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CPG Industry News Roundup: August 16th - August 22nd

This week’s roundup focuses on the latest shifts and maneuvers within the Consumer Packaged Goods (CPG) sector.

From strategic brand partnerships to potential acquisitions, these developments highlight the ever-changing landscape of the industry, where innovation and consolidation are the names of the game.

As brands continue to push the boundaries of consumer experience, here’s a look at the key stories from this week.

David Raises Beyonce Whisky

DAVID Raises $10M to Bring Science-Based Nutrition Products to Market

DAVID, a forward-thinking company focused on science-based nutrition, has successfully raised $10 million in seed funding. This capital will be pivotal in developing and launching a range of products aimed at promoting optimal health and wellness, setting a new standard in the nutrition industry.

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Moët Hennessy and Beyoncé Launch Groundbreaking New Whisky ‘SIR DAVIS’

Moët Hennessy has partnered with global icon Beyoncé to introduce ‘SIR DAVIS,’ a new whisky brand that blends traditional craftsmanship with modern innovation. This collaboration marks a significant entry into the premium spirits market, leveraging Beyoncé’s brand power to attract both whisky connoisseurs and new consumers.

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Olipop is on a Roll: New Launches and Strategic Moves

Olipop has been making significant moves this week, suggesting the brand is gearing up for something big. The company launched a new shelf-stable version of its functional soda, now designed to be pantry-friendly with slightly less fiber. Additionally, Olipop secured a deal to sell its drinks at the LA Clippers’ new Intuit Dome and introduced Ridge Rush, a caffeinated soda reminiscent of Mountain Dew. These strategic actions not only expand Olipop’s market presence but also potentially position the brand as an attractive acquisition target.

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Mars, Inc. Acquiring Kellanova in a $35.9 Billion Deal

Mars, Inc. has announced its acquisition of Kellanova for $83.50 per share in cash, totaling approximately $35.9 billion. This deal will merge iconic brands from both companies, including Mars’ M&M’s, Starburst, Pedigree, and KIND, with Kellanova’s Cheez-It, Pringles, MorningStar, Eggo, and Pop-Tarts. This consolidation underscores the ongoing trend of big players in the CPG sector expanding their portfolios through strategic acquisitions.

BFY Bars Swedish Snacking

Better-For-You Bars Bring a Taste of Swedish-Style Snacking to America

The American snack market is seeing an infusion of Swedish influence with the introduction of Better-For-You (BFY) bars. These bars are gaining traction for their healthier approach to snacking, offering consumers a blend of taste and nutrition. As the demand for healthier snack options continues to grow, BFY bars are poised to make a significant impact in the U.S. market.

Celebrity-Driven Branding in the Beverage Industry

The launch of ‘SIR DAVIS’ whisky through the partnership between Moët Hennessy and Beyoncé is a testament to the power of celebrity-driven branding in the premium beverage market. This collaboration not only adds a new dimension to Moët Hennessy’s portfolio but also sets a precedent for how cultural influence can be leveraged to introduce new products to a broader audience. As more celebrities engage in brand partnerships, the impact on consumer preferences and market dynamics will continue to evolve.

Strategic Positioning and Potential Acquisitions

Olipop’s recent moves—ranging from product launches to securing high-profile partnerships—suggest the brand is positioning itself for potential acquisition. The launch of a shelf-stable soda and a partnership with the LA Clippers indicate a focus on scalability and market penetration, making Olipop an attractive prospect for larger companies looking to diversify their beverage portfolios. If an acquisition were to occur, it could mark a significant turning point for the functional soda market, bringing more attention to the health-focused beverage category.

Industry Consolidation and the Illusion of Choice

The acquisition of Kellanova by Mars, Inc. is a prime example of the ongoing consolidation within the CPG industry. As these large conglomerates grow, the array of brands under a single corporate umbrella expands, which can give consumers the illusion of choice while maintaining the control of the market by a few dominant players. This trend highlights the importance of brand differentiation and the strategic value of mergers and acquisitions in the CPG sector.

Expansion of Global Snack Trends in the U.S. Market

The introduction of Swedish-style Better-For-You bars into the U.S. market aligns with the increasing consumer demand for healthier snack options. As American consumers become more health-conscious, the success of these bars could pave the way for other international snack brands to enter the U.S. market. This trend also reflects a broader shift towards global flavors and nutrition-focused products, which could lead to more diverse and innovative offerings in the snack aisle.

The CPG industry remains a dynamic and evolving landscape, with innovation, strategic partnerships, and market consolidation driving the next wave of growth. As these trends continue to unfold, brands that can adapt and strategically position themselves will be well-equipped to succeed in this competitive environment.

Stay tuned for our next weekly roundup, where we’ll continue to explore the major trends and developments shaping the CPG industry.

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CEO, Zing Zang LLC

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Colin Nolan

Executive Vice President, Mark Anthony Brewing Inc.

