P&G rolls out cleaners with antibacterial protection | Why PepsiCo is shifting to personalized data analytics | Colgate debuts artificial ingredient-free oral care line
February 25, 2020
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Company Watch
P&G rolls out cleaners with antibacterial protection
(Procter & Gamble)
Procter & Gamble is releasing the Microban 24 cleaning line that is said to provide antimicrobial protection for 24 hours even if a surface is touched. The line includes a sanitizing spray, multipurpose cleaner and bathroom cleaner in two scents.
Full Story: MediaPost Communications (2/24),  HAPPI online (2/24) 
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PepsiCo is distilling its data analysis to the individual consumer level to drive personalized marketing that prompts purchases and to customize how and where it positions products to best meet consumers, said CFO Hugh Johnston. This consumer-driven tactic is also expanding the company's portfolio beyond new flavors to innovative products such as the bubly brand, Lay's Poppables and Gatorade's Bolt24, he adds.
Full Story: Food Business News (free registration) (2/24) 
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Colgate debuts artificial ingredient-free oral care line
(Colgate)
Colgate is introducing the Zero line of oral care products, which is free from artificial ingredients such as color, sweeteners and preservatives. It includes toothpaste for children and adults, a mouthwash and a child's manual toothbrush.
Full Story: Drug Store News (2/25) 
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Coca-Cola is conducting small market tests of Cidewinder, a cultured sparkling juice similar to kombucha but with less sugar, in Texas and California retailers. The rollout is the result of an agile approach to product development conducted by the Coca-Cola North America Transformational Innovation Team, according to the company.
Full Story: The Business Journals (tiered subscription model)/Atlanta (2/24) 
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Prepare for the rise of online grocery shopping
Only about 1 in 5 shoppers currently buy their groceries online, but the demand for convenience is expected to drive that number up. Research from Acosta shows that online grocery spending is forecasted to increase by an average of 25% YoY. This white paper details the factors behind this growth and how to take advantage of this growing market. Read more.
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Trends
Leaders of consumer packaged goods companies expect the emerging coronavirus outbreak to hurt first-quarter sales, especially travel retail, noting some commerce is shifting online, write Jack Neff and Jