the Joshua Schall Audio Experience

Is soda actually becoming...healthy? For over a century, soda was the "villain" of the American diet...full of sugar, bubbles, and empty calories. But something weird is happening in the beverage aisle. We are witnessing the “Great Soda U-Turn.” In this video, I dive deep into the fascinating history of the biggest carbonated soft drink (CSD) brands and how they started as medicinal tonics in 19th-century pharmacies. From Coca-Cola's origins as a "brain tonic" to the reason Pepsi is named after a digestive ailment, I'll explore how the beverage category is going back to its roots to save itself. Here's a selection of insightful topics covered...Gilded Age "Mixologists": When doctors literally prescribed Coca-Cola and Dr Pepper.Industrial Shift: How functionality was traded for high-fructose corn syrup in the 70s.Gut Health Revolution: How brands like Olipop and Poppi are using fiber to mimic the classic "mouthfeel" of soda without the sugar.PepsiCo Double Team Strategy: Why PepsiCo just acquired Poppi and what "Pepsi Prebiotic" means for the future of the category.Next-Gen Fiber: A look at the tech behind stable prebiotics like Arrabina.Is fiber the next protein? Would you ditch your Diet Coke for a prebiotic version, or is the "modern soda" trend just another placebo effect? Are we heading toward a future where every soda is a "refreshment with benefits"?

Everyone is talking about the price tag, but they're missing the real story. In this content, I break down why Unilever just dropped $1.2 billion to acquire Grüns, a gummy supplement startup less than three years old. I'll dive deep into the "Great Uncoupling" of 2025, exploring how CEO Fernando Fernandez is aggressively shedding heritage "pantry" brands to transform Unilever into a "pure-play" health and wellbeing powerhouse. What you'll learn in this deep dive...Growth Action Plan 2030: Why Unilever spun off its massive ice cream business and merged its food division with McCormick."Adherence" Secret: How Grüns turned a nutritional chore into a "joyful ritual" and hit a $300M run rate in just 24 months.Liquid I.V. Playbook: How Unilever plans to use its "unmissable brand superiority" framework to scale Grüns into its next billion-dollar brand.SASSY Strategy: A look at the science-led, "social-first" innovation required to win with Gen Z and premium global markets.Is this a brilliant pivot to the "personal wellness protocol," or a risky bet on a "shooting star" trend? I'll uncover all the insightful details needed for you to fully understand why Unilever just acquired Grüns.

About one quarter of the 150K+ convenience stores have spoken, and they shared some interesting opinions about the growing energy drinks category. And even if you aren't familiar with every insight regarding this beverage category, I'm sure you intuitively recognize that convenience is the most important sales channel (by sales dollars) for energy drinks in the U.S. market. But here are my top “categorical” takeaways from the most recent Goldman Sachs Beverage Bytes survey. Firstly, 64 percent stated Alani Nu has benefited from a “surprisingly” smooth transition into PepsiCo's distribution network. Next, half noted that Celsius is expected to capture most of the incremental shelf space during upcoming resets, driven by a strong innovation pipeline and consumer use “intensification.” Then, as brand names like PRIME and Bang Energy “fall off” with consumers, c-store owners are leaning into emerging brands like Phorm Energy to meet evolving demand.

In today's video, I'm breaking down the Simply Good Foods (SMPL) fiscal 2026 Q2 Earnings report. It was a rocky quarter with net sales down 9.4% YoY, leading to a massive leadership shakeup. Former CEO Joe Scalzo is back in the driver's seat, but he's inherited a portfolio facing a "protein snacking tsunami."In this deep dive, I'll cover...Leadership Reset: Why Geoff Tanner is out and what Joe Scalzo's "urgency" means for investorsAtkins Problem: With sales plummeting nearly 27%, we look at the "revitalization plan" and why the "Age of Ozempic" has made traditional dieting brands a tough sellQuest Nutrition's Evolution: Why Quest "Salty Snacks" (up 14%) are the key to a multibillion-dollar opportunity, despite slowing velocity in barsOWYN's Road to Recovery: Dealing with the fallout of product quality issues and the plan to use "shock and awe" R&D to take on competitors like KoiaBottom Line: Can the company fix its supply chain and margins while protein input costs stay high?Simply Good Foods is at a crossroads. But as SIMPLYman (I mean Superman) once said, "sometimes you have to take a leap of faith first, the trust part comes later." What do you think? Is Quest enough to carry the weight of the struggling Atkins brand?

Is the "mid-round glizzy" officially dead? For decades, the "golf diet" was a punchline...defined by hot dogs at the turn and light beers. But a seismic shift is happening. From the "Tiger Effect" to the new "Athlete Era," golf is transforming from a leisure hobby into a high-performance endurance sport. In this video, I'll break down the rise of golf-focused functional nutrition and how the golf bag has evolved into a mobile performance lab.What you'll learn:"Tiger Effect" Evolves Into the Athlete Era = How Tiger Woods revolutionized golf fitness and why today's golfers view themselves as tactical performersSequential Nutrition = Why what you eat on the 1st hole should be different from the 10th hole"Back-Nine Fade" = The science behind why your game falls apart at hole 13 and how to fight itPro-Led Golf Nutrition Brands = A look at how stars like Phil Mickelson (For Wellness), Justin Thomas (LIVPUR), and Bryson DeChambeau (Bucked Up Drive Hydration) are changing the gameFuture of Golf Fuel = From wearables and personalized nutrition to products targeting longevity and "Silver Tsunami" golfersGolf is no longer a game you play to get in shape...it's a game you must be in shape to play. So, is your golf bag fueling a win or a "back-nine fade"?

If it wasn't enough that sports nutrition brands face increasingly stronger private label threats from large retailers…they must now contend with competition from Quince, a bargain-priced luxury online marketplace that built its name from selling $50 cashmere sweaters. But if you're thinking, “developing collagen supplements and cashmere sweaters cannot much in common,” you'd be wrong…and I'm not even talking about those cute goats either! Whether its supplements or sweaters, Quince has strategically altered the traditional private label product development approach of entering crowded markets. Let me break down the Quince strategic approach in three simple parts. By analyzing industry reports, Quince can identify best-selling supplement types and ingredients. By customer review mining, Quince can use its competitive landscape to better understand consumer preferences and pain points. And finally…by leveraging a highly efficient “Manufacturer-to-Consumer” model, Quince can offer high-quality supplements at a fraction of the cost of premium competitors.

Is FitLife Brands actually growing, or is the Irwin Naturals acquisition just masking deeper issues? In my latest video, I'm breaking down the FitLife Brands (FLTF) Q4 2025 earnings report released on March 31, 2026. While the consolidated revenue jumped an impressive 73% YoY to $25.9 million, a closer look at the data reveals a much more complex story.Irwin Naturals Impact: How the August 2025 acquisition effectively doubled the company's top-line revenue and recalibrated their sales channel mix back toward wholesale.MusclePharm Struggle: Why MusclePharm likely saw a 20% quarterly decline and what the loss of "Pro Series" at The Vitamin Shoppe means for the brand's future.Revenue Diversification: From being a GNC franchise business to "digital-first" portfolio and now managing over 500 SKUs in 20,000 retail locations.Current Strategic Game Plan: I'll break down management's plan to fix Irwin's supply chain and leverage their sales team to cross-sell MusclePharm protein bars and RTD protein shakes. FitLife Brands is at a crossroads. Can they integrate Irwin Naturals fast enough to offset the "muddy" performance of MusclePharm and Mimi's Rock?

All we ever hear about is the intense competition between the United States and China for dominance in artificial intelligence. But what about our race against the UAE for precision fermentation marketplace control? If you're not familiar, precision fermentation has become increasingly competitive, especially due to advancements in AI and computational biology that can more effectively create new and known ingredients from many types of host organisms. The UAE is actively embracing precision fermentation by establishing large-scale facilities, creating regulatory frameworks, and attracting public-private strategic partnerships to address food security and water scarcity in the wealthy, arid country. Key initiatives include a planned $500 million precision fermentation hub by Novel Foods Group, the development of a first-of-its-kind facility for animal-free dairy by Change Foods, and exploratory plans for an industrial-scale facility in partnership with The EVERY Co. and startup Vivici…that would undoubtedly catapult the UAE into the global food innovation hub.

