the Joshua Schall Audio Experience

The tragic death of a Texas teen allegedly from an energy drink is heartbreaking (full stop). But when government officials (like Texas Attorney General) attempt to connect the dots between “bright packaging aesthetics” and energy drink brands deceptively marketing to minors…it ends up sounding downright silly. As a parent, I’m totally onboard with protecting children…but banning colorful cans won't fix a lack of consumer awareness on safe caffeine limits for developing bodies. And I don’t want to get into the energy drinks versus coffee debate, but what I will say is that at least energy drinks labeling (especially Alani Nu and CELSIUS) voluntarily lists the caffeine amount clear as day…along with carrying specific statements on age (and maturity) of the user. These serve as an example of the corporate responsibility from these beverage companies that provide a clear statement that the products aren’t to be used by children. Now, if there are specific issues, supported by data, like the need for font size to be larger than currently required by Federal Law on some areas of energy drinks so that they are easier to see, as that would be more beneficial to inform consumers, I’m confident any industry stakeholder would be happy to explore those conversations with the FDA (or any government official) and find ways of working together for the benefit of all concerned parties. But I’m curious…would you support an age-restriction law on energy drinks in the United States?

Target is secretly turning into a scaled-up Trader Joe’s, executing the largest transition of its grocery department layout in more than a decade. Almost half of its grocery assortment has been overhauled, not to mention a huge expansion of health and wellness items. Also, Target just slashed prices on over ten thousand everyday grocery items. Plus, they spent BIG on new high-tech mega-warehouses…just to get fresh food to shelves two days faster than before. The result? In Target’s latest financial results, the retailer disclosed that food and beverage sales surged just over 7% YoY, approaching $6 billion for the quarter. And more than half of all Target shoppers now leave with groceries. So, have you purchased groceries at Target lately?

Let’s just hope the MyProtein packaging I just saw was some mistake or they’ve got some explaining to do! THG (aka the company formerly known as The Hut Group) recently updated the public markets by releasing its H1 2026 results. I’ll be utilizing all available 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. Additionally, due to the THG Ingenuity demerger action occurring at the end of 2024, the up-to-date THG portfolio configuration now would be described as a global, cash generative, health and wellness consumer brands group. During the first half of 2026, THG Nutrition revenue was approximately $444 million, which increased 9.2% YoY. THG Nutrition delivered its sixth consecutive quarter of revenue growth. Moreover, momentum was said to be broad-based across sales channels and categories (especially outside of the core protein range like 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 delivered across 2023 and 2024. But within this earnings presentation deck there was this picture of MyProtein products that had a very different visual identity, which are an 180-degree turnback in the other direction. THG Nutrition still mainly deploys a global digital-first commerce strategy, with around 84% of its total revenue 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. Although the most highlighted commercial strategy (utilized for offline retail expansion) continues to surround the development of MyProtein products that are sold under licensing arrangements. When done correctly, these types of retail partnerships boost customer touchpoints and broaden brand appeal. Nonetheless, this ambitious level of offline retail expansion globally will undoubtedly help drive a more diversified retail mix over the next few years. Equally, MyProtein continues to lean heavily into international product collaborations. THG Nutrition recently expanded the successful partnership with global confectionary giant Mars Incorporated. But since those MyProtein and Mars co-branded products are whey protein, I'll outlook how THG Nutrition attempts to mitigate elevated whey protein input prices. Lastly, I'll discuss if MyProtein or any of THG Nutrition is an M&A target.

What if the most famous bodybuilding supplement in history was actually meant for your brain? For over 30 years, we’ve lived in a reality where creatine belongs exclusively to plastic shaker bottles, gym bro subculture, and building big muscles. But behind the scientific shadows, a parallel market universe has existed since the very beginning. In this episode, I'll dive deep into the collapsing walls between sports nutrition and cognitive longevity. From early 1990s constraints that commercially suppressed "cognitive creatine" to the modern epidemic of burnout, stress, and sleep deprivation...the macro dynamics have completely flipped. Discover how forward-thinking wellness CPG brands are leveraging new ingredient technology to charge premium prices for creatine, why combining creatine with nootropics creates a "dual-engine" for focus, and how food scientists are racing to solve the "golden goose" stability puzzle. Once unlocked, creatine is escaping the pharmacy aisle to become a baseline upgrade in mainstream functional drinks and the global food matrix. The "gym bro" era was just a temporary detour. Welcome to the future of cognitive health.

How does a small, struggling hemp company pull off the "heist of the year" in the supplement industry? In this video, I'm breaking down the mind-blowing M&A transaction between cbdMD and the legendary legacy supplement brand Twinlab. Drowning in a staggering $148 million of debt, Twinlab was completely insolvent. But instead of entering a standard federal Chapter 11 bankruptcy, they used a rare, state-level legal maneuver called an Assignment for the Benefit of Creditors (ABC). Enter cbdMD. Facing its own regulatory existential crisis in the hemp industry, cbdMD used this legal shield to scoop up Twinlab’s entire $30 million operating business for less than $4 million (completely leaving behind that massive mountain of liability). Is this a textbook distressed corporate raid masterclass that will save cbdMD, or will the cost of digesting a broken giant drag them under? Let's look under the hood of the deal.

I generally hate overreaching regulations that unfairly target consumer choice. As an example, if you’re spending your own money, you should have absolute freedom to choose what you eat (or drink). But here’s my semi-controversial take…when it’s the taxpayer's dime, the rules change. If you’re receiving federal nutrition assistance (like SNAP), it’s hardly “overreach” to require that funds be spent on actual health-promoting foods and beverages. And you can stay ignorant, claiming I’m obviously whatever political party…yet I’m primarily focused on the double whammy of fiscal waste created by intersection between SNAP and Medicaid. If you weren’t aware, slightly over 75 percent of SNAP recipients are also enrolled in Medicaid. Also, over 40 cents of every American tax dollar collected is now spent on treating diet-related chronic diseases. Therefore, why are American taxpayers funding the purchase of chronic disease-linked foods with one hand, then funding the Medicaid treatments for those same diseases with the other?

From an early bet on Liquid Death to co-owning JAMS, here is why Pat McAfee needs to go all-in on investing into CPG brands. I mean this in the most endearing way possible, but Pat McAfee looks like the type of dude that has “elite grocery store knowledge.” And this is why I think he really needs to stop dabbling and start investing extensively in food and beverage CPG brands. If you weren’t aware, Pat McAfee was an early investor in Liquid Death…and more recently became a co-owner of JAMS (the frozen PB&J sandwich brand attempting to dethrone Uncrustables). Why would this work? Because Pat McAfee is the king of the everyday consumer. He’s relatable, authentic, and doesn’t shy away from indulging a bit. So, when Pat McAfee says a snack (or beverage) is elite…his massive, loyal audience would clear the grocery shelves. Thus, he should be backing brands like Yough frozen pizza, JaJu frozen perogies (since I’m sure he ate many perogies growing up in Alleghany County), and maybe whoever’s building a cool Jell-O shots brand. What CPG brand do you think he should target next?

Today, we are pulling back the curtain on CPG venture capital with Nathan Cooper, Founder and Managing Partner at Barrel Ventures. As an early backer of category-defining brands like OLIPOP, Nate shares his unique "Rules" of CPG investing in an era defined by rapid disruption. We kick things off by exploring how macroeconomic shifts, from GLP-1 lifestyle changes to wearables feedback loops, are redefining consumer habits. Nate and I explore the "Great Soda U-Turn," explaining how brands like OLIPOP successfully flipped the narrative to turn fizzy drinks from digestive villains into gut-health heroes. Although modern soda is just the beginning. In fact, we dive deep into the world of precision fermentation with pioneering companies like Helaina, analyzing how bioidentical lactoferrin bypasses traditional supply limits to disrupt the massive infant formula market (and beyond). Finally, Nate and I shed light on the explosive, high-stakes sectors of "Modern Oral" mouth pouches and the complex regulatory maze of hemp-derived functional beverages. Whether you’re an ambitious founder trying to build CPG brands that master the daily consumer ritual, an investor managing early-stage long-horizon fund economics, or industry stakeholder seeking fresh market insights, this conversation delivers!

Why did Nestlé just walk away from a massive dietary supplement empire generating $1.2 billion in annual revenue?

In this episode, I'm breaking down the major corporate shakeup in the global dietary supplements market: Nestlé's decision to divest its mainstream "Holistic Health" vitamin platform to private equity firm Yellow Wood Partners for $1.0 billion.

