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No seed oil" is the fastest-growing clean label claim in U.S. food. The brands winning this wave didn't read a trend report, they were already cooking with avocado oil. Here's what that means for CPG go-to-market strategy.

Hispanic consumers represent 20% of the U.S. population and drive 23% of total CPG dollar growth — yet receive just four cents of every advertising dollar. Here's what the gap means for CPG brands and LATAM companies entering the U.S. market.

Kraft Heinz's new CEO shelved a planned company split and redirected $600M into marketing, sales, and R&D. The move raises an uncomfortable question for legacy CPG: how many companies are restructuring portfolios on foundations that aren't ready to hold them?

Mainstream CPG is being hollowed out from both ends simultaneously. Private label hit $271B in 2024. Challenger brands are taking premium. The go-to-market strategy built for the middle no longer works, and more promotion won't fix it.

Tajin didn't cross over. It let the culture do it for them. How a bottle of chili-lime salt from Jalisco became a masterclass in CPG go-to-market strategy for the U.S. Hispanic market, and what PepsiCo's $1.2B Siete acquisition confirms about where the market is going.

Tortillas outsell hot dog buns, hamburger buns, and every other fresh roll in America. Have for over a decade. Here's who owns the shelf, how they got there, and where the next billion in CPG growth is hiding.

71% of new streaming subscribers chose a plan with ads. The Hispanic consumer arrived to CTV first and over-indexes on every ad-supported platform. Here's what that means for your CPG go-to-market strategy right now.

For thirty years CPG rewarded expansion. More categories, more SKUs, more countries. That era is closing. Here's what Nestlé, Keurig Dr Pepper, and Unilever are telling the entire industry about what wins next.

Nestlé didn't lose its ice cream business. It traded complexity for focus. Why the boldest CPG portfolio moves are the ones that look like retreats, and what that means for your brand strategy.

Duo didn't die. He was bait. And 130 million people took it — without Duolingo spending a dollar on media. What CPG brands can steal from this for their own go-to-market strategy.

Corona's go-to-market strategy didn't target the Hispanic market. It understood it. Here's what the data and the creative are both saying.

Real transformation in CPG is ugly, controversial, and shows up in capital allocation, not keynotes. A peer perspective on what it actually takes to redesign a brand from the inside.

45–70% of FMCG volume in LATAM still flows through traditional trade. Most CPG strategies are built around the other 30%. Here's why that's the most expensive mistake in the region.

Volumes are flat. Margins keep moving. Alcohol didn't lose relevance, excess did. What this shift means for CPG brands competing on value instead of scale.

It doesn't happen overnight. CPG brands lose direction slowly, under the pressure of urgency. Here's how to recognize it before it shows up in the numbers.

We optimized everything, and lost the consumer along the way. Why feeling is the most underrated growth driver in CPG right now, and what to do about it before 2027.

Pepsi skipped the Super Bowl, handed $20M to the public, and changed the CPG marketing playbook forever. Why this 2010 campaign is still one of the most relevant go-to-market cases for brands competing today.

$18.4 billion to buy a coffee company, then split the whole business in two. Keurig Dr Pepper's boldest move isn't the acquisition, it's the admission that trying to be great at everything was the real problem.

Unilever isn't letting go of Magnum because it's a bad brand. It's letting go because ice cream runs on different rules. What this €8B spinoff tells every CPG brand about where the industry is heading.

Heinz has been on shelves for 156 years. Most CPG brands look at their packaging and see a container. Heinz looks at theirs and sees a strategy. Here's what the difference actually means.