Rachel Wall Jaiven

In QSR, standing still means falling behind. 🚀 🔹 70% of consumers now discover new food brands online first 🔹 60% expect seamless integration between digital and in-store experiences 🔹 1 in 3 Gen Z diners make decisions based on social media presence alone That’s why constant innovation in online-offline marketing isn’t optional — it’s essential. Proud to see Subway Switzerland leading the charge with bold campaigns, hyper-local activations, and a relentless focus on the digital-consumer connection. The QSR game is changing fast — and we’re here to shape what’s next. #QSR #FoodMarketing #Omnichannel #SubwaySwitzerland #MarketingInnovation #DigitalToDoor

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Another month, another set of (somewhat) major headlines in CPG 👇🏼 In June's RecorNews update, we cover the surprising (but strategic) C&S Wholesale Grocers + SpartanNash merger, updates from both Kroger and Albertsons Companies, and a few signals for where the industry is headed next: 🛒 C&S to acquire SpartanNash — reshaping scale and efficiency in wholesale, making the combined a much more competitive entity. 📉 Grocery share leakage continues as trade wars loom and value-driven channels win price-conscious consumers. 🧀 Kraft Heinz ditches artificial dyes by 2027 (RIP neon Mac & Cheese 🙏 ). 📈 Albertsons announces leadership changes, expands media network, and accelerates centralization via ‘Category Excellence’ strategy 🔍 Kroger sharpens focus on digital profitability, private label, and strategic store closures — all signs of a more disciplined and ROI-driven approach. For my fellow CPG folks, staying plugged in is critical, especially as the industry continues to shift — and RecorNews is built to do exactly that: keep you up to speed on what’s moving and why it matters. 📬 If you want this straight-to-the-point update in your inbox monthly, shoot me a message or comment below and I’ll get you added to the list. #CPG #RetailNews #Kroger #Albertsons #RecorNews #Leadership #Ecommerce #PrivateLabel #FoodIndustry

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The No/Low Alcohol Category is at a Crossroads 🥂 After years of explosive growth, the no and low alcohol sector is facing new challenges. Demand has plateaued in some markets, and consumer enthusiasm is waning. So what's next for this category? The Real Issue: It's Not About What's Missing The problem isn't that consumers have lost interest in mindful drinking. It's that the market has become crowded with undifferentiated products that define themselves by what they lack rather than what they offer. Meanwhile, the entire beverage landscape is evolving: *Functional soft drinks with adaptogens and nootropics are creating new ways to unwind *Adult sodas are becoming sophisticated standalone experiences *Energy drinks are the go-to for sober curious nights out *Specialty coffee is targeting early-evening consumption This convergence creates confusion. Retailers don't know where to place these products. Consumers don't understand the value proposition. And brands risk becoming irrelevant.   Three Possible Strategies for No/Lo Brands to Win 1. Own the Occasion, Not Just the Product Take a page from Vita Coco's playbook. They didn't just sell coconut water—they positioned it as the perfect companion for yoga, post-workout recovery, and tropical-inspired mixology. The result? A $2.4 billion lifestyle staple. Define your role in key consumption moments. Are you for celebrations? Casual socializing? Unwinding at home? Make your brand indispensable to these occasions. 2. Build an Aspirational Brand Tony's Chocolonely didn't just market fair trade chocolate—they built a movement around sustainability and ethics, creating a cult favorite with mainstream appeal. No/Lo brands need to stand for something beyond being "alcohol-free." Create an emotional connection through sustainability, craftsmanship, or a strong mission. Set the bar with unique flavor profiles that established brands can't replicate. 3. Create Compelling Rituals & Experiences Sula successfully created a wine-drinking culture in India through vineyard tours, wine-tasting sessions, and the SulaFest music festival—transforming their brand into a premium lifestyle experience. Elevate everyday moments through distinctive serves, special glassware, sensory-evocative language, and limited editions. Connect your product to a story or experience that resonates.   The Bottom Line The future of no/low isn't about taking something away—it's about adding something new. Brands that define themselves on their own merits, rather than as substitutes for alcohol, will be the ones that thrive. What do you think? Are no/low brands doing enough to differentiate themselves? #NoLowAlcohol #BeverageInnovation #MindfulDrinking #BrandStrategy #ConsumerTrends #FunctionalBeverages