If you have brands like Nature's Bounty, Osteo Bi-Flex, Puritan's Pride, or Nuun in your medicine cabinet, their parent company is about to change completely. I'll dive deep into the strategic playbooks of both giants to explain why this "corporate orphan" deal is a textbook win-win for everyone involved.

What I'm Covering In This Episode:

What do you think about Nestlé's decision to sell off these household vitamin brands? Let me know your thoughts in the comments below!

Why did Walmart spend a staggering $3.3 billion on a 13-month-old startup, only to shut it down four years later? In this video, we uncover the incredible untold story of Jet.com. While many critics on Wall Street called the massive acquisition a desperate, overpriced Hail Mary, Walmart wasn’t just buying an e-commerce website. They were acquiring a radical, highly proprietary tech stack and a startup brain trust that completely transformed the retail giant's culture forever. We break down the 10 forgotten proprietary inventions and strategies pioneered by Jet.com that changed online shopping...and explain why its digital DNA still lives on in the retail apps you use every single day.

What you’ll learn in this video:

Think the next massive CPG boom only centers around protein? Think again! Type “postpartum snacks” into the magical Google machine right now…and you’ll get tons of results that are total bullshit. My wife is a few weeks postpartum with our second child…and I was literally LOL’ing at these blogs providing exhausted moms with recipes that endless require scratch cooking. So instead, new moms generally survive on whatever easily accessible snacks can be eaten with one hand. And as someone with 15+ years of high-level experience within the CPG industry, it makes no sense how the “Age of the Endless Aisle” hasn’t fully reached postpartum healing. Although the “women’s health” market overall has been surging lately…which tells me that one day relatively soon, functional snacks designed to specifically support specific women’s health stages will mainstream.

Breaking news: Politicians have officially found a way to tax your muscle gains. Because of course they did! The U.S. and Canada just nuked their trade talks, and Trump slapped a massive 50% tariff on Canadian whey and milk protein. Then, not to be outdone in the competition of economic self-sabotage, Canada clapped back with their own 50% retaliatory measures on American dairy. So, while they play their high-stakes game of trade-war chicken, dairy supply chains are getting completely shredded. U.S. suppliers were already completely sold out for the year. But hey, who needs logic when you have politics? Sorry gym bros, but it’s time you got ready to pay mortgage-level prices for a basic tub of vanilla whey.

Welcome to another episode where Scott Dicker (Senior Director, Head of Research and Insights at SPINS) and I unpack shifting market dynamics impacting active nutrition. So, what’s on today’s program? We’re providing exclusive insights regarding two industry heavyweights: protein and creatine. During the first part, Scott and I discuss how underlying economics of whey protein have shifted meaningfully…as commodity inputs, supply chain capacity, and consumer demand converge to create structural disconnects that flow through to shelf price changes. Additionally, we analyze how a consumer shift toward mid-tier brands and single-serve options is transforming shelf dynamics…and whether the risk of "innovation slop" could push consumer demand to a breaking point. Then, we dive into the massive evolution of creatine. Once localized to bodybuilding circles, creatine average retail price is now surging…driven by larger pack sizes and a rapidly broadening demographic. Scott and I look at how new innovation is attempting to break down previous barriers, moving beyond muscle performance into cognitive health, women's health, and healthy aging. From the supply chain vulnerabilities to the explosive opportunities of "creatinification," we map out the future of this functional ingredient.

It was just announced that the Best Selling Protein Brand in the UK market, Grenade, is expanding into America with Indulgent Flavors (Including Oreo). Back in August 2024, I made the following comments about the Grenade Oreo protein bars. I’d expect more resources allocated to geographic expansion. Grenade is sold in more than 80 countries worldwide, but almost 90 percent of its total net sales come from its home market of the UK. And the key to geographic expansion might come from leaning further into its cross-pollinated product innovation. At one point in the late-2010s, Grenade had been ramping up sales activity in the U.S. market, but then seemed to almost disappear in the early-2020s. The Grenade Oreo protein bars would almost certainly do great in the U.S. market, but my guesses are that the previous successful Mondelez licensing relationship with GHOST Lifestyle might be holding up that geographic expansion right now. While I’m not certain of the licensing deal length (GHOST Oreo Whey launched just over three years ago), or if GHOST even has negotiated “food rights” with the Oreo brand team…any U.S. market availability of the Grenade Oreo protein bar likely doubles the brand’s total revenue in 12 to 18 months with a proper strategic go-to-market execution. You can call it happenstance if you want, but the U.S. market launch timing of these Grenade Oreo protein bars certainly lines up with GHOST and Mondelez completely winding down their long-term licensing partnership. Now, we wait patiently to see if Grenade revenue doubles in the next 12-18 months like I predicted!

Did a few M&A deals change the energy drinks market forever? Between the start of Q1 2025 and the end of Q3 2025, three massive M&A transactions completely rocked the beverage industry. Keurig Dr Pepper (KDP) bought a majority stake in GHOST, Celsius Holdings acquired Alani Nu for $1.8 billion, and Nutrabolt secured a majority stake in Bloom Nutrition. On the surface, these look like standard beverage cooler land grabs, but if you look deeper, you’ll find three entirely different corporate philosophies playing out.

In this video, I'm breaking down...

Which of these three recent M&A transactions do you think was the most valuable, and who wins the long game over the next five years?

Great news! The government wants you to eat “real food.” The bad news? Your bank account didn’t get the memo. According to research by consumer insights and data firm Numerator, following the new food pyramid costs an extra $1,012 per person, per year. Essentially, that’s a 32 percent “healthy eating tax.” Cut the ultra-processed junk and sugar. Eat more protein, whole fruits, and full-fat dairy. It’s pretty simple, right? Expect quality animal protein and fresh produce appear are officially the new luxury goods. In fact, almost half of shoppers say price is the only thing standing between them and that “real food” life. And it’s obviously amazing how these updated dietary guidelines are quietly reshaping what we think is healthy, but we cannot totally overlook that “eating real” is going to feel like a side hustle for most Americans until supply chains can be rebuilt around supporting a shifted demand curve. So, are the new dietary guidelines a health plan or a wealth test?

In this episode, I’m sitting down with Blake Mitchell of Interact Brands to dissect the modern realities of CPG packaging design and strategic brand building. Rooted in old-school Rust Belt Ohio principles from our entrepreneurial fathers, Blake and I champion the timeless rule of constructing brands that solve real problems for real people. And while we’ve both eventually left Ohio, our upbringing continually provides a unique foundational perspective on bridging the gap between coastal elite trends and everyday consumers…balancing the needs of "Erewhon Moms" and "Toledo Dads" without falling into cultural echo chambers. Additionally, Blake and I explore how today’s economic landscape has created a K-shaped world, forcing consumers to constantly trade up or down. Value is no longer a demographic. Instead, it’s a rapid-fire habit requiring instant recognition on retail shelves. We also chart the evolution of product categories (like protein bars) from strict functionality to lifestyle-driven emotion, examining how to design for mature consumer markets. Finally, we dive into the Grüns blueprint to see how supplements can break out of sterile pharmacy aisles, and discuss the massive, untapped opportunity in making men's reproductive health approachable and engaging.

Why is one of the world's largest legacy beer companies quietly buying up the global dietary supplement market? In this video, I'm breaking down the radical corporate transformation of Kirin Holdings. Facing a terminal decline in Japan’s domestic beer market due to an aging population, Kirin is executing a masterful multibillion-dollar M&A playbook to pivot heavily into preventative health and functional ingredients. Discover how Kirin built its global "Health Science Triad" by acquiring dominant regional anchors like Blackmores, FANCL, and most recently, Jamieson Wellness for $1.4 billion. I'll dive into their 4-pillar corporate M&A blueprint, how they avoid rigid bureaucracy, and how they use consumer brands as a pipeline for their proprietary, high-margin ingredients like Cognizin and IMMUSE. Lastly, I'll explore if functional beverages and functional foods could be next, along with a future European expansion that would Kirin past their $3 billion Kirin Health Science International segment revenue goal by 2035? Let's get into the strategy.

Has the government finally admitted that feeling like you need a second mortgage just to afford the fancy cheese isn’t a vibe? Although instead of sending you a coupon, they’re launching the “Grocery Guarantee,” a strategic "risk-shifter" designed to crack the credit bottleneck for the U.S. food supply chain. By boosting federal loan guarantees, the U.S. Small Business Administration is effectively daring local banks to say "yes" to small producers, manufacturers, grocers, and associated support layers who were previously deemed too risky. And this isn’t some handout…we’re talking about a “modernization play” with 25-year terms for newer technology, smarter equipment, and bigger facilities. So, what’s the catch? While the “Grocery Guarantee” bridges the collateral gap, it doesn't erase today’s high-interest rate environment. If your small business is already underwater, a bigger debt might just be a heavier anchor. Therefore, this program will be most effective for businesses actively pivoting from "survival mode" to "expansion mode."

