV's World Cup ad revenues running 30% above Euro 2024 levels confirms that linear TV is staging a major commercial comeback — and FMCG brands are the ones writing the biggest cheques.

Fun fact: Coca-Cola spends more money on water stewardship and replenishment programs than most mid-sized FMCG brands spend on their entire marketing budget — returning roughly 1.75 trillion liters back to nature and communities in a single year. The reason: water is classified as a 'business-critical input,' meaning ingredient security, not ethics, drives the investment.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — June 11, 2026</title>
      <itunes:title>The FMCG Marketing Daily — June 11, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">56a50dc9-9972-4e6d-a116-0939fbb9f376</guid>
      <link>https://share.transistor.fm/s/0248e947</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — June 11, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• The Scotch whisky category is using A-list celebrity partnerships to solve a structural generational relevance problem — and the strategy reveals how legacy spirits brands are rethinking who they market to and how.
• AB InBev has extended its FIFA partnership through 2030, doubling down on sports sponsorship as its primary global brand-building vehicle just as the World Cup kicks off on home soil.
• Jelly Belly is executing a full brand repositioning — moving from novelty confectionery to a premium sharing experience targeting a newly defined 'social epicurean' consumer segment.

Fun fact: The average supermarket product sits on shelf for just 1.4 seconds of actual shopper attention before a purchase decision is made — yet most FMCG brands spend the majority of their packaging budget optimizing elements that only become visible after a shopper has already picked the product up. That means the front-of-pack hierarchy most brand managers agonize over is largely being processed after the decision, not before it.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — June 11, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• The Scotch whisky category is using A-list celebrity partnerships to solve a structural generational relevance problem — and the strategy reveals how legacy spirits brands are rethinking who they market to and how.
• AB InBev has extended its FIFA partnership through 2030, doubling down on sports sponsorship as its primary global brand-building vehicle just as the World Cup kicks off on home soil.
• Jelly Belly is executing a full brand repositioning — moving from novelty confectionery to a premium sharing experience targeting a newly defined 'social epicurean' consumer segment.

Fun fact: The average supermarket product sits on shelf for just 1.4 seconds of actual shopper attention before a purchase decision is made — yet most FMCG brands spend the majority of their packaging budget optimizing elements that only become visible after a shopper has already picked the product up. That means the front-of-pack hierarchy most brand managers agonize over is largely being processed after the decision, not before it.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Wed, 10 Jun 2026 18:05:41 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/0248e947/0e867724.mp3" length="13004885" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>416</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — June 11, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• The Scotch whisky category is using A-list celebrity partnerships to solve a structural generational relevance problem — and the strategy reveals how legacy spirits brands are rethinking who they market to and how.
• AB InBev has extended its FIFA partnership through 2030, doubling down on sports sponsorship as its primary global brand-building vehicle just as the World Cup kicks off on home soil.
• Jelly Belly is executing a full brand repositioning — moving from novelty confectionery to a premium sharing experience targeting a newly defined 'social epicurean' consumer segment.

Fun fact: The average supermarket product sits on shelf for just 1.4 seconds of actual shopper attention before a purchase decision is made — yet most FMCG brands spend the majority of their packaging budget optimizing elements that only become visible after a shopper has already picked the product up. That means the front-of-pack hierarchy most brand managers agonize over is largely being processed after the decision, not before it.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — June 10, 2026</title>
      <itunes:title>The FMCG Marketing Daily — June 10, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">2b77bc5e-e758-4d2f-bb35-443b6811b5a0</guid>
      <link>https://share.transistor.fm/s/ebc9a813</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — June 10, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• With the World Cup now live, the defining brand battle of the tournament is how Nike and Adidas are deploying fundamentally different marketing strategies to own the moment.
• A UK advertising watchdog ruling against Beauty Pie's 'clinically proven' claim is a sharp reminder that efficacy-led brand communications are under intensifying regulatory scrutiny across beauty and personal care.
• Second Nature Brands' acquisition of Tillamook Country Smoker signals a consolidation wave in the fast-growing meat snacks category that challengers and legacy FMCG players alike cannot ignore.

Fun fact: Costco deliberately limits its store-brand Kirkland Signature line to fewer than 400 SKUs, yet Kirkland alone generates over $53 billion in annual sales — making it a larger 'brand' by revenue than Nike or Budweiser. The strategy is intentional: scarcity of choice forces such high volume concentration per item that Costco can demand manufacturing quality typically reserved for premium national brands.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — June 10, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• With the World Cup now live, the defining brand battle of the tournament is how Nike and Adidas are deploying fundamentally different marketing strategies to own the moment.
• A UK advertising watchdog ruling against Beauty Pie's 'clinically proven' claim is a sharp reminder that efficacy-led brand communications are under intensifying regulatory scrutiny across beauty and personal care.
• Second Nature Brands' acquisition of Tillamook Country Smoker signals a consolidation wave in the fast-growing meat snacks category that challengers and legacy FMCG players alike cannot ignore.

Fun fact: Costco deliberately limits its store-brand Kirkland Signature line to fewer than 400 SKUs, yet Kirkland alone generates over $53 billion in annual sales — making it a larger 'brand' by revenue than Nike or Budweiser. The strategy is intentional: scarcity of choice forces such high volume concentration per item that Costco can demand manufacturing quality typically reserved for premium national brands.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Tue, 09 Jun 2026 18:05:30 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/ebc9a813/21a58242.mp3" length="12751576" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>400</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — June 10, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• With the World Cup now live, the defining brand battle of the tournament is how Nike and Adidas are deploying fundamentally different marketing strategies to own the moment.
• A UK advertising watchdog ruling against Beauty Pie's 'clinically proven' claim is a sharp reminder that efficacy-led brand communications are under intensifying regulatory scrutiny across beauty and personal care.
• Second Nature Brands' acquisition of Tillamook Country Smoker signals a consolidation wave in the fast-growing meat snacks category that challengers and legacy FMCG players alike cannot ignore.

Fun fact: Costco deliberately limits its store-brand Kirkland Signature line to fewer than 400 SKUs, yet Kirkland alone generates over $53 billion in annual sales — making it a larger 'brand' by revenue than Nike or Budweiser. The strategy is intentional: scarcity of choice forces such high volume concentration per item that Costco can demand manufacturing quality typically reserved for premium national brands.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — June 09, 2026</title>
      <itunes:title>The FMCG Marketing Daily — June 09, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">2275eb27-e23e-4a7e-8844-da7c27acc77b</guid>
      <link>https://share.transistor.fm/s/5e9da64e</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — June 09, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Tropicana's decision to refresh creative execution while holding its strategic positioning steady is a rare and instructive case of brand discipline in a category under pressure.
• Rémy Cointreau's strategic pivot to reclaim distribution and tighten brand control is a high-stakes bet on premiumisation at exactly the moment when luxury spirits demand is most volatile.
• M&amp;S Ireland's 'Farm to Foodhall' campaign scoring near the top of System 1's effectiveness scale is concrete evidence that provenance-led food storytelling still drives the strongest emotional response with consumers.

Fun fact: The average supermarket stocks around 30,000 SKUs, yet research shows that removing 80% of those products would account for less than 20% of lost sales — a principle that drove Trader Joe's to deliberately cap its range at roughly 4,000 SKUs and consistently outperform larger rivals on sales per square foot. Most brand managers fight for shelf space assuming more presence means more sales, when the data suggests the opposite.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — June 09, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Tropicana's decision to refresh creative execution while holding its strategic positioning steady is a rare and instructive case of brand discipline in a category under pressure.
• Rémy Cointreau's strategic pivot to reclaim distribution and tighten brand control is a high-stakes bet on premiumisation at exactly the moment when luxury spirits demand is most volatile.
• M&amp;S Ireland's 'Farm to Foodhall' campaign scoring near the top of System 1's effectiveness scale is concrete evidence that provenance-led food storytelling still drives the strongest emotional response with consumers.

Fun fact: The average supermarket stocks around 30,000 SKUs, yet research shows that removing 80% of those products would account for less than 20% of lost sales — a principle that drove Trader Joe's to deliberately cap its range at roughly 4,000 SKUs and consistently outperform larger rivals on sales per square foot. Most brand managers fight for shelf space assuming more presence means more sales, when the data suggests the opposite.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Mon, 08 Jun 2026 18:05:26 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/5e9da64e/605d5ea0.mp3" length="13018723" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>417</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — June 09, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Tropicana's decision to refresh creative execution while holding its strategic positioning steady is a rare and instructive case of brand discipline in a category under pressure.
• Rémy Cointreau's strategic pivot to reclaim distribution and tighten brand control is a high-stakes bet on premiumisation at exactly the moment when luxury spirits demand is most volatile.
• M&amp;S Ireland's 'Farm to Foodhall' campaign scoring near the top of System 1's effectiveness scale is concrete evidence that provenance-led food storytelling still drives the strongest emotional response with consumers.

Fun fact: The average supermarket stocks around 30,000 SKUs, yet research shows that removing 80% of those products would account for less than 20% of lost sales — a principle that drove Trader Joe's to deliberately cap its range at roughly 4,000 SKUs and consistently outperform larger rivals on sales per square foot. Most brand managers fight for shelf space assuming more presence means more sales, when the data suggests the opposite.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — June 08, 2026</title>
      <itunes:title>The FMCG Marketing Daily — June 08, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">54ce4bc8-0715-4cd0-9302-b4fd0917cd85</guid>
      <link>https://share.transistor.fm/s/fb1169f2</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — June 08, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Coca-Cola's new World Cup emotional campaign is a distinct creative strategy story — separate from the AI Mourinho execution and the CFO agency review already covered — showing how the brand is activating its official sponsorship through consumer emotion rather than celebrity or data.
• KFC Sweden's 'Bucket For One' campaign by Uncommon Stockholm turns the cultural taboo of solo dining into a brand positioning move — a sharp example of how QSR brands are using consumer behaviour insight to launch new SKUs with a cultural edge.
• While Danone's CEO publicly ruled out the Mead Johnson acquisition, Nestlé is quietly taking a different route into infant nutrition innovation — a multi-year startup partnership on bioactive proteins that signals R&amp;D-led brand differentiation over M&amp;A scale.

Fun fact: The average supermarket loses more money to 'shrinkage' — theft, spoilage, and administrative error — than it earns in net profit, with the industry-wide shrink rate sitting at around 1.6% of sales versus typical net margins of just 1–3%. That means a single percentage point improvement in shrink can effectively double a retailer's profit.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — June 08, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Coca-Cola's new World Cup emotional campaign is a distinct creative strategy story — separate from the AI Mourinho execution and the CFO agency review already covered — showing how the brand is activating its official sponsorship through consumer emotion rather than celebrity or data.
• KFC Sweden's 'Bucket For One' campaign by Uncommon Stockholm turns the cultural taboo of solo dining into a brand positioning move — a sharp example of how QSR brands are using consumer behaviour insight to launch new SKUs with a cultural edge.
• While Danone's CEO publicly ruled out the Mead Johnson acquisition, Nestlé is quietly taking a different route into infant nutrition innovation — a multi-year startup partnership on bioactive proteins that signals R&amp;D-led brand differentiation over M&amp;A scale.

Fun fact: The average supermarket loses more money to 'shrinkage' — theft, spoilage, and administrative error — than it earns in net profit, with the industry-wide shrink rate sitting at around 1.6% of sales versus typical net margins of just 1–3%. That means a single percentage point improvement in shrink can effectively double a retailer's profit.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Sun, 07 Jun 2026 18:05:24 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/fb1169f2/ed616e4e.mp3" length="12736200" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>399</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — June 08, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Coca-Cola's new World Cup emotional campaign is a distinct creative strategy story — separate from the AI Mourinho execution and the CFO agency review already covered — showing how the brand is activating its official sponsorship through consumer emotion rather than celebrity or data.
• KFC Sweden's 'Bucket For One' campaign by Uncommon Stockholm turns the cultural taboo of solo dining into a brand positioning move — a sharp example of how QSR brands are using consumer behaviour insight to launch new SKUs with a cultural edge.
• While Danone's CEO publicly ruled out the Mead Johnson acquisition, Nestlé is quietly taking a different route into infant nutrition innovation — a multi-year startup partnership on bioactive proteins that signals R&amp;D-led brand differentiation over M&amp;A scale.

Fun fact: The average supermarket loses more money to 'shrinkage' — theft, spoilage, and administrative error — than it earns in net profit, with the industry-wide shrink rate sitting at around 1.6% of sales versus typical net margins of just 1–3%. That means a single percentage point improvement in shrink can effectively double a retailer's profit.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — June 07, 2026</title>
      <itunes:title>The FMCG Marketing Daily — June 07, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">ecc34041-8a2e-4cb1-9d44-3569f6518b61</guid>
      <link>https://share.transistor.fm/s/1e66b7da</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — June 07, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Coca-Cola is launching a global agency review covering media, data and tech — and the CFO's public focus on data matching signals a fundamental shift in how the world's biggest beverage brand is structuring its marketing infrastructure.
• Diageo's Indian subsidiary United Spirits is closing another manufacturing facility in Hyderabad, raising pointed questions about the parent brand's long-term commitment to local production in one of the world's most strategically important spirits markets.
• Dairy giant Lactalis is making an acquisition play in the high-protein category, signalling that legacy FMCG dairy brands are now treating the protein trend as a structural portfolio shift rather than a passing consumer fad.

Fun fact: Heinz once ran a ketchup ad in the UK that was banned because it was too effective — the 2022 campaign showed people licking ketchup directly off various surfaces, and regulators pulled it for encouraging unhygienic behavior in a post-pandemic environment. The brand's response was to immediately rerun it in markets outside regulatory reach, generating more earned media than the original paid spend.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — June 07, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Coca-Cola is launching a global agency review covering media, data and tech — and the CFO's public focus on data matching signals a fundamental shift in how the world's biggest beverage brand is structuring its marketing infrastructure.
• Diageo's Indian subsidiary United Spirits is closing another manufacturing facility in Hyderabad, raising pointed questions about the parent brand's long-term commitment to local production in one of the world's most strategically important spirits markets.
• Dairy giant Lactalis is making an acquisition play in the high-protein category, signalling that legacy FMCG dairy brands are now treating the protein trend as a structural portfolio shift rather than a passing consumer fad.