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Alcohol consumption is softening, but you know what isn't? RTDs. Attest laid out their data that reveals exactly what consumers prioritize when choosing RTD products. The research shows three clear packaging priorities that successful brands need to understand: 1/ Convenience is key. 35% of consumers cite portability as a purchase factor. These drinks are ending up on hiking trails, at beach picnics, and in cup holders during road trips, which means your packaging needs to work seamlessly in real-world situations where people actually consume them. 2/ Visual appeal matters more than most brands realize. 24% want attractive packaging, and when you're competing against dozens of other RTD options in a crowded cooler or shelf, your package design is doing the heavy lifting before consumers even read the flavor profile. Premium RTD consumers are willing to pay more for quality, and they're often making that quality judgment based on how your package looks and feels in their hands. 3/ Premium positioning beats eco-messaging There is always talk about sustainability, but it still lags in moving the needle. Only 14% prioritize eco-friendly design, but 44% look for premium quality over low price. The brands winning in the RTD space are positioning themselves as premium experiences rather than sustainable alternatives, because consumers are willing to pay more for perceived quality and convenience than for environmental benefits. It mirrors what's going on in the broader beverage industry right now: consumers are prioritizing their immediate experience over longer-term values, and they're making those decisions faster than ever before. #RTD #Packaging #ShrinkSleeves #Awareness #Trial 🔗 https://lnkd.in/gc3APCQv

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💸 You’re trying to grow your brand. But your marketing budget? Basically nonexistent… or just got slashed. 😬 Next up in my Scaling Emerging CPG Brands series: How small brands actually grow with a limited budget ✅ Hyper-focus your dollars You can’t afford to be everywhere. Pick a few key markets and flood them - geo-targeted ads, strong local retailer presence, and community activations that actually convert. Then use that traction to expand and unlock more budget.  ✅ Safe creative is wasted spend  You don’t have the budget to reach everyone. So make sure the people that do see it find it impossible to ignore.  ✅ Relationships go a long way Retailers, vendors, and influencers often go the extra mile for small brands, but only if you ask. Be real about your budget, ask for what you need, and don’t be afraid to aim high. ✅ Don’t let paid do it all Use it to boost, not carry. Build community through email, organic social, and platforms like Reddit and Substack that reward real content and conversation. ✅ Check your performance constantly You can have the best agency in the world - but your team still needs to be in the weeds of the data. Don’t wait for the recap. Know what’s working, every single day. 👉 Bottom line: You don’t need a massive budget. You need focus, creativity, and speed. How have you been able to scale on a small budget?  #EmergingBrands #CPG

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So… How’s 2026 Shaping Up for Food & Beverage Marketing? As marketers pressure-test 2026 plans against current realities, the signals across food and beverage feel less like surprises—and more like things many teams are already feeling in their plans and P&Ls. Volatility is the operating environment. Margin pressure hasn’t gone away. Winning brands are building flexibility into pricing, formulation, and pack architecture—while protecting brand value across physical and digital channels. “Better-for-you” is now baseline. Protein, functionality, and cleaner labels are expected everywhere. The difference is execution. The best innovation flexes across menus, shelves, and carts without adding complexity. Data + AI are moving from insight to action. The advantage I keep seeing goes to teams that connect customer insight, performance signals, and digital shelf behavior—focusing investment, simplifying portfolios, and moving faster with confidence. Slow innovation is a hidden tax. When consumer needs move faster than planning cycles, delay shows up as lost relevance and missed opportunity. Winners sense demand early and launch fast—without compromising brand or economics. The throughline: the strongest brands aren’t louder or broader—they’re faster, more focused, and built to adapt.

