Andrea Mitchell

Occasion based marketing for beverages is not a new phenominum. We just have to go back over the catalogue of historic Coca Cola ads to see how leveraging occasions has been used for decades to drive increased sales and margins for all members of the Coca Cola value chain.  “Refreshment on the Go”, “Stock Up for the holidays”, “makes food taste better”, “easy hospitality”, “Refreshing vacations” are just of few of Coca Cola’s occasion based propositions. It’s been the Coca Cola way for generations, and the basic principles from yesteryear, are still applied today. In fact, for the Coca Cola system, Occasions sit at the heart of their marketing DNA. They call it the OBPPC (Occasion, Brand, Pack, Price, Channel) process and it’s a critical element of their overall marketing. Coca Cola ensures that for each occasion, they clearly define the optimal brands to be sold, in the most appropriate packages, at the right prices, in the target channels to sell more products, at higher prices. They use occasions to pro-actively change the market dynamics in their favour by shifting the demand curve for beverages rather than simply moving along it to where the market takes them. DM me to learn more about how you can use Growth Scope to unlock your liquor market growth agenda by unlocking consumption occasions.

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Great time with Elanie and Kay from the Renegade Nutrition Podcast! Their content is always so timely related to changes in the science of nutrition, it's impact on our wellness, and how we can all be better at 'biohacking'. We discussed the importance of polyphenols in the diet for longevity, data from blue zones, and Goode Health. Give it a listen (if you have an hour or listen at 1.75x speed) and follow Renegade!

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I noticed cottage cheese gained distribution in my local Costco region - a real sign it's found its way worthy of space in a limited SKU environment! Once seen as outdated, cottage cheese category is +15% driven by an updated positioning as a high-protein superfood. (I eat it daily!) Key takeaways for CPG marketers: 1️⃣ Follow the trends. Cottage cheese brand managers saw a real opportunity to jump on the clean-label, high-protein wagon. 2️⃣ Make it exciting. A fresh story and good packaging can turn “meh” into “must-have.” (Kudos to the Good Culture team!) 3️⃣ Mix nostalgia with new. People love a throwback - but make it trendy with fresh packaging and relevant innovation.

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For the first time in three years, CPG sales volumes have grown, noted Sally Lyons Wyatt, global EVP & chief advisor of consumer goods and foodservice insights at Circana. This is big news for the food and beverage industry because it indicates growth irrespective of inflation, the historical growth driver of retail gains. On the foodservice side, however, traffic fell by 1.6% during Q3 – although welcome news for retail, which battles the channel for food dollars, it’s a signal of an overall trend of consumers shifting there out-of-home spend to in-home as the industry embarks on the new year. #groceryindustry Sally Lyons Wyatt George Alexander Hajjar Mike KostyoCircana

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Food for thought: There's been a lot of discussion around Ultra Processed Foods lately - so much discussion that UPFs have their own acronym now! I'm seeing a lot of articles pointing fingers at the food industry for making UPFs that promote obesity and diet-related health issues. It seems like we are accusing food manufacturers of making their food too delicious and marketing it accordingly. Is this wrong? I'm trying to think of other industries where we blame the manufacturers for making their product too good. A car that drives too fast? A dress that's too attractive? A cologne that smells too nice? We know that alcohol, cigarettes and vape juice come with warnings and can only be sold to adults. Is it fair to compare UPFs to these? I welcome your thoughts as I think through this issue!