FitLife Brands just dropped its Q2 2026 earnings report, showing a massive 65% year-over-year revenue spike to $26.5 million. But behind that explosive headline number lies a much more complicated story of acquisition padding, falling legacy brand sales, and major strategic hurdles. Does FitLife Brands need a "strategic cleanse" to restore true balance? In this comprehensive breakdown, I'll dig deep past the surface-level numbers of the FitLife Brands portfolio. Based on Q2 2026 financial documents and my exclusive notes from the earnings call, I'm analyzing exactly how the company is performing after its massive August 2025 acquisition of Irwin Naturals. I divide the portfolio into Legacy FitLife and Irwin Naturals to uncover the real operational health of the business. While consolidated growth looks stellar on paper due to M&A activity, a sequential quarter-over-quarter growth rate of just 4.8% tells a very different story.

Key Topics Covered:

If you are a CPG industry professional, retail investor, or supplement brand builder, this deep dive into functional CPG market dynamics and execution strategy is a must-watch!

“One day, everyone will take creatine.” Maybe that sounds crazy to you. Or maybe you’re like me and more recently came to that conclusion. But for a very (very) small group of people, that bold visionary prediction became obvious more than three decades ago. Joining us is industry pioneer Steve Jennings, one of those rare individuals…who famously helped fuel British Olympic gold medalists with creatine in secret during the 1992 Barcelona games. In this episode, we explore the enormous structural shift driving creatine from “gym culture” to household staple. However, crossing the chasm towards the mainstream brings substantial friction. Therefore, we shed light on the serious risks of a market (potentially) growing too fast, from severe supply chain vulnerabilities and concentrated chemical precursor sourcing to an imminent pricing squeeze on raw materials (which might ultimately be a good thing as Steve outlines). Furthermore, driven by a surge in consumer demand for convenient, great-tasting formats…we discuss how "Creatinification" (and the category’s defining decade ahead) hinges on solving a fundamental biochemical challenge that has long eluded the supplement industry. Tune in as we discuss how the sector is engineering around this stability barrier, tackling immense demand growth, and unlocking preventative health solutions to build a creatine market poised to reach every consumer, everywhere. But without any further delay…here is the recent conversation I had with my good friend and the founder of Jenerise (a creatine technology company) Steve Jennings.

Procter & Gamble just dropped a staggering $3.8 billion to acquire Thorne, leaving mainstream financial commentators and health enthusiasts completely shocked. Why would a consumer packaged goods (CPG) titan known for Pampers, Tide, and Crest buy a premium dietary supplement brand? In this video, I'll pull back the curtain on the financial architecture and the radical corporate strategy driving this massive M&A transaction. This is far from just selling vitamins...creating a massive strategic paradigm shift into AI-powered predictive health, longevity, and data-rich consumer ecosystems. I'm breaking down the private equity wins for L Catterton, Thorne’s massive manufacturing and testing moats, and how P&G completely outmaneuvered rivals like Unilever and Haleon to dominate the healthcare practitioner market. Plus, we address the biggest question on every consumer's mind: Will P&G dilute Thorne's ingredients and destroy its scientific integrity? If you want to understand the future of proactive, personalized, and integrative consumer healthcare, this deep dive is for you.

Nestlé just dropped $523 million dollars to fully acquire the German complete nutrition brand Yfood. But don’t totally overlook this as just another simple brand acquisition. And that’s because it could become an important part of Nestle’s (mostly still disguised) global strategy to conquer the “Age of Ozempic” marketplace. Obviously, increasing household penetration of weight-loss drugs mean less food overall is being eaten, which has driven demand for hyper-concentrated, nutrient-dense meals, snacks, and liquids instead. But let’s see if Nestle begins to utilize Yfood as a gateway to drive GLP-1 patients into their new companion frozen food line…and eventually into personalized health platforms. Nevertheless, this isn’t a one-off, as Danone and Lactalis are buying up competitors too…further strengthening my long-held thesis that in the modern CPG business landscape, true power belongs to those not just feeding consumers (but fueling them).

Is your favorite tub of protein powder starting to break the bank? In this video, I'm breaking down why your protein supplements are getting "whey" more expensive...and it could all tie back to global nutrition giant Glanbia, the powerhouse owner of Optimum Nutrition (ON). Following their first-half 2026 earnings release on August 6, 2026, I'll dive deep into the financial numbers, provide my exclusive earnings call notes, and explain the supply-side shifts hitting the sports nutrition industry. From massive volume growth to the reality of commodity inflation, we explore exactly what is driving these changes and whether the market is reaching its pricing breaking point.

Additionally, I'll provide insights on the following topics:

So, are you willing to pay more for your favorite protein, or are you looking for cheaper alternatives?

Has the CELSIUS growth story gone “stone cold” or are temperatures about to heat up once again? Celsius Holdings (NASDAQ: CELH) had quarterly revenue of $817.9 million, which was up 11% YoY. Excluding the Rockstar Energy acquisition-related financial impact, Celsius Holdings revenue would've only increased 1.6% YoY. CELSIUS had revenue of $387 million, which was down 11.6% YoY. Alani Nu had revenue of $364.4 million, which was up 20.9% YoY. And then lastly, Rockstar Energy had revenue of approximately $66.5 million. According to recent 13-week retail sales data, CELSIUS decreased by 2% YoY...remaining the third-largest energy drink brand in the category with a dollar share of 9.5%. Alani Nu increased retail sales 55.7% YoY and is now the dominant fourth brand in the U.S. energy drinks market with dollar share of 8.7%. And Rockstar Energy retail sales decreased 13% YoY and is still a Top-10 largest U.S. energy drink with dollar share of 1.9%. 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, while Celsius Holdings has a large lead on the combined Keurig Dr Pepper (controlled) brand portfolio of GHOST, C4, and Bloom…that lead is shrinking relatively quickly due to the extreme growth of Bloom. 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 several key factors surrounding why the next 12-18 months will define the future of the Celsius Holdings brand portfolio.

Remember Saturday mornings watching cartoons with a giant, sugary bowl of cereal? For most of us, that childhood staple vanished the second we got serious about fitness. But what if you didn't need to trade your favorite childhood tradition for your macro goals? Well, today’s guest did exactly that. After cutting his teeth in the sports nutrition trenches with Nutrabolt (owners of C4 Energy), Eoin Carroll took the ultimate "cereal kid" dream and turned it into a high-protein reality by co-founding TRUELY Cereal, a brand challenging the previous market expectation that all high-protein cereals include an unappealing chalky aftertaste or soggy texture. In this episode, we discuss everything from the brutal realities of self-manufacturing to scaling into retail giants like Sprouts and Costco Canada. Also, Eoin and I break down the major consumer demand drivers reshaping grocery shelves like the surging "protein-ification" of every product category and the massive market impact of GLP-1 users. Oh, and one last thing…about two-thirds of the way into our conversation, Eoin had a minor technology failure. So, while I’ve done my best to keep our natural conversation flowing, you might notice a slight sound adjustment from Eoin swapping microphones that required me to stitch together clips.

With “protein mania” pushing the macronutrient into top-of-mind status (arguably creating more purchasing impulsivity), is it finally time for Premier Protein to embrace the “single life”? 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 Q3 net sales of $570.4 million, which was up 4.2% YoY. Premier Protein (~85% of BellRing Brands total revenue) increased by 0.7% YoY, driven by volume growth but partially offset by a decrease in price/product mix. Dymatize Nutrition was up 26.7% YoY, driven by higher average net selling prices. 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 then, Michael Axelrod officially took over as the new CEO of BellRing Brands. And you might be asking yourself, who is Michael Axelrod…and can he help improve performance and better translate category leadership into more consistent, profitable growth over time. In all honesty, since he only started a handful of days ago…and hasn’t laid out his strategic initiatives yet, I’m not totally sure. But here’s what I’ll say, Michael Axelrod has extensive up- and downstream CPG industry experience…and trust he’ll strengthen execution and improve operational discipline (most notably involving Premier Protein’s regionally diverse contract manufacturing network). However, here’s my biggest concern…can he effectively transition Premier Protein into this “full-fledged beverage company,” a much-needed strategic reality that previous leadership seemed hellbent on not embracing. And in a market where “singles” are quickly becoming a larger share of the total RTD protein shakes market, Premier Protein must think more deeply about not only its DSD distribution strategy but organizational structure. Right now, the RTD protein shakes category is more dynamic and competitive than ever, thus for Premier Protein to remain the market leader it will require not only greater operational discipline but new capabilities.