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When you see me at an ECRM cocktail reception, I'm "zebra striping." Zebra striping is the consumption of both alcoholic and non-alcoholic beverages during a single drinking occasion, part of the overall trend of moderation in the adult beverage space. Indeed, as I have been increasingly focused on health and wellness, it's rare that I will have more than two alcoholic beverages during any drinking occasion, whether it's at a Session or at a local restaurant. Any more than that and I feel it in the morning (getting old 😊). In this video interview with NielsenIQ's Kaleigh Theriault, recorded on location at ECRM's On & Off Premise Adult Beverage Session, we take a deep dive into the zebra striping trend, and how bars, restaurants and retailers can adapt their menus and assortments to these consumers. This one of several videos that Kaleigh and I recorded at the session, covering topics including: the explosion of hemp-infused beverages; RTD alcoholic beverage trends; and the consumption of beer, wine and spirits across generations. You'll find all of these plus coverage of the zebra striping trend in my latest blog post, which you'll find at the link in the comments below. Check it out!

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The new Dietary Guidelines for Americans was released last week, and I’d love to see more commentary from CPG folks on it, especially those in baby and childhood categories. From an industry perspective, I’ll give credit where it’s due: the rollout clearly succeeded in one way -- people are talking about it for the first time in years. The consumer-facing experience is polished, accessible, and very “DTC-ified.” And the “eat real food” tagline aligns both with nutrition science and where I believe consumer preferences are ultimately headed (hot take: savvy consumers will eventually trade supplements and protein-spiked junk back in for actual real food, please don’t hate me). But if you work on this side of the industry, you don’t just look at the upside-down triangle graphic and call it a day. You read the appendices. You look at recommended serving sizes. You convert cups to ounces to calories and back again because these details have real consequences. They inform FDA guidance, labeling rules, and what we can and cannot say on packaging. I’ve spent hundreds of professional hours doing exactly this over my career, including the last several years working in one of the most sensitive subcategories of CPG: baby food. So I was a bit surprised (and honestly disappointed) to see that this edition appears to remove calorie-based dietary pattern examples for children that were included in 2020. Parents want that specificity even if most never read the DGAs themselves. Overall, my take is that the guidelines are… fine? There’s some conflicting messaging (please keep your saturated fats in check people), but the spirit is consistent: eat real food, diversify nutrient sources. Food policy is always political, but it’s worth noting that the 2020 DGAs were also released under a Trump administration, so more continuity exists here than headlines suggest. I wrote more about this from the lens of someone who lives both sides of it, professionally and at home, on my Substack. I’ll drop the link in the comments.

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Sometimes you just know when something is right. When the team at Ghodawat Consumer first brought up the idea of collaborating with Do You Wanna Partner on Amazon Prime Video for Coolberg – it felt bold, a little risky, but instinctively right for the brand. Still, it wasn’t an easy decision, because it sat outside our regular playbook. If there’s one thing I’ve learned, it’s that good ideas rarely come neatly packaged. They arrive as a spark, a stubborn nudge, lots of “what if…”. And it takes belief, persistence, and a little bit of jugaad to turn them into reality. That’s exactly what happened here. The team kept the spark alive, they rallied, and together they created Coolberg Jugaaro – a bold Lemon-Ginger blend inspired by the show’s spirit of resourceful entrepreneurship. Today, that spark is on shelves in stores nationwide including leading Q-commerce platforms. And we got there from concept to market in record time – something we’ve never done before. I’m incredibly proud of the team for proving what’s possible when passion meets perseverance. Kudos to Shubham Shukla, Ritika Agrawal, Devarsh Wategaonkar, @Shweta Gangurde, Vijay Manhas, Antara Biswas, Swathi Gantellu, Easha Patil Big shoutout to our Jugaad partners – Amrita Sidhu, Rahul Singh, Rishabh Khattar & Ashutosh Singh – for making this idea real. #CoolbergJugaaro #CoolbergxPrimeVideo #SGGRising #ONESGG Ghodawat Consumer Sanjay Ghodawat Group (SGG)