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With the new "Kelce Mix" commercials hitting the airwaves this week, I can't help but thinking...when is enough, enough? I love the Kelce family as much as the next person, but I've lost count of all the brands and products they're hawking these days. As a Brand Marketer who has partnered with many celebrities over the years to help raise awareness and increase sales, I would be hard-pressed to approve working with any Kelce right now, despite their likeability. Why? ✔ Diluted Message: With each new brand they represent, their authenticity and connection to each brand diminishes, making it harder for the intended message to break through. ✔ Sustainability of Popularity: Celebrity status can be fleeting. Investing in a partnership based on current trends may lead to short-lived results, while long-term partnerships yield better ROI. ✔ Consumer Perception: Associations with widely endorsed figures can lead consumer to view your brand as less unique or innovative. ✔ Overexposure: As more brands jump on the bandwagon, the Kelce family is becoming overexposed, leading to diminished returns for any single brand. Stated bluntly, consumers are getting sick of seeing the Kelce family everywhere, selling everything from cereal to insurance. While they all are undoubtedly charismatic and generally good ambassadors, brands should really challenge themselves to find representatives that truly personify their brand and can uniquely help them create a true point of differentiation in the market. Thoughtful collaborations are key to maintaining authenticity and connection to the consumer. #BrandStrategy #Partnerships #Marketing #InfluencerMarketing

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In a corporate shake-up that’s about as subtle as a BOGO deal on ice cream during a heatwave, Kroger is reshuffling its top brass. Stuart Aitken, the guy behind Kroger's marketing mojo and all things merchandising, is stepping down to "pursue other professional opportunities." Translation? He’s packing his desk, but not before a long holiday send-off, as he’ll stay until December 31. Enter Mary Ellen Adcock, (Adcock, maybe that's the name of my next publication) the new Chief Merchandising and Marketing Officer, who’s been with Kroger since the late '90s. She’s the quintessential insider, having climbed every corporate rung over the past 25 years. Adcock started in the manufacturing division, worked her way into the operational nerve center, and most recently managed all the moving parts for over 2,700 stores, 416,000 associates, and a mind-boggling 11 million customers per day. That’s more people than some countries. She’s not just taking over a department; she’s basically inheriting an empire. CEO Rodney McMullen is laying on the praise thick, calling #Adcock a "respected leader" and highlighting her ability to steer Kroger through the grocery gauntlet of the 2020s. And what a gauntlet it is—think Walmart breathing down Kroger’s neck, Amazon trying to reinvent grocery shopping as some kind of sci-fi utopia, and Costco making everyone question their commitment to weekly milk purchases. For Aitken, it’s a bittersweet farewell. He’s been instrumental in Kroger’s digital evolution, turning data into dollars with innovations like 84.51°—a name that sounds more like a hipster speakeasy than a data analytics powerhouse. Under his watch, Kroger sharpened its focus on customer-centric marketing, leveraging insights that turned your shopping cart into a goldmine of personalized offers. But now, he’s off to greener pastures—or at least a pasture where he’s not responsible for selling avocados in five different ripeness levels. Adcock’s promotion couldn’t come at a more turbulent time. Kroger is already in the hot seat with regulators over its planned $25 billion merger with Albertsons, and the grocery wars are nastier than ever. Walmart’s sheer scale, Amazon’s tech muscle, and Costco’s cult following leave Kroger fighting to stay relevant in an industry that’s no longer just about low prices but who can best predict whether you’ll add Oreos to your cart. Adcock’s background in operations hints at a possible shift in strategy. If Aitken’s era was all about jazzing up the customer experience and mining data gold, Adcock’s reign might focus on efficiency and operational grit—getting groceries on shelves faster, fresher, and cheaper. But will that be enough to keep the wolves at bay?

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In the latest Barking Mad episode, part of the "Trends to Watch in 2025" mini-series, the focus is on alternative proteins for pets. The discussion covers emerging innovations like cultured protein, as well as the potential for insect protein, invasive species, and other eco-friendly ingredients to reshape pet nutrition. This episode speculates on how these alternatives could benefit both pet diets and the environment. 🌎 You’ll hear from Joshua Errett of Friends & Family Pet Food Company, Rich Kelleman of Bond Pet Foods, Herman Sloot of Calysta, Allison Reser of the Pet Sustainability Coalition, alternative protein proponent Emilie Mesnier, and Drs. Bradley Quest, Renee Streeter, and Blaire Aldridge, MS, Ph.D., PAS. Tune in by searching “Barking Mad” on Spotify, Apple Podcasts, or wherever you prefer to listen, or you can find the full episode on our website here 🎧 https://lnkd.in/gwt6QBYN #BSMPartners. #NothingIsImpossible