Everyone has been focused (and rightfully so) on the Electrolit growth story, but there’s another trending Mexican beverage company you shouldn’t be overlooking! For decades, Jumex was stuck in the “ethnic aisle” as a nostalgia brand for immigrants. But then, they teamed up with AriZona Beverages and went completely rogue…launching a Hard Nectar lineup that absolutely blew up on social media. Now, that iconic blue can is quietly conquering the United States…and the company is sponsoring college football, dropping energy drinks and functional hydration beverages. Grupo Jumex even revived the legacy premium juice brand Odwalla last year, proving its no longer some hidden small bodega beverage company.

Much like golf, which Arnold Palmer once said, “is deceptively simple and endlessly complicated,” launching a beverage brand looks easy from the outside, but day-to-day execution is deeply complex. But then, what happens when you combine both? Well, in this episode, we sit down with Luc Bohunicky, the first-time CPG founder behind COURSE RECORD, a functional beverage custom-built to combat the dreaded "back-nine fade." In this conversation, Luc shares his firsthand experiences navigating fragmented alternative sales channels (like golf courses and country clubs), fighting the "category curse" of large retailers, and managing diverse expansion opportunities as RTD beverage with less than two years in-market. Plus, we’re talking through how a generation of YouTube content creators is giving the sport an enthusiastic facelift and how golf-focused functional nutrition brands (like COURSE RECORD) should be thanking the “Tiger Effect” for successfully helping move the needle from mere “snacking” to intentional “fueling.” Whether you’re an early-stage CPG founder attempting to carve out a new category within an emerging niche market or proactive builder with a love for the evolving functional beverages market…this is the manual for anyone trying to solve the countless unsexy CPG entrepreneurial puzzles.

The global dietary supplement market just witnessed a massive $1.2 billion acquisition. In this deep dive, I'm breaking down how the family-owned Vitabiotics Group caught the eye of private equity giant Bain Capital. From fleeing geopolitical adversity during the 1947 Partition of India to achieving prime-time television fame on the BBC’s Dragons’ Den, the story of Vitabiotics is anything but ordinary. But behind the celebrity endorsements and household name recognition lies a brilliant corporate strategy. So, I'll analyze the mechanics of Bain Capital's massive buyout, the powerful supply chain cost-arbitrage moat fueling their valuation, and what this means for the future of the global supplement industry. Is Bain preparing for a massive horizontal roll-up maybe by syncing Vitabiotics with its 1440 Foods active nutrition brands? Let's look at the strategic playbook.

The U.S. energy drink market is a brutal, $28.5 billion battlefield where loyalty between brands and DSD distributors rarely exist. After helping build massive energy drink brands like GHOST, CELSIUS, Alani Nu, and C4, independent beer distributors watched PepsiCo and Keurig Dr Pepper (KDP) strip the volume right off their trucks. Enter Phorm Energy...the powerhouse joint venture between Anheuser-Busch, sports nutrition brand 1st Phorm, and combat sports mogul Dana White. In this video, I'm doing a year-one "heat check" on Phorm Energy. Learn how this unique partnership bypasses traditional beverage startup growing pains, solves the independent distributor loyalty crisis, and leverages a fierce, blue-collar fitness community to challenge the beverage industry's biggest giants. I'll be breaking down the latest retail sales data, compare their trajectory to the previous AB InBev & GHOST Energy joint venture, and reveal the strategic "playbook" needed if they plan to crash the Top 10.

According to the latest Keurig Dr Pepper “State of Beverages” Trend Report, the “Go-To” drink era is officially over. And the packaged beverage giant is blaming Gen Z and Gen Alpha for completely rewriting the rules of what we sip. For us old farts, wellness meant restriction. No sugar, no fun. But for younger consumers…wellness is a vibe check. They don't have one favorite drink anymore. Instead, they rotate through SIX different beverage categories weekly. Every choice is a personal statement, an emotional support beverage…with Gen Z and Gen Alpha 58% more likely than Millennials to choose drinks based on mood or occasion and 25% more likely to switch beverages based on their current activity. So, what do the drinks in your refrigerator say about you?

The sports drinks (and functional hydration market) is undergoing a massive structural shift, driven by corporate price wars, format innovations, and a literal beverage “real estate crisis” happening inside your local convenience store.

In this market breakdown, I'll analyze the aggressive defense strategies of legacy CPG titans and the rapid rise of format-disrupting (and cross-category) insurgents. While early viral sensations like PRIME face historic post-hype cycle collapses, incumbent leader Gatorade (PepsiCo) has reversed its pricing strategy to aggressively capture volume growth, forcing Coca-Cola’s BodyArmor and Powerade to defend higher price points.

Also, I'll dive deeper into the operational and distribution mechanics behind the market's newest giants:

Listen to understand why basic electrolyte replenishment is no longer a viable unique selling proposition (USP), and how occasion-based multi-functionality is rewriting the beverage playbook.

MARKET ANALYSIS BRIEF: Are you seeing a permanent channel shift toward powdered stick packs in your local markets, or will ready-to-drink format innovations claw back the market share? Drop your categorical insights and observations in the comments below.

Dolly Parton spent decades living on a tour bus. Now, she’s using that wisdom to take down Buc-ee’s. So, if you weren’t aware, the “Queen of Country” just launched Dolly’s Tennessean Travel Stop. Instead of just walls of beef jerky, Dolly’s has live music stages, sit-down southern cafés, and a little sparkle of Dolly Parton magic that’ll make even a beaver blush. And while Buc-ee’s famously bans all semi-trucks, Dolly Parton plans to make the road feel like home for truck drivers. In fact, her massive travel centers feature elite trucker lounges, high-flow fuel lanes, and private showers to win over the millions of drivers Buc-ee's locks out. Since I’m located in Buc-ee’s backyard, with a massive location literally in our subdivision…there’s probably no chance I’m swapping my Beaver Nuggets for a “Cup of Ambition,” but you let me know where you’re stopping!

Let me tell you a little secret about me. There’s almost nothing in this world I love more than a four-scoop sampler from my Handel’s Homemade Ice Cream. And if you’re thinking I’m just being another melodramatic “content creator” seeking attention…think again! My now wife (then girlfriend) literally joked early in our relationship about “if I loved her more than Handel’s” because that was such a high measuring stick. But all joking aside, the biggest issue is that my lactose-intolerant wife and my first love (aka Handel’s) you know since I grew up in Youngstown, Ohio haven’t gotten along! Handel’s Homemade Ice Cream is beautifully old school in the most indulgent way possible…and unfortunately that meant lacking delicious non-dairy options. Well, to my surprise…I just read about Handel’s partnering with Oatly, utilizing their full fat Oatmilk in three new indulgent non-dairy ice cream flavors this summer. So, I guess now my only problem is that I live in Southeast Houston…and the closest Handel’s location is about an hour away!

The wellness CPG space was just rocked by a massive headline: Prenetics announced that its supplement brand, IM8 Health (co-founded with David Beckham), secured a staggering $1 billion non-dilutive growth financing commitment from venture capital titan General Catalyst. But behind the gaudy headlines lies a complex financial mechanism that could either change wellness CPG forever.

In this video, I'm breaking down the reality of General Catalyst’s Customer Value Fund, unpacking the mechanics of cohort financing, and exposing the silent operational risks known as "Growth Trap Over-Optimization."

Is Prenetics executing a brilliant sprint to a Big CPG acquisition, or are they walking into another corporate strategy nightmare? Let's look past the spreadsheet illusion.

Additionally, I'll cover key topics like:

Are Energy Drinks Under Attack? Inside the FDA’s New Caffeine Crackdown 🥤⚠️

What started as a niche market largely pioneered by Red Bull has exploded into a high-stakes, multi-billion-dollar global battleground. But the beverage industry is facing its biggest hurdle yet: an unprecedented, synchronized global wave of bans, restrictions, and regulatory crackdowns.

From absolute age-restriction sales bans in Europe and Canada to state-level consumer protection investigations led by the Texas Attorney General, governments are changing the rules of the game. Now, the FDA has officially stepped in, placing mandatory caffeine labeling at the very top of its 2026 regulatory priority list.

In this video, I dive inside the underlying drivers behind the possible FDA shift, explore the hidden rise of caffeine in "functional foods," and talk about why targeting "bright packaging aesthetics" ignores the real issue: a core lack of consumer health literacy.

Also, I look at the massive double standard between popular transparent energy brands like Alani Nu and CELSIUS vs. the "regulatory immunity" enjoyed by major coffee retailers (and their unmetered caffeine drinks).