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A fantastic article that captures what’s happening at both the macro and micro levels of the drinks industry in the U.S. right now: consolidation, consumer behaviour shifts, and the increasing importance of transparency, data, and access as the industry’s real equalizers over the next decade and beyond. Access to information, access to markets, access to opportunity - for decades, that balance has tilted heavily towards the incumbents. The article does a brilliant job outlining how new technologies and new business models are finally starting to level that playing field for emerging brands and independent producers who have the liquid, the story, and the craft, but not always the infrastructure - or the means - to compete in an ultra-competitive and overly controlled distribution network. BAXUS is working hard to bring more clarity, more fairness, and more connection into the industry - because the industry needs infrastructure that works for everyone, not just those in control of distribution. Data should empower consumers, not confuse them. Transparency should support brands, not penalize them. And market makers and marketplaces should bridge the gap between those who love great liquid and those who have great liquid. Innovation not as disruption for disruption’s sake, but as a way to strengthen culture, quality, and community in one of the world's oldest and most human industries. If this is the direction we’re heading, the next decade of spirits is going to be a much better one for both consumers and creators... but there's plenty of road left to cover. https://lnkd.in/gqWH227s

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#KCONLA2025 has officially wrapped – and what an incredible milestone for us at CJ Foods and our unique K-Food brand #bibigo. As Global CMO, I was proud to see our networked teams from Seoul and Los Angeles deliver our most ambitious U.S. activation to date—right in the heart of Los Angeles, home to the largest Korean community in America. Our ambition was twofold: create unforgettable real-life brand experiences and amplify them into global impact. With the power of our partnerships with #Seventeen and the Los Angeles Lakers , we achieved both. ✅ Building momentum before the event: Digital campaigns with key influencers, plus our LED billboard in #Times Square, #NYC, drove nearly 4 million eyeballs. Partnering with Weee! , America’s largest online supermarket, we boosted awareness and sales through an exclusive ticket promotion. ✅ Making an impact on the ground: Our footprint was 3x larger than 2022, marking our biggest activation ever in the U.S. More than 30,000 visitors enjoyed our products, from our iconic Mini Wontons to the new Beef Bibimbap frozen meal and crunchy Seaweed Chips. ✅ Extending reach globally: Our TikTok challenge inspired thousands of pieces of content—nearly double our target. With the support of Lakers stars Jarred “Vando” Vanderbilt and Deandre Ayton (DA), our creators, and Seventeen, we expanded the reach of this 3-day activation to millions worldwide. This was not just an activation—it was a powerful proof point of how #KFood and #KCulture together can drive sales, brand desire and globtal impact. A big thank you to everyone who made this possible. A strong sevwin for bibigo, and a strong win for our teams worldwide. Jesus Alejandro Ferreira Terrazas Jihye Lee HJ, Hyojin Jung Jennifer Yoo Brad Smith Gregory Yep CJ Foods Oceania Schwan's Company CJ CheilJedang CJ America, Inc. Mina Lee Los Angeles Lakers HYBE LABEL

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Phorm Energy has officially launched across the U.S.! ⚡ Phorm is the first innovation launched from the new partnership between Anheuser-Busch, 1st Phorm and Dana White – and is now available on phormenergy.com, soon at retailers near you. Derived from green tea extract and crafted with zero sugar and zero artificial flavors, Phorm Energy is designed to help provide the hydration and mental focus needed to reach even the most ambitious goals. #PhormEnergy #WeDoTheWork

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Hot take: if your brand isn’t built for scroll → stop → buy, you’re already behind. That’s why we launched Boba Lab on TikTok Shop—making it possible to go from discovery to purchase in seconds. And we didn’t do it quietly… we showed up with a kitchy infomercial that leans all the way in. Because attention is earned—and we’re here to earn it. So proud of this small but mighty team!

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I recently sat down with Seth Matlins for ‘The CEO’s Guide to Marketing’ podcast from @Forbes.   It was a wide-ranging conversation, here are some of my highlights:   * How a “big idea” must be rooted in some form of enduring human truth. But for ideas to endure, they also need to evolve.   * Why managing a huge portfolio of brands and deciding how, where and when to invest is both a science and an art, as well as the lessons and inspiration that having a portfolio can bring.   * The importance of setting brands which operate in the same category apart from each other – it’s imperative you’re clear on the different purposes they serve for consumers and innovation plays a critical role in achieving this.   * How shifting perceptions and breaking out of a singular occasion to drive more growth for a brand often requires a total change of mindset internally – the role of marketing is to help people see the opportunity.   * The journey we have been on at Diageo to reorganise our Marketing teams to enable greater efficiency and effectiveness – adapting to new ways of working can be challenging but we’re maximising creative and reducing costs as a result of our new Conscious Create Teams.   https://lnkd.in/emD7vaRT   I’d love for you to listen wherever you get your podcasts: Apple: https://lnkd.in/e-UZaens Spotify: https://lnkd.in/ecE_w367   #Diageo #Forbes

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Your competition is putting their OND budget into retail media and hoping the digital ad converts at shelf. You can take the floor instead. Freixenet attached a free Lindt Lindor on-pack to their Cordon Negro Cava and turned every bottle into a gift. No display required. No endcap negotiation. Just a bottle necker that slides on and makes the buying decision obvious. This is how independent brands compete during the biggest selling season of the year. Not by matching the big brand spend, but by removing every barrier between the shopper and the purchase. The category buyer sees a program that sells itself. The shopper sees a gift that's already done. And your sales team sees a format they can execute in seconds, across every location you're listed in. Quick note for brands running programs across state lines: GWP rules vary by market. Map it before you ship it. Big brands play it safe. You shouldn't have to.

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The past month at Pompeian has reinforced something that’s become increasingly clear to me: when you bring together the right people, aligned around the right mission, progress is almost inevitable. We’ve been spending a lot of time exploring new ways to reach consumers and invite more people into the olive oil category and the Pompeian brand. As category leaders, it's our responsibility to lead. Yet we're doing it because we believe in it, and we're doing it with thoughtful, insight‑led work that stays true to our commitment to democratize Extra Virgin Olive Oil. We are "The Olive Oil People," and it’s been energizing to see what happens when teams are empowered to think differently. A few reflections from the past several weeks: • Brand building grounded in clarity and partnership: Our brand work continues to pick up momentum, and Chrissy Arsenault, MBA, RDN, CPT has been instrumental in driving focus and alignment with her team and our partners at REBL HOUSE INC. and GCW Agency and Bruco. We're celebrating eye-popping share results in a growing category, and still never complacent. When you have a team that understands both where the brand is today and where it needs to go, the work gets smarter — and sharper. • Re‑imagining what Category Management can be: Category Management isn’t just a function for us. We’re reshaping it into a true strategic engine. Bringing in Sarah Hogan has added even more depth to how we think about the category, the consumer, and the retail landscape. It’s been exciting to see this small but mighty team evolve into a forward‑looking capability that helps guide how we show up in the market and be a resource for our customers to accelerate growth together. • Innovation supported by cross‑functional momentum: Our innovation work has real traction right now, thanks in no small part to Casey Smith . We’re thinking about the category in new ways and exploring opportunities that create more meaningful entry points for consumers. The creativity and discipline around this work have been impressive, and our 2026 launches will open some eyes. Incredibly grateful for our partners in Quality, Sourcing, Operations and Finance who could not be more supportive. • Strategic partnerships and seamless collaboration with Sales: One of the biggest strengths of Pompeian’s commercial organization is how integrated it is. Working alongside John Simons and Amy Seiler has reinforced just how powerful true transparency and shared accountability can be. The connection between Marketing, Sales, and Category Management isn’t just cooperative — it’s seamless. And that makes a material difference in the quality and impact of our decisions. When you have a culture that values openness, collaboration, and real partnership, you feel it in the work, and you feel it in the outcomes. Grateful for the team, the momentum, and the environment that makes ambitious work not only possible but joyful. More to come!