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I just read an article about a growing trend in #beverage: Texture! In beverages, "texture as a feature and experience" is something I haven't thought too much about...it piqued my curiosity to see where this trend leads and what gets created in this space. Check out the BeverageDaily article here: https://lnkd.in/gHK9d6_5

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Huge thanks to Kristine Kobe, VP of Marketing at Keurig Dr Pepper Inc., for sharing her leadership story with our team last week. The simple prompt of "Who/what people, places and experiences shaped you into the leader you are today?" reveals a lot of great takeaways, and I learn so much every time we do this. Here's my 6 favorite tips from Kristine: 🍻 Culture isn't free bagels and beer on Fridays. It's how you show up when a leader isn't in the room. Repetition is key. Be crystal clear about what you need. Be team first. Challenge your mindset and expect that of others. 🎨 Infuse creativity in a strategic way. "Creativity is more than just pictures or design. It's about how you problem solve. How you collaborate. Doesn't have to be dramatic or cost a lot of money. Think differently. Check out the Heinz fraud case study as a great example." 🔥 Do what gives you energy. If you aren't excited about your work or the people you're working with, you're probably in the wrong role. ❤️ Frame the what and the how. What you're trying to achieve is critical. But how you achieve it with others is equally important. Things happen because of people. Respect each other, and don't forget about the people behind the work. 🏃‍♀️ How you show up at work is influenced a lot by what's going on at home. Unplug, Take the PTO (really take it). Exercise. Connect deeply with friends and family. Take time for you. 📣 Advocate for yourself. If you want the bigger job, the different job or more money, make it a fact-based conversation and bring proof points. Don't just rely on the relationship itself; make it easier for them to say "yes." Got a good leadership story to share (or know someone with a great story) and want to be a guest speaker for us? Drop me a note or DM me!

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Conagra Brands just demonstrated what true market adaptability looks like. 💯 While many companies are still navigating how to address the GLP-1 conversation, ConAgra took decisive action with their new "On Track" badge program for their Healthy Choice meals - making it insanely simple for consumers to find options that align with their changing needs. What makes this particularly impressive is the timing. With 15 million Americans using GLP-1s (and potentially 57.4 million more eligible through private insurance), they recognized this isn't just a trend - it's a fundamental shift in how millions approach their nutrition. Why this is brilliant: - They leveraged existing products that already met the requirements - Created clear, straightforward identification for GLP-1-friendly options - Moved quickly while others are still in discussion phases The speed of consumer behavior change has never been more rapid. Brands can't afford to spend months deliberating whether to acknowledge significant shifts in consumer needs. I appreciate Jill Dexter and team for breaking the potential stigma barrier and putting customer needs first. This is how you stay #relevant in 2025. Link to article in comments. Photo: Conagra Brands #Innovation #FoodIndustry #BrandStrategy #ConsumerTrends #ConAgra

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💙🏀 Proud parent moment: My son Jack, an individual with Down syndrome, plays basketball on his middle school team. Watching him on the court, embraced by his teammates and celebrated for his unique strengths, is more than a personal joy—it’s a powerful reminder of what inclusion truly means. Inclusion isn’t just about making room; it’s about fostering belonging. Jack’s team sees him for who he is—a valuable player with determination and heart. It’s a lesson that extends beyond sports and into the workplace. In the business world, we have so much to learn from moments like this. When we embrace people of all abilities, we not only create stronger teams but also foster innovation, empathy, and resilience. That’s why I’m proud to sponsor our DiversAbility ARG at Mars Wrigley North America, where we’re driving awareness, education, and connection through events that highlight the strengths of individuals with different abilities. True inclusion changes lives—and it changes businesses too. Let’s keep pushing for a world where everyone has a chance to shine and where differences are celebrated. #Inclusion #Diversity #DisabilityAwareness #Leadership #Belonging