Is the energy drink market really a "wild west" of high caffeine and low oversight, or are regulators just looking for an easy win? Let's get into the data-driven solutions we actually need.

Did you know that Spain just dropped a massive ban on energy drinks, and it should raise concern for any U.S. brand prioritizing geographical expansion across Europe? If you’re in Spain (and under the age of 16), you can no longer purchase energy drinks. While Lithuania started the trend in 2014, Spain became the first Western European country to enact age-of-sale laws on all energy drinks. Moreover, Spain also age-restricted any energy drink containing more than 32 milligrams of caffeine per 100 milliliters to those over 18 years-old. And although that concentration of caffeine is the industry standard for most energy drinks globally, some pundits fear Spain including an age restriction could spark copycat regulatory actions across Western Europe. But what do you think: is this a win for public health or government overstepping?

Is Simply Good Foods’ Turnaround Strategy Working? 📉 (Atkins, QUEST, & OWYN Deep Dive)

The Simply Good Foods Company just dropped its Q3 fiscal 2026 earnings report, and the results reveal a massive divide between its portfolio brands. While one legacy brand is severely dragging down performance, others are battling product quality issues or holding onto explosive growth in unexpected categories.

In this video, I break down the Q3 2026 SMPL financial data, look behind the scenes at the earnings call, and decode what the "Age of Ozempic" and GLP-1 drugs mean for the future of traditional dieting brands like Atkins. I'll also look at how Quest Nutrition is pivoting away from being just a "protein bar company" and what OWYN must do to painstakingly win back consumer trust.

Whether you're a retail investor, CPG industry stakeholder, or just curious about convenient nutrition market trends, this breakdown is for you!

The Secret Weapon Powering Peter Rahal’s New Food Empire 🤫🧪Peter Rahal is aggressively tearing up the traditional CPG playbook. While most modern food brands follow a predictable loop...launch a trendy product, scale online via performance marketing, and hope for an acquisition by a legacy CPG conglomerate, Peter Rahal is engineering a quiet structural revolution to dominate the future of nutrition. In this video, I'll pull back the curtain on Medici, Peter Rahal’s newly established holding company. By unifying hyper-optimized consumer brands under the same corporate umbrella as proprietary, cutting-edge food technology, Medici is building an undeniable dual-engine competitive moat.I break down how its flagship brand, David Protein, exploded to a reported $300 million in revenue in less than two years. But protein bars are just the beginning. From a high-protein frozen dessert line that sold out in under 30 minutes to shelf-stable canned wild-caught cod, Rahal is reshaping consumer platforms. Discover the master plan behind Medici’s decentralized "house of brands" architecture...including the upcoming candy brand HallPass and savory line Svelte Snacks. Most importantly, we reveal Medici’s "secret weapon," which is the vertical integration of Epogee and its revolutionary EPG alternative fat technology, which slashes fat calories by 92% without sacrificing mouthfeel. Finally, we look ahead at Medici's next logical strategic moves to conquer the low-calorie sweetener space and monopolize the very molecules we ingest daily.

Stop clinging to that "pristine" brand image, as the old CPG playbook of polished, sterile messaging is fundamentally broken because it ignores how trust actually works today. Modern consumers don’t want abstract brand voices…they want believable like seeing how your product fits into a messy, real, lived-in life! Arguably, this is why social commerce is exploding…as it’s more real life than sales pitch. So, start putting humans at the center of your CPG brand…whether it’s a founder or an employee with actual skin in the game. Individual personalities are the only things that scale now because video platforms are literally built to distribute people, not logos. Likewise, tap into niche creators who already speak the language within your specific cultural intersection. However, remember that collaborations aren’t just for "reach," they represent your CPG brand’s community and societal class…which can earn you the right to expand laterally (when strategically appropriate).

Why Barebells Just Bought Its Contract Manufacturer (The Protein Bar Wars) 🚀

The protein bar market is trapped in a "sea of sameness," as most brands use the exact same ingredients and contract manufacturing cloned recipes. Except for Barebells, which completely disrupted the global market by making protein bars that taste like actual candy.

In this video, I break down the massive strategic acquisition by Barebells' parent company, Vitamin Well Group (backed by Cinven), to buy EMPWR Nutrition Group...the secret engine behind Barebells' success. Discover how mega-cap private equity scales a consumer platform, why "form factor" is the ultimate intellectual property, and how this deal completely rewrites the strategic optionality available as they compete against major incumbent protein bar brands like Quest Nutrition.

Also, I'll provide insights on the following:

So, is the asset-light business model dead for wellness CPG brands? Watch to find out!

Is This the End of Vitamin Pills? Are you tired of swallowing giant supplement capsules every single day? You’re not alone. Nearly 40% of adults suffer from "pill fatigue," defined as the physical and psychological burnout of maintaining a complex, multi-bottle daily routine.

In this video, I'll dive into the radical shift toward what I dubbed "Frictionless Wellness." Next-generation wellness CPG brands are abandoning traditional pills entirely to treat the mouth as the ultimate biological highway. By bypassing the gut and liver, these innovative direct-to-mouth formats deliver rapid oral absorption without the need for water. But can these "bleeding-edge" innovations cross the strategic chasm into permanent consumer habits, or will they get crushed by heavyweights like Celsius energy drinks?

Key Takeaways

Here’s something I told a client, but they couldn’t come to grips with it. The "anything-goes" science foods era is dying…and society is firmly heading into an Age of “Sensory Grounding.” Texture has become a personality trait. I’m talking about "texture-maxxing" everything…you know freeze-dried, crispy, chewy, and velvety mashups. Also, in this economy, consumers want quality they can actually feel and trust…whether that’s the emotional safety of handmade sourdough or the fermented, fiber-packed, and sour canned veg prepared by long-lost “old-school Grandma” methods. It’s about craving quality and reliability over wild food trends…seeking a strong value proposition for every dollar spent.

Is Your Supplement Brand Looking at TikTok Shop All Wrong? Most supplement and health brands treat TikTok Shop as an isolated sales channel. They look at direct dollars spent versus immediate revenue out, and if the margins aren’t instantly positive, they call it a failure. That legacy mindset is costing brands millions in lost growth. In this video, I'll break down why a performance-siloed view of TikTok is holding you back, and how the fastest-growing brands are using it to fuel a massive, multi-channel flywheel effect. TikTok Shop is currently the 4th largest health ecommerce retailer in the US, generating over $800 million in the vitamins and supplements segment alone over a recent 52-week period. But the real value isn't the sales inside the app. And I'll discuss the predictable multi-channel consumer loop that begins with a massive surge in Amazon branded search volume, shifts towards an ecommerce windfall on Amazon, and then that viral online discovery spills over into physical retail, leading to a massive lift in offline revenue and total distribution points. But to unlock this, leadership has to abandon traditional DTC playbooks, give up absolute creative control, and embrace a "loose reins" affiliate strategy to scale content volume. Watch the full video to learn how to let the algorithm act as your ultimate creative director and achieve true attention arbitrage.

Trump promised a manufacturing boom, but the truth thus far has been arguably much messier (at least across the CPG industry). On the one hand, CPG giants like Mars, Chobani, and Coca-Cola announced they’d spend billions on new manufacturing facilities. Although with interest rates staying relatively higher…and construction costs skyrocketing, we’ve seen a strategic rebalancing. And yes, Tyson Foods, General Mills, and other massive CPG companies are selling factories just to stay lean…but the larger strategic narrative can be defined as "making more with less." So, what’s going on? The expected CPG manufacturing boom has been stealthy…with companies not necessarily building bigger but retrofitting existing factories to be smarter. And within a sector that relies heavily on immigrant workers, automation and high-tech robotics are critical to replace the labor they can't find. Output is rising, and efficiency is increasing…yet manufacturing jobs are slightly dipping. This is a complicated story, but likely only the beginning of a new industrial era.

The beverage industry is hitting a catastrophic wall, but it isn’t just standard inflation. A high-stakes "metallurgical siege" is unfolding at the exact intersection of consumer packaged goods (CPG) and defense economics. In this video, I break down why aluminum costs have recently surged on the London Metal Exchange and what this means for the future of grocery shelves and beverage coolers. From China's strict production caps to Middle East tensions in the Strait of Hormuz, global supply chains are fracturing. But the biggest threat? The Pentagon. Under federal law, defense contractors have prioritized access to American metals. As the U.S. modernizes its military arsenal under a $1T+ defense budget, the CPG industry is left fighting for the residual scraps...artificially inflating baseline costs and crushing profit margins for everyday brands. I'll dive deep into the companies caught in the crossfire, why the famous 2021-2022 Celsius Holdings survival playbook won't work today, and how "form-factor agility" (moving from cans to powder stick packs) will separate the survivors from the bankrupt in the late 2020s.