Did Applied Nutrition just take a page out of its competitor's (i.e. MyProtein) strategic playbook? Applied Nutrition Plc (LSE: APN) is a leading sports nutrition brand sold in over 80 countries worldwide. There are several product ranges, including the namesake Applied Nutrition, All Black Everything (ABE), Body Fuel, and Endurance. Additionally, because of a trademark issue, the U.S. division sells its products under the AN Performance name. In the first half of fiscal year 2026, Applied Nutrition reported generating revenue of about $100 million, which increased 56.5% YoY. Given that its 2026 H1 results were exceptional, and Applied Nutrition has relatively low awareness in the U.S. market…my latest first principles content piece will examine a collection of recent strategic decisions that will help you better understand the business growth story. Applied Nutrition has historically reinvested profits back into the manufacturing capabilities and that existing pattern of capital allocation was reinforced in the latest financial statements. And that vertical integration (manufacturing around 80% of all products in house) allows Applied Nutrition to quickly evolve its product strategy to access emerging trends and fill opportunity gaps across the marketplace (positively impacting growth of distribution points and shelf space with existing and new customers). Also, Applied Nutrition's product strategy (aided by vertical integration) can be leveraged for geographical expansion. Currently, about 42% of Applied Nutrition total revenue is being captured from commercial activities in its home market of the UK. The remaining about 46% of total revenue (outside of the UK and Europe) is generated across dozens of geographies…and experienced growth of 75% YoY. But arguably the most important geographical expansion progress has been happening within the United States. Though, despite describing the geographic activity as “still early in its development” Applied Nutrition originally entered the U.S. market about four years ago and became (from what I understand) the first sports nutrition brand headquartered outside of North America to land on Walmart shelves nationwide. However, beyond that very brief progress descriptor, and some associated “equally ambiguous” commercial updates…virtually nothing detailed was mentioned about the United States. But if you've closely followed my basically bi-annual Applied Nutrition content pieces from the last few years…you already know how deeply I've covered pretty much every direct (and even indirect) strategic aspect relating to its major “Catch-22” situation within the U.S. market. And with no significant update, I'd rather focus on a new strategic growth driver being leveraged within its home market. Applied Nutrition signed its first out-licensing agreement, an exclusive 3-year agreement with Morrisons for a range of branded GLP-1 friendly high-protein food products. And if this sounds vaguely familiar, it's likely because (about four years ago) MyProtein began a similar relationship with Iceland Foods. When done correctly, these types of retail partnerships boost customer touchpoints and broaden brand appeal.

The signs were there... but were we paying attention? Earlier this week, Danone officially announced its definitive agreement to acquire HUEL for approximately $1.2 billion. This isn't just another bolt-on acquisition; it's a calculated, strategic move designed to future-proof Danone's portfolio against a backdrop of rapidly changing dietary habits and medical breakthroughs like the rise of GLP-1 medications. In this video, I'll break down the strategic rationale behind why Danone is betting big on "human fuel" and how they plan to bridge the gap between URL and IRL. "Renew Danone" Strategy: Why the $30B CPG giant is prioritizing "better-for-you" categories over legacy dairy.GLP-1 Connection: How HUEL's nutrient-dense, calorie-efficient profile makes it the perfect companion for the Ozempic consumer."Hueligan" Brand Cult: How HUEL transformed a functional utility product into a lifestyle status symbol and a "walking billboard" brand.Scaling Global Muscle: How Danone's infrastructure will take HUEL from 25K retail stores to a mainstream household staple. Synergy with Kate Farms: Building a dominant block in specialized and medical nutrition.Is this the beginning of a new era for "Complete Nutrition"? Let's dive into the data.

Can the Kardashians really sell anything? For two decades, we've watched them dominate reality TV, but now they're fundamentally reshaping the $100B+ wellness and CPG industries. In this video, I'll break down the evolution of the "Kardashian Blueprint," from the "famous for being famous" era to becoming sophisticated science-backed entrepreneurs. We'll explore why the Quick Trim lawsuit changed everything and how the Kardashian-Jenner family moved from strictly being “faces for hire” to being "actively involved partners" and founders. Also, how Kourtney Kardashian turned gummy supplements brand Lemme into a retail powerhouse. Lastly, I'll deep dive Kim Kardashian's latest move as a co-founder of UPDATE, the paraxanthine-powered energy drink that's taking on giants like Alani Nu and Bloom Nutrition. Is this "wellness as a status symbol" movement unstoppable? Let's look at the data, the strategy, and the shift from "magic pills" to high-performance science.

Driven primarily by a desire for social connection and community, especially among younger wellness-minded individuals, “run clubs” are increasingly seen as modern social hubs…effectively replacing traditional nightlife venues. In fact, 72% of Gen Z joined a fitness group specifically to meet new people and build relationships. So, with the popularity of “run clubs” projected to continue rising this year…should your CPG brand participate within this trending cultural intersection of health, community, and social connection? Just like product sampling at grocery retailers, CPG brands can obviously leverage “run clubs” as opportunities to educate new cohorts of consumers. However, extracting the best ROI from this strategy requires an “authentic” type of activation facilitated through real partnership with that hyper-targeted (and oftentimes highly influential) community. Moreover, by integrating your CPG brand into social wellness rituals, these captive audiences can even provide invaluable feedback that unlocks strategic product or marketing improvements.

Ferrero Group Continues Its BIG Bet on Protein: Why the Nutella Maker Just Acquired Bold SnacksIs the "world's most secretive chocolate company" pivoting to "protein mania"? On March 18, 2026, Ferrero Group (the giants behind Nutella, Ferrero Rocher, and Kinder) announced the acquisition of Bold Snacks, Brazil's leading premium protein brand. In this video, we break down why a confectionery empire is doubling down on the protein snacking trend and what it means for the future of the "Age of Ozempic" consumer landscape. In this video, I'll cover:The "Ferreira" Tongue Twister: How Gabriel Ferreira's startup joined the Ferrero family (which already owns Ferrara Candy!).Strategic Hedging: Why GLP-1 drugs like Ozempic are forcing sweet-packaged food companies to pivot toward "wellbeing" segments.The Brazilian Powerhouse: Ferrero's first major foray into South American health snacking and the absorption of 300+ new employees.Manufacturing Secrets: Why Ferrero values "unique form factors" and proprietary machines to maintain their legendary corporate secrecy.The $250 Million Question: Triangulating the financial details of this massive deal.What's Next for Bold Snacks? Will we see the innovative Bold "tube" protein bar format hit U.S. shelves soon? I'll explore the potential for a North American expansion and how Ferrero might scale this Brazilian gem globally.

Is the "pouch" the next big thing in human performance? For decades, mouth pouches were synonymous with blue-collar chewing tobacco. Today, the "Modern Oral" products category is undergoing a radical transformation. Led by the explosive growth of brands like ZYN, which saw U.S. shipment volumes reach nearly 800 million cans recently...the market is now shifting toward a new frontier: Nicotine-Free Nootropic Pouches.In this episode, I'll dive deep into why entrepreneurs, "biohackers," and high-performers are ditching energy drinks and nicotine for "smart energy" stacks."Nicotine-to-Nootropics" Shift: Why users in tech and finance are reframing nicotine as a productivity tool, and how nicotine-free alternatives like ULTRA and IQ Pouch are disrupting the space.Format Fatigue: Why consumers are tired of traditional supplements and looking for water-free, friction-less delivery systems.Science of the Pouch: How oral mucosa absorption provides faster onset and better bioavailability than traditional "ingested" supplements.Format "Kingmakers": Why convenience store owners prefer pouches over bulky energy drink coolers.Regulatory Red Flag: A look at why these pouches don't technically qualify as dietary supplements under DSHEA and what that means for the industry's future.Featured Brands & Ingredients:ZYN & VELO: The heavyweights of the nicotine spaceIQ Pouch: Utilizing "precision blends" like Cognizin citicoline and paraxanthine for cognitive optimizationLUCKY Energy, BUM Energy, and Neutonic: RTD energy brands moving into the pouch formatWhether you're looking for a cleaner way to "power up" your brain or tracking the next big CPG trend, the move from the baseball field to the boardroom is officially here.