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For the first time in more than 15 years (excluding the unique surge of 2020), dairy milk is experiencing a resurgence. In 2025, milk is continuing its comeback both culturally and commercially. Sales are on the rise, attitudes are evolving, and consumers—especially Gen Z and younger millennials—are rediscovering the benefits of milk as the original performance drink. Recent articles from reputable sources like Bon Appétit and Yahoo Finance have highlighted this shift: - "Our Protein Panic Is Making Whole Milk Cool Again" - Bon Appétit https://lnkd.in/ehA2KW4g - "Dairy Renaissance: Protein, Price, Perception" - Yahoo Finance https://lnkd.in/e2YmBQRg From fitness enthusiasts and athletes to health-conscious parents and gamers, milk is gaining recognition as a nutritional powerhouse. Its natural protein content, essential vitamins, and unmatched hydration benefits set it apart from plant-based alternatives. At MilkPEP and alongside our partners at GALE, we have been dedicated to modernizing the presence of milk in sports, culture, and digital-first media. Whether fueling marathons, gaming adventures, or family life, we are repositioning milk in the spotlight where it rightfully belongs. This resurgence is not merely a nod to the past—it signifies a modern renaissance in the perception of milk. And we are just scratching the surface of what's to come. #Dairy #Milk #NaturalFoods #CPG #FoodandBeverage #MilkIsBack #PerformanceDrink #DairyRenaissance #CPGMarketing #FunctionalFoods #GenZWellness #MilkPEP #NutritionTrends #BonAppetit #YahooFinance #MarketingWins #Protein #ProteinPower

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THE 2026 ALCOHOL “TRENDS” LIST IS OUT — HERE’S WHAT ACTUALLY MATTERS Forbes’ annual look at U.S. alcohol trends for 2026 outlines familiar but important forces shaping the market: moderation continuing to normalize, premium spirits holding relevance but facing more scrutiny, ongoing growth in RTDs and spirits-adjacent formats, and increasing overlap across beer, wine, spirits, NA, and adjacent categories. The article also notes a more price-conscious consumer, fewer impulse purchases, and a broader shift toward value and intentional choice as shelves and menus continue to converge into a wider “adult beverage” set. Those signals matter — but not for the reasons trend lists usually suggest. Every year, the headlines focus on what’s new: new formats, new categories, new buzzwords. What tends to get lost is what actually drives decisions once someone is standing at a shelf, a bar, or scrolling on their phone. Most drinkers don’t follow trends. They follow occasions. What keeps showing up beneath all the predictions: People want clarity, not complexity They want drinks that fit a moment, not a manifesto They’re choosing with context and convenience, not tasting notes And they’re still gathering — just differently than before Yes, moderation is real. Yes, RTDs and adjacencies keep evolving. Yes, price sensitivity matters more than it did five years ago. But none of that replaces the core truth of this industry: The drink is the handshake. The moment is the reason. As categories blur, competition shifts. Bottles aren’t just competing within their segment anymore — they’re competing against anything else that promises a similar feeling, pace, or experience. That’s why 2026 looks less like a breakout year and more like a sorting year. The brands and venues that win won’t be the ones chasing every trend. They’ll be the ones that help people answer a simple question faster: What should I drink right now, for this moment — and why will I enjoy it? When discovery gets easier. When flavor feels intuitive. When the experience fits real life. People don’t drink more. They drink better. People remember how it fit the moment.

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A new frontier in culinary aesthetics: AI is establishing a new, and potentially unattainable, standard for what "perfect" food looks like. The future of food marketing: We may be on the cusp of an era where digital advertising relies less on photography and more on synthetic, algorithmically-perfected visuals to drive consumer desire. Ethical considerations: As we move towards this hyper-real visual landscape, what are the long-term effects on consumer expectations and their relationship with real, imperfect food?

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