Also, I'll be examining topics like:

If you had “legacy juice brand pivots to GLP-1 side-effect management” on your bingo card, come collect your prize. Honestly, whatever simulation loop we’re in currently, does anything say “growing up” quite like your favorite childhood juice brand suddenly caring more about keeping your Ozempic-induced bloating in check than your sugar high? Backed by a $10 million manufacturing overhaul, Langers’ new No Worries GLP-1 Support Beverage moves beyond basic hydration to act as a functional companion (packing a hefty dose of prebiotic fiber along with magnesium and tart cherry juice into every can). This strategic move proves Langers is no longer just a juice brand…transforming into a problem-solving powerhouse for the modern, health-conscious consumer.

More than one-fifth 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, c-stores are preparing to allocate more space for the female-focused, better-for-you energy drink brands…with 87% stating they’ll find more room for Bloom between now and January 2027. Similarly, after just lapping its first year in-market, Phorm Energy is expected to earn more “cooler space” between now and the start of next year. Finally for my category “inflation watchers,” around 81% expect pricing to increase across the energy drinks market throughout the year…with 25% believing price hikes will be “significant.”

When PepsiCo acquired Poppi for nearly $2 billion in early 2025, everyone assumed Olipop would be next. Rumors swirled, negotiations stalled with Coca-Cola, and then...Olipop walked away. Critics claimed they missed the peak of the prebiotic soda mania. But the truth could be much more rebellious. In this video, I break down why Olipop's independence isn't a failure, analyze Olipop's impressive financial health ($700M+ in tracked sales), and explore three hidden paths for unlocking their future enterprise value.

In this video, you’ll learn more about:

What do you think? Should Olipop sell to Coke, or should they build an independent gut-health empire?

Is the golden age of protein over, or is the market hiding something much worse? While mainstream pundits point to falling average retail prices as a sign of consumer fatigue or market saturation, the reality is far more dangerous. CPG brands are trapped in a brutal macroeconomic vice: unprecedented, structural commodity inflation for whey protein vs. an already strained consumer. In this content, I break down why the "health halo" of the protein market is approaching a catastrophic breaking point, how brands are quietly altering your favorite protein snacks, and why the ultimate threat to your protein powder might actually come from the butcher counter.

In my latest content piece, I'll cover topics like:

Ultimately, "protein mania" won't end because you stop wanting better nutrition...it will halt because the industry broke its promise of quality!

“Why complicate it?” Oftentimes, I’ll ask that question repeatedly when developing a product innovation strategy. While rethinking traditional product presentation (whether packaging or form factor) can help disrupt normal consumer behavior, effective strategy almost always lies in finding the simplest, most elegant solution that delivers the desired outcome. As an example, I recently came across Roxii Supercube…which created frozen nutrient-dense, functional cubes designed to make wellness as simple as putting ice into any beverage. Novelty will certainly capture attention…and its social media shareability is undeniable. Although I’m unsure functional ice cubes offer a compelling enough reason to switch from the ubiquitous wellness CPG product formats (like ready-to-mix powders) and truly become embedded into today’s daily routines.

Is the practitioner supplement market dead? Or is it just evolving into something completely unrecognizable? In this video, I break down why the traditional "insulated fortress" of practitioner dietary supplements (which accounts for around 9% of the total U.S. supplement industry) has officially been dismantled. With the death of information asymmetry, the rise of virtual dispensing systems like Fullscript, and precision AI-driven personalized manufacturing, a brand-new strategic playbook is required to win. I'll analyze the battle between legacy supplement giants (defending clinical prestige) and newcomers inverting the funnel through "Reverse-Channel Entry." Discover why the future of health optimization belongs entirely to data interoperability...bridging wearables, lab diagnostics, and virtual prescription pads. If you are a practitioner, brand owner, or health-tech founder, this is the blueprint for how supplements are being manufactured, sold, marketed, and prescribed.

McDonald’s is officially getting “dirty.” After watching a tiny soda shop called Swig explode in recent years, the “Golden Arches” is ditching burger innovation for TikTok-inspired beverage concoctions. So, why the sudden pivot? There’s no secret here…it’s about blending up profit margins! Beef is getting expensive to make and harder to sell. But flavored fizzy sugar water (sometimes with a splash of cream), those cost pennies and sell for a premium (even against the "clean eating" backdrop). Then, are we saying the era of the $12 burger is over, and the era of the $7 soda is just beginning? Regardless, I’m interested to see if McDonald’s can weaponize their scale to steal the "treat culture" crown.

Is this the deal that changes the future of the world’s largest dairy company? 🥛➡️💪 In this content, I break down Lactalis Group acquisition of the UK-based supplement brand, Protein Works. Discover how a $36B+ traditional dairy behemoth is breaking out of the dairy aisle to conquer the high-margin world of functional nutrition.

📌 What You'll Learn

Do you think the Lactalis and Protein Works deal can successfully replicate Glanbia's historic success with Optimum Nutrition?

Your kid wants to drink exactly what you’re drinking. And honestly…CPG brands are finally letting them by taking grown-up wellness trends and making them playground ready. We’re talking about No Seed Oils, extra protein, and "Adult Functionality" in a lunchbox-sized serving. Although I wouldn’t consider this just a trend, as CPG brands are responding to the “MAHA Moms” wanting clean labels and showing an unwillingness to compromise just because their kid is small. So, a question to my fellow parents…would you give your kid a "mini" version of your favorite protein shake?

The cookie industry is experiencing a massive renaissance. But to understand where the future of cookies is going, we have to look back at the woman who wrote the original "Cookie Code" Debbi Fields. In this video, I break down how Mrs. Fields pioneered modern single-product retail, and how modern titans like Crumbl and new wellness startups like Fields Good are remixing her 1980s blueprint for the 21st century.

💡 What You'll Learn

Is this UK supplement company smart or crazy? For decades, the U.S. sports nutrition market has been a graveyard for ambitious British brands. They cross the Atlantic with huge UK market share, only to get crushed by the brutal realities of the American marketplace. But Applied Nutrition is throwing out the traditional expansion playbook. Instead of spending millions to acquire their own brand name trademark in the United States (forcing them to launch under the clunky moniker AN Supps) they are betting everything on operational excellence. In this content, I break down Applied Nutrition’s massive $16 million cash acquisition of Buffalo-based manufacturer Nutrablend Group. Also, I explore why building supply chain resilience matters more than flashy marketing, and how their genius "Trojan Horse" flavor partnerships with Mondelēz International (Sour Patch Kids & Swedish Fish) might just unlock success on Walmart shelves.

Key Takeaways From This Video:

What do you think? Can Applied Nutrition officially conquer America without using their own brand name?

Are you upset about that morning matcha ritual getting A LOT more expensive? Maybe blame all those performative males who are seemingly adopting emotionally sensitive progressive personas (such as drinking matcha and carrying tote bags) to attract women. Regardless, whether it's the matcha latte craze or the proliferation of packaged matcha products, supply can’t keep up with the unprecedented demand…as record heat and severe droughts in Japan throttled yields, while labor shortages further strain production. With no end in sight regarding these higher prices, maybe it’s time every “green goddess” denounces this current performativity example…so even the most dedicated "matcha men" switch back to chugging Monster Energy.

Is there a carbonation crisis bubbling up across the beverage industry? For decades, beverage executives stayed awake worrying about the war on sugar, anti-alcohol laws, and Gen Z trends. Today, the biggest liability might be the bubbles themselves. A massive shift in human biology and consumer habits is quietly threating the multibillion-dollar packaged beverage landscape:

The alcohol sector (particularly traditional beer) is facing an existential contraction. Meanwhile, non-alcoholic brands are rapidly launching defenses...

What's next? Expect front-of-pack labeling to evolve. Standardized visual "fizz scales" and terms like “lightly effervescent” will soon become mainstream retail standards.

The modern consumer’s biology has fundamentally changed. Executives who view digestive health and GLP-1 side effects as a passing trend are misjudging the market. The bubble hasn't popped yet, but it’s noticeably losing air!

Monster Energy and the Boston Red Sox just pulled off the most iconic marketing partnership in sports history. And yes, I’m about to go all “Captain Obvious” here, since presumably some of y’all aren’t baseball fans. But the 37-foot-high left field wall at Fenway Park, home to the Boston Red Sox, is known as the Green Monster. And the classic OG color of Monster Energy drinks is green. Thus, plastering a Monster Energy logo on the Green Monster is probably too much (but also legendary). But speaking of “legends,” if I was Monster Energy…I’d steal this product strategy from the GHOST Energy sports marketing playbook. Regardless, should I “side quest” this? Enjoy a Monster energy drink while sitting in the Monster Seats right above the Monster Energy logo on the Green Monster.