Fun fact: Heinz once ran a ketchup ad in the UK that was banned because it was too effective — the 2022 campaign showed people licking ketchup directly off various surfaces, and regulators pulled it for encouraging unhygienic behavior in a post-pandemic environment. The brand's response was to immediately rerun it in markets outside regulatory reach, generating more earned media than the original paid spend.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Sat, 06 Jun 2026 18:05:46 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/1e66b7da/dad6ac67.mp3" length="13148260" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>425</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — June 07, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Coca-Cola is launching a global agency review covering media, data and tech — and the CFO's public focus on data matching signals a fundamental shift in how the world's biggest beverage brand is structuring its marketing infrastructure.
• Diageo's Indian subsidiary United Spirits is closing another manufacturing facility in Hyderabad, raising pointed questions about the parent brand's long-term commitment to local production in one of the world's most strategically important spirits markets.
• Dairy giant Lactalis is making an acquisition play in the high-protein category, signalling that legacy FMCG dairy brands are now treating the protein trend as a structural portfolio shift rather than a passing consumer fad.

Fun fact: Heinz once ran a ketchup ad in the UK that was banned because it was too effective — the 2022 campaign showed people licking ketchup directly off various surfaces, and regulators pulled it for encouraging unhygienic behavior in a post-pandemic environment. The brand's response was to immediately rerun it in markets outside regulatory reach, generating more earned media than the original paid spend.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — June 06, 2026</title>
      <itunes:title>The FMCG Marketing Daily — June 06, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">5b279eda-533c-48a0-ae76-e1db507771ec</guid>
      <link>https://share.transistor.fm/s/767cbf8e</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — June 06, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Coca-Cola is replacing a live celebrity with an AI clone in a major World Cup campaign — a structural shift in how FMCG giants may manage endorsement risk and cost going forward.
• PepsiCo is making a direct play for India's fast-growing energy drinks market with a brand that has had little global visibility — a high-stakes category expansion bet in one of the world's most contested FMCG arenas.
• Spain's consumer ministry is moving to restrict the sale and advertising of caffeinated energy drinks to under-16s and under-18s — a regulatory intervention that could reshape how the entire category is marketed across the EU.

Fun fact: Heinz once ran a ketchup bottle with no label at all — just the iconic shape — in a UK limited release, and it outsold the labelled version in test stores by 14% because shoppers said they trusted the silhouette more than the branding itself. It became one of the earliest documented cases of packaging shape functioning as a standalone brand asset in retail.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — June 06, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Coca-Cola is replacing a live celebrity with an AI clone in a major World Cup campaign — a structural shift in how FMCG giants may manage endorsement risk and cost going forward.
• PepsiCo is making a direct play for India's fast-growing energy drinks market with a brand that has had little global visibility — a high-stakes category expansion bet in one of the world's most contested FMCG arenas.
• Spain's consumer ministry is moving to restrict the sale and advertising of caffeinated energy drinks to under-16s and under-18s — a regulatory intervention that could reshape how the entire category is marketed across the EU.

Fun fact: Heinz once ran a ketchup bottle with no label at all — just the iconic shape — in a UK limited release, and it outsold the labelled version in test stores by 14% because shoppers said they trusted the silhouette more than the branding itself. It became one of the earliest documented cases of packaging shape functioning as a standalone brand asset in retail.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Fri, 05 Jun 2026 18:05:41 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/767cbf8e/1cf779da.mp3" length="13008729" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>416</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — June 06, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Coca-Cola is replacing a live celebrity with an AI clone in a major World Cup campaign — a structural shift in how FMCG giants may manage endorsement risk and cost going forward.
• PepsiCo is making a direct play for India's fast-growing energy drinks market with a brand that has had little global visibility — a high-stakes category expansion bet in one of the world's most contested FMCG arenas.
• Spain's consumer ministry is moving to restrict the sale and advertising of caffeinated energy drinks to under-16s and under-18s — a regulatory intervention that could reshape how the entire category is marketed across the EU.

Fun fact: Heinz once ran a ketchup bottle with no label at all — just the iconic shape — in a UK limited release, and it outsold the labelled version in test stores by 14% because shoppers said they trusted the silhouette more than the branding itself. It became one of the earliest documented cases of packaging shape functioning as a standalone brand asset in retail.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — June 05, 2026</title>
      <itunes:title>The FMCG Marketing Daily — June 05, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">39e429d3-1a68-46ce-b993-9edfec9e432a</guid>
      <link>https://share.transistor.fm/s/44e142b2</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — June 05, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Violife is using social content to directly combat the taste and texture scepticism that has kept dairy-free cheese a niche category — a textbook challenger brand education play.
• Danone's CEO publicly walking away from a category-defining acquisition signals a clear strategic choice about where the company is — and is not — betting its brand future.
• Nestlé's CEO is signalling that falling commodity costs will be channelled into innovation and marketing investment — not just margin recovery — which has direct implications for competitive spend levels across coffee and confectionery.

Fun fact: The average supermarket plays music at around 72 beats per minute during off-peak hours — deliberately slower than a resting heart rate — because a 1982 study found shoppers spend up to 38% more when background music tempo drops below 94 BPM. Retailers like Kroger have used licensed tempo-controlled playlists as a silent revenue lever for decades, with zero price changes required.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — June 05, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Violife is using social content to directly combat the taste and texture scepticism that has kept dairy-free cheese a niche category — a textbook challenger brand education play.
• Danone's CEO publicly walking away from a category-defining acquisition signals a clear strategic choice about where the company is — and is not — betting its brand future.
• Nestlé's CEO is signalling that falling commodity costs will be channelled into innovation and marketing investment — not just margin recovery — which has direct implications for competitive spend levels across coffee and confectionery.

Fun fact: The average supermarket plays music at around 72 beats per minute during off-peak hours — deliberately slower than a resting heart rate — because a 1982 study found shoppers spend up to 38% more when background music tempo drops below 94 BPM. Retailers like Kroger have used licensed tempo-controlled playlists as a silent revenue lever for decades, with zero price changes required.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Thu, 04 Jun 2026 18:05:26 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/44e142b2/9a8e243c.mp3" length="12950302" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>412</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — June 05, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Violife is using social content to directly combat the taste and texture scepticism that has kept dairy-free cheese a niche category — a textbook challenger brand education play.
• Danone's CEO publicly walking away from a category-defining acquisition signals a clear strategic choice about where the company is — and is not — betting its brand future.
• Nestlé's CEO is signalling that falling commodity costs will be channelled into innovation and marketing investment — not just margin recovery — which has direct implications for competitive spend levels across coffee and confectionery.

Fun fact: The average supermarket plays music at around 72 beats per minute during off-peak hours — deliberately slower than a resting heart rate — because a 1982 study found shoppers spend up to 38% more when background music tempo drops below 94 BPM. Retailers like Kroger have used licensed tempo-controlled playlists as a silent revenue lever for decades, with zero price changes required.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — June 04, 2026</title>
      <itunes:title>The FMCG Marketing Daily — June 04, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">60415431-b900-42c8-90f4-7de6dd327765</guid>
      <link>https://share.transistor.fm/s/412f838e</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — June 04, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Nestlé is moving from minority investor to full owner of Yfood, signalling a deliberate strategic bet on the fast-growing ready-to-drink meal replacement category.
• Disaronno Group has formally closed its acquisition of Amaro Averna and Zedda Piras from Campari, reshaping the Italian spirits brand landscape and raising immediate questions about how two heritage amaro brands will be positioned under new ownership.
• French craft beer group Fabulous French Brasseurs has opened its capital to specialist food fund FrenchFood Capital, backing a multi-brand regional brewery challenger at a moment when the mainstream beer category is under volume pressure.

Fun fact: The color red on food packaging has been shown to suppress appetite in clinical studies, yet Coca-Cola, Heinz, and dozens of other top FMCG brands use it as their dominant packaging color — partly because it triggers urgency and impulse purchase faster than any other color on shelf, overriding the appetite signal entirely. The purchase happens before the brain's hunger cues even register.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — June 04, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Nestlé is moving from minority investor to full owner of Yfood, signalling a deliberate strategic bet on the fast-growing ready-to-drink meal replacement category.
• Disaronno Group has formally closed its acquisition of Amaro Averna and Zedda Piras from Campari, reshaping the Italian spirits brand landscape and raising immediate questions about how two heritage amaro brands will be positioned under new ownership.
• French craft beer group Fabulous French Brasseurs has opened its capital to specialist food fund FrenchFood Capital, backing a multi-brand regional brewery challenger at a moment when the mainstream beer category is under volume pressure.

Fun fact: The color red on food packaging has been shown to suppress appetite in clinical studies, yet Coca-Cola, Heinz, and dozens of other top FMCG brands use it as their dominant packaging color — partly because it triggers urgency and impulse purchase faster than any other color on shelf, overriding the appetite signal entirely. The purchase happens before the brain's hunger cues even register.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Wed, 03 Jun 2026 18:05:49 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/412f838e/5b36e88a.mp3" length="12998735" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>415</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — June 04, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Nestlé is moving from minority investor to full owner of Yfood, signalling a deliberate strategic bet on the fast-growing ready-to-drink meal replacement category.
• Disaronno Group has formally closed its acquisition of Amaro Averna and Zedda Piras from Campari, reshaping the Italian spirits brand landscape and raising immediate questions about how two heritage amaro brands will be positioned under new ownership.
• French craft beer group Fabulous French Brasseurs has opened its capital to specialist food fund FrenchFood Capital, backing a multi-brand regional brewery challenger at a moment when the mainstream beer category is under volume pressure.

Fun fact: The color red on food packaging has been shown to suppress appetite in clinical studies, yet Coca-Cola, Heinz, and dozens of other top FMCG brands use it as their dominant packaging color — partly because it triggers urgency and impulse purchase faster than any other color on shelf, overriding the appetite signal entirely. The purchase happens before the brain's hunger cues even register.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — June 03, 2026</title>
      <itunes:title>The FMCG Marketing Daily — June 03, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">ee8b696b-0723-4472-a526-af3e93215871</guid>
      <link>https://share.transistor.fm/s/b454bfd1</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — June 03, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Kraft Heinz CMO Todd Kaplan lays out how legacy pantry brands stay culturally relevant in an algorithm-driven, TikTok-first media landscape.
• Ferrero is committing €60 million to French manufacturing while simultaneously launching Nutella Cookies across Europe — a rare dual move that ties brand extension directly to domestic investment.
• Challenger nappy brand Peachies is using unflinching postpartum imagery to carve out category space that Pampers and Huggies have historically avoided.

Fun fact: The average supermarket loyalty card program actually loses money on its top 20% of customers — the heavy deal-seekers who cherry-pick promotions cost retailers more in discounts than they generate in margin, a dynamic Tesco's Clubcard team identified in the late 1990s that reshaped how the entire industry thinks about tiered loyalty rewards.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — June 03, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Kraft Heinz CMO Todd Kaplan lays out how legacy pantry brands stay culturally relevant in an algorithm-driven, TikTok-first media landscape.
• Ferrero is committing €60 million to French manufacturing while simultaneously launching Nutella Cookies across Europe — a rare dual move that ties brand extension directly to domestic investment.
• Challenger nappy brand Peachies is using unflinching postpartum imagery to carve out category space that Pampers and Huggies have historically avoided.

Fun fact: The average supermarket loyalty card program actually loses money on its top 20% of customers — the heavy deal-seekers who cherry-pick promotions cost retailers more in discounts than they generate in margin, a dynamic Tesco's Clubcard team identified in the late 1990s that reshaped how the entire industry thinks about tiered loyalty rewards.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Tue, 02 Jun 2026 18:05:40 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/b454bfd1/aad6b6a7.mp3" length="13243203" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>431</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — June 03, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Kraft Heinz CMO Todd Kaplan lays out how legacy pantry brands stay culturally relevant in an algorithm-driven, TikTok-first media landscape.
• Ferrero is committing €60 million to French manufacturing while simultaneously launching Nutella Cookies across Europe — a rare dual move that ties brand extension directly to domestic investment.
• Challenger nappy brand Peachies is using unflinching postpartum imagery to carve out category space that Pampers and Huggies have historically avoided.

Fun fact: The average supermarket loyalty card program actually loses money on its top 20% of customers — the heavy deal-seekers who cherry-pick promotions cost retailers more in discounts than they generate in margin, a dynamic Tesco's Clubcard team identified in the late 1990s that reshaped how the entire industry thinks about tiered loyalty rewards.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — June 02, 2026</title>
      <itunes:title>The FMCG Marketing Daily — June 02, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">b12070b7-718a-481d-bcfe-55e4f2ff72e5</guid>
      <link>https://share.transistor.fm/s/028ceafc</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — June 02, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• With Messi fronting campaigns for Adidas, Michelob Ultra, Lay's and more simultaneously, brand managers need to ask whether celebrity saturation is eroding the distinctiveness they're paying a premium for.
• Havaianas is betting its global brand refresh on cultural authenticity — using Vinicius Junior to recentre the brand on Brazilian identity at a moment when World Cup clutter is at its peak.
• Lune &amp; Wild's Series A signals that the baby and children's food category is attracting serious challenger capital, built on a chef-led quality positioning that directly challenges the incumbent FMCG players who dominate supermarket shelves.

Fun fact: Coca-Cola's 1985 'New Coke' reformulation — widely remembered as a catastrophic failure — actually caused sales of Classic Coke to surge 8% above pre-New Coke levels within months of the original formula's return, making it one of the most accidentally successful loyalty campaigns in FMCG history. The backlash generated more earned media and consumer attachment than any paid campaign the brand had run in years.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — June 02, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• With Messi fronting campaigns for Adidas, Michelob Ultra, Lay's and more simultaneously, brand managers need to ask whether celebrity saturation is eroding the distinctiveness they're paying a premium for.
• Havaianas is betting its global brand refresh on cultural authenticity — using Vinicius Junior to recentre the brand on Brazilian identity at a moment when World Cup clutter is at its peak.
• Lune &amp; Wild's Series A signals that the baby and children's food category is attracting serious challenger capital, built on a chef-led quality positioning that directly challenges the incumbent FMCG players who dominate supermarket shelves.