Did you know arguably the “hottest movement” in agriculture doesn't have a federally regulated definition? While regenerative agriculture is generally understood as a holistic farming practice that prioritizes soil health, carbon sequestration, biodiversity, and water capture…there's differing opinions around if it should include a foundation of organic, chemical-free farming practices. And you might be wondering why you should care, right? Well, for the majority shoppers that stated they were willing to pay a premium for products grown using regenerative methods, wouldn't you be upset if your hard-earned money got wasted on items produced using carcinogenic substances or synthetic agricultural chemicals? Despite a 4x increase in U.S. consumers recognizing “regenerative agriculture,” the formal term is still in its infancy. Therefore, without uniformity around standards…the term “regenerative agriculture” could quickly become meaningless.

Imagine you're a veteran delivery driver for Edible Arrangements, having spent a decade delivering "I'm Sorry" fruit bouquets…getting home smelling like fresh pineapples and chocolate. But suddenly, the corporate strategy had taken a turn for the high-minded. You get an email stating, “we aren't just in the fruit business anymore; we're in the vibes business." What the heck does that even mean? But after delivering their new curated product selection from Edibles.com, realization hits that there's a whole new meaning to the company's marketing tagline “there's an edible for that.” In all honesty, this must be one of the wildest strategic pivots ever!

Is our global obsession with protein reaching a breaking point? We've officially entered the era of “Protein Hysteria.” What started as a niche interest for the "meathead" demographic has exploded into a mainstream cultural phenomenon, with nearly two-thirds of Gen Z and Millennials actively hunting for more protein in every aisle of the grocery store. But behind the "health halo" lies a tightening vise of explosive demand and sputtering supply that most consumers don't see coming. In this video, we deconstruct the dynamic forces creating the "Peak Protein" squeeze. From the FDA "inverting the food pyramid" to the clinical necessity of protein for GLP-1 (Ozempic) users, we explore why protein has shifted from a supplement to a lifestyle essential. We also dive into the "Brick Wall" of supply:The Climate Penalty: Why heatwaves and stressed cows are lowering milk nutrient density.The Infrastructure Lag: Why it takes years to bring new whey processing facilities online.The Breaking Point: Will CPG brands pass the "protein tax" to you, or will they begin diluting product quality to save their margins?Is this a fundamental shift in human nutrition, or a "house of cards" built on social media trends and aggressive marketing?Watch to find out who survives the squeeze and what comes after "Peak Protein."

We chew through billions of sticks of gum annually. In fact, about half of the entire U.S. population chewed gum in the last year. And while many today envision it strictly as just another modern checkout aisle impulse purchasing decision…the history of chewing gum is a wild story of accidents, war rations, social distancing demand drops, and a bizarre resurgence in the era of Ozempic. Although understanding chewing gum's past makes its functional future seem even more inevitable. Consequently, every multibillion-dollar ingestible CPG category is in the early innings of a remarkable transformation, as consumers are moving closer everyday towards this four-way intersection of taste, convenience, nutrition, and functionality. Therefore, it shouldn't surprise anyone to learn that even chewing gum brands have begun competing for consumer attention with wellness-focused marketing and functionality of ingredients. Don't believe me? Well, look no further than strategic actions by the market leader. In early 2024, Mars Wrigley started repositioning a few of its key gum brands as an "instant stress reliever" to target Gen Z and Millennials who prioritize mental wellness. Also, largely due to the format popularity (and effectiveness) of nicotine-replacement therapy (specifically Nicorette) eventually becoming available over the counter in 1996…chewing gum started gaining traction as an innovative nutraceutical ingredient delivery system several years later when a federal grant enabled research into caffeinated gum for the U.S. military. Thus, it probably shouldn't surprise anyone either that (in terms of functionality of ingredients), “energy & focus” is the most sizable segment within the rapidly growing functional gum category. In fact, based on the 52-week period ended January 25, 2026…dollar sales of caffeinated gum reached $340 million (increasing around 7% YoY). And while even Wrigley's launched a (more defunct) caffeinated gum competitor more than a decade ago, the prominent brands currently in the “energy & focus” functional gum subcategory include NEURO and REV. Although “energy/focus” functional gum is emerging as a compelling alternative to the crowded RTD energy market…not only because it offers a more portable, lightweight alternative to energy drinks (or coffee), but it also takes effect faster. Nevertheless, the new age of gum is here…and it's infused with functional benefits beyond the masticating joy that traditional chewing gum provided forever. So, for this next part of this content, I wanted to explore a few emerging opportunities within this bold new world of functional chewing gum. Also, I believe it's important to take a step back and consider why functional gum…or more broadly, water-free direct-to-mouth delivery systems (like fast-melt powders, chewable fast-disintegrating tablets, and effervescent fizzing granules) are rising in popularity. Consumers are increasingly tired, inconsistent, and overwhelmed by traditional dietary supplement formats. And this “format fatigue,” along with consumers' looking to eliminate friction from modern routines, is creating an opportunity for water-free, direct-to-mouth delivery systems that eliminate prep, improve convenience, enhance the sensory experience. Moreover, these benefits make direct-to-mouth formats not just consumer-friendly, but also strategically valuable for functional CPG brands looking to meaningfully differentiate and breakthrough crowded categories.

Kellogg Company divided itself into WK Kellogg and Kellanova. But then, less than two years later…each got absorbed by another Big CPG portfolio. Keurig Dr Pepper is going through a strategic separation process. Kraft Heinz announced it will split into two standalone businesses. PepsiCo is currently dealing with an activist investor urging portfolio simplification. And those are just the most buzzworthy “breakup and buyout” examples within the CPG industry! Though, many pundits seem to be misreading these “new configurations” as some type of signal that the “Big CPG” empire has collapsed. Yet, Big CPG is flushed with resources and full of strong (intelligent) human capital…that know the future will be shaped by those who disrupt themselves. In fact, a recent PwC report showed 49% of CPG executives believe their current business model won't survive the next decade…a rate that is seven times higher than the average across other industries. So, what if the next big CPG disruptor isn't a startup, but a legacy brand rebuilt from the inside out that's better equipped to navigate changing consumer preferences, increasing competitive pressure, and heightened economic uncertainty?

Scaling a CPG brand is incredibly difficult. It's a delicate balance of bold moves and precise execution. And I honestly think more CPG brands should transparently share the early difficulties and associated growing pains on their social media. Both Smackin' Seeds and NOCA Beverages are amazing examples to reference. But this openness helps build an authentic connection with today's consumers who value honesty and relate to the "behind-the-scenes" journey of a smaller business trying to break into a highly competitive market.

I don't want to be one of those "unc status" Older Millennials but some of y'all younger folks need to learn that success doesn't just drop into your lap. And while I rarely share how my brain processes the world, allowing me to deconstruct patterns and see around the corner...invariably leading to the compelling insights you expect (and love) within my regular content, I'm beginning to realize some of that stuff might be valuable to share occasionally. So, for my regular audience members...this one will probably be quite different than my typical content but stick around, as you'll probably learn something new (and more personal) about me. Also, the reference clips you'll see shared throughout this content piece were filmed inside of the Greater Columbus Convention Center during the 2023 Arnold Sports Festival weekend. And while the full hourlong podcast episode was uploaded to the Cory G Fitness app experience three years ago, I never redistributed any of this content on my own platform. But instead of just resharing my entire guest appearance from Cory Gregory's roundtable podcast…this is a curated collection of what I believe were the most impactful moments. Moreover, by weaving together some additional gap-filling commentary…I'll hopefully be able to provide you with a unique perspective on how I've earned my distinct level of success. And I know “talking about success” is a bit cringy, but I'm the furthest thing from those self-help personal development influencers…so this will be less self-righteous performative motivational and more humble authentic informative (based on my experience). But more importantly…I'm confident that these eight foundational mindset elements within my 15+ year journey from brash young professional to largely being considered the top strategic voice within the sizable global supplement industry could be highly relevant (and extremely helpful) to anyone on the other end of this content.

