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Anderson & Campbell 👉 Campbell's Soup 👉 Campbell's Company (i.e. Founder 👉 Descriptive 👉 Founder) The Camden, N.J.,-based food giant said changing its name to The Campbell’s Company is "part of its evolution" as it adopts a "new strategy [and] new mission." 🔍A clue about the timing? Just a few months ago, the Campbell's Soup CEO was calming investor concerns about financial performance by assuring them that their snacks division was poised for outsized growth. Have you been picking up some extra Milano cookies lately? I certainly have 🍪 It's a smart move - Campbell's Soup was too limiting, and they are smartly using the rebrand to remind customers that they have snacks, which is where the growth is. If you want to read up on brand naming, check out my blog! https://lnkd.in/gk3fXWdB

$125,000,000 in DTC revenue this year. Sounds nice, right? But, how? According to financial and operational guru Neha T. Kumar, COO of Full Glass Wine Co., success in the wine industry is about "running a wine business operationally efficiently." She explains "... you make sure that you can get the company to a place where it is profitable.... and this is the thing a lot of people have forgotten over the years - the company needs to make money" Neha is a competitor. Her brands could attract consumers away from yours. How might she do so? She appears to be heavily investing in 1) understanding and targeting each brand's unique consumer demographic, and 2) running capital efficient, profitable business which includes maximizing revenue and being smart with COGS. This is also what InnoVint preaches with our healthy wine business framework (linked in the comments) 🧢 My advice: Put your best operational and finance hat on and play ball like Neha. https://lnkd.in/ekJpgrFX

Can purpose and profits coexist in business? Tony's Chocolonely says 'absolutely'—and they've got £40 million in revenue to prove it. They aren't just selling chocolate—they're attempting to revolutionise an industry. But how? Unequal chocolate squares. Yes, you read that right. Every uneven chunk tells a story of inequality in the cocoa industry. It's product design meets social commentary—and it's genius. The result? In just five years, they've become the UK's fourth most popular chocolate brand. That's not just good ethics; it's smart business. Key takeaways for business leaders and marketers: 1. Make your message tangible. Tony's turned inequality into a physical experience customers can't ignore. 2. Educate through your product. Their packaging explains the uneven design, turning every sale into a learning moment. 3. Don't shy away from uncomfortable truths. Tony's confronts industry issues head-on—and customers respect them. People like being part of a movement. 4. Align your entire business model with your purpose. They spend 7% of revenue on impact-related costs. It's not an afterthought; it's their core strategy. 5. Challenge industry norms. Tony's proves you can disrupt a market by doing things differently—and ethically. The bottom line? Purpose isn't just compatible with profit—it can drive it. Tony's isn't just selling chocolate; they're selling change. And people are buying. So, how can you bake purpose into your business model? What's your industry's 'uneven chocolate bar'? #purposedrivenbusiness #ethicalmarketing #brandstrategy

Learnings from David Lester, Co-founder and President of OLIPOP PBC Yesterday at Bread & Jam Fest 2024 I had the enormous pleasure of interviewing a Brand Growth Heroes HERO in front of a live studio audience. David’s brand Olipop is a market leader in the US functional soda market, and is on track to acheive a revenue goal of around $500M in sales in the coming 12 months. We arranged to meet outside the show to spend a quick bite of time together before getting on stage. I’ll be honest: I expected to meet someone a little bit scary, perhaps incredibly hard-assed, sort of high-powered… all down of course to my preconceptions of the character traits required to scale a CPG brand to $500M in less than 5 years. Instead, we all met someone who spoke to everyone in that room with authenticity and empathy about the difficulties of being a founder; about the roller coaster of failures and highs and lows; about ego, curiosity and vulnerability; and who reminded us that success is what you decide it is, and that can be as simple as “am I learning from this? Am I becoming a better person” or “am I still alive?” Yes we talked about the soda category, about the importance of understanding the category need when positioning your brand to win, about functional benefits, about packaging design. But I think we all came away with something far more valuable than what we imagined we were going to get when we walked into the room. Thank you David Lester for your authenticity, honesty and candid invitation to us all to reevaluate how we FRAME - and REACT TO - the rollercoaster that is being a founder; to the successes and many more failures that this inevitably brings as part of the deal 🙏

Quizzing time: While this company is a world leader in its category, it also happens to be among the top food chains in the world. The idea for a food service had come from the founder himself, who said "Hungry customers buy less". In fact, the company sells a billion meatballs a year. Which company am I talking about? . Answer at https://thinkingpipe.in . #CustomerSatisfaction, #RetailInnovation, #BrandExperience, #CustomerCentric, #SalesStrategy, #FounderVision, #BusinessLeadership, #ConsumerBehavior, #RetailSuccess, #MarketLeadership, #CustomerEngagement, #FoodServiceStrategy, #CustomerJourney, #GlobalExpansion, #RetailGrowth, #BrandLoyalty, #InnovativeBusiness, #FounderDriven, #BusinessTransformation, #RetailExperience

