Vividly

Wow, Elena M., thank you so much for sharing this! It means a lot to hear that Vividly has made such a difference for your team. We're always striving to innovate and improve alongside our customers, so knowing that we’ve been able to meet your needs and help streamline your process is incredibly rewarding. We’re so grateful for your partnership and can’t wait to keep innovating together!

I was chatting with a customer today (hot diggity do I love the clients we work with at Vividly), and they asked about using past promotion data for future planning. Here's the down low: Making decisions based on data is key. Many brands aren't making the most of their past promotion data, missing out on some really useful insights. Think about it - if you ran a successful buy-one-get-one-free promotion at Sprouts that really boosted your revenue, wouldn't you want to know exactly how well it did so you could consider doing it again? By keeping track of and looking closely at your past promotion data, you can: 1. Figure out which promotions worked best 2. See which retailers respond well to certain offers 3. Get the most bang for your buck with your trade spend Don't forget, your past performance is a treasure trove of information. Don't let it go unused. Instead, use it to shape your future plans and boost your profits. In a time when every dollar matters, using your historical data isn't just a smart move - it's necessary to stay competitive and make your trade spend as effective as possible. 2025 is going to bright for ya'll! Cheers

What's new in #CPG this week? Brainiac Foods has debuted its new Neuro+ smoothie line, which it claims to be the most advanced pouch in the baby food category. Neuro+ features the Milk Fat Globule Membrane (MFGM), a nutrient found in breast milk proven to support babies’ brain development and immune system. Available in two flavors – Carrot Blueberry and Strawberry Banana – each pouch contains the equivalent of MFGM as three bottles of breast milk. Hint Inc. has unveiled a Holiday Variety Pack with four seasonal flavors: Spiced Pear, Citrus Berry, Apple Cinnamon and Peppermint Bark. Like the rest of the brand’s varieties, the seasonal flavors contain zero sugar, calories, or diet sweeteners. OLIPOP PBC is preparing to launch a new, sleek 12 oz. can of its shelf-stable formulas exclusively for convenience and small store formats. The new cans will be available in Classic Grape, Classic Root Beer, Cherry Cola, Ridge Rush, Strawberry Vanilla, Cream Soda and Lemon Lime varieties beginning in January/February 2025. SIMULATE, the producer of alternative protein brand NUGGS, announced it has sold to The Ahimsa Companies via a combination of cash and equity at an undisclosed valuation, as reported by Axios late last week. The deal is part of a rollup of plant-based brands and follows Ahimsa’s acquisition of Wicked Kitchen in June. Bobo's has expanded its portfolio of oat bars with the addition of Fig Bars. Available in two flavors at launch – Original Fig and Blueberry Fig – the gluten-free bars are crafted with 100% whole grains and have 11 grams of sugar per serving. Lindsay Hancock, the former SVP of sales at KIND, has launched My Better Batch, a line of premium baking mixes crafted to deliver homemade-tasting cookies. The 4-SKU cookie mix line – which includes Double Chocolate Chip, Celebration, Classic Sugar and Chocolate Chunk varieties – is free of artificial colors and preservatives. Liquid Death is growing its leadership team. Mike Fine has been appointed chief retail officer. Marisa Bertha has been promoted chief strategy officer. Bolthouse Fresh Foods is launching three carrot-based products. The products include Bolthouse fresh carrot shakers, carrot side dish sizzlers and Fresh Soup n’ Stewin’ carrots. Chobani is expanding its presence in high-protein foods with a line of Greek Yogurt cups and drinks as consumers clamor for more products loaded with the popular nutrient. Impossible Foods today added three new products to its retail docket — Lion King Chicken Nuggets in partnership with the Walt Disney Co., Meal Makers and Impossible Corn Dogs.

🍹 Today for #MissionDrivenMonday, we're highlighting Q Mixers, a brand that has redefined the cocktail experience with premium mixers designed to make your spirits shine. 🌟 Why Q Mixers Stands Out: 🥂 Superior Quality: Q Mixers insists on the best ingredients for their mixers, like real quinine from Peru and organic agave from Mexico, ensuring each sip is as memorable as the last. 🍋 Bold Innovation: With a keen focus on flavor and quality, Q Mixers offers a variety of options that are anything but ordinary—each mixer is crafted to enhance and complement the flavor of spirits rather than overpower them. 🌍 Sustainable Practices: Committed to sustainability, Q Mixers uses only the highest-quality ingredients sourced in environmentally responsible ways. We're proud to support Q Mixers as they optimize their trade promotion strategies, helping them to not only reach new markets and consumers with their exceptional products.