According to Live Nation Entertainment, 60 percent of attendees alternate between alcoholic and non-alcoholic drinks at live events. Additionally, with internal consumer research showing that 80 percent of attendees believe a “great beverage” enhances the experience, it probably shouldn't surprise you to hear that Live Nation Entertainment has taken an increasingly active investment role within the beverage industry. And as the “mindful drinking” and “sober curious” movements spread…Live Nation Entertainment continues to bet big on better-for-you alcohol alternatives, believing heavily that the growth of zero-proof partying will make the beverage segment increasingly attractive within on-premise settings. So, in recent years, the world's leading live entertainment company has expanded how attendees can celebrate throughout a show…strategically investing in Athletic Brewing, Liquid Death, JOLENE Coffee, and most recently social tonic maker Hiyo.

After your favorite viral pasta sauce entered its “parenting era” by teaming up with Little Spoon on limited edition clean-label, ready-to-eat meals…it got thinking how SAUZ might've unlocked the ultimate growth strategy, which centers around modern parents wanting the CPG brands they already love to growth their families. Could it become a blueprint for the next generation of “cool kids' food"? Imagine a milder Fly By Jing szechuan-inspired flavor of Serenity Kids pouches. Or what about including a Graza “drizzle kit” within those Tiny Organics “finger food meals” to make them extra fun. So, which “adult” CPG brand do you want to see collab on a kids' version next?

Celsius Holdings has come a long way from a single energy drink product launched more than two decades ago to a scaled platform with multiple billion-dollar beverage brand powerhouses. Although why does it feel like there's still so much more that needs done? Celsius Holdings (NASDAQ: CELH) had quarterly revenue of $721.6 million, which was up 117% YoY. Excluding the Alani Nu acquisition-related financial impact, CELSIUS brand revenue declined 8% YoY. Alani Nu had quarterly revenue of $370 million. Rockstar Energy had quarterly revenue of $45 million. According to recent 13-week retail sales data, CELSIUS increased by 13% YoY...remaining the third-largest energy drink brand in the category with a dollar share of 10.9%. Alani Nu increased retail sales 77% YoY and is now the dominant fourth brand in the U.S. energy drinks market with dollar share of 6.7%. And Rockstar Energy retail sales decreased 10% YoY and is the seventh-largest U.S. energy drink with dollar share of 2.4%. If we look at Celsius Holdings combined brand portfolio, it reached 20% of dollar share...ranking it third and trailing only Red Bull and the combined Monster Beverage portfolio. Additionally, if you were to consider the last 52-week period ending December 28, 2025…Celsius Holdings retail sales surpassed $5.2 billion. Things drastically shifted for CELSIUS because of the August 2022 distribution and investment deal with PepsiCo. Additionally, when Celsius Holdings took ownership of the Rockstar Energy brand last quarter, it designated them the PepsiCo strategic energy drink captain. Also, another major aspect of “Celsius Holdings and PepsiCo strengthening its long-term strategic partnership” was the transition of Alani Nu distribution into the PepsiCo DSD system starting December 2025. So then, in my latest first principles thinking content piece, I'll explore four key factors surrounding why the next 12-18 months will define the future of the Celsius Holdings brand portfolio.

If Glanbia wanted to further increase Optimum Nutrition and ISOPURE brand household penetration, should it focus more on brand marketing or production innovation? Glanbia Plc (LON:GLB) is a multibillion-dollar global nutrition company that's currently comprised of three divisions that span across the B2B supply chain (i.e. Health & Nutrition and Dairy Nutrition) and branded products (Performance Nutrition). “Health & Nutrition” is a leading global ingredients solutions business, providing value added ingredient and flavor solutions to a range of attractive, high-growth end markets. In 2025, revenue was $629 million, which increased by 11.5% YoY. “Dairy Nutrition” is the number one producer of whey protein isolate…and provides a wide range of dairy and functional protein solutions. In 2025, revenue was $1.52 billion, which increased by 2.8%. The brands in the Glanbia Performance Nutrition portfolio include; Optimum Nutrition, BSN, think!, ISOPURE, and Amazing Grass. In 2025, Glanbia Performance Nutrition revenue was $1.8 billion, which decreased 0.9% YoY. Additionally, I'll dive deeper into Glanbia Performance Nutrition geographical, sales channel, product format, and categorial performance. As part of the branded products portfolio part of the group-wide transformation program announced last November, Glanbia completed the sale of SlimFast and Body & Fit. Optimum Nutrition, which was the initial M&A transaction in 2008 that created the GPN division, now represents 75% of the total revenue. In 2025, Optimum Nutrition generated revenue of approximately $1.35 billion. The other largest GPN brand is ISOPURE, which is a premium high-protein, low-carb brand grounded in purity. And I've loudly proclaimed for several years that “ISOPURE had arguably the largest untapped upside of the entire GPN portfolio.” In fact, I've said it had billion-dollar global brand potential. But with the two largest brands within GPN growing in 2025, what must be solved for Optimum Nutrition and ISOPURE to reach their greatest ambition level. Therefore, our examination will focus on household penetration, as it's often used as a key performance indicator that helps quantify brand health and growth opportunities for CPG brands. Essentially, higher household penetration proves velocity, making retailers more likely to stock a brand, thus increasing all commodity volume, while selling more items to these new households increases total distribution points. Moreover, product innovation and brand marketing act as the "fuel" to this “primary growth engine," accelerating the relationship between household penetration, ACV, and TDPs.

Can BUM Energy successfully make the move from “supplement store” niche product to the energy drink market's next breakout superstar? Admittedly, while dubbing BUM Energy a “supplement store niche product” is probably unfair…it speaks to how the energy drink was launched as a collaboration between six-time Mr. Olympia Chris Bumstead (CBUM) and his fellow co-owners in the sports nutrition brand RAW Nutrition. And few supplement brands (especially in the last handful of years) have captured the zeitgeist of the fitness and lifestyle community quite like RAW Nutrition (and BUM Energy). Moreover, everyone has likely heard this “broken record” (by now), which expresses my long-held belief (proven correct) that the best and brightest sports nutrition brands could compete against any large CPG incumbent when it comes to functional food and beverage. So, if anything…I'd consider it a somewhat “badge of honor” earned within this journey navigating the rapidly evolving beverage landscape. But then, it's important to establish my definition of a “breakout star” within the approximately $27 billion U.S. energy drinks market…which is currently growing somewhere between the low- to mid-teens percentage YoY range. But when referring to a “breakout star,” I'm talking about (1) being among the “top 15” energy drink brands based on last 52-week retail sales data, (2) growing at least five times the categorical average, and (lastly) not being partially/wholly owned by one of the Big 3 nonalcoholic beverage giants. But in my latest first principles thinking content piece, I'll explore various strategic reasons why I believe BUM Energy is currently positioning itself as one of the most credible challenger energy drink brands. Likewise, why this upcoming “Year 3” will be its most important…especially if BUM Energy wants to become the energy drink market's next breakout superstar.

Is it just me or have you also noticed a growing amount of energy being placed on the creation of "lower caffeine, higher electrolyte" beverages? Are we experiencing an accelerated convergence of the energy and sports drink categories? Driven by consumer demand for beverages that offer both functional hydration benefits and an energy boost, the blurring lines are set to drive further market growth and innovative product iterations. But in hopes of bringing more attention to the optionality within this beverage trend, here are three unique examples for consideration. Firstly, Cadence RACE Energy Hydration Drink includes the brand's core electrolyte blend, but also an evidence-based 1:2 ratio of caffeine & l-theanine to sharpen focus (and fight fatigue). Next, podcaster Alex Cooper packed Unwell Hydration with 700mg of electrolytes, along with a gentle dose of 75mg of natural caffeine. Finally, Huxley puts an all-natural spin on the blurring beverage category…including 90mg of plant-based caffeine from upcycled Cascara Superfruit.