Actress Eva Longoria has joined Siete Family Foods in an equity deal with the goal of building a billion-dollar brand Siete Foods was founded in 2014 and quickly became popular for its vegan, grain-free Mexican-American snacks. Since its launch, Siete has raised more than $90 million in funding. Now Actress Eva Longoria is also part of the brand. Longoria is best known for her work as an actress, but she's no stranger to the food world. She co-founded the tequila brand Casa Del Sol and the cookware brand Risa. Now she is adding Siete Foods to her portfolio. "I'm a long-standing fan of Siete's products, but more importantly, I feel deeply aligned with their mission," Longoria said. "As a fellow Texan who is dedicated to elevating Latinos in business, I'm very excited to partner with Siete and contribute to their next chapter." Siete Foods expects to hit $500 million in annual sales in 2024 and sells its products at 37,000 stores, including Target, Walmart, and more. With this partnership, the goal is to double that revenue to a billion dollars per year, Longoria said. This partnership makes a lot of sense for a few reasons: 1) Longoria had been an ‘organic’ customer of Siete Foods, long before they began to explore a collaboration. It enables her to speak authentically to her +10M followers about the brand. 2) Longoria founded a foundation in 2012 to help Latinas build better futures for themselves through education and entrepreneurship. Siete Foods could function as a flywheel for all the other Latino-owned businesses in her portfolio. 3) (Might be obvious) Longoria is a Latina and has a dedicated following of other Latinos. Clear celebrity-product-market fit if you ask me. 

My favourite question from this series of Q and A’s… “Which brands or categories should rethink their strategies instead of repeating the same old approaches?” A great question from Paul Dempsey of Brave New Spirits Ltd. In Scotland ( who has suggested the Whisky industry). 🎥 Watch this video as I offer my thoughts. How about you? What stuff makes you cringe for its predictability. What sectors need someone to mix things up?? Let me know in the comments. #branding #rethink #disruption

One Insane Piece of Wisdom from Charlie Munger That’ll Take Your Food Brand to The Next Level There is One Rule to Rule them all... wanna know it? Charlie Munger was Warren Buffet’s sideman. Partner in Crime. Dec to Ant. Butter to bread. Perinnaise to Extra-Hot-Half Chicken, Peri Chips, G Bread, Hallmoui- don’t @ me braaahhhhhhhhh Pithy polymath. Clever Clogs. Charlie’s mind a Buffet of Bright, a deep Warren of Wisdom. Warren Buffet loved him so much. Co-founder of investment firm Berkshire Hathaway. Gazillionaire. Caked. Minted. Doughed up. Charlie has ONE rule. A special rule. A rule no one really thinks about, at least I didn't When you learn this one rule, you see things no one else sees. Charlies ONE rule is VITAL for challenger food and drink brands. Keep listings. Keep culture alive. Avoid failure. All revealed in tomozza’s newsletter. Wanna know Chaz Dogs ONE RULE. Don’t miss out. Subscribe below. Link here xx https://lnkd.in/enKUBNTZ

What’s in a Name? Apparently Campbell’s thinks a lot. The Campbell Soup Company is asking shareholders to change the company name from “The Campbell Soup Company” to … wait for it … “The Campbell Company”. First off, as a consumer, I never knew the name of the company was actually The Campbell Soup Company. I knew they made soup. It was cheap. It was OK. I don’t buy Campbell’s soup. But, like most everyone, I know the brand. So why change the name? The company owns a number of other brands, such as Goldfish, and just recently acquired Rao’s maker Sovos Brands. These other brands, and probably more to come, make up the majority of Campbell’s revenues - meaning the soup, although an iconic brand, is far less important to the bottom line than it used to be. So why change the name? Who cares, really? Consumers don’t. Won’t mean a thing to them. They’re keep munching on those Goldfish having no idea it is a brand owned by Campbells. So who does care? Campbells. It’ll send a clearer message to their stakeholders. It’ll send a clearer message to their employees. It’ll line up better with their new business model canvas and the strategies they are implementing (which will be less and less about soup).. It matters to CEO Mark Clause. He wants to change Campbell’s IDENTITY. He wants to change the mindset or focus from what they have achieved, to what they want to become. It’s a classic move right out of the Atomic Habits book by James Clear. If you want to change your perception of yourself from someone who is trying to quit smoking to someone who doesn’t smoke - you simply change your label. When someone offers you a cigarette, you don’t answer with “no thank you, I’m trying to quit”, you answer with, “sorry, I don’t smoke”. Big difference. Same with Campbells. #branding #marketing #campbells #campbell's

Navigating the sauce industry can be a flavourful journey, yet one of the most surprising lessons for many emerging brands is understanding the economics of scale. Producing 500 bottles of sauce is vastly different, in terms of cost, compared to churning out 50,000. But how do you carve out your space in a market dominated by giants? The answer lies not just in competing on price but in cultivating a community and a following that resonates with your story and your products. Building a brand, especially one that can sit on the shelves alongside major players like Heinz, isn't an overnight success. It requires nurturing your product, establishing its presence, and yes, sometimes accepting lower margins to become competitive. Your unique sauce isn't just another ketchup; it's a story in a bottle, a culinary experience that can't be compared apple to apples with mainstream brands. As you embark on this journey, ask yourself: What's your narrative? What expectations are you setting, and how are you planning to scale your operations without compromising your essence? The path to supermarket listings and broad recognition is paved with strategic choices, from pricing to production scales. Are you ready to adjust your margins for growth and compete not just on cost but on culture, community, and character? #BrandGrowth #EconomiesOfScale #BrandBuilding #CulinaryEntrepreneurship #MarketStrategy