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Meow! General Mills announced this morning that it intends to acquire Whitebridge Pet Brands for $1.45B (4.5x revenue). This builds upon the 2018 acquisition of Blue Buffalo for $8B (6.5x revenue). This looks like a smart move on several fronts: - Consistent with the “shrink to grow” portfolio shaping trend. The sale of low-growth Yogurt for $2.1B (1.5x revenue) and the acquisition of faster-growing Whitebridge for $1.45B (4.5x revenue) are close enough in size and timing to call it a swap. General Mills nets ~$1B less revenue but gains a more synergistic, growth-focused portfolio. - Synergy opportunities. The technology to extrude pet food and snacks isn’t vastly different from cereal, and General Mills’ broad customer reach offers significant distribution expansion opportunities. This is their fifth pet acquisition since 2018, so they’re steadily building expertise and reach within the category. - Adapting to changing population dynamics. If your business model depends on feeding more humans, you’re in trouble. Around the world, people are having fewer children, but many are offsetting this by adding more pets. Expanding in pet food gives General Mills access to a growing market to help counterbalance the population headwinds. While performance in General Mills’ Pet segment has been challenging recently, the 4.5x multiple reflects the company’s commitment to the segment and its belief in long-term growth potential. https://lnkd.in/edg2ECTn #strategy #CPG #FMCG #M&A #leadership #innovation

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I came across this interesting product on Reddit this morning. A Root Beer OG vape cart. With a strong showing of 94% Total THC this unique cart has an apparent Root Beer Flavour from the Root Beer OG strain I can only assume. Now here’s the interesting part, Root Beer is a confectionery drink. Based on my understanding of the #cannabis regulations. An LP is prohibited from naming an extract after a confectionery drink such as Root Beer. Typically this type of name would be flagged during the NNCP process. But maybe because it’s an assumed Strain name HC let this slide? I will say it’s smart to add things like Kush, OG, Haze or any other “strain” identity to your flavoured extract. As it allows you to sell the product to provinces that ban non “strain” extracts. That said is Root Beer OG really a strain name? And does this flavoured diamond vape actually taste like said Cannabis Strain? At the end of the day none of it matters because it’s on the market and available whether it’s a risk being taken by the LP or an oversight by regulators. One thing is clear in Canadian Cananbis Circa 2024. Health Canada doesn’t have the bandwidth to enforce its regulations, so much so that many LPs both large and small are blatantly disregarding them across the industry. Which begs the question if health Canada can’t enforce various aspects of the regulations like single colour packaging and extract naming conventions. Then why are they so against changing these regulations that aren’t being enforced anyway?

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There was a moment in last week's Roundtable when Emily Flannery declared, "that's right: beverages are officially a snack, too." The way we see category lines blurring, overlapping and/or completely falling away is fascinating, and a huge opportunity for food & bev brands with the nerve to keep up. Did you see it yet? Give the convo a watch right here: https://okt.to/XpGrUZ And if this glimpse into the future inspires you, let's chat! #futurefluent #futureofsnacking #cpgtrends

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Learning how to make sausage with our #PSSeasoning flavors and Executive Chef Jed Hanson as a part of my onboarding process. Chances are you’ve had our seasoning if you’ve visited almost any meat market in WI. This flavor is pineapple teriyaki with real fruit inclusions.

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By now most have seen the headlines on the rise of GLP-1 prescription meds for weight loss, and the implications for brands: -         6% less HH spend on grocery bills in the first six months. For higher-income families, the spending pullback was even greater, at 9%. -         In general GLP-1 users are buying less of the stuff they shouldn’t eat and more of the stuff that dieticians recommend However, there are a few other tidbits that I found interesting. First, the study found that the spend reduction diminishes over time. Perhaps just like every other diet, people miss what they crave and revert back to old habits. Second, 6% of US adults are currently on GLP-1s, but two-thirds of users drop the medications within a year (often regaining some weight), discouraged by high costs, side effects, or other considerations. Maybe it’s cost related, or they lose a quick 15lbs or some other factor, but they’re not as sticky as you might think. With 40% of American adults obese, and the pharma sector now competing for this segment, there’s no doubt we’ll be hearing about GLP-1 for a long time

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