Innovation doesn't need to (and usually shouldn't) be complicated. In fact, look at the recent Wonderbelly acquisition. It reimagined OTC medicine by moving beyond sterile branding, offering effective products with clean ingredients and enjoyable flavors…targeting health-conscious Millennials (and Gen Z) looking to make digestive relief a more positive experience. So, if you really want to create something that has lasting impact, it needs to be a combo of “new” yet “familiar.” And many of today's most successful CPG brands resulted from identifying that doing something too closely related to market leadership won't get noticed…but doing something too novel and it will create confusion.

For the last 15+ years, I've heard this “running joke” inside the supplement industry that sports nutrition brands should never shame “pizza eaters,” as elevated cheese consumption is extremely important for strong whey protein production. But as refreshing clear whey protein (like protein soda) grows in popularity, it might be time for an updated inside joke pertaining to a once “sad staple of 1970s diet culture.” So, how is the cottage cheese renaissance reshaping whey protein production? For decades, cottage cheese was a lumpy, uninspired side dish (usually served on a lettuce leaf). However, in the 2020s, a perfect storm of viral social media trends, a global obsession with protein, and advancements in food technology have transformed this humble dairy product into a powerhouse of the "high protein era." Additionally, as GLP-1 medications become mainstream, millions of users are seeking high-protein, low-volume foods to maintain muscle mass while their appetite is suppressed…with cottage cheese emerging as an ideal solution. As a result, U.S. retail sales of cottage cheese have surged annually between the high-teens and low-20s percent in each of the last few years. But maybe more importantly for the bulk of my audience, growth in cottage cheese consumption is doing more than just clearing grocery store shelves…it's fundamentally altering the economics of whey protein production. And that's because it typically takes roughly 3 to 4 pounds of milk to produce just 1 pound of cottage cheese. So, this essentially means for every tub of cottage cheese sold, a massive volume of liquid whey is generated. And if you're slightly familiar with whey protein supply and demand dynamics currently, all that extra liquid whey byproduct sounds great. But what dairy companies call "acid whey" is produced during cottage cheese manufacturing, which has historically been a liability…as “acid whey” is harder to process and was often sold as cheap animal feed or spread on fields as fertilizer. In the past, the high acidity of cottage cheese whey made it difficult to dry into the powders used in protein shakes. However, modern processing now allows companies to neutralize and "upcycle" this acid whey. Moreover, by using the natural acidity of the whey…this byproduct is now being turned into refreshing fruit-like flavored “clear whey” protein isolate powders and protein-fortified waters (and soda), both of which have become increasingly popular in the last several years. Consequently, in some cases, the whey byproduct is becoming more valuable than the cheese itself. But here's maybe the best news…I don't believe this cottage cheese trend is just a passing social media fad. And as long as the global appetite for protein remains high, cottage cheese will remain a cornerstone of the dairy industry…not just for what is in the tub, but for the "white gold" liquid that used to be thrown away. Accordingly, by driving up the demand for curds, consumers will continue inadvertently funding the infrastructure needed to perfect the extraction of acid whey, which hopefully could help whey protein commodity pricing that has basically tripled in recent years.

Is nothing sacred? Did you hear the MAHA movement is coming for “Pizza Day,” which we all know is the crown jewel of the grade school cafeteria. Banning Red Dye No. 40? Easy win. Prohibiting the only meal that stops hundreds of middle schoolers from rioting? Good luck, RFK Jr. Trying to swap a square of pepperoni pizza for one of those sweet potato and black bean bowls could prove to be the political equivalent of walking into a hornet's nest with a stick. So, which side are you on: Team "Real Food Only" or Team "Don't Touch My Pizza"?

They say, “there's levels to this game,” but this episode's guest seemingly built a brand around that philosophy. Blake Niemann, the founder (and CEO) of LEVELS, didn't just launch a protein powder…he engineered a manual for anyone looking to build a CPG brand that lasts. So, what does it actually take to build a category-defining brand with zero outside capital? In this conversation, we examine the different “levels” of his business journey…from the scrappy early days of establishing its “us vs. them” brand identity on Amazon to solving the unsexy puzzle of finance and operations that wins in an omnichannel retail world, and the high-level strategic vision of turning a supplement brand into a true “dairy protein” platform. Also, we're talking through why the next decade of whey protein will be defined by cultural shifts like GLP-1, MAHA, and the necessity of market-wide affordability. Whether you're an operator scaling through trade marketing or a visionary looking to future-proof your business, this is the blueprint for anyone trying to level up.

Can the produce aisle reinvent itself, enhance its appeal, and broaden its consumer reach? If you haven't noticed yet, the dairy and egg merchandising sets have already started extending a product's basic utility to its story, its presentation, and its ability to resonate on a personal level…and it appears the produce set could be next. As an example, after hedge fund manager Ray Dalio's personal venture arm got involved with the berry brand Agrovision…it changed the name to Fruitist, started focusing more on jumbo blueberries, and invested heavily in the infrastructure needed to eliminate “berry roulette.” Additionally, the 120+ year-old berry brand Driscoll's just hired its first Global Chief Marketing Officer to close the gap between market share dominance and low brand awareness. With many of the health properties found in berries aligned with some of the trendiest wellness focuses, it appears produce brands are more motivated than ever to create an elevated unique experience that forms a deeper, more personal connection with consumers.

I noticed a growing number of internet people (mostly without any industry knowledge) trashing the beverage brand PRIME. And I get it…people love to kick someone (or something) when they're down, especially if it's a highly visible (maybe even a bit controversial) consumer brand partly owned by polarizing internet celebrities. Although if you stumbled into this expecting it would be just another copy/paste overly dramatic “rise and fall of PRIME” content piece…I'm sorry to disappoint you! But if you're into first principles thinking that produces fresh perspectives then hopefully, you'll stick around…mostly because when these internet people simultaneously proclaimed, “PRIME serves as a modern Case Study in the volatility of hype-first business models,” they collectively forgot to mention their whole thesis was foundationally established by whichever AI model prompts scraped my old strategic commentary within my content years earlier. Nevertheless, before getting started…while I'm not going to retrace the meteoric rise of PRIME, I have the utmost respect for what it achieved in those initial two years…and no one can ever take away that PRIME not only generated over a billion dollars in annual retail sales globally faster than any CPG brand in history but impacted (influenced) the overall industry in ways that will be felt for a very long time. However, over the last two years, PRIME has faced a classic “identity trap.” While PRIME obviously achieved viral success with Gen Z and Gen Alpha, essentially becoming a status symbol…older consumers (whether parents or not) often viewed the brand as a neon-colored faddish drink made for children. Attempting to fix this (and increase buy rates among Millennials and Gen X), PRIME shifted its strategy from "hype marketing” to functional legitimacy. Though, apart from throwing the "Gatorade Blueprint" sports marketing proverbial Hail Mary, what could PRIME really have done after retail sales momentum slowed…and aggressive over-expansion left inventory bloat? When the viral novelty faded…and once-scarce bottles were found everywhere (on-promotion), it signaled to younger consumers that the brand was no longer "exclusive.” Moreover, older consumers remained critical (warranted or not) that PRIME lacked the sodium and electrolytes necessary for true rehydration purposes. So, faced with two very different challenges impacting demand…PRIME decided to tackle “product” concerns over attempting to reignite cultural virality (which is extremely complex). Last month, PRIME officially entered the RTD protein category by launching a line of ultra-filtered protein milkshakes. PRIME Protein represents maybe the last remaining product strategy impactful enough to transition the beverage brand from a youth-centric "hype" product into a legitimate player within the functional beverages category. Lastly, and this cannot be overlooked when explaining why the “doom and gloom” scenario likely never came (or didn't come as severely) for PRIME yet. If you weren't aware, the more hidden owners of PRIME also co-founded Alani Nu. Obviously, everyone knows by now, Celsius Holdings acquired Alani Nu for $1.8 billion last April. But while that liquidity event maybe helps assess future risk/reward considerations, it's recognizing the culmination of that intertwined business activity that's most helpful because when a CPG brand rockets from zero to over $1 billion in two years…then falls to around $250 million two years later, it would normally result in chapter 11 bankruptcy.