Beyond the core revenue growth, the latest FitLife Brands (FTLF) Q1 2026 earnings report reveals critical operational pivots and emerging tailwinds that offer a more nuanced look at the company’s trajectory. While consolidated revenue skyrocketed 59% YoY to $25.3 million, the "real" story is found in the details of their recent acquisitions and shifting sales channels.

Here's a snippet of the FTLF Q1 2026 highs and lows:

🚀 Irwin Naturals Impact: Driven by the Irwin Naturals integration, wholesale now represents 56% of total revenue.

📉 Legacy Softness: Legacy FitLife revenue (including MusclePharm and Mimi’s Rock) dropped 22% YoY.🛒 Amazon Hurdles: Mimi’s Rock is feeling the heat from Amazon algorithm changes, leading to sharp revenue declines.

🏪 Retail Glimmer: MusclePharm is getting a "fighter’s chance" with a new launch in Kroger stores nationwide this June.

But can the scale of the Irwin Naturals deal provide enough synergy and cost savings to offset the declines in the legacy brand portfolio? Or could the "sell-in" at Kroger for MusclePharm be more than just another temporary fix?

Even though the U.S. energy drinks market is hitting new all-time highs daily…some consumers would rather snack than sip their next “caffeinated buzz.” Just when I thought I’ve seen everything, the energy revolution officially went crunchable…which means your snack break just got a massive upgrade. So, are you ready to blend the crunch and conductivity together? If so, I dare you to try Bangers Energy Chips…which contain the caffeine equivalent of two cups of coffee per small bag of potato chips. And all those silly tech people really thought our expected future productivity increase was going to come from a different type of chips.

Is Conor McGregor’s new MAC Energy drink another stroke of beverage industry genius, or a desperate gamble? In this video, I break down the high-stakes CPG business strategy, advanced ingredient science, and massive marketing risks behind the July 2026 launch. Conor McGregor previously shocked the beverage industry with a historic $600 million exit for Proper No. Twelve. But as he trades his whiskey glass for an aluminum can, the rules of celebrity packaging goods have completely changed. Can he replicate his past success in a hyper-competitive U.S. energy drink market dominated by giants like Red Bull and Monster?

I'll dive deep into:

If you weren’t aware, there’s a growing “sustainability” threat brewing within the multibillion-dollar U.S. coffee segment coffee of Keurig Dr Pepper! And since I believe Batman doesn’t need caffeine to get through his dark nights, the Bat-Signal would likely prove ineffective at summoning the superhero. So, where does KDP turn next? Maybe Anthony DiSilvestro doesn’t look like your typical DC Comics superhero, but this man certainly knows the “business of plastic” via other famous fictional characters. It’s estimated around 80% of all toys end up in landfills, oceans, or incinerators…meaning the former CFO of Mattel should intimately understand how even a small plastic item can generate significant long-term sustainability issues.

How long before Celsius Holdings swaps its corporate name to Alani Nu Holdings? But in all honesty, 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 $782.6 million, which was up 138% YoY. Excluding the Alani Nu acquisition-related financial impact, CELSIUS brand revenue increased 6% YoY. Alani Nu had quarterly revenue of $368.1 million. Rockstar Energy had quarterly revenue of $67 million. According to recent 13-week retail sales data, CELSIUS increased by 6% YoY...remaining the third-largest energy drink brand in the category with a dollar share of 9.9%. Alani Nu increased retail sales 100% YoY and is now the dominant fourth brand in the U.S. energy drinks market with dollar share of 9.0%. And Rockstar Energy retail sales decreased 13% YoY and is the 8th largest U.S. energy drink with dollar share of 2.0%. If we look at Celsius Holdings combined brand portfolio, it reached 21% of dollar share...ranking it third and trailing only Red Bull and the combined Monster Beverage portfolio. 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 several key factors surrounding why the next 12-18 months will define the future of the Celsius Holdings brand portfolio.

More Competition. More Promotions. More Innovation. The Protein RTD market set-up is getting really interesting...just like I predicted two years earlier! 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 Q2 net sales of $598.7 million, which was up 1.8% YoY. Premier Protein (~85% of BellRing Brands total revenue) increased by 1.7% YoY, driven by strong volume growth but partially offset by an equally strong decrease in price/product mix. Dymatize Nutrition was down 1.9% YoY, driven by higher average net selling prices, with volumes impacted by elasticities due to inflation-driven price increases. 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 what did I say two years earlier about the RTD Protein market outlook? Higher protein input costs, more total distribution points, and more competitors...yep! But what I didn’t layout clearly enough by my “things should be fun to say the least” comment was how “a more pressured consumer” would create extra challenges in this operating environment. As a result, 27% of the Protein RTD category volumes were sold on price promotion…that’s up around 800 basis points YoY. But then, with BellRing Brands’ CEO announcing her retirement (effective 2026 fiscal year-end), you might remember from last quarter that I half-jokingly “applied for the position.” And I won’t go through my entire “three most-critical forward-looking strategic initiatives as the new CEO of BellRing Brands,” but I quickly wanted to provide a mixed bag update of new information including the launch of Premier Protein Ultimate and Premier Protein Soda.

The line between your pantry and your vanity is officially gone. I called this more than four years ago, but beauty routines now include various dietary considerations that can provide a glow-up in every bite. So, could the beauty market of the future be largely edible? Possibly. Not only has the global collagen peptides market surpassed $10 billion recently, and ingredient-specific content on TikTok is exploding…but the entire nutricosmetics segment and “eating for beauty” movement are mainstreaming. A great example would be the recent launch of “Purely Glow,” which enhances Purely Elizabeth granola with collagen peptides and biotin. And while this limited-edition bidirectional beauty product strategy feels authentically crafted (and aligned) with its founder, the Purely Elizabeth brand (overall) has been absolutely crushing it, with retail dollar sales increasing over 50% YoY.

Business is not a spectator sport…although shouldn’t you be curious why THG Nutrition just delivered its strongest start to a year since 2021? THG (aka the company formerly known as The Hut Group) recently updated the public markets by releasing its Q1 2026 trading statement. I’ll be utilizing all available 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, due to the THG Ingenuity demerger action occurring at the end of 2024, the up-to-date THG portfolio configuration now would be described as a global, cash generative, health and wellness consumer brands group. During the first quarter of 2026, THG Nutrition revenue was approximately $217 million, which increased 8.8% YoY. THG Nutrition delivered its fifth consecutive quarter of revenue growth. 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 as the largest UK sports nutrition brand. THG Nutrition still mainly deploys a global digital-first commerce strategy, with around 80% of its total revenue 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. Although the most highlighted commercial strategy (utilized for offline retail expansion) continues to surround the development of MyProtein products that are sold under licensing arrangements. When done correctly, these types of retail partnerships boost customer touchpoints and broaden brand appeal. Nonetheless, this ambitious level of offline retail expansion globally will undoubtedly help drive a more diversified retail mix over the next few years. Equally, MyProtein continues to lean heavily into international product collaborations. And obviously, while that includes THG Nutrition recently expanding successful dietary supplement categorical examples (like with global confectionary giant Mars Incorporated), I’d rather mention the recent launch of the Myprotein x Champion collaboration, as MP activewear is reportedly continuing to deliver exceptional growth, with annualized run-rate sales fast approaching $140 million. Yet, it’s the margin accretive aspect of MP activewear that’s maybe most helpful right now, as THG Nutrition attempts to mitigate elevated whey protein input prices.

Ever wonder where those viral packaged foods and beverages go once the hype dies? Welcome to the grocery aftermarket…and it’s thriving partly because the TikTok “Bullwhip Effect” is seemingly in overdrive. And that virality can trigger thousands of orders in hours, causing CPG brands to rush (now inflated) production runs. Although by the time the inventory hits warehouses and retail shelves, the internet has moved on. In fact, almost three out of every four Gen Z and Millennial shoppers report “buyer’s remorse within six months of trend-driven purchases.” This consumer "cooling" leads to a rapid drop in retail velocity…thus forcing CPG brands and grocery retailers to clear remaining stock through secondary liquidators like TJ Maxx or Ollie’s Bargain Outlet. Obviously, seeing those premium, organic, and/or functional products for like 75% off can ruin brand equity…but I’d argue overall categorical value perceptions can be impaired when certain product subcategories (especially nascent ones) flood aftermarket retailers. Regardless, which CPG brand have you surprisingly seen in the “discard” bins lately?