Fun fact: Coca-Cola's 1985 'New Coke' reformulation — widely remembered as a catastrophic failure — actually caused sales of Classic Coke to surge 8% above pre-New Coke levels within months of the original formula's return, making it one of the most accidentally successful loyalty campaigns in FMCG history. The backlash generated more earned media and consumer attachment than any paid campaign the brand had run in years.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Mon, 01 Jun 2026 18:05:17 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/028ceafc/adfff61b.mp3" length="13140572" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>424</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — June 02, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• With Messi fronting campaigns for Adidas, Michelob Ultra, Lay's and more simultaneously, brand managers need to ask whether celebrity saturation is eroding the distinctiveness they're paying a premium for.
• Havaianas is betting its global brand refresh on cultural authenticity — using Vinicius Junior to recentre the brand on Brazilian identity at a moment when World Cup clutter is at its peak.
• Lune &amp; Wild's Series A signals that the baby and children's food category is attracting serious challenger capital, built on a chef-led quality positioning that directly challenges the incumbent FMCG players who dominate supermarket shelves.

Fun fact: Coca-Cola's 1985 'New Coke' reformulation — widely remembered as a catastrophic failure — actually caused sales of Classic Coke to surge 8% above pre-New Coke levels within months of the original formula's return, making it one of the most accidentally successful loyalty campaigns in FMCG history. The backlash generated more earned media and consumer attachment than any paid campaign the brand had run in years.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — June 01, 2026</title>
      <itunes:title>The FMCG Marketing Daily — June 01, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">095c62ea-8b8a-4aaf-9013-8e02056cc31f</guid>
      <link>https://share.transistor.fm/s/995b87d6</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — June 01, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• New NielsenIQ data shows Western European consumers are still buying premium FMCG — but only when brands can prove tangible value, not just claim it.
• Café Bustelo is activating around the World Cup through cultural identity rather than football itself — a distinct challenger-brand approach to a crowded sponsorship moment.
• Pernod Ricard has reportedly lost its court appeal to resume sales in New Delhi, dealing a significant regulatory blow to one of the world's largest spirits companies in a critical growth market.

Fun fact: The average supermarket shopper makes a full store circuit in under 55 minutes, yet Costco deliberately removes clocks and minimizes natural light in its warehouses — a design choice that measurably extends average member dwell time to nearly 90 minutes and directly correlates to its famously high basket size of over $100 per trip.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — June 01, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• New NielsenIQ data shows Western European consumers are still buying premium FMCG — but only when brands can prove tangible value, not just claim it.
• Café Bustelo is activating around the World Cup through cultural identity rather than football itself — a distinct challenger-brand approach to a crowded sponsorship moment.
• Pernod Ricard has reportedly lost its court appeal to resume sales in New Delhi, dealing a significant regulatory blow to one of the world's largest spirits companies in a critical growth market.

Fun fact: The average supermarket shopper makes a full store circuit in under 55 minutes, yet Costco deliberately removes clocks and minimizes natural light in its warehouses — a design choice that measurably extends average member dwell time to nearly 90 minutes and directly correlates to its famously high basket size of over $100 per trip.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Mon, 01 Jun 2026 14:11:58 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/995b87d6/3d72ed87.mp3" length="12696224" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>396</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — June 01, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• New NielsenIQ data shows Western European consumers are still buying premium FMCG — but only when brands can prove tangible value, not just claim it.
• Café Bustelo is activating around the World Cup through cultural identity rather than football itself — a distinct challenger-brand approach to a crowded sponsorship moment.
• Pernod Ricard has reportedly lost its court appeal to resume sales in New Delhi, dealing a significant regulatory blow to one of the world's largest spirits companies in a critical growth market.

Fun fact: The average supermarket shopper makes a full store circuit in under 55 minutes, yet Costco deliberately removes clocks and minimizes natural light in its warehouses — a design choice that measurably extends average member dwell time to nearly 90 minutes and directly correlates to its famously high basket size of over $100 per trip.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 31, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 31, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">2b13fd99-6556-42a4-bfd9-5ded18cad91c</guid>
      <link>https://share.transistor.fm/s/1b134b89</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 31, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• An activist investor is simultaneously pressuring McCormick and circling Unilever's food division — a move that could redraw the competitive map for spices, condiments, and ambient food brands.
• Unilever is using the FIFA World Cup not just as a sponsorship platform but as a live testing ground for a creator-first marketing model that could replace traditional broadcast advertising across its brand portfolio.
• Patagonia's trademark action against a drag queen activist reveals how purpose-driven brands face a uniquely sharp reputational dilemma when legal brand protection puts them in direct conflict with the communities they publicly champion.

Fun fact: The average supermarket shopper makes roughly 68% of their purchase decisions in-store, yet Nielsen data found that simply changing a product's name — without altering the formula or packaging design — boosted sales of one Unilever deodorant line by over 20% in a single quarter. The name itself, not the product, was the marketing.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 31, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• An activist investor is simultaneously pressuring McCormick and circling Unilever's food division — a move that could redraw the competitive map for spices, condiments, and ambient food brands.
• Unilever is using the FIFA World Cup not just as a sponsorship platform but as a live testing ground for a creator-first marketing model that could replace traditional broadcast advertising across its brand portfolio.
• Patagonia's trademark action against a drag queen activist reveals how purpose-driven brands face a uniquely sharp reputational dilemma when legal brand protection puts them in direct conflict with the communities they publicly champion.

Fun fact: The average supermarket shopper makes roughly 68% of their purchase decisions in-store, yet Nielsen data found that simply changing a product's name — without altering the formula or packaging design — boosted sales of one Unilever deodorant line by over 20% in a single quarter. The name itself, not the product, was the marketing.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Sat, 30 May 2026 18:05:30 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/1b134b89/564e4c5e.mp3" length="13137496" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>424</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 31, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• An activist investor is simultaneously pressuring McCormick and circling Unilever's food division — a move that could redraw the competitive map for spices, condiments, and ambient food brands.
• Unilever is using the FIFA World Cup not just as a sponsorship platform but as a live testing ground for a creator-first marketing model that could replace traditional broadcast advertising across its brand portfolio.
• Patagonia's trademark action against a drag queen activist reveals how purpose-driven brands face a uniquely sharp reputational dilemma when legal brand protection puts them in direct conflict with the communities they publicly champion.

Fun fact: The average supermarket shopper makes roughly 68% of their purchase decisions in-store, yet Nielsen data found that simply changing a product's name — without altering the formula or packaging design — boosted sales of one Unilever deodorant line by over 20% in a single quarter. The name itself, not the product, was the marketing.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 30, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 30, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">a74b39cf-b6ab-49b7-a65d-50aa5e6abbe8</guid>
      <link>https://share.transistor.fm/s/dbd4f721</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 30, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Unilever is committing $270 million to an AI-powered innovation centre — a direct signal that the company is betting on technology to compress product development timelines across its beauty and wellbeing portfolio.
• The Dutch alcoholic beverages market is under serious volume pressure from rising costs, regulation, and geopolitical headwinds — making it a bellwether for how Western European FMCG brand managers should be thinking about portfolio prioritisation right now.
• Lidl overtaking Morrisons to become the UK's fifth-largest grocer is the clearest structural evidence yet that value-channel growth is reshaping where FMCG brands must win — and which retail relationships now matter most.

Fun fact: The average supermarket shopper makes over 50% of their purchase decisions based on product placement at end-of-aisle displays, yet Nestlé found that simply rotating the same product into an endcap — without any price promotion — lifted unit sales by up to 30% compared to mid-shelf placement alone. That means the location is doing more selling than the discount.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 30, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Unilever is committing $270 million to an AI-powered innovation centre — a direct signal that the company is betting on technology to compress product development timelines across its beauty and wellbeing portfolio.
• The Dutch alcoholic beverages market is under serious volume pressure from rising costs, regulation, and geopolitical headwinds — making it a bellwether for how Western European FMCG brand managers should be thinking about portfolio prioritisation right now.
• Lidl overtaking Morrisons to become the UK's fifth-largest grocer is the clearest structural evidence yet that value-channel growth is reshaping where FMCG brands must win — and which retail relationships now matter most.

Fun fact: The average supermarket shopper makes over 50% of their purchase decisions based on product placement at end-of-aisle displays, yet Nestlé found that simply rotating the same product into an endcap — without any price promotion — lifted unit sales by up to 30% compared to mid-shelf placement alone. That means the location is doing more selling than the discount.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Fri, 29 May 2026 18:05:40 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/dbd4f721/61795385.mp3" length="12939538" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>412</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 30, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Unilever is committing $270 million to an AI-powered innovation centre — a direct signal that the company is betting on technology to compress product development timelines across its beauty and wellbeing portfolio.
• The Dutch alcoholic beverages market is under serious volume pressure from rising costs, regulation, and geopolitical headwinds — making it a bellwether for how Western European FMCG brand managers should be thinking about portfolio prioritisation right now.
• Lidl overtaking Morrisons to become the UK's fifth-largest grocer is the clearest structural evidence yet that value-channel growth is reshaping where FMCG brands must win — and which retail relationships now matter most.

Fun fact: The average supermarket shopper makes over 50% of their purchase decisions based on product placement at end-of-aisle displays, yet Nestlé found that simply rotating the same product into an endcap — without any price promotion — lifted unit sales by up to 30% compared to mid-shelf placement alone. That means the location is doing more selling than the discount.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 29, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 29, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">069a6c18-6348-4bee-9949-ce2db60aab35</guid>
      <link>https://share.transistor.fm/s/09748897</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 29, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Challenger water brands are redefining premium positioning away from heritage and aesthetics toward chemical-safety credentials, directly threatening legacy players like Evian and Volvic.
• The phased exit of betting brands from Premier League shirt sponsorship is opening up front-of-jersey real estate for FMCG brands — but the measurement burden on CMOs has never been higher.
• Yoplait is entering Mongolia via a franchise partnership with Teso Group, signalling that General Mills is still pursuing frontier market expansion for the brand through asset-light licensing rather than direct investment.

Fun fact: The average supermarket shelf tag stays in place for just 72 hours before it's moved, replaced, or goes missing — yet research from Nielsen found that a product's shelf position can account for up to 30% variance in unit sales, meaning the physical chaos of retail resets is quietly destroying carefully negotiated planogram deals every single week.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 29, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Challenger water brands are redefining premium positioning away from heritage and aesthetics toward chemical-safety credentials, directly threatening legacy players like Evian and Volvic.
• The phased exit of betting brands from Premier League shirt sponsorship is opening up front-of-jersey real estate for FMCG brands — but the measurement burden on CMOs has never been higher.
• Yoplait is entering Mongolia via a franchise partnership with Teso Group, signalling that General Mills is still pursuing frontier market expansion for the brand through asset-light licensing rather than direct investment.

Fun fact: The average supermarket shelf tag stays in place for just 72 hours before it's moved, replaced, or goes missing — yet research from Nielsen found that a product's shelf position can account for up to 30% variance in unit sales, meaning the physical chaos of retail resets is quietly destroying carefully negotiated planogram deals every single week.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Thu, 28 May 2026 23:56:15 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/09748897/2921e77f.mp3" length="12916860" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>410</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 29, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Challenger water brands are redefining premium positioning away from heritage and aesthetics toward chemical-safety credentials, directly threatening legacy players like Evian and Volvic.
• The phased exit of betting brands from Premier League shirt sponsorship is opening up front-of-jersey real estate for FMCG brands — but the measurement burden on CMOs has never been higher.
• Yoplait is entering Mongolia via a franchise partnership with Teso Group, signalling that General Mills is still pursuing frontier market expansion for the brand through asset-light licensing rather than direct investment.

Fun fact: The average supermarket shelf tag stays in place for just 72 hours before it's moved, replaced, or goes missing — yet research from Nielsen found that a product's shelf position can account for up to 30% variance in unit sales, meaning the physical chaos of retail resets is quietly destroying carefully negotiated planogram deals every single week.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 28, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 28, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">d8559bf5-e124-4b93-b599-63d8aeaed756</guid>
      <link>https://share.transistor.fm/s/4912da1c</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 28, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Mondelez is betting its most iconic biscuit brand on a K-pop supergroup partnership to drive global reach — a high-stakes test of celebrity co-branding at scale.
• Unilever is deploying its biggest-ever partnership activation through Personal Care brands at the World Cup — a strategic signal about which category it is prioritising for brand equity investment in 2026.
• NielsenIQ's latest data shows India's FMCG sector entering a normalisation phase with shifting demand patterns and evolving channel dynamics — a must-read for any brand manager with emerging market exposure.

Fun fact: Walmart's store brand Great Value outsells many national brand equivalents not because of price alone, but because Walmart deliberately places it at eye level while shifting name brands to lower shelves — a tactic so effective that Great Value generated over $27 billion in annual sales, making it larger than most standalone consumer goods companies. Most brand managers negotiating shelf placement don't realize they're often bidding for the exact position Walmart's own team already identified as the highest-converting spot in the aisle.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 28, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Mondelez is betting its most iconic biscuit brand on a K-pop supergroup partnership to drive global reach — a high-stakes test of celebrity co-branding at scale.
• Unilever is deploying its biggest-ever partnership activation through Personal Care brands at the World Cup — a strategic signal about which category it is prioritising for brand equity investment in 2026.
• NielsenIQ's latest data shows India's FMCG sector entering a normalisation phase with shifting demand patterns and evolving channel dynamics — a must-read for any brand manager with emerging market exposure.