A big week for CPG: In case you somehow missed it, PepsiCo, Inc. announced this morning it has entered into a definitive agreement to acquire Siete Family Foods Foods for $1.2 billion. The transaction is expected to close in the first half of 2025. Palm Tree Crew Investments is taking a deeper stake in the beverage business with a new investment into functional Cove Soda. Terms of the deal were not disclosed. Lucky Beverage Co. has closed an oversubscribed Series A round netting $11.75 million to bring the beverage brand’s total investment to $26.5 million. Stoked Oats announced it is moving beyond the breakfast aisle for the first time with the launch of a new innovation today: Stoked OatRice, an alternative rice product made from unprocessed oats grown in Regenerative Organic Certified (ROC) fields in Alberta, Saskatchewan and Montana. Once Again Nut Butter Collective announced today it has acquired California-based, organic almond manufacturer Big Tree Organic Farms as it seeks to increase efficiencies and reduce its environmental impact for its West Coast industrial customers. Mezcla is unveiling new branding as it enters its next phase of growth following a recent funding round that brings its total backing to more than $8 million. Additionally, the plant-based bars, which feature a puff-crispy texture, are rolling out to more retail shelves by year-end. Big Picture Foods has been acquired by the Atalanta Corp. for an undisclosed sum. The Regenerative Organic Certified (ROC) food brand sells a line of naturally fermented organic olives, peppers and capers sourced directly from small farmers across the Mediterranean region. Founded in 2021 by husband-and-wife duo Chris and Daniela Jensen, Big Picture sells its products in about 1,000 doors nationwide. Weak market conditions, particularly in the quick-service restaurant category, have led Lamb Weston to restructure. As part of its plan, the company will close a processing facility, curtail manufacturing in North America and reduce its global workforce.

Many brands, especially newer ones, often find themselves caught off guard by unexpected deductions and fees. It's important to understand that these are usually part of standard distribution agreements. One brand asked me, "Why am I getting hit with an admin fee for this?" The key here is to educate yourself and be prepared: 1. Take a close look at your distribution contracts. A lot of these fees are actually spelled out there, even if they're not immediately obvious. 2. Use tech tools to keep tabs on and manage your trade spend. This helps you check if deductions match up with what you agreed to. 3. Try to understand the reasons behind these fees. Often, there's a cost tied to carrying funds. Plan for it! Keep in mind, trade spend is usually the second-biggest expense on a CPG brand's P&L. Getting a handle on this can help you avoid cash flow headaches down the road. You will learn from historicals. Start early! It's all about turning confusion into clarity and seeing costs as strategic investments even if some are invalid 😉 #cpg #tradespend

What's going on in the #cpgindustry this week? We're so glad you asked: Chris Hall has joined mac and cheese brand GOODLES as CFO. Hall’s appointment comes as Goodles enters a new phase of growth focused on creating incremental sales in the category through product innovation. Three Wishes Cereal is leveraging a key partnership with Target as it brings its approach to next-gen cereal to snacks. It is using the new product line to build out a bigger footprint in stores by offering a new line of granola bars. Danone SA is moving to acquire leading kefir manufacturer Lifeway Foods, Inc., offering $283 million, or $25 per share, for the publicly traded company. IWON Organics founder and CEO Mark A. Samuel is taking on a new full time role at food and beverage growth equity firm Siddhi Capital. Samuel announced the move to Siddhi on LinkedIn this week, where he will work to support the growth of the firm’s portfolio brands. Mondelēz International is buying a “significant majority stake” in Evirth, a leading manufacturer of cakes and pastries in China, the snacking giant said in a statement. The ownership stake and financial terms were not disclosed. Chomps has unveiled its first limited-edition offering, Smoky BBQ Beef. The new variety was seasoned with black pepper, chili powder, smoked paprika and garlic and created using natural hardwood smoke to achieve a woodfire flavor. Graza has teamed up with snack producer RIND Snacks to launch “Grazola” Granola by Graza. The gluten-free granola is made with oats toasted in “Sizzle” Extra Virgin Olive Oil combined with salt and a touch of maple syrup from Vermont. poppi announced that Grammy award-nominated musician Post Malone has joined the company as an investor and brand partner. To kick off the partnership, Poppi has debuted a custom 12 oz. can of its Wild Berry flavor, labeled “Posty’s Soda,” exclusively available at Kroger. Humm Kombucha has introduced its latest flavor, Ruby Red Grapefruit. The Whole30 Approved release features two billion probiotics per 12 oz. can and has Vitamin B12 to support energy. Humm Ruby Red Grapefruit is available at Sprouts Farmers Market locations nationwide. Daily Crunch has raised $4 million in a Series A funding round. The Series A round will enable Daily Crunch to fuel growth, innovation, and marketing efforts.

🌱 This week for #MissionDrivenMonday, we're celebrating OWYN At Vividly, we admire brands that are not just about products but also about purpose, and OWYN stands out as a beacon of health and sustainability in the plant-based community. What Sets OWYN Apart? OWYN is committed to providing 100% plant-based protein products that are delicious and inclusive, catering to individuals with dietary restrictions or allergies. OWYN also consistently pushes the boundaries of nutritional science, creating innovative and beneficial products for overall health. OWYN uses Vividly’s trade promotion management tools to ensure that its innovative products reach as many shelves and homes as possible, maximizing impact while maintaining efficiency and cost-effectiveness.

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If you're in CPG, you've probably noticed everyone is trying to raise money right now. But what do investors in the CPG space really care about? Check out Cameron McCarthy's newsletter this week to see how you can stand out in a sea of noise 👇