Is Optimum Nutrition Winning the "Protein Mania" Era? 🥤💪 Glanbia just released its Q1 2026 interim management statement, and the numbers tell a fascinating story about where the global nutrition market is headed.Despite a volatile economic backdrop, the "house that Optimum Nutrition built" continues to show massive strength, but there are some strategic shifts worth watching:🚀 Glanbia Growth: Glanbia (wholly-owned) group revenues are up 3.8% YoY, driven by a significant 8.2% volume growth.🌟 Optimum Nutrition Dominance: Representing 78% of GPN revenue, Optimum Nutrition saw an impressive 18.8% YoY revenue increase. However, with a double-digit price increase instituted in April, all eyes are on price elasticity as dollar sales growth slowed to 7% in the most recent 12-week period.🔍 "Untapped Upside": Keep an eye on ISOPURE. While Glanbia has streamlined its "healthy lifestyle" reporting, ISOPURE is quietly expanding distribution and targeting a more affluent, wellness-focused demographic. Is this the next billion-dollar global brand?🏗️ Operational Evolution: The new separation into "Health & Nutrition" and "Dairy Nutrition" segments is already providing clearer insights into value drivers, with Health & Nutrition seeing a standout 14.8% revenue jump.The protein market is on fire, but as competitors raise prices across the board, the real winner will be the brand that can balance premium positioning with consumer demand.

Is the final frontier the ultimate high-trust marketing channel? In this content, I break down how a single floating jar of Nutella during the Artemis II NASA livestream might have just rewritten the CPG marketing playbook. Traditional advertising is dying behind adblockers, but space remains one of our last "monocultural moments." When a CPG product appears in a lunar habitat, it carries an implicit "seal of authenticity" that no Super Bowl spot can buy. From Nutella’s reactive marketing readiness to Astreas performance nutrition in orbit "R&D as Marketing" strategy, I'm exploring how the CPG industry is moving from Earth-based goods to space-engineered excellence.

In my latest video, I dive deep into topics like:

Also, do you think the Apollo moon landings were real, or just the world’s most powerful propaganda?

CPG brands have spent decades perfecting the art (and science) of "winning the shelf." Fighting for eye-level placement, negotiating complex distribution deals, and pouring tons of money into top-of-funnel brand awareness to ensure “mental availability” at the point of purchase. Although the "shelf" CPG brands know could be evaporating quickly, as we enter the era of agentic commerce. In my latest content, I explore the shift from traditional grocery shopping to Agentic Commerce, where AI agents autonomously handle researching, price-comparing, and purchasing products for consumers.

Here are the key takeaways:

Since it’s natural…does that inherently make it better? Everyone knows by now that RFK Jr. took aim at synthetic dyes, generally made from petroleum and/or concocted in labs, claiming they can compromise our health. Think “Yellow 5” that makes Mountain Dew a neon shade or those bright-red Skittles courtesy of “Red 40.” Arguably, well before the MAHA report was published…the broader CPG industry had been slowly transitioning away from artificial food dyes. But that’s neither here nor there…as I’m more concerned with the blanket consumer belief that “natural always equals better.” As an example, did you know natural colorings won’t face the same regulatory scrutiny level as synthetic dyes? Yet natural sources may be treated with pesticides…and the processing to strip contamination usually involve various solvents (which could remain in the final material). Also, (something like eight times) more natural colorings than synthetic dyes are required to make the same shade in a final food. Inevitably, some will cry foul…claiming I’m a paid robot for Big CPG, Big Chemical, or whatever. However, as a strategist with deep domain expertise…I’m simply trying to push back on this notion that natural sources of color inherently mean that they are safer (or free of potentially harmful compounds).

After telling my wife I’d be spending A LOT less time going forward on my fantasy football rosters, I could see the extreme joy on her face…until she found me yelling at my laptop after a heifer named Daisy had another “low output” performance. Then, I asked her if skipping dinner was cool, as my roster obviously needed a major overhaul now and this upcoming rookie class of New Zealand dairy cows wasn’t going to scout itself. But apparently, “honey, she’s usually a ‘top-tier milker' is not a valid excuse for missing another date night.” So, forget touchdowns, Meadow Fresh just dropped Fantasy Herd…the world’s first cow-powered fantasy league, which utilizes solar-powered smart collars to track protein production. And with everyone seemingly wanting more protein…causing supply constraints and record-high input costs, every drop of that milking output counts more than ever. Analyzing football statistics is out, obsessing over cow-powered data is in. It’s not a hobby, it’s a lifestyle!

The "Ozempic Era" winner won't just be the company that ships the most pens...it’ll be the one that provides the most holistic support for the patient's new metabolic reality. For years, Hims & Hers has been the gold standard for "full-stack" digital health, successfully turning stigmatized medical treatments into lifestyle rituals. But as they dive deeper into the GLP-1 market, the rules of the game have changed. As of March 2026, they’ve shifted away from "compounded" medications toward FDA-approved branded drugs like Wegovy. This move avoids legal and regulatory risks, but it creates a massive problem: They can no longer "bundle" supplements into the pill. Although accessibility of GLP-1 medications isn’t the true challenge of obesity care any longer. Alternatively, the GLP-1 revolution faces a real problem with retention. Data shows that 62% of GLP-1 users quit within six months. Why? Side effects like "Ozempic Face" (loss of skin elasticity), significant muscle mass loss (up to 40% of weight lost), and debilitating GI issues. So, the future of Hims & Hers isn't just shipping injection pens; it’s becoming a comprehensive metabolic health platform. And this likely involves a "dual-track" subscription model. On one track, the patient receives the branded GLP-1 pharmaceutical. On the second track, they also receive a customized monthly "metabolic health support kit." And I’d expect these support kits to include a customized monthly stack focused on Muscle Preservation (Protein, HMB, and Creatine), GI Defense (Fiber, Prebiotics, and Electrolytes), and Cosmetic Repair (Nutricosmetics). But to win the long game, Hims & Hers may need to look toward precision nutrition. Whether through AI-driven personalized supplements (like Tailored Script from TSI Group) or 3D-printed nutrient gummies (like Nourish3d), the goal is clear...every aspect of the "hard goods" strategy must move from a reactive "one-size-fits-all" approach to a proactive, personalized metabolic health care model.

Move over Diet Coke, there’s a new Trump beverage in town. Barron Trump (along with some former classmates) are launching SOLLOS, a yerba mate brand seeking to capture the "Sunshine State" lifestyle. It’s naturally caffeinated, slightly bitter, and already getting trolled into oblivion online. But let’s not get caught up on politics. Yerba mate is skyrocketing as a natural coffee alternative. In terms of packaged beverages, Guayaki absolutely dominates the U.S. market. I think the strategic brand elements of SOLLOS are durable, and betting on a "quality over quantity" flavor strategy is savvy, but success ultimately hinges on whether President Trump's youngest son can turn his polarizing fame into retail shelf space and convince Yellow Can "clean energy" drinkers to switch their loyalty.

For decades, soda giants fought over sugar and fizz…but now the battlefield has shifted to protein shakes. In my latest content, I break down why Keurig Dr Pepper (KDP) is no longer content being an RTD Protein categorical spectator, as The Coca-Cola Company (via fairlife) and PepsiCo (via Muscle Milk) dominate the shelves. From "nostalgia-hacking" the market with the upcoming GHOST x Yoo-hoo collaboration to a potential power move involving Horizon Family Brands, KDP is building a "functional fort" to challenge Coca-Cola’s dairy dominance.

I'll provide deep insights regarding...

Is KDP’s aggressive play into ultra-filtered milk and lifestyle protein enough to potentially close the gap on fairlife? Let’s dive into the data.

What’s driving the “herbs and botanicals” category, which has emerged as a powerhouse within the supplement industry…and demonstrating robust growth that’s significantly outpacing vitamins and minerals? Preferences are evolving in terms of product formulation. So, while the market has traditionally preferred isolated herbal extracts, more consumers are increasingly seeking synergistic botanical blends that address multiple health concerns simultaneously. But when analyzing individual ingredients, financial impact of this botanical surge centers around functional mushrooms, ashwagandha, and turmeric. And there are more nuanced underlying growth drivers surrounding each standout, but simplistically, the versatility of functional mushrooms aligns with a significant shift towards natural, plant-based health solutions, ashwagandha reflects growing interest in stress management, and turmeric for its anti-inflammatory properties.

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...

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...

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...

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:

Golf 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.

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.

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 Snacks

Is 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:

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.

Featured Brands & Ingredients:

Whether 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:

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.