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Hilal Tabsh

Chief Revenue Officer, Glass House Brands

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“Over the last 10+ years my experience with Michael Bitar and the Protis Global team has been exceptional across multiple industries. Michael and his team work to get to the true needs of my hiring plan and partner with us throughout the process. They understand our business, company culture, what success looks like, and then propose candidates that will produce results while also fitting into our team dynamic. Overall it’s a great team and experience and I would recommend to anyone looking to hire top-notch quality candidates reach out to Protis Global and Michael Bitar.”

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Chief Executive Officer, Bespoken Spirits

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“I highly recommend Protis Global as a top-notch recruiting agency. I have had the pleasure of working with them for the past 15 years, both as a candidate and employer in the Spirits and Wine industry. In my 25 years of experience, I have found Protis Global to be the most efficient and effective recruiting agency I have ever dealt with. Protis Global has consistently come through for me in the clutch, providing exceptional professionalism and execution in job searches and placements. Their dedication to finding the right fit for both candidates and employers sets them apart from other agencies. I have always been impressed by their ability to understand the needs of both parties and successfully connect them in a timely manner.”

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Soley Van Lokeren

SVP, People

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“I have been in the field of human resources for over thirty years, in executive level roles both in-house and in outsourced positions. Michael Bitar is my favorite talent acquisition professional with which I have ever worked. He cares deeply about building a relationship with his clients, learning their business, culture, challenges, and truly understanding the needs of a role requisition. His approach is mirrored by the rest of the Protis team, who are courteous, thorough, and who make you feel like you are their only client. Protis successfully delivered hires for our Chief Commercial Officer role and for three key challenging roles (in both Marketing and Sales). They are simply – the best!”

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Brian Kuz

Chief Sales Officer

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“Protis is unique in their go-to-market strategy in that they not only find the right candidate for the role, but they find the right opportunity and company for the candidate. Protis Global looks for people who are ready to make a change...I will continue to recommend Protis Global as one of the best placement agencies in the World, as I have worked on every continent and have dealt with the big executive placement firms and the boutique ones. Protis shines above all, and as long as I am hiring, I will continue to go to Protis Global first, if not exclusively.”

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CEO, poppi

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“Partnering with Protis Global has been a game-changer for poppi. They understood our vision and the unique challenges we faced as a rapidly growing brand. Their expertise in executive search helped us find the right leaders who not only fit our culture but also brought the skills and passion needed to drive accelerated growth. The Protis Global team actively took our feedback and adapted the search so that we could focus on what we do best – creating innovative, healthy beverages that our customers love. They’ve truly become an extension of our team, and we couldn’t imagine achieving our success without the team members they helped us to bring aboard.”

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Chad Palma

President of Sales, Spindrift

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“Michael Bitar and the Protis team have been such a pleasure to work with over the years. Not only do they do amazing work with recruiting but we have also developed a partnership between our two companies. Michael and his team provide a crucial role in reviewing my hiring needs at the beginning of each year. Once the review is complete, Michael begins searching for quality candidates that fit the role and culture for Spindrift. He and his team do an outstanding job of finding the right candidates for the position in need. I highly recommend Michael and the Protis team for your hiring needs.”

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John Sacksteder

President, Mark Anthony Brewing Inc

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“From the start, the relationship with Protis Global was different than other recruiting firms.  The team had a deeper level of commitment and desire to learn about our business than I had experienced with other firms. Our company was experiencing a time of exponential growth and our staffing needs were complex. We needed very experienced people across every possible function in the Operation and Supply Chain Teams and we needed them in a hurry. The Protis Global Team mobilized quickly and established a methodology to identify strong candidates and work them through the interview process in a professional and timely manner. Their grit, determination, understanding our needs and culture, sense of urgency and drive to exceed our expectations set them apart from the pack.”

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Kathleen Hutchison

Senior National Account Manager at Arla Foods

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Kayla was awesome and very thorough in her vetting of candidates. She understood our brief as we were looking for candidates and helped to weed through those who were not a good fit for the role. 

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Thomas Frisch

Chief People Officer at IJW Whiskey

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“The team worked quickly and efficiently to find a unique position.”

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VP of Supply Chain at Lallemand

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Everyone involved was extremely helpful - Gary, Michael, Ben - thank you!! The team didn't only search for candidates based on the job description, but also the qualities that I look for in candidates. 

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VP of Product Technology & Innovation

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The interview process was smooth and extremely professional. Ben and team represented me as much as they represented the company. 

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Regional Business Manager - Foodservice

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Very simplistic process finding the right role for the right candidate...keep up the great work! 

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Don Stohrer Jr.

CEO, Arla Foods USA

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“We’ve been a Protis Global client for eight years, and during this time have always appreciated the thoroughness of the recruitment process, as the candidates brought to us have been well-vetted, not only from a competency perspective, but more importantly from a [cultural] fit dynamic. Mike and the team have always been highly engaged to ensure they bring us candidates that match our culture. That’s been critical to the success of the candidates that have landed here by way of our relationship with Protis.”

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