Y'all know I love creative intersections between the CPG industry and Hip-Hop culture. And this newest Bobbie marketing campaign with Cardi B is slick. Playing off the famous Lil' Wayne “Weezy F baby and the F is for…” lines, I guess the “B” in Cardi B is for Bobbie. Though, the marketing campaign goes deeper than that. After expressing her frustrations (and struggles) around breastfeeding during a livestream, the purpose-driven organic infant feeding company, Bobbie, hopes Cardi B can bring her signature unfiltered confidence to a generation of parents navigating feeding choices amid a worsening maternal health crisis.

Rich People Live Longer. This year's Hims & Hers Super Bowl ad is certainly provocative…but as a strategist with deep domain expertise, I know exactly what it meant! Because even if almost everyone accepts that “Father Time” will remain undefeated, the upper portion of the “K-Shaped” U.S. economy realized that they didn't need to solely default into being patients within the healthcare market, as viewing themselves as consumers allowed for more control over the pace and trajectory of functional decline. Therefore, Hims & Hers is leveraging this massive advertising moment to not just promote products but elevate brand awareness that its leading health and wellness platform can be a powerful catalyst for change…democratizing access to the kind of distinctively proactive, personalized, and integrative care that “elites” have largely gatekept over the last decade.

Celebrities are everyday people just like us and should never be placed on a pedestal. Well, unless their oftentimes mysterious financial involvement within the dietary supplement industry is being investigated. Welcome back to Part 3! And I bet even my most avid audience members are scratching their heads (in confusion), as it's been what feels like a lifetime since my last update in 2021. But I get it…in that timeframe, the celebrity brand playbook has been completely rewritten. We aren't just looking at celebrities as being "faces" of a product anymore…we've seen a massive shift toward talent-led brands where celebrities are literally taking a seat in the boardroom. Today, three-quarters of Americans take dietary supplements…but the trend has moved beyond basic vitamins and into functional foods, functional beverages, and bidirectional beauty products. Also, success is now driven by digital platforms and community connection rather than traditional ads…as it's no longer just about looking like your favorite celebrity; it's about living like them. And over the last five years, talent-led CPG brands positioned across the categorical intersections of functional foods, functional beverages, bidirectional beauty, and dietary supplements…have surpassed several billion dollars in annual retail sales. Likewise, celebrities have continued to pour billions into these supplement industry offshoots…arguably cementing it as the official net worth growth frontier for the A-list. But for this third installment…I've uncovered a dozen more celebrities who have quietly built (or invested into) the massive supplement empires you know (and love), including Kourtney Kardashian, Cristiano Ronaldo, David Beckham, Travis Kelce, Jennifer Lopez, Steve Aoki, Zac Efron, Cameron Diaz, Halle Berry, Marisa Tomei, Joe Rogan, and Bella Hadid.

Dear BellRing Brands board of directors…please consider this my formal submission for your open CEO position! BellRing Brands (NYSE: BRBR) is a portfolio that owns a collection of convenient nutrition brands like Premier Protein and Dymatize Nutrition, which was previously wholly-owned by Post Holdings. A fast-paced and busy lifestyle is pushing consumers to switch to quick and healthy meal options. This has resulted in above average categorical growth rates and increased household penetration of RTD protein shakes that promote active lifestyles. Additionally, powders are becoming more mainstream, and category proliferation has created an environment where more consumers are purchasing both every day and performance nutrition positioned protein products at grocery stores and mass retailers. Bellring Brands reported 2026 Q1 net sales of $537.3 million, which was up 0.8% YoY. Premier Protein (~85% of BellRing Brands total revenue) declined 1.2% YoY, resulting from mostly incremental promotions lowering net pricing. Dymatize Nutrition was up 15.8% YoY, stemming from strong volume growth (particularly across international markets). Moreover, I provide deep dives into Premier Protein RTD protein shakes business activity, along with examining similar metrics surrounding the protein powders from Premier Protein and Dymatize Nutrition. But my latest first principles content piece will end with a "formal" submission for the upcoming open CEO position, as Darcy Davenport has decided to retire, effective upon whichever is earlier…the appointment of a new CEO or the end its fiscal year 2026. And most will scoff at my boldness thinking I can run a multibillion-dollar public company…but double-check those receipts because I'd put my very public “visionary field notes” up against anyone regarding BellRing Brands and the larger “wellness CPG” market dynamics. Although more so than anything…I recognized early that what got Premier Protein here, won't get it there (with “there” being an independent public company with $4 billion in net sales heading into fiscal year 2030). So, I'll provide future-proofing details on what would arguably be my three most-critical forward-looking strategic initiatives as the new CEO of BellRing Brands. Firstly, as the popularity of protein pushes the macronutrient into top-of-mind status (arguably creating more purchasing impulsivity), I must re-position Premier Protein for this marketplace shift. Secondly, Premier Protein cannot (and should not) become an “everything to everyone” brand. Thirdly, I must hedge against the reality that our protein powder emulsion beverages, which are essentially my entire business, might not be the market's most desirable consumption experience going forward (and will be foundationally replaced by ultra-filtered milk).

As one form of cultural capital is democratized, “the elite” promptly establish a new (less accessible) social asset. Therefore, what could it mean across the CPG landscape after GLP-1s made thinness no longer a pursuit of rarity? And while I recently shared a short-form content piece on this topic, it was not nearly enough time to properly assess massive opportunities emerging from this social phenomenon. Either way, my hope is to expand (while also simplifying) a messy sociology and economics intersection that blends elements of the “leisure class theory” and the concept of social distinction (along with) my own first principles thinking. The result? Optimistically, you'll clearly see the beginning of an enormous (potentially multi-decade long) structural realignment of consumer demand, as this new “Age of Ozempic” era is facilitating a "measuring stick" shift (with thinness commoditized) and strength (defined by lean muscle and metabolic health) elevating into the ultimate social status. But consumer surveys still show most Americans are interested in losing weight. So, why are “the elite” changing the social distinction game…even as the previous one still feels mostly inaccessible to a broader population? Whether analyzing over a 100 million annual BMI classifications, taking notice of recent CDC data involving adult obesity rates, or noticing that calories consumed per capita is declining…it appears obesity has peaked in the United States. However, that societal trend alone isn't the culprit. Instead, its centers around how GLP-1 medications have become this sort of "social technology," rapidly moving thinness from a result of extreme discipline (and/or maybe rare genetics) to a broadly accessible pharmaceutical outcome. So, because GLP-1s often cause significant muscle loss, maintaining a "strong" physique now requires a level of investment that the drugs alone cannot provide. Accordingly, muscle mass serves as a signal of disposable income, time, and agency over one's schedule, as it requires resistance training and specific nutritional regimens that are harder to sustain than medication alone. Hence, the new social distinction isn't just about weight, but the biological quality of the body…with strength now framed as a “critical measure of health.” And the CPG industry has also been strategically repositioning itself to sell this new social distinction. And that's obviously the sector lens I primarily utilized when making the comment about “then you probably need to learn more about what I've dubbed the foundational triad of muscle health” within my beforementioned short-form content. Although (in all honesty) just recognizing protein, creatine, and HMB could (very) likely grow their relevance (and inclusion) even further within the various categorical intersections across packaged foods, beverages, and dietary supplements…probably isn't a compelling enough insight, right? Nonetheless, what happens when a sizable share of the CPG industry strategically repositions themselves to (more obviously) sell this new social distinction? It appears this new “Age of Ozempic” era is facilitating a "measuring stick" shift (with thinness commoditized) and strength (defined by lean muscle and metabolic health) elevating into the ultimate social status, which should trigger a multi-decade “muscle health revolution” (effectively putting consumers in a trillion-dollar productized chokehold)!