Fun fact: Walmart's store brand Great Value outsells many national brand equivalents not because of price alone, but because Walmart deliberately places it at eye level while shifting name brands to lower shelves — a tactic so effective that Great Value generated over $27 billion in annual sales, making it larger than most standalone consumer goods companies. Most brand managers negotiating shelf placement don't realize they're often bidding for the exact position Walmart's own team already identified as the highest-converting spot in the aisle.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Wed, 27 May 2026 18:05:38 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/4912da1c/ea652662.mp3" length="13566084" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>451</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 28, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Mondelez is betting its most iconic biscuit brand on a K-pop supergroup partnership to drive global reach — a high-stakes test of celebrity co-branding at scale.
• Unilever is deploying its biggest-ever partnership activation through Personal Care brands at the World Cup — a strategic signal about which category it is prioritising for brand equity investment in 2026.
• NielsenIQ's latest data shows India's FMCG sector entering a normalisation phase with shifting demand patterns and evolving channel dynamics — a must-read for any brand manager with emerging market exposure.

Fun fact: Walmart's store brand Great Value outsells many national brand equivalents not because of price alone, but because Walmart deliberately places it at eye level while shifting name brands to lower shelves — a tactic so effective that Great Value generated over $27 billion in annual sales, making it larger than most standalone consumer goods companies. Most brand managers negotiating shelf placement don't realize they're often bidding for the exact position Walmart's own team already identified as the highest-converting spot in the aisle.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 27, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 27, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">7a42061c-4307-4d46-95a4-9553a39dbb36</guid>
      <link>https://share.transistor.fm/s/6b993043</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 27, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Coca-Cola's YouTube-led World Cup activation offers a live case study in how a legacy FMCG brand is engineering fan engagement at scale ahead of the tournament.
• Former BrewDog CEO James Watt launching a new beer brand called Second Best is a challenger brand story that tests whether founder credibility survives a very public fall from grace.
• The UK ad watchdog banning footballer-fronted betting ads on Instagram sets a direct regulatory precedent for any FMCG brand using sports celebrity endorsements on social platforms to reach young audiences.

Fun fact: The color red on food packaging has been shown to suppress appetite in clinical studies, yet it remains the dominant color in fast food and snack branding — because it simultaneously triggers urgency and impulse purchase behavior, which outweighs the appetite effect at the point of sale. Heinz famously tested a green ketchup in 2000 and sold over 10 million bottles in its first year, despite consumer focus groups predicting it would fail.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 27, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Coca-Cola's YouTube-led World Cup activation offers a live case study in how a legacy FMCG brand is engineering fan engagement at scale ahead of the tournament.
• Former BrewDog CEO James Watt launching a new beer brand called Second Best is a challenger brand story that tests whether founder credibility survives a very public fall from grace.
• The UK ad watchdog banning footballer-fronted betting ads on Instagram sets a direct regulatory precedent for any FMCG brand using sports celebrity endorsements on social platforms to reach young audiences.

Fun fact: The color red on food packaging has been shown to suppress appetite in clinical studies, yet it remains the dominant color in fast food and snack branding — because it simultaneously triggers urgency and impulse purchase behavior, which outweighs the appetite effect at the point of sale. Heinz famously tested a green ketchup in 2000 and sold over 10 million bottles in its first year, despite consumer focus groups predicting it would fail.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Tue, 26 May 2026 18:05:26 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/6b993043/9065e27d.mp3" length="13356211" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>438</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 27, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Coca-Cola's YouTube-led World Cup activation offers a live case study in how a legacy FMCG brand is engineering fan engagement at scale ahead of the tournament.
• Former BrewDog CEO James Watt launching a new beer brand called Second Best is a challenger brand story that tests whether founder credibility survives a very public fall from grace.
• The UK ad watchdog banning footballer-fronted betting ads on Instagram sets a direct regulatory precedent for any FMCG brand using sports celebrity endorsements on social platforms to reach young audiences.

Fun fact: The color red on food packaging has been shown to suppress appetite in clinical studies, yet it remains the dominant color in fast food and snack branding — because it simultaneously triggers urgency and impulse purchase behavior, which outweighs the appetite effect at the point of sale. Heinz famously tested a green ketchup in 2000 and sold over 10 million bottles in its first year, despite consumer focus groups predicting it would fail.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 26, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 26, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">ad54bcee-2076-4a79-965e-f7d658442cdf</guid>
      <link>https://share.transistor.fm/s/cff9307a</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 26, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Budget and production pressures are forcing major brands to extend campaign lifecycles — and that shift has real implications for how FMCG marketers think about creative refreshes and media planning.
• The steepest UK retail sales drop in nearly a year — driven by rising fuel costs and geopolitical pressure — is a direct signal to FMCG brand managers that UK consumer confidence is deteriorating faster than expected.
• Everlane's reported acquisition by Shein is a brutal stress test of brand purpose — and a cautionary tale for every FMCG brand that has staked its equity on sustainability or ethical sourcing claims.

Fun fact: The average supermarket plays music at a tempo specifically engineered to slow shoppers down — and studies show that when background music drops below 72 beats per minute, customers spend up to 38% more time in-store and increase basket size accordingly. This means the playlist your local grocery store is running is more deliberately calibrated than most brand media plans.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 26, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Budget and production pressures are forcing major brands to extend campaign lifecycles — and that shift has real implications for how FMCG marketers think about creative refreshes and media planning.
• The steepest UK retail sales drop in nearly a year — driven by rising fuel costs and geopolitical pressure — is a direct signal to FMCG brand managers that UK consumer confidence is deteriorating faster than expected.
• Everlane's reported acquisition by Shein is a brutal stress test of brand purpose — and a cautionary tale for every FMCG brand that has staked its equity on sustainability or ethical sourcing claims.

Fun fact: The average supermarket plays music at a tempo specifically engineered to slow shoppers down — and studies show that when background music drops below 72 beats per minute, customers spend up to 38% more time in-store and increase basket size accordingly. This means the playlist your local grocery store is running is more deliberately calibrated than most brand media plans.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Mon, 25 May 2026 18:04:52 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/cff9307a/8fe80c74.mp3" length="12993737" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>415</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 26, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Budget and production pressures are forcing major brands to extend campaign lifecycles — and that shift has real implications for how FMCG marketers think about creative refreshes and media planning.
• The steepest UK retail sales drop in nearly a year — driven by rising fuel costs and geopolitical pressure — is a direct signal to FMCG brand managers that UK consumer confidence is deteriorating faster than expected.
• Everlane's reported acquisition by Shein is a brutal stress test of brand purpose — and a cautionary tale for every FMCG brand that has staked its equity on sustainability or ethical sourcing claims.

Fun fact: The average supermarket plays music at a tempo specifically engineered to slow shoppers down — and studies show that when background music drops below 72 beats per minute, customers spend up to 38% more time in-store and increase basket size accordingly. This means the playlist your local grocery store is running is more deliberately calibrated than most brand media plans.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 25, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 25, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">e352da0b-563d-40c4-9cd9-b6d0b7b2a47c</guid>
      <link>https://share.transistor.fm/s/f2beb58d</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 25, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• L'Oréal's Garnier is overhauling its mass-market playbook with a culture-first strategy targeting Gen Zennials — a live case study in repositioning a legacy drugstore brand without abandoning its accessibility.
• Alcohol health charities are publicly calling out Buzzballz's 99p RTD shot as child-appealing packaging, putting the entire budget RTD segment on regulatory notice just as the category is booming.
• Guinness features in Adweek's weekly standout creative round-up alongside Dr Pepper — offering a real-time read on which FMCG brands are breaking through the clutter with creative work this week.

Fun fact: The average supermarket loyalty card program actually reduces a retailer's profit margins — Kroger's data science division found that deeply personalized discount offers trained shoppers to never buy certain categories at full price, effectively permanently lowering the price ceiling on those items. Some categories saw baseline price sensitivity increase by over 30% within two years of targeted coupon exposure.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 25, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• L'Oréal's Garnier is overhauling its mass-market playbook with a culture-first strategy targeting Gen Zennials — a live case study in repositioning a legacy drugstore brand without abandoning its accessibility.
• Alcohol health charities are publicly calling out Buzzballz's 99p RTD shot as child-appealing packaging, putting the entire budget RTD segment on regulatory notice just as the category is booming.
• Guinness features in Adweek's weekly standout creative round-up alongside Dr Pepper — offering a real-time read on which FMCG brands are breaking through the clutter with creative work this week.

Fun fact: The average supermarket loyalty card program actually reduces a retailer's profit margins — Kroger's data science division found that deeply personalized discount offers trained shoppers to never buy certain categories at full price, effectively permanently lowering the price ceiling on those items. Some categories saw baseline price sensitivity increase by over 30% within two years of targeted coupon exposure.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Sun, 24 May 2026 18:05:39 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/f2beb58d/f0b6dbeb.mp3" length="13223983" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>429</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 25, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• L'Oréal's Garnier is overhauling its mass-market playbook with a culture-first strategy targeting Gen Zennials — a live case study in repositioning a legacy drugstore brand without abandoning its accessibility.
• Alcohol health charities are publicly calling out Buzzballz's 99p RTD shot as child-appealing packaging, putting the entire budget RTD segment on regulatory notice just as the category is booming.
• Guinness features in Adweek's weekly standout creative round-up alongside Dr Pepper — offering a real-time read on which FMCG brands are breaking through the clutter with creative work this week.

Fun fact: The average supermarket loyalty card program actually reduces a retailer's profit margins — Kroger's data science division found that deeply personalized discount offers trained shoppers to never buy certain categories at full price, effectively permanently lowering the price ceiling on those items. Some categories saw baseline price sensitivity increase by over 30% within two years of targeted coupon exposure.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 24, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 24, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">025f4b54-8fec-4ad0-b178-206c1d55ea16</guid>
      <link>https://share.transistor.fm/s/595d6e46</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 24, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• New WSWA data shows RTD cocktails are the only growth pocket in a US spirits market being squeezed by consumer downtrading — a direct signal for how Diageo, AB InBev, and challenger RTD brands should be prioritising their portfolios right now.
• Spendrups' acquisition of Umida's spirits portfolio is a live example of regional FMCG consolidation strategy — a brewer using M&amp;A to build a multi-category alcohol house and expand brand reach beyond its home category.
• Nestlé France has appointed Camille Falguière as General Director of its Food category — a senior leadership move at one of the world's largest FMCG companies that signals renewed focus on its core food portfolio in a key European market.

Fun fact: Costco has never once run a television commercial in its entire history, yet it consistently ranks among the top 10 global retailers by revenue — a position most chains spend billions in advertising to chase. The warehouse giant relies almost entirely on its $65 annual membership fee as both a revenue engine and a loyalty lock, meaning the product that Costco actually sells is the membership itself, not the merchandise.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 24, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• New WSWA data shows RTD cocktails are the only growth pocket in a US spirits market being squeezed by consumer downtrading — a direct signal for how Diageo, AB InBev, and challenger RTD brands should be prioritising their portfolios right now.
• Spendrups' acquisition of Umida's spirits portfolio is a live example of regional FMCG consolidation strategy — a brewer using M&amp;A to build a multi-category alcohol house and expand brand reach beyond its home category.
• Nestlé France has appointed Camille Falguière as General Director of its Food category — a senior leadership move at one of the world's largest FMCG companies that signals renewed focus on its core food portfolio in a key European market.

Fun fact: Costco has never once run a television commercial in its entire history, yet it consistently ranks among the top 10 global retailers by revenue — a position most chains spend billions in advertising to chase. The warehouse giant relies almost entirely on its $65 annual membership fee as both a revenue engine and a loyalty lock, meaning the product that Costco actually sells is the membership itself, not the merchandise.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Sat, 23 May 2026 18:05:46 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/595d6e46/526b11e7.mp3" length="13356979" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>438</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 24, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• New WSWA data shows RTD cocktails are the only growth pocket in a US spirits market being squeezed by consumer downtrading — a direct signal for how Diageo, AB InBev, and challenger RTD brands should be prioritising their portfolios right now.
• Spendrups' acquisition of Umida's spirits portfolio is a live example of regional FMCG consolidation strategy — a brewer using M&amp;A to build a multi-category alcohol house and expand brand reach beyond its home category.
• Nestlé France has appointed Camille Falguière as General Director of its Food category — a senior leadership move at one of the world's largest FMCG companies that signals renewed focus on its core food portfolio in a key European market.

Fun fact: Costco has never once run a television commercial in its entire history, yet it consistently ranks among the top 10 global retailers by revenue — a position most chains spend billions in advertising to chase. The warehouse giant relies almost entirely on its $65 annual membership fee as both a revenue engine and a loyalty lock, meaning the product that Costco actually sells is the membership itself, not the merchandise.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 23, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 23, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">58d72176-0730-424a-bb49-c548a9034020</guid>
      <link>https://share.transistor.fm/s/1ad4063c</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 23, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• French's is turning its iconic yellow mustard green for a film tie-in — a bold test of how far a heritage condiment brand can stretch its distinctive asset without breaking it.
• PepsiCo's ten-year licensing extension with its largest bottling partner in India signals a major strategic commitment to one of the world's fastest-growing beverage markets.
• Skittles is doubling down on its long-running surreal brand voice to launch a new gummy sub-line — a case study in using tonal consistency to expand into adjacent formats without diluting brand identity.

Fun fact: Coca-Cola spends more on advertising than Microsoft and Apple combined. In 2023 alone, the company spent over four billion dollars just to remind people that fizzy drinks exist.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 23, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• French's is turning its iconic yellow mustard green for a film tie-in — a bold test of how far a heritage condiment brand can stretch its distinctive asset without breaking it.
• PepsiCo's ten-year licensing extension with its largest bottling partner in India signals a major strategic commitment to one of the world's fastest-growing beverage markets.
• Skittles is doubling down on its long-running surreal brand voice to launch a new gummy sub-line — a case study in using tonal consistency to expand into adjacent formats without diluting brand identity.

Fun fact: Coca-Cola spends more on advertising than Microsoft and Apple combined. In 2023 alone, the company spent over four billion dollars just to remind people that fizzy drinks exist.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Fri, 22 May 2026 18:05:54 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/1ad4063c/d71b0fa5.mp3" length="13258193" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>431</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 23, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• French's is turning its iconic yellow mustard green for a film tie-in — a bold test of how far a heritage condiment brand can stretch its distinctive asset without breaking it.
• PepsiCo's ten-year licensing extension with its largest bottling partner in India signals a major strategic commitment to one of the world's fastest-growing beverage markets.
• Skittles is doubling down on its long-running surreal brand voice to launch a new gummy sub-line — a case study in using tonal consistency to expand into adjacent formats without diluting brand identity.

