It's been a few months since our last update, but that doesn't mean it's a slow summer in CPG land...
Tariff threats continue to loom over CPG businesses but there's something else affecting margins that brands should be concerned with.
IRL is back with the stats to prove it - and brands have an opportunity to revitalize their marketing with a tried-and-true promotional tactic.
Also: Ghee butter brand 4th & Heart sees a 4.6X ROI by outsourcing deduction management to Promomash; Dr. James Richardson gets real on a trap many brands fall into.
But first: If your trade dollars aren't delivering the returns you expect, maybe it's time to revisit how they are allocated. In our latest blog we dive into how CPG brands can turn trade fund allocation into a lever for profitable growth.
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When it comes to trade fund allocation, how is your team doing it? Are you allocating trade spend 'fairly' or evenly, or with intention? Does this year's playbook look exactly like last year's? Without a strategic approach to trade fund allocation, trade spend can end up producing nothing more than ineffective promos and missed opportunities. In our latest blog we break down how brands can escape the chaos of misallocated funds, ineffective promotions, and deduction confusion by aligning trade spend with business goals. Smarter trade fund allocation isn’t just about controlling spend, it’s about unlocking growth, protecting margins, and driving real ROI.
The ongoing threat of tariffs are top of mind for many CPG brand founders and executives nowadays. While the possibility of significant cost increases from tariffs is a very real concern, it should also force brands to look deeper at their supply chains and operations for hidden inefficiencies and other threats to margin and profitability, like distributor and retailer deductions. In this Foodbevy Startup to Scale podcast episode, our CEO & Co-Founder Yuval Selik shares his own story of navigating economic shocks and what founders can do now to build stronger, more resilient businesses. If you’re running a CPG brand and feeling the pressure from rising costs, supply chain disruptions, or confusing chargebacks, this conversation is a must-listen.
After years of enduring digital solitude post-pandemic, consumers are coming back to life - IRL, or "in real life," that is. And that includes everyday experiences like retail and grocery shopping. This - and other factors - are driving a revival of in-store demos in CPG. Brands have the opportunity to revitalize their marketing by bringing back this tried-and-true promotional tactic - and now more than ever, there are ways to measure its ROI. Our newest blog digs into what's causing the IRL resurgence, how retailers are investing in it, and how brands can seize the demo day.
An ROI of 4.6X by outsourcing deduction management? That’s exactly what fast-growing ghee butter brand 4th & Heart achieved in 2024 alone by partnering with Promomash. But it wasn't an easy road: after trying multiple in-house and outsourced deduction solutions with more frustration than results, CEO Max Dichter knew something had to change. And in 2022, they made that change by switching to Promomash. Since then, invalid deductions are being recovered at record levels, tens of hours are saved every month, and there's an added bonus: a morale boost across the finance team.
It’s tempting to believe that more SKUs = more growth. But the data shows otherwise. When brands over-innovate and spread themselves too thin across multiple categories, they often see growth deceleration, margin erosion, and brand dilution. In this webinar replay, CPG strategist/thought leader and author Dr. James Richardson warns that product proliferation creates operational inefficiency, confuses your brand’s message, and convinces teams they don’t need consumer marketing to scale. The most successful CPG brands have taken a more focused approach to innovation and growth. Watch the webinar replay to learn what they've done differently and how to avoid the trap.