Are popular OnlyFans creators and/or adult film stars too spicy for the CPG industry? While crossover attempts have been occurring for decades, a significant cultural shift…where the line between adult entertainment and mainstream influence is increasingly blurred, has more commonly allowed performers to achieve a different kind of celebrity and control over their careers. Though, beyond noticing a few “adult performers” utilized in marketing campaigns for vice categories like alcoholic beverages, illicit substances, or even certain dietary supplement categories…stodgy industry gatekeepers have kept deeper involvement (what appears to be) quite low. And maybe the best recent example happened after Urban Decay (a beauty brand popular with teens) recruited an explicit content creator, as global cosmetics giant L'Oréal faced public outcry…even though Ari Kytsya has a dual online persona producing hair and makeup tutorials for millions of social media followers.

Did the intern hit send too early on the brand's 2026 April Fool's Day joke? Was this AI image slop designed to distract us from their abysmal stock market performance? Are we actually living in some weird alt-protein simulation? Honestly, I had all those same gut reactions! And while those “hot takes” might be funny…my comedic skills hardly warrant any attention from strangers. So then, what's the key takeaway from Beyond Meat launching protein beverages? Just because you can…doesn't mean you should! And unfortunately, many leaders (plain and simple) lack the strategic discipline required for innovation to strengthen a brand rather than dilute it.

Shohei Ohtani is redefining what it means to be a baseball player in real time, and we're all witnesses. However, that greatness doesn't come from talent alone…as Shohei Ohtani is widely recognized for his meticulous data-driven attention to holistic health management and his commitment to maintaining peak performance. But let me tell you something from recent experience…I don't care if you're one of baseball's most remarkable players or simply some business strategist yapping online to you right now, there isn't anybody “immune” from needing to rebuild just about every routine after becoming a father. Though, what can we learn from recent decisions by Shohei Ohtani in his first offseason after becoming a father? Shohei Ohtani is placing a greater importance on immune care…and entrusting supplements powered by IMMUSE, a unique, patented postbiotic from Kirin Group that has been clinically shown to stimulates multiple types of immune cells for more comprehensive support.

Alcohol has been part of society for thousands of years. Also, likely because of its ability to trigger a release of dopamine…leading to feelings of confidence and impulsivity (thus increasing the likelihood of initiating contact with individuals you find attractive), alcohol has been part of the mating process for an equally lengthy period. However, driven by a wide range of factors…from increased health consciousness to evolving attitudes towards the drinking culture that dominates social settings, many are choosing to leave the “beer goggles” at home and embark upon their romantic adventures with a clear head. But this rise of dry dating got me thinking about beverage innovation possibilities…and it seems increasingly obvious the evolving adult nonalcoholic category should be “swiping right” on the market opportunity. Because arguably with the right combination of dopamine-boosting and aphrodisiac functional ingredients, a little “liquid courage” could be replicated without alcohol…saving you from those butterflies fluttering in your stomach.

If increased accessibility to GLP-1s is “changing the social distinction game,” with “thinness” now being replaced by “strength” as today's highest social ideal…then you probably need to learn more about what I call the foundational triad of muscle health. So, not that the protein-ification trend needed further support, especially after the FDA just inverted the old food pyramid…but protein is the tried-and-true nutritional cornerstone of building muscle. Similarly, have you noticed how suddenly (one day) creatine seemed to be everywhere…being hyped up by every fitness influencer and cognitive health guru? While I believe (at this point) the popular nutraceutical ingredient should be an almost must-have staple for everyone, creatine is a natural fuel source for muscles. Lastly, due to its ability to help protect muscle mass, don't get surprised when HMB (a metabolite of the essential amino acid leucine) makes its way into more functional foods, functional beverages, and dietary supplements…especially as “strength” increasingly shifts from niche pursuit into the new marker of social distinction with broader appeal.

For the last eight years, I've publicly shared my conviction around “relaxation” building into the next functional CPG frontier, due to the growing consumer demand from today's overstimulated (especially younger) generations for products that enhance mental wellness, support relaxation and stress relief, and enable alcohol moderation. Also, during that same timeframe…I've highlighted only one single brand (repeatedly) which I believed could become the “Red Bull of Relaxation,” effectively pioneering a category counterbalancing the $26 billion U.S. energy drinks market built on stimulation. “Take a Recess.” And it might be corny to make this comparison but hearing that Recess brand tagline was like a Jerry McGuire “you had me at hello” moment. Regardless, it became super apparent to me that founder (Ben Witte) truly understood Recess would only have a chance at becoming the definitive household name in modern relaxation if the selling formula started with emotion. Obviously, there's A LOT of other internal/external business dynamics ultimately at play…and the Recess story hasn't been without twists, turns, and challenges, but recently it's entering a fundamentally new chapter. So, I was honored when (right after) its $30 million Series B fundraising (and associated leadership hiring) news was released…I got a text message from Ben Witte asking if I'd be interested in hosting himself and Kyle Thomas for their first official recorded Co-CEO fireside chat together. As you'd imagine, in an effort to best help them share the nuanced business story of how Recess is scaling into the next iconic modern beverage company…it required a wide-reaching strategic conversation, but one that undoubtedly will provide insightful nuggets across every corner of the CPG industry.

If you focus on what you can do, what you cannot do will diminish in size. As THG CEO Matthew Moulding recently stated, “we can't control commodities or currencies.” After more than a decade of marketplace stability, MyProtein faced a “Great Shutdown” era spike in whey input costs and the Japanese Yen collapse (impacting its second largest market). And these two external factors almost entirely wiped-out profitability delivered by MyProtein in 2019 (which would be the last annual results prior to THG IPO'ing in September 2020). But THG must stay focused on what it can control like continuing to diversify territories, sales channels, and product category mix to reflect the record global consumer demand for protein…along with making deliberate trading decisions to protect margins and retain market share while whey commodity prices remain elevated. THG (aka the company formerly known as The Hut Group) recently updated the public markets by releasing its 2025 Q4 trading statement. I'll be utilizing that financial information, along with notes I took listening to the earnings conference call, and any relevant publicly disclosed information to obviously update you on the recent performance of THG Nutrition division, which includes the world's largest online sports nutrition brand MyProtein, but also utilize everything as the contextual backdrop for my expanded strategic commentary around global sports nutrition market dynamics and trends. Additionally, for those unfamiliar with the up-to-date THG portfolio configuration…due to the THG Ingenuity demerger action occurring at the end of 2024, it now would be described as a global, cash generative, health and wellness consumer brands group. During the fourth quarter of 2025, THG Nutrition revenue was approximately $211 million, which increased 8.5% YoY. Also, THG Nutrition reported generating full-year 2025 revenue of approximately $816 million, which increased 6.2% YoY. THG Nutrition delivered its fourth consecutive quarter of revenue growth, driven by average selling prices recovering to pre-rebrand levels. Moreover, momentum was said to be broad-based across categories outside of the core protein range, especially in activewear and creatine. But I'll dive into several strategic decisions impacting MyProtein including its global digital sales channel strategy, offline retail expansion efforts, product licensing strategy, and let's just say A LOT is riding on the success of the MyProtein global rebrand that started its initial staggered market rollout two years ago. Myprotein maintained its leading position (holding a 25% share of the UK online sports nutrition market). THG Nutrition still mainly deploys a global digital-first commerce strategy, with around 80% of its total revenue in the full-year of 2025 coming from direct-to-consumer, online marketplaces, and social commerce…but MyProtein has continued to invest in offline retail partnerships where it places a limited (or exclusive) SKU range as part of a bigger demand generation strategy. Nonetheless, this ambitious level of offline retail expansion globally will undoubtedly help drive a more diversified retail mix over the next few years.