Fun fact: Coca-Cola spends more on advertising than Microsoft and Apple combined. In 2023 alone, the company spent over four billion dollars just to remind people that fizzy drinks exist.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 22, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 22, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">844273d0-c91b-44c8-9308-0dbf88ef7ec3</guid>
      <link>https://share.transistor.fm/s/868f23d1</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 22, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Nestlé is fighting a live brand credibility battle over its infant formula recall, and how it handles this public rebuttal will define its trust equity with the most risk-averse consumer segment there is.
• Carlsberg is betting that Malaysian consumers' appetite for 'authentic Chinese brands' can turn a regional Chinese beer into a pan-Asian growth vehicle — a brand internationalisation playbook worth watching.
• Zevia is doubling down on its 'radically real' brand platform at exactly the moment when clean-label soda challengers are under pressure to prove they can scale marketing without losing their authenticity edge.

Fun fact: The average supermarket loses roughly 1.3% of total revenue to shoplifting annually, but studies show that self-checkout lanes have a shrink rate nearly three times higher than staffed lanes — a gap so significant that some retailers like Booths in the UK have removed self-checkout entirely and seen customer satisfaction scores jump immediately after. For brand managers, this matters because high-shrink categories near self-checkout are quietly being relocated or locked up, reshaping where your product can even live in-store.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 22, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Nestlé is fighting a live brand credibility battle over its infant formula recall, and how it handles this public rebuttal will define its trust equity with the most risk-averse consumer segment there is.
• Carlsberg is betting that Malaysian consumers' appetite for 'authentic Chinese brands' can turn a regional Chinese beer into a pan-Asian growth vehicle — a brand internationalisation playbook worth watching.
• Zevia is doubling down on its 'radically real' brand platform at exactly the moment when clean-label soda challengers are under pressure to prove they can scale marketing without losing their authenticity edge.

Fun fact: The average supermarket loses roughly 1.3% of total revenue to shoplifting annually, but studies show that self-checkout lanes have a shrink rate nearly three times higher than staffed lanes — a gap so significant that some retailers like Booths in the UK have removed self-checkout entirely and seen customer satisfaction scores jump immediately after. For brand managers, this matters because high-shrink categories near self-checkout are quietly being relocated or locked up, reshaping where your product can even live in-store.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Thu, 21 May 2026 18:05:47 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/868f23d1/607ece7c.mp3" length="13317004" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>435</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 22, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Nestlé is fighting a live brand credibility battle over its infant formula recall, and how it handles this public rebuttal will define its trust equity with the most risk-averse consumer segment there is.
• Carlsberg is betting that Malaysian consumers' appetite for 'authentic Chinese brands' can turn a regional Chinese beer into a pan-Asian growth vehicle — a brand internationalisation playbook worth watching.
• Zevia is doubling down on its 'radically real' brand platform at exactly the moment when clean-label soda challengers are under pressure to prove they can scale marketing without losing their authenticity edge.

Fun fact: The average supermarket loses roughly 1.3% of total revenue to shoplifting annually, but studies show that self-checkout lanes have a shrink rate nearly three times higher than staffed lanes — a gap so significant that some retailers like Booths in the UK have removed self-checkout entirely and seen customer satisfaction scores jump immediately after. For brand managers, this matters because high-shrink categories near self-checkout are quietly being relocated or locked up, reshaping where your product can even live in-store.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 21, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 21, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">8d3d9c6f-9394-4861-8f39-f004e75e24f1</guid>
      <link>https://share.transistor.fm/s/e1b6b534</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 21, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Heineken is launching a lower-calorie, gluten-free beer in Brazil, signalling a deliberate portfolio play into moderation-driven consumption ahead of the World Cup.
• Centenario Tequila is activating the World Cup through a Mexican cultural pride platform rather than football itself — a distinct strategic angle in a crowded sponsorship landscape.
• A new Keychain CPG Intelligence Report reveals significant manufacturing overcapacity across U.S. CPG, creating a structural opportunity for challenger brands and private label to scale rapidly at lower cost.

Fun fact: The average supermarket loses roughly 8% of its fresh produce revenue not to theft or spoilage, but to 'shrinkage by touch' — customers squeezing, pinching, and handling fruit until it bruises and becomes unsellable, a phenomenon Tesco formally studied and estimated costs UK grocery retail over £150 million a year. This is why some retailers have quietly shifted to slightly firmer ripeness standards for in-store display, even when softer fruit would taste better at home.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 21, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Heineken is launching a lower-calorie, gluten-free beer in Brazil, signalling a deliberate portfolio play into moderation-driven consumption ahead of the World Cup.
• Centenario Tequila is activating the World Cup through a Mexican cultural pride platform rather than football itself — a distinct strategic angle in a crowded sponsorship landscape.
• A new Keychain CPG Intelligence Report reveals significant manufacturing overcapacity across U.S. CPG, creating a structural opportunity for challenger brands and private label to scale rapidly at lower cost.

Fun fact: The average supermarket loses roughly 8% of its fresh produce revenue not to theft or spoilage, but to 'shrinkage by touch' — customers squeezing, pinching, and handling fruit until it bruises and becomes unsellable, a phenomenon Tesco formally studied and estimated costs UK grocery retail over £150 million a year. This is why some retailers have quietly shifted to slightly firmer ripeness standards for in-store display, even when softer fruit would taste better at home.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Wed, 20 May 2026 18:05:33 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/e1b6b534/9e9a1482.mp3" length="13254733" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>431</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 21, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Heineken is launching a lower-calorie, gluten-free beer in Brazil, signalling a deliberate portfolio play into moderation-driven consumption ahead of the World Cup.
• Centenario Tequila is activating the World Cup through a Mexican cultural pride platform rather than football itself — a distinct strategic angle in a crowded sponsorship landscape.
• A new Keychain CPG Intelligence Report reveals significant manufacturing overcapacity across U.S. CPG, creating a structural opportunity for challenger brands and private label to scale rapidly at lower cost.

Fun fact: The average supermarket loses roughly 8% of its fresh produce revenue not to theft or spoilage, but to 'shrinkage by touch' — customers squeezing, pinching, and handling fruit until it bruises and becomes unsellable, a phenomenon Tesco formally studied and estimated costs UK grocery retail over £150 million a year. This is why some retailers have quietly shifted to slightly firmer ripeness standards for in-store display, even when softer fruit would taste better at home.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 20, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 20, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">f807b46e-c05a-42a5-bd22-2e7e7bb05073</guid>
      <link>https://share.transistor.fm/s/cb849be1</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 20, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Oscar Mayer is scaling up one of FMCG's most recognisable brand assets into a full media property — a case study in turning a brand icon into an earned-attention engine.
• The sale of Old Speckled Hen to Estrella owner Damm signals how heritage British ale brands are being repositioned by international acquirers who see export and off-trade potential that domestic owners no longer want to pursue.
• Starbucks Chilled Coffee has launched a new EMEA brand platform targeting Gen Z authenticity anxiety — a significant strategic move for a chilled RTD coffee brand trying to carve out cultural relevance beyond the café.

Fun fact: The average supermarket loses roughly 40% of its fresh produce revenue not at the checkout, but during the supply chain — and Walmart's investment in ethylene-absorbing packaging technology in 2019 extended average banana shelf life by nearly three days, translating to hundreds of millions in recovered margin annually. That means a banana's journey to your cart is now actively managed at the molecular level.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 20, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Oscar Mayer is scaling up one of FMCG's most recognisable brand assets into a full media property — a case study in turning a brand icon into an earned-attention engine.
• The sale of Old Speckled Hen to Estrella owner Damm signals how heritage British ale brands are being repositioned by international acquirers who see export and off-trade potential that domestic owners no longer want to pursue.
• Starbucks Chilled Coffee has launched a new EMEA brand platform targeting Gen Z authenticity anxiety — a significant strategic move for a chilled RTD coffee brand trying to carve out cultural relevance beyond the café.

Fun fact: The average supermarket loses roughly 40% of its fresh produce revenue not at the checkout, but during the supply chain — and Walmart's investment in ethylene-absorbing packaging technology in 2019 extended average banana shelf life by nearly three days, translating to hundreds of millions in recovered margin annually. That means a banana's journey to your cart is now actively managed at the molecular level.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Tue, 19 May 2026 18:05:21 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/cb849be1/c3776c57.mp3" length="13242433" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>431</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 20, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Oscar Mayer is scaling up one of FMCG's most recognisable brand assets into a full media property — a case study in turning a brand icon into an earned-attention engine.
• The sale of Old Speckled Hen to Estrella owner Damm signals how heritage British ale brands are being repositioned by international acquirers who see export and off-trade potential that domestic owners no longer want to pursue.
• Starbucks Chilled Coffee has launched a new EMEA brand platform targeting Gen Z authenticity anxiety — a significant strategic move for a chilled RTD coffee brand trying to carve out cultural relevance beyond the café.

Fun fact: The average supermarket loses roughly 40% of its fresh produce revenue not at the checkout, but during the supply chain — and Walmart's investment in ethylene-absorbing packaging technology in 2019 extended average banana shelf life by nearly three days, translating to hundreds of millions in recovered margin annually. That means a banana's journey to your cart is now actively managed at the molecular level.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 19, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 19, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">48288a6d-7b2c-436d-9cad-9afde22e3ea3</guid>
      <link>https://share.transistor.fm/s/48d7575f</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 19, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Danone is cutting loose a kefir pioneer it once bet on, signalling a sharper focus on its core portfolio strategy under pressure from activist investors.
• AB InBev is planting a public flag on sustainability targets for 2030 — a move that locks the world's biggest brewer into brand promise commitments it will be held accountable for.
• A reported wave of senior departures at Diageo adds leadership instability to a business already navigating a difficult brand and financial reset.

Fun fact: The average supermarket loses roughly 40% of its fresh produce revenue to shrinkage — not theft, but unsold stock — yet Walmart's 2010 rollout of its 'Great Value' private label redesign actually increased fresh department foot traffic by redirecting shopper trust toward the store brand, lifting overall basket size. Most brand managers still assume private label cannibalizes only their category, when it can quietly reshape where shoppers choose to shop in the first place.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 19, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Danone is cutting loose a kefir pioneer it once bet on, signalling a sharper focus on its core portfolio strategy under pressure from activist investors.
• AB InBev is planting a public flag on sustainability targets for 2030 — a move that locks the world's biggest brewer into brand promise commitments it will be held accountable for.
• A reported wave of senior departures at Diageo adds leadership instability to a business already navigating a difficult brand and financial reset.

Fun fact: The average supermarket loses roughly 40% of its fresh produce revenue to shrinkage — not theft, but unsold stock — yet Walmart's 2010 rollout of its 'Great Value' private label redesign actually increased fresh department foot traffic by redirecting shopper trust toward the store brand, lifting overall basket size. Most brand managers still assume private label cannibalizes only their category, when it can quietly reshape where shoppers choose to shop in the first place.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Mon, 18 May 2026 18:05:45 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/48d7575f/fc947b1e.mp3" length="13211682" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>429</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 19, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Danone is cutting loose a kefir pioneer it once bet on, signalling a sharper focus on its core portfolio strategy under pressure from activist investors.
• AB InBev is planting a public flag on sustainability targets for 2030 — a move that locks the world's biggest brewer into brand promise commitments it will be held accountable for.
• A reported wave of senior departures at Diageo adds leadership instability to a business already navigating a difficult brand and financial reset.

Fun fact: The average supermarket loses roughly 40% of its fresh produce revenue to shrinkage — not theft, but unsold stock — yet Walmart's 2010 rollout of its 'Great Value' private label redesign actually increased fresh department foot traffic by redirecting shopper trust toward the store brand, lifting overall basket size. Most brand managers still assume private label cannibalizes only their category, when it can quietly reshape where shoppers choose to shop in the first place.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 18, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 18, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">52876802-16c6-4c40-98ae-cee4d7081d3d</guid>
      <link>https://share.transistor.fm/s/15d29dc1</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 18, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• L'Oréal's CeraVe is using Carmelo Anthony and NBA fandom to break into a new sub-category — dandruff — signalling how the brand is systematically expanding its dermatology credential beyond its skincare core.
• Premier Foods' debt hitting an all-time low is putting a first overseas acquisition firmly in reach, signalling that a mid-tier FMCG challenger could soon reshape its brand portfolio beyond the UK.
• Swatch's Royal Pop launch triggered teargas in Paris and store closures across the UK — a rare case of a consumer goods brand generating demand so intense it became a public order crisis, raising urgent questions about launch strategy and brand responsibility.

Fun fact: The average supermarket product takes just 0.4 seconds to catch a shopper's eye on shelf, yet Unilever discovered that switching to matte packaging finishes on some SKUs increased purchase consideration by up to 15% — because consumers subconsciously associate gloss with artificiality in food categories. Texture, not color or logo size, turned out to be the silent salesperson.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 18, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• L'Oréal's CeraVe is using Carmelo Anthony and NBA fandom to break into a new sub-category — dandruff — signalling how the brand is systematically expanding its dermatology credential beyond its skincare core.
• Premier Foods' debt hitting an all-time low is putting a first overseas acquisition firmly in reach, signalling that a mid-tier FMCG challenger could soon reshape its brand portfolio beyond the UK.
• Swatch's Royal Pop launch triggered teargas in Paris and store closures across the UK — a rare case of a consumer goods brand generating demand so intense it became a public order crisis, raising urgent questions about launch strategy and brand responsibility.

Fun fact: The average supermarket product takes just 0.4 seconds to catch a shopper's eye on shelf, yet Unilever discovered that switching to matte packaging finishes on some SKUs increased purchase consideration by up to 15% — because consumers subconsciously associate gloss with artificiality in food categories. Texture, not color or logo size, turned out to be the silent salesperson.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Sun, 17 May 2026 18:05:17 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/15d29dc1/49e16038.mp3" length="13065232" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>419</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 18, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• L'Oréal's CeraVe is using Carmelo Anthony and NBA fandom to break into a new sub-category — dandruff — signalling how the brand is systematically expanding its dermatology credential beyond its skincare core.
• Premier Foods' debt hitting an all-time low is putting a first overseas acquisition firmly in reach, signalling that a mid-tier FMCG challenger could soon reshape its brand portfolio beyond the UK.
• Swatch's Royal Pop launch triggered teargas in Paris and store closures across the UK — a rare case of a consumer goods brand generating demand so intense it became a public order crisis, raising urgent questions about launch strategy and brand responsibility.

Fun fact: The average supermarket product takes just 0.4 seconds to catch a shopper's eye on shelf, yet Unilever discovered that switching to matte packaging finishes on some SKUs increased purchase consideration by up to 15% — because consumers subconsciously associate gloss with artificiality in food categories. Texture, not color or logo size, turned out to be the silent salesperson.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 17, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 17, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">56ea503d-e095-49ee-939e-c1575a0a1ed3</guid>
      <link>https://share.transistor.fm/s/45e925d2</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 17, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• ThaiBev's mixed H1 results — with beer recovering but soft drinks dragging — reveal how emerging-market FMCG giants must manage multi-category portfolios under simultaneous volume pressure.
• A surge in toxic counterfeit pet flea treatments is creating a brand trust crisis for legitimate FMCG players in the fast-growing pet care category, raising urgent questions about how established brands communicate authenticity to price-sensitive consumers.
• The UK competition watchdog's intervention in Vandemoortele's acquisition of Délifrance signals that regulators are tightening scrutiny on FMCG consolidation in ingredient and bakery supply categories, with direct implications for how brands manage M&amp;A strategy in post-Brexit Britain.

Fun fact: The average supermarket product takes just 7 seconds to catch a shopper's eye on a moving shopping trip, yet Kellogg's discovered that simply rotating their cereal box artwork to have the on-pack character's eyes angle downward at 9.6 degrees significantly increased consumer connection scores — because it mimics the natural gaze angle of a child looking up at a parent. Mascot eye direction is now a studied variable in FMCG packaging briefs.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 17, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• ThaiBev's mixed H1 results — with beer recovering but soft drinks dragging — reveal how emerging-market FMCG giants must manage multi-category portfolios under simultaneous volume pressure.
• A surge in toxic counterfeit pet flea treatments is creating a brand trust crisis for legitimate FMCG players in the fast-growing pet care category, raising urgent questions about how established brands communicate authenticity to price-sensitive consumers.
• The UK competition watchdog's intervention in Vandemoortele's acquisition of Délifrance signals that regulators are tightening scrutiny on FMCG consolidation in ingredient and bakery supply categories, with direct implications for how brands manage M&amp;A strategy in post-Brexit Britain.

Fun fact: The average supermarket product takes just 7 seconds to catch a shopper's eye on a moving shopping trip, yet Kellogg's discovered that simply rotating their cereal box artwork to have the on-pack character's eyes angle downward at 9.6 degrees significantly increased consumer connection scores — because it mimics the natural gaze angle of a child looking up at a parent. Mascot eye direction is now a studied variable in FMCG packaging briefs.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Sun, 17 May 2026 02:30:28 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/45e925d2/4d399127.mp3" length="6875153" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>430</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 17, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• ThaiBev's mixed H1 results — with beer recovering but soft drinks dragging — reveal how emerging-market FMCG giants must manage multi-category portfolios under simultaneous volume pressure.
• A surge in toxic counterfeit pet flea treatments is creating a brand trust crisis for legitimate FMCG players in the fast-growing pet care category, raising urgent questions about how established brands communicate authenticity to price-sensitive consumers.
• The UK competition watchdog's intervention in Vandemoortele's acquisition of Délifrance signals that regulators are tightening scrutiny on FMCG consolidation in ingredient and bakery supply categories, with direct implications for how brands manage M&amp;A strategy in post-Brexit Britain.

Fun fact: The average supermarket product takes just 7 seconds to catch a shopper's eye on a moving shopping trip, yet Kellogg's discovered that simply rotating their cereal box artwork to have the on-pack character's eyes angle downward at 9.6 degrees significantly increased consumer connection scores — because it mimics the natural gaze angle of a child looking up at a parent. Mascot eye direction is now a studied variable in FMCG packaging briefs.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 16, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 16, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">01e5649e-1a67-46fa-884e-d7e7cf9be805</guid>
      <link>https://share.transistor.fm/s/177c011c</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 16, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• L'Oréal's Garnier is using reality TV influencer casting to reintroduce a legacy haircare format to Gen Z — a playbook worth watching for any FMCG brand trying to modernise heritage SKUs.
• The reported private equity interest in Magnum's newly spun-off parent company raises urgent questions about what happens to brand investment and marketing ambition when iconic FMCG brands pass from strategic owners to financial ones.
• Roxberry's funding round to scale a soda brand explicitly targeted at children puts it on a collision course with both Coca-Cola and PepsiCo's youth portfolios — and squarely in the crosshairs of regulators watching kids' marketing closely.

Fun fact: The average supermarket shopper makes roughly 75% of their brand decisions before ever entering the store, yet Walmart found that simply redesigning its grocery cart to include a built-in divider between 'fresh' and 'packaged' items increased fresh produce sales by over 25% in test locations — suggesting the physical act of shopping can still override pre-made decisions.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 16, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• L'Oréal's Garnier is using reality TV influencer casting to reintroduce a legacy haircare format to Gen Z — a playbook worth watching for any FMCG brand trying to modernise heritage SKUs.
• The reported private equity interest in Magnum's newly spun-off parent company raises urgent questions about what happens to brand investment and marketing ambition when iconic FMCG brands pass from strategic owners to financial ones.
• Roxberry's funding round to scale a soda brand explicitly targeted at children puts it on a collision course with both Coca-Cola and PepsiCo's youth portfolios — and squarely in the crosshairs of regulators watching kids' marketing closely.

Fun fact: The average supermarket shopper makes roughly 75% of their brand decisions before ever entering the store, yet Walmart found that simply redesigning its grocery cart to include a built-in divider between 'fresh' and 'packaged' items increased fresh produce sales by over 25% in test locations — suggesting the physical act of shopping can still override pre-made decisions.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Fri, 15 May 2026 18:06:27 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/177c011c/3ed54692.mp3" length="6795970" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>425</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 16, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• L'Oréal's Garnier is using reality TV influencer casting to reintroduce a legacy haircare format to Gen Z — a playbook worth watching for any FMCG brand trying to modernise heritage SKUs.
• The reported private equity interest in Magnum's newly spun-off parent company raises urgent questions about what happens to brand investment and marketing ambition when iconic FMCG brands pass from strategic owners to financial ones.
• Roxberry's funding round to scale a soda brand explicitly targeted at children puts it on a collision course with both Coca-Cola and PepsiCo's youth portfolios — and squarely in the crosshairs of regulators watching kids' marketing closely.

Fun fact: The average supermarket shopper makes roughly 75% of their brand decisions before ever entering the store, yet Walmart found that simply redesigning its grocery cart to include a built-in divider between 'fresh' and 'packaged' items increased fresh produce sales by over 25% in test locations — suggesting the physical act of shopping can still override pre-made decisions.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 15, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 15, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">0e5643bb-3877-4ddf-a679-c5ee9aaed685</guid>
      <link>https://share.transistor.fm/s/e9c0ecaa</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 15, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Philip Morris International's new global campaign is being accused of targeting young consumers — a direct challenge to the brand's stated mission of ending cigarette sales, with major regulatory and reputational implications for FMCG brand purpose claims.
• Sazerac's investment in influencer-backed margarita RTD brand Sipmargs signals that legacy spirits companies are increasingly using minority stakes in creator-native brands as a low-risk route into culturally relevant RTD occasions.
• Lacoste's carefully calibrated visual identity refresh — anchored in heritage rather than disruption — offers a masterclass in how legacy consumer brands can modernise without alienating their core equity.

Fun fact: The average supermarket shopper makes around 1.5 unplanned shopping trips per week specifically because they forgot something — and Walgreens has internally referred to this 'distress purchase' behavior as one of its most reliable traffic drivers, shaping how it positions everyday grocery staples near checkout. This means a significant slice of retail foot traffic is built entirely on consumer error, not marketing.

Hosted by Marco and Klara.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 15, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Philip Morris International's new global campaign is being accused of targeting young consumers — a direct challenge to the brand's stated mission of ending cigarette sales, with major regulatory and reputational implications for FMCG brand purpose claims.
• Sazerac's investment in influencer-backed margarita RTD brand Sipmargs signals that legacy spirits companies are increasingly using minority stakes in creator-native brands as a low-risk route into culturally relevant RTD occasions.
• Lacoste's carefully calibrated visual identity refresh — anchored in heritage rather than disruption — offers a masterclass in how legacy consumer brands can modernise without alienating their core equity.

Fun fact: The average supermarket shopper makes around 1.5 unplanned shopping trips per week specifically because they forgot something — and Walgreens has internally referred to this 'distress purchase' behavior as one of its most reliable traffic drivers, shaping how it positions everyday grocery staples near checkout. This means a significant slice of retail foot traffic is built entirely on consumer error, not marketing.

Hosted by Marco and Klara.]]>
      </content:encoded>
      <pubDate>Fri, 15 May 2026 04:03:08 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/e9c0ecaa/962f6f06.mp3" length="6882072" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>430</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 15, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:
• Philip Morris International's new global campaign is being accused of targeting young consumers — a direct challenge to the brand's stated mission of ending cigarette sales, with major regulatory and reputational implications for FMCG brand purpose claims.
• Sazerac's investment in influencer-backed margarita RTD brand Sipmargs signals that legacy spirits companies are increasingly using minority stakes in creator-native brands as a low-risk route into culturally relevant RTD occasions.
• Lacoste's carefully calibrated visual identity refresh — anchored in heritage rather than disruption — offers a masterclass in how legacy consumer brands can modernise without alienating their core equity.

Fun fact: The average supermarket shopper makes around 1.5 unplanned shopping trips per week specifically because they forgot something — and Walgreens has internally referred to this 'distress purchase' behavior as one of its most reliable traffic drivers, shaping how it positions everyday grocery staples near checkout. This means a significant slice of retail foot traffic is built entirely on consumer error, not marketing.

Hosted by Marco and Klara.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 14, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 14, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">c7ce9fce-ca1c-482b-bf08-a33ed11d82d0</guid>
      <link>https://share.transistor.fm/s/5019a68a</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 14, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: The barcode was first scanned on a commercial product in 1974 on a pack of Wrigley's Juicy Fruit gum at a Marsh supermarket in Troy, Ohio — yet it took nearly a decade before most major U.S. retailers fully adopted the technology due to the $200,000+ cost of installing scanner systems. That single pack of gum is now on display at the Smithsonian.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 14, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: The barcode was first scanned on a commercial product in 1974 on a pack of Wrigley's Juicy Fruit gum at a Marsh supermarket in Troy, Ohio — yet it took nearly a decade before most major U.S. retailers fully adopted the technology due to the $200,000+ cost of installing scanner systems. That single pack of gum is now on display at the Smithsonian.]]>
      </content:encoded>
      <pubDate>Wed, 13 May 2026 18:06:00 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/5019a68a/14b34ac5.mp3" length="6727549" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>420</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 14, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: The barcode was first scanned on a commercial product in 1974 on a pack of Wrigley's Juicy Fruit gum at a Marsh supermarket in Troy, Ohio — yet it took nearly a decade before most major U.S. retailers fully adopted the technology due to the $200,000+ cost of installing scanner systems. That single pack of gum is now on display at the Smithsonian.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 13, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 13, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">72d46ea5-90cb-43dc-a444-4fe91825689e</guid>
      <link>https://share.transistor.fm/s/b6df5fc1</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 13, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Trader Joe's deliberately keeps its stores at exactly 68°F because consumer research showed that shoppers spend 22% more time browsing—and buy more impulse items—when slightly cooler than comfortable, triggering subconscious 'gathering' behavior without realizing they're cold.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 13, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Trader Joe's deliberately keeps its stores at exactly 68°F because consumer research showed that shoppers spend 22% more time browsing—and buy more impulse items—when slightly cooler than comfortable, triggering subconscious 'gathering' behavior without realizing they're cold.]]>
      </content:encoded>
      <pubDate>Tue, 12 May 2026 18:05:33 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/b6df5fc1/8cf4d098.mp3" length="7531296" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>471</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 13, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Trader Joe's deliberately keeps its stores at exactly 68°F because consumer research showed that shoppers spend 22% more time browsing—and buy more impulse items—when slightly cooler than comfortable, triggering subconscious 'gathering' behavior without realizing they're cold.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 12, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 12, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">ee0697ae-5840-463e-a354-6e9c45b6283a</guid>
      <link>https://share.transistor.fm/s/11d49884</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 12, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million annually, but they've kept the same price since 2009—and even built a $450 million Nebraska poultry complex in 2019 just to maintain that price point. The loss leader is so strategically sacred that when a manager suggested raising it, the CFO reportedly said 'I will kill you.']]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 12, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million annually, but they've kept the same price since 2009—and even built a $450 million Nebraska poultry complex in 2019 just to maintain that price point. The loss leader is so strategically sacred that when a manager suggested raising it, the CFO reportedly said 'I will kill you.']]>
      </content:encoded>
      <pubDate>Mon, 11 May 2026 18:05:35 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/11d49884/fa44dd26.mp3" length="7416750" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>463</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 12, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million annually, but they've kept the same price since 2009—and even built a $450 million Nebraska poultry complex in 2019 just to maintain that price point. The loss leader is so strategically sacred that when a manager suggested raising it, the CFO reportedly said 'I will kill you.']]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 11, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 11, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">68136365-b734-4308-8840-d4da309424a1</guid>
      <link>https://share.transistor.fm/s/ec366177</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 11, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million annually, but they refuse to raise the price because it drives foot traffic so effectively that members who come just for chicken spend an average of $94 on other items per visit. The retailer even built its own $450 million poultry processing plant in Nebraska to maintain the margin-killing price point.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 11, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million annually, but they refuse to raise the price because it drives foot traffic so effectively that members who come just for chicken spend an average of $94 on other items per visit. The retailer even built its own $450 million poultry processing plant in Nebraska to maintain the margin-killing price point.]]>
      </content:encoded>
      <pubDate>Sun, 10 May 2026 18:06:01 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/ec366177/bdd03cf6.mp3" length="7251849" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>453</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 11, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million annually, but they refuse to raise the price because it drives foot traffic so effectively that members who come just for chicken spend an average of $94 on other items per visit. The retailer even built its own $450 million poultry processing plant in Nebraska to maintain the margin-killing price point.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 10, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 10, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">b50fe37a-60b8-46fd-b542-5df979a1d57e</guid>
      <link>https://share.transistor.fm/s/8e275620</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 10, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Coca-Cola's secret formula, known as 'Merchandise 7X,' is kept in a vault at the World of Coca-Cola museum in Atlanta, but here's the kicker: the company has never actually patented it. Patents require public disclosure after 20 years, so Coke has relied on trade secret protection for 137 years instead, meaning if someone independently discovered the formula, they could legally sell it.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 10, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Coca-Cola's secret formula, known as 'Merchandise 7X,' is kept in a vault at the World of Coca-Cola museum in Atlanta, but here's the kicker: the company has never actually patented it. Patents require public disclosure after 20 years, so Coke has relied on trade secret protection for 137 years instead, meaning if someone independently discovered the formula, they could legally sell it.]]>
      </content:encoded>
      <pubDate>Sat, 09 May 2026 18:06:05 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/8e275620/a9df01a1.mp3" length="6990468" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>437</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 10, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Coca-Cola's secret formula, known as 'Merchandise 7X,' is kept in a vault at the World of Coca-Cola museum in Atlanta, but here's the kicker: the company has never actually patented it. Patents require public disclosure after 20 years, so Coke has relied on trade secret protection for 137 years instead, meaning if someone independently discovered the formula, they could legally sell it.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 09, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 09, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">978f6b1e-515f-43b5-8f77-0de945ee5209</guid>
      <link>https://share.transistor.fm/s/59083dc4</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 09, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Frito-Lay deliberately designs their chip bags to be exactly 43% air by volume—not to rip you off, but because nitrogen gas prevents oxidation and crushing during transport. The company's internal term for this precise ratio is 'functional slack fill,' and getting it wrong by even 5% costs them millions in crushed product returns annually.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 09, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Frito-Lay deliberately designs their chip bags to be exactly 43% air by volume—not to rip you off, but because nitrogen gas prevents oxidation and crushing during transport. The company's internal term for this precise ratio is 'functional slack fill,' and getting it wrong by even 5% costs them millions in crushed product returns annually.]]>
      </content:encoded>
      <pubDate>Fri, 08 May 2026 18:05:42 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/59083dc4/5ca4d229.mp3" length="7447500" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>465</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 09, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Frito-Lay deliberately designs their chip bags to be exactly 43% air by volume—not to rip you off, but because nitrogen gas prevents oxidation and crushing during transport. The company's internal term for this precise ratio is 'functional slack fill,' and getting it wrong by even 5% costs them millions in crushed product returns annually.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 08, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 08, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">106c0e7a-ce39-4be1-9788-7a2c89d57993</guid>
      <link>https://share.transistor.fm/s/bc1e0c44</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 08, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Carmex intentionally includes ingredients like camphor and menthol that slightly irritate lips, creating a dependency cycle where users feel they need to reapply constantly. This strategy helped build a cult following and drove the brand to over $150 million in annual sales despite minimal advertising spend.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 08, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Carmex intentionally includes ingredients like camphor and menthol that slightly irritate lips, creating a dependency cycle where users feel they need to reapply constantly. This strategy helped build a cult following and drove the brand to over $150 million in annual sales despite minimal advertising spend.]]>
      </content:encoded>
      <pubDate>Thu, 07 May 2026 18:05:39 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/bc1e0c44/1001d76a.mp3" length="7347945" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>459</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 08, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Carmex intentionally includes ingredients like camphor and menthol that slightly irritate lips, creating a dependency cycle where users feel they need to reapply constantly. This strategy helped build a cult following and drove the brand to over $150 million in annual sales despite minimal advertising spend.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 07, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 07, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">27ddd40e-676c-40b2-b70d-c9f607bf37d6</guid>
      <link>https://share.transistor.fm/s/9cb30f36</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 07, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Lindt's trademark gold foil wrapping isn't just branding—it's a registered intellectual property weapon. In 2018, a Swiss court ruled that any chocolate bunny wrapped in gold foil with a red ribbon infringes on Lindt's trade dress, forcing competitors to use different color combinations even though the shape itself isn't protected.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 07, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Lindt's trademark gold foil wrapping isn't just branding—it's a registered intellectual property weapon. In 2018, a Swiss court ruled that any chocolate bunny wrapped in gold foil with a red ribbon infringes on Lindt's trade dress, forcing competitors to use different color combinations even though the shape itself isn't protected.]]>
      </content:encoded>
      <pubDate>Wed, 06 May 2026 18:05:31 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/9cb30f36/62465907.mp3" length="7274912" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>455</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 07, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Lindt's trademark gold foil wrapping isn't just branding—it's a registered intellectual property weapon. In 2018, a Swiss court ruled that any chocolate bunny wrapped in gold foil with a red ribbon infringes on Lindt's trade dress, forcing competitors to use different color combinations even though the shape itself isn't protected.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 06, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 06, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">53c57b50-17c6-4f96-98b6-036705d85f74</guid>
      <link>https://share.transistor.fm/s/d90dfbc2</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 06, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Listerine was originally marketed as a surgical antiseptic and floor cleaner in the 1880s before the company invented the term 'halitosis' in a 1920s ad campaign to sell it as mouthwash—creating a medical condition consumers didn't know they had. Sales jumped from $115,000 to over $8 million in just seven years.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 06, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Listerine was originally marketed as a surgical antiseptic and floor cleaner in the 1880s before the company invented the term 'halitosis' in a 1920s ad campaign to sell it as mouthwash—creating a medical condition consumers didn't know they had. Sales jumped from $115,000 to over $8 million in just seven years.]]>
      </content:encoded>
      <pubDate>Tue, 05 May 2026 18:05:08 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/d90dfbc2/d325c70d.mp3" length="7148065" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>447</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 06, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Listerine was originally marketed as a surgical antiseptic and floor cleaner in the 1880s before the company invented the term 'halitosis' in a 1920s ad campaign to sell it as mouthwash—creating a medical condition consumers didn't know they had. Sales jumped from $115,000 to over $8 million in just seven years.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 05, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 05, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">decfb16a-9f83-4a94-93a8-21ced6033bf9</guid>
      <link>https://share.transistor.fm/s/79edd690</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 05, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Trader Joe's deliberately keeps its store footprint below 15,000 square feet—roughly one-fifth the size of a typical supermarket—because smaller stores force them to carry only their top 4,000 SKUs instead of the industry standard 40,000, which paradoxically increases sales per square foot to nearly double the grocery industry average. This constraint forces brutal product curation: only 10-15% of products pitched by suppliers ever make it to shelves.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 05, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Trader Joe's deliberately keeps its store footprint below 15,000 square feet—roughly one-fifth the size of a typical supermarket—because smaller stores force them to carry only their top 4,000 SKUs instead of the industry standard 40,000, which paradoxically increases sales per square foot to nearly double the grocery industry average. This constraint forces brutal product curation: only 10-15% of products pitched by suppliers ever make it to shelves.]]>
      </content:encoded>
      <pubDate>Mon, 04 May 2026 18:05:09 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/79edd690/887f1575.mp3" length="7604329" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>475</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 05, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Trader Joe's deliberately keeps its store footprint below 15,000 square feet—roughly one-fifth the size of a typical supermarket—because smaller stores force them to carry only their top 4,000 SKUs instead of the industry standard 40,000, which paradoxically increases sales per square foot to nearly double the grocery industry average. This constraint forces brutal product curation: only 10-15% of products pitched by suppliers ever make it to shelves.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 04, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 04, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">bef1dfa0-7a4e-4948-9bf6-89b319da86af</guid>
      <link>https://share.transistor.fm/s/939617f8</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 04, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Coca-Cola's freestyle machines collect data on over 14 million drink combinations annually, which led the company to launch Cherry Sprite as a permanent product after discovering customers were mixing it themselves more than any other custom combination. The machines essentially turned retail locations into massive flavor R&amp;D labs without consumers realizing they were product testers.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 04, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Coca-Cola's freestyle machines collect data on over 14 million drink combinations annually, which led the company to launch Cherry Sprite as a permanent product after discovering customers were mixing it themselves more than any other custom combination. The machines essentially turned retail locations into massive flavor R&amp;D labs without consumers realizing they were product testers.]]>
      </content:encoded>
      <pubDate>Sun, 03 May 2026 22:44:25 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/939617f8/b5a1d7e0.mp3" length="7085411" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>443</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 04, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Coca-Cola's freestyle machines collect data on over 14 million drink combinations annually, which led the company to launch Cherry Sprite as a permanent product after discovering customers were mixing it themselves more than any other custom combination. The machines essentially turned retail locations into massive flavor R&amp;D labs without consumers realizing they were product testers.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 03, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 03, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">e81905fb-2529-4b97-aed6-709f472937c1</guid>
      <link>https://share.transistor.fm/s/1753e2a3</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 03, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million annually, but they refuse to raise the price because it drives foot traffic so effectively that members who come in just for chicken spend an average of $114 per trip. The chickens are actually loss leaders strategically placed at the back of the warehouse, forcing shoppers to walk past thousands of higher-margin items.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 03, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million annually, but they refuse to raise the price because it drives foot traffic so effectively that members who come in just for chicken spend an average of $114 per trip. The chickens are actually loss leaders strategically placed at the back of the warehouse, forcing shoppers to walk past thousands of higher-margin items.]]>
      </content:encoded>
      <pubDate>Sat, 02 May 2026 18:05:45 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/1753e2a3/3d68b00d.mp3" length="7591644" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>474</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 03, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million annually, but they refuse to raise the price because it drives foot traffic so effectively that members who come in just for chicken spend an average of $114 per trip. The chickens are actually loss leaders strategically placed at the back of the warehouse, forcing shoppers to walk past thousands of higher-margin items.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 02, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 02, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">6c7f2a02-08c1-49db-b60a-7049e5a8bdbe</guid>
      <link>https://share.transistor.fm/s/8347dac7</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 02, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Costco deliberately loses money on its $4.99 rotisserie chicken, selling it below cost to drive store traffic—a strategy so aggressive they built their own $450 million poultry processing plant in Nebraska to control supply and maintain the price point since 2009.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 02, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Costco deliberately loses money on its $4.99 rotisserie chicken, selling it below cost to drive store traffic—a strategy so aggressive they built their own $450 million poultry processing plant in Nebraska to control supply and maintain the price point since 2009.]]>
      </content:encoded>
      <pubDate>Fri, 01 May 2026 18:05:50 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/8347dac7/98b555b6.mp3" length="7851872" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>491</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 02, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Costco deliberately loses money on its $4.99 rotisserie chicken, selling it below cost to drive store traffic—a strategy so aggressive they built their own $450 million poultry processing plant in Nebraska to control supply and maintain the price point since 2009.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — May 01, 2026</title>
      <itunes:title>The FMCG Marketing Daily — May 01, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">e0b724da-c06e-4965-a71e-9531dfbf5911</guid>
      <link>https://share.transistor.fm/s/9efac272</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — May 01, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Colgate holds a trademark on beef lasagna in the United States. In 1982, they launched Colgate Kitchen Entrees—a line of frozen dinners—which failed so spectacularly that consumers reported feeling nauseated by the thought of eating food from a toothpaste brand. The trademark remains active as a legal shield to prevent competitors from mocking the disaster.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — May 01, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Colgate holds a trademark on beef lasagna in the United States. In 1982, they launched Colgate Kitchen Entrees—a line of frozen dinners—which failed so spectacularly that consumers reported feeling nauseated by the thought of eating food from a toothpaste brand. The trademark remains active as a legal shield to prevent competitors from mocking the disaster.]]>
      </content:encoded>
      <pubDate>Thu, 30 Apr 2026 18:05:51 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/9efac272/7d580b6f.mp3" length="7345254" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>459</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — May 01, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Colgate holds a trademark on beef lasagna in the United States. In 1982, they launched Colgate Kitchen Entrees—a line of frozen dinners—which failed so spectacularly that consumers reported feeling nauseated by the thought of eating food from a toothpaste brand. The trademark remains active as a legal shield to prevent competitors from mocking the disaster.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — April 30, 2026</title>
      <itunes:title>The FMCG Marketing Daily — April 30, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">ef053d52-20c8-4ce8-b941-6a52b4502f9c</guid>
      <link>https://share.transistor.fm/s/e2a18998</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — April 30, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Frito-Lay's delivery trucks carry their own portable shelving systems that drivers assemble in-store, making them the only major FMCG brand that literally builds their own retail real estate. This 'store-within-a-store' model means the brand controls roughly 40 square feet of floor space that the retailer never technically merchandises.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — April 30, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Frito-Lay's delivery trucks carry their own portable shelving systems that drivers assemble in-store, making them the only major FMCG brand that literally builds their own retail real estate. This 'store-within-a-store' model means the brand controls roughly 40 square feet of floor space that the retailer never technically merchandises.]]>
      </content:encoded>
      <pubDate>Wed, 29 Apr 2026 22:39:15 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/e2a18998/933fb425.mp3" length="7477869" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>467</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — April 30, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Frito-Lay's delivery trucks carry their own portable shelving systems that drivers assemble in-store, making them the only major FMCG brand that literally builds their own retail real estate. This 'store-within-a-store' model means the brand controls roughly 40 square feet of floor space that the retailer never technically merchandises.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — April 29, 2026</title>
      <itunes:title>The FMCG Marketing Daily — April 29, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">1a47a9c0-0ce9-4791-aee2-010f07a0ae3d</guid>
      <link>https://share.transistor.fm/s/96a3d607</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — April 29, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Coca-Cola's distinctive contour bottle was designed in 1915 to be recognizable even when broken on the ground or felt in the dark—and it's so iconic that a study found 97% of people worldwide can identify it from shape alone, making it one of the most effective packaging designs ever created.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — April 29, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Coca-Cola's distinctive contour bottle was designed in 1915 to be recognizable even when broken on the ground or felt in the dark—and it's so iconic that a study found 97% of people worldwide can identify it from shape alone, making it one of the most effective packaging designs ever created.]]>
      </content:encoded>
      <pubDate>Tue, 28 Apr 2026 18:04:36 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/96a3d607/9a2b05d8.mp3" length="7011227" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>438</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — April 29, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Coca-Cola's distinctive contour bottle was designed in 1915 to be recognizable even when broken on the ground or felt in the dark—and it's so iconic that a study found 97% of people worldwide can identify it from shape alone, making it one of the most effective packaging designs ever created.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — April 28, 2026</title>
      <itunes:title>The FMCG Marketing Daily — April 28, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">6dbe7302-c9cb-4d89-8461-518f21590194</guid>
      <link>https://share.transistor.fm/s/93e4405a</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — April 28, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Nestlé's KitKat bar has over 300 unique flavors in Japan alone—including wasabi, sake, and purple sweet potato—because Japanese consumers view the bar as a good luck charm due to its name sounding like 'kitto katsu,' meaning 'you will surely win.' This accidental linguistic connection transformed KitKat into Japan's top-selling confection and a cultural phenomenon around exam season.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — April 28, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Nestlé's KitKat bar has over 300 unique flavors in Japan alone—including wasabi, sake, and purple sweet potato—because Japanese consumers view the bar as a good luck charm due to its name sounding like 'kitto katsu,' meaning 'you will surely win.' This accidental linguistic connection transformed KitKat into Japan's top-selling confection and a cultural phenomenon around exam season.]]>
      </content:encoded>
      <pubDate>Mon, 27 Apr 2026 18:04:23 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/93e4405a/81ff85cf.mp3" length="7695814" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>481</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — April 28, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Nestlé's KitKat bar has over 300 unique flavors in Japan alone—including wasabi, sake, and purple sweet potato—because Japanese consumers view the bar as a good luck charm due to its name sounding like 'kitto katsu,' meaning 'you will surely win.' This accidental linguistic connection transformed KitKat into Japan's top-selling confection and a cultural phenomenon around exam season.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — April 27, 2026</title>
      <itunes:title>The FMCG Marketing Daily — April 27, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">4ad3a7e3-0ea2-448c-901b-1239132a56ed</guid>
      <link>https://share.transistor.fm/s/f9d59ac3</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — April 27, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Frito-Lay's delivery drivers don't actually work for Frito-Lay. They're independent contractors who buy the inventory upfront, stock the shelves themselves, and only make money on what actually sells—a business model called 'direct store delivery' that shifts nearly all the risk from the $20 billion brand to roughly 15,000 individual route operators.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — April 27, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Frito-Lay's delivery drivers don't actually work for Frito-Lay. They're independent contractors who buy the inventory upfront, stock the shelves themselves, and only make money on what actually sells—a business model called 'direct store delivery' that shifts nearly all the risk from the $20 billion brand to roughly 15,000 individual route operators.]]>
      </content:encoded>
      <pubDate>Sun, 26 Apr 2026 18:04:17 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/f9d59ac3/ea039db7.mp3" length="7335647" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>458</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — April 27, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Frito-Lay's delivery drivers don't actually work for Frito-Lay. They're independent contractors who buy the inventory upfront, stock the shelves themselves, and only make money on what actually sells—a business model called 'direct store delivery' that shifts nearly all the risk from the $20 billion brand to roughly 15,000 individual route operators.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — April 26, 2026</title>
      <itunes:title>The FMCG Marketing Daily — April 26, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">1d849181-968a-4178-a264-7e4e6e2fd628</guid>
      <link>https://share.transistor.fm/s/21810d71</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — April 26, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Frito-Lay deliberately manufactures Doritos with inconsistent seasoning coverage—some chips get 20% more flavor powder than others—because internal research found that the variability itself is addictive. Consumers unconsciously keep eating, hoping the next chip will be as intensely flavored as the best one they just had.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — April 26, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Frito-Lay deliberately manufactures Doritos with inconsistent seasoning coverage—some chips get 20% more flavor powder than others—because internal research found that the variability itself is addictive. Consumers unconsciously keep eating, hoping the next chip will be as intensely flavored as the best one they just had.]]>
      </content:encoded>
      <pubDate>Sun, 26 Apr 2026 06:50:45 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/21810d71/d83de81e.mp3" length="5795036" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>362</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — April 26, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Frito-Lay deliberately manufactures Doritos with inconsistent seasoning coverage—some chips get 20% more flavor powder than others—because internal research found that the variability itself is addictive. Consumers unconsciously keep eating, hoping the next chip will be as intensely flavored as the best one they just had.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — April 25, 2026</title>
      <itunes:title>The FMCG Marketing Daily — April 25, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">52267fce-52d6-451c-baa3-aa7c94ebae48</guid>
      <link>https://share.transistor.fm/s/959b347c</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — April 25, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Frito-Lay's merchandising research found that moving chip bags from vertical to horizontal shelf placement increased sales by 12%, but most retailers still use vertical displays because they can fit 40% more SKUs in the same linear footage. The battle between velocity and variety remains one of retail's most expensive unresolved debates.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — April 25, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Frito-Lay's merchandising research found that moving chip bags from vertical to horizontal shelf placement increased sales by 12%, but most retailers still use vertical displays because they can fit 40% more SKUs in the same linear footage. The battle between velocity and variety remains one of retail's most expensive unresolved debates.]]>
      </content:encoded>
      <pubDate>Fri, 24 Apr 2026 18:05:41 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/959b347c/75c3a221.mp3" length="6988164" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>437</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — April 25, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Frito-Lay's merchandising research found that moving chip bags from vertical to horizontal shelf placement increased sales by 12%, but most retailers still use vertical displays because they can fit 40% more SKUs in the same linear footage. The battle between velocity and variety remains one of retail's most expensive unresolved debates.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — April 24, 2026</title>
      <itunes:title>The FMCG Marketing Daily — April 24, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">3205c50b-195e-444b-bf11-15593c790c48</guid>
      <link>https://share.transistor.fm/s/bdd0521f</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — April 24, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Kellogg's Corn Flakes were originally invented in 1894 as an anti-aphrodisiac to curb sexual desire, part of Dr. John Harvey Kellogg's belief that bland foods would reduce lustful thoughts. The cereal was so aggressively marketed for its 'calming properties' that it became America's first major breakfast cereal, though the anti-libido messaging was quietly dropped by the 1920s.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — April 24, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Kellogg's Corn Flakes were originally invented in 1894 as an anti-aphrodisiac to curb sexual desire, part of Dr. John Harvey Kellogg's belief that bland foods would reduce lustful thoughts. The cereal was so aggressively marketed for its 'calming properties' that it became America's first major breakfast cereal, though the anti-libido messaging was quietly dropped by the 1920s.]]>
      </content:encoded>
      <pubDate>Fri, 24 Apr 2026 03:41:38 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/bdd0521f/753dc3a2.mp3" length="7441352" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>465</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — April 24, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Kellogg's Corn Flakes were originally invented in 1894 as an anti-aphrodisiac to curb sexual desire, part of Dr. John Harvey Kellogg's belief that bland foods would reduce lustful thoughts. The cereal was so aggressively marketed for its 'calming properties' that it became America's first major breakfast cereal, though the anti-libido messaging was quietly dropped by the 1920s.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — April 23, 2026</title>
      <itunes:title>The FMCG Marketing Daily — April 23, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">9b30715e-f972-48a9-8471-ba6fee0ff963</guid>
      <link>https://share.transistor.fm/s/b44ac117</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — April 23, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Frito-Lay deliberately designs their chip bags to be exactly 43% air—not to rip you off, but because nitrogen cushioning below that threshold results in 18% more breakage and customer complaints spike dramatically. The company spent $2 million in the 1990s engineering the optimal empty space ratio.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — April 23, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Frito-Lay deliberately designs their chip bags to be exactly 43% air—not to rip you off, but because nitrogen cushioning below that threshold results in 18% more breakage and customer complaints spike dramatically. The company spent $2 million in the 1990s engineering the optimal empty space ratio.]]>
      </content:encoded>
      <pubDate>Thu, 23 Apr 2026 13:07:22 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/b44ac117/19181f79.mp3" length="7336415" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>458</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — April 23, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Frito-Lay deliberately designs their chip bags to be exactly 43% air—not to rip you off, but because nitrogen cushioning below that threshold results in 18% more breakage and customer complaints spike dramatically. The company spent $2 million in the 1990s engineering the optimal empty space ratio.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — April 22, 2026</title>
      <itunes:title>The FMCG Marketing Daily — April 22, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">6c0dc543-6ffe-4f15-9fff-a17144071864</guid>
      <link>https://share.transistor.fm/s/303e7910</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — April 22, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million annually, yet they've refused to raise the price since 2009. The loss leader is so strategic that Costco built their own $450 million poultry processing facility in Nebraska just to maintain the price point and keep members walking past higher-margin items.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — April 22, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million annually, yet they've refused to raise the price since 2009. The loss leader is so strategic that Costco built their own $450 million poultry processing facility in Nebraska just to maintain the price point and keep members walking past higher-margin items.]]>
      </content:encoded>
      <pubDate>Tue, 21 Apr 2026 22:11:28 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/303e7910/3fadd645.mp3" length="7081569" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>443</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — April 22, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million annually, yet they've refused to raise the price since 2009. The loss leader is so strategic that Costco built their own $450 million poultry processing facility in Nebraska just to maintain the price point and keep members walking past higher-margin items.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — April 21, 2026</title>
      <itunes:title>The FMCG Marketing Daily — April 21, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">bf9508f2-f79c-4f04-9af2-e4aab13bcd77</guid>
      <link>https://share.transistor.fm/s/2c6917b3</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — April 21, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Costco's $4.99 rotisserie chicken price hasn't changed since 2009, and the retailer loses money on every bird sold. To maintain this loss-leader strategy, Costco built its own $450 million chicken processing facility in Nebraska that processes 2 million birds per week, making it fully vertically integrated in poultry.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — April 21, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Costco's $4.99 rotisserie chicken price hasn't changed since 2009, and the retailer loses money on every bird sold. To maintain this loss-leader strategy, Costco built its own $450 million chicken processing facility in Nebraska that processes 2 million birds per week, making it fully vertically integrated in poultry.]]>
      </content:encoded>
      <pubDate>Tue, 21 Apr 2026 00:32:23 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/2c6917b3/3d2d01e1.mp3" length="6902061" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>431</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — April 21, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Costco's $4.99 rotisserie chicken price hasn't changed since 2009, and the retailer loses money on every bird sold. To maintain this loss-leader strategy, Costco built its own $450 million chicken processing facility in Nebraska that processes 2 million birds per week, making it fully vertically integrated in poultry.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — April 20, 2026</title>
      <itunes:title>The FMCG Marketing Daily — April 20, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">ccdc5ddd-558b-47f7-9c97-604f6e9e8d46</guid>
      <link>https://share.transistor.fm/s/1744cdd5</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — April 20, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million annually, but they refuse to raise the price because it drives store traffic so effectively that members walk an average of 23 extra aisles to reach the chicken at the back of the store. The chickens are actually larger than typical grocery store birds—three pounds versus two—making the loss-leader strategy even more expensive.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — April 20, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million annually, but they refuse to raise the price because it drives store traffic so effectively that members walk an average of 23 extra aisles to reach the chicken at the back of the store. The chickens are actually larger than typical grocery store birds—three pounds versus two—making the loss-leader strategy even more expensive.]]>
      </content:encoded>
      <pubDate>Mon, 20 Apr 2026 12:42:02 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/1744cdd5/3aa1da55.mp3" length="7395226" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>462</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — April 20, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million annually, but they refuse to raise the price because it drives store traffic so effectively that members walk an average of 23 extra aisles to reach the chicken at the back of the store. The chickens are actually larger than typical grocery store birds—three pounds versus two—making the loss-leader strategy even more expensive.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
    <item>
      <title>The FMCG Marketing Daily — April 19, 2026</title>
      <itunes:title>The FMCG Marketing Daily — April 19, 2026</itunes:title>
      <itunes:episodeType>full</itunes:episodeType>
      <guid isPermaLink="false">85f9b750-0079-4de6-8703-f27e810abe40</guid>
      <link>https://share.transistor.fm/s/e79a9d24</link>
      <description>
        <![CDATA[The FMCG Marketing Daily — April 19, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million per year, but it's deliberately priced as a loss leader and has remained unchanged since 2009. The retailer even built its own $450 million poultry processing facility in Nebraska just to maintain this price point, because the chicken drives such significant traffic and basket size increases.]]>
      </description>
      <content:encoded>
        <![CDATA[The FMCG Marketing Daily — April 19, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million per year, but it's deliberately priced as a loss leader and has remained unchanged since 2009. The retailer even built its own $450 million poultry processing facility in Nebraska just to maintain this price point, because the chicken drives such significant traffic and basket size increases.]]>
      </content:encoded>
      <pubDate>Sun, 19 Apr 2026 14:47:24 -0700</pubDate>
      <author>Marco &amp; Klara</author>
      <enclosure url="https://media.transistor.fm/e79a9d24/5586caf6.mp3" length="6084092" type="audio/mpeg"/>
      <itunes:author>Marco &amp; Klara</itunes:author>
      <itunes:duration>380</itunes:duration>
      <itunes:summary>
        <![CDATA[The FMCG Marketing Daily — April 19, 2026

Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods.

Hosted by Marco and Klara.

Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million per year, but it's deliberately priced as a loss leader and has remained unchanged since 2009. The retailer even built its own $450 million poultry processing facility in Nebraska just to maintain this price point, because the chicken drives such significant traffic and basket size increases.]]>
      </itunes:summary>
      <itunes:keywords></itunes:keywords>
      <itunes:explicit>No</itunes:explicit>
    </item>
  </channel>
</rss>