In an era of college football where bowl games don't matter anymore, it seems CPG brand marketers didn't get that memo! Imagine a world where fans are showing up (or watching at home) not just for the sport but the title sponsor's brand experience! In what has become a marketing platform for some of the wackiest shareable moments in recent memory…a select group has mastered how to turn passive viewers of college football postseason into active participants in their brand stories. But as another college football postseason ends, I wanted to quickly provide a tier ranking of every bowl game that had a CPG brand as the title sponsor, which includes the Bucked Up LA Bowl, Bush's Boca Raton Bowl of Beans, Pop-Tarts Bowl, Snoop Dogg Arizona Bowl, Kinder's Texas Bowl, Tony the Tiger Sun Bowl, Cheez-It Citrus Bowl, and Duke's Mayo Bowl. And my tier ranking will be based solely around how effective these sponsors were at creating brand-driven spectacles. Lastly, and this has little to do about dissecting the marketing strategies of CPG brands…but why not play these “bowl games” in the first week of the season. I'm not sure the college football teams participating would actively embrace the current-level of brand-driven spectacles…but it would certainly bring immense meaning back to those games. But in the end, maybe attention doesn't materially change either way in today's online sports betting and prediction markets era.

Who's better at making functional foods, functional beverages, and/or nutritional supplements taste the best…certified flavor chemists or famous chefs? Unless you're an industry insider like me that truly understands the rarity of certified flavor chemists is equivalent to Master Sommeliers, you most likely believe famous chefs would be able to create the best-tasting products. And I totally get…food television and social media have transformed chefs from behind-the-scenes professionals to household names and cultural influencers. And functional CPG brands are starting to realize they can successfully leverage famous chefs' skills, personality, and culinary philosophies to help differentiate themselves in crowded product categories. So, welcome to the “chef-partnered era” of functional CPG products. Most recently, we've seen IQBAR partner with Michelin-starred chef Thomas Keller and Premier Protein collaborate with the iconic Christina Tosi and her team at Milk Bar. And saving the best for last…Robert Irvine was instrumental in creating FITCRUNCH protein bars that recently was acquired by 1440 Foods.

Just when I thought I'd seen everything within the energy drinks market (and I do mean it all), a press release gets forwarded to me about Titan Casket introducing the world's first energy drink brand launched by an online direct-to-consumer casket company. Though, in all honesty, it wasn't until after looking at the Titan Casket social media accounts that I quickly realized launching an energy drink is simply another component of their lively marketing playbook! Additionally, from the “A Wake” in the product name to the dark tagline “Sleep When You're Dead,” Titan Casket definitely doesn't lack the type of irreverent humor that reminds me of Liquid Death. But maybe the best quote came from Titan Casket Founder (and CEO) talking about how efficiently sending small parcels filled with heavy energy drinks would be simple compared to regularly shipping very large products across the country on short notice.

If you haven't seen last week's headlines yet, Kroger announced the sale of its online health and wellness subsidiary, Vitacost, to iHerb. And while terms of the M&A transaction were not disclosed…there's still tons to discuss regarding why both sides considered this deal value accretive. But I'll start my examination on the sell-side, as A LOT has happened since Kroger acquired Vitacost for $280 million in mid-August 2014. And if you remember back to that grocery retail era, even a few years before Amazon acquired Whole Foods Market, which instantly put the entire retail channel on notice (and triggered a massive grocery technology arms race that permeated across every layer of the supply and value-chain), supermarket chains (even the largest ones like Kroger) were increasingly concerned about facing competition from online retailers. But while Vitacost (at the time) certainly helped jumpstart Kroger's technology expertise and provided it with a platform for fulfilling home delivery of online orders…I probably don't need to detail every fundamental change in shopping behavior (over the last decade plus) for you to recognize that “ship-to-home” isn't the leading online grocery fulfillment method. So, even though the online grocery customer group continues to expand, order frequency has steadily grown, and spending remained resilient…thus signaling its shift from just a convenient option to the preferred way to get groceries for many, Kroger's primary focus evolved to emphasize store pickup and delivery for core grocery items, which differed significantly from Vitacost's pure ecommerce model for shelf-stable goods. And those operational differences obviously limited seamless integration into a unified system…eventually leading Kroger to take a $164 million goodwill and fixed-asset impairment charge on Vitacost in fiscal year 2022. But following its failed mega-merger with Albertsons in late-2024, Kroger went through an extensive strategic review, which included a cost optimization plan spanning from closing dozens of stores to impacting hundreds of jobs and broadly overhauling its online operations. And with Kroger determining Vitacost to be a non-core asset during that strategic business review, it ultimately signaled costs associated with separate infrastructure systems (and operations) would no longer be justifiable with expected long-term revenue and profitability reductions. Next, let's transition into examining the buy-side…as Vitacost could become a very important asset based iHerb confidentially filing for an IPO in July 2021. And while no official updated IPO timeline has been disclosed yet, iHerb leadership has publicly noted that it's still an ultimate end goal. Likewise, iHerb recently rang the Nasdaq opening bell in conjunction with the Vitacost acquisition, which seems (at least to me) more than simply a reflection of excitement for the future of the combined business (estimated to generate annual revenue of around $3 billion). Either way, something tells me that iHerb snagged Vitacost for an amazing fire-sale price…and will be successful in unlocking enough untapped potential to better position the combined entity for future growth and global market leadership…serving as a strong foundation for a potential future initial public offering.

Most recognized RFK Jr. had a significantly different vision for the FDA compared to that of Trump's first administration, so why is anyone surprised at the apparent “MAHA vs. MAGA” riffs? There have been ample opportunities for clashes (with potentially significant political ramifications), but the largest surrounds MAHA seeking to curb Americans' consumption of sugary soft drinks and ultra-processed foods. Reportedly led by an obscure research group with deep ties to the national Republican party, conservative bankrollers, and powerful Big CPG trade groups, the influencing campaign (delivered through MAGA social media personalities) attempts to stymie efforts barring SNAP recipients from using those funds to purchase sugary soft drinks. And while I generally hate overreaching regulations that unfairly target consumer choice, I think anyone receiving federal nutrition assistance should reasonably assume it will come with certain health-promoting restrictions.

There were more flavors of QUEST Chips just announced...which undoubtedly means more protein, but what about more revenue? In this latest episode, I'll utilize the Q1 2026 Simply Good Foods Company (NASDAQ: SMPL) financial statements, earnings call, and supplemental presentations for my expanded strategic commentary around convenient nutrition market dynamics and trends. In fiscal Q1 2026, Atkins Nutritionals brand dragged down the overall portfolio performance, but Quest Nutrition (up 12% YoY) and OWYN (up 17.8% YoY) beat categorical competitors in tracked and untracked combined channel retail takeaway. What's at the heart of the Quest Nutrition success? Quest Nutrition is still primarily known for the original Quest Bar, but that's quickly changing with the rise of its protein chips (and "salty snacks" product platform). In fact, QUEST has proven it's one of the few CPG brands that can successfully extend across multiple product forms...and its customer base expects them to come into an indulgent snacking category and flip it into great tasting (high protein, low sugar) offerings. The salty snacks segment of Quest Nutrition, which now accounts for half of all retail sales...had quarterly retail takeaway growth of about 40% YoY. And after representing only 20% of the total Quest Nutrition retail sales three years ago, “salty snacks” is on target to become the largest product platform by the end of fiscal year 2026. Yet, Quest Nutrition is arguably only scratching the surface of this multibillion-dollar (Simply Good Foods redefining) level of opportunity! And while Big CPG jumping further into protein snacking does (obviously) bring a slew of challenges…it also includes numerous second-order effects that (absolutely) increases the overall market opportunity for QUEST. Also, I examine what's causing the weak brand performance at Atkins and explain which actions the company is taking to change it. The most difficult task has been flipping the historical Atkins brand messaging from this negative “restriction diet” emphasis to its nutritional snacking products being viewed as a more positive, proactive convenient foundational nutrition focus. Moreover, Atkins must contend with dramatically changing behavior in the “weight management” consumer cohort (a major cause of this change has been the rise of GLP-1 weight loss pharmaceuticals). And then, OWYN retail takeaway growth came from a balance of distribution gains and velocity growth. Moreover, OWYN has significantly accelerated performance across all major sales channels (including ecommerce) and all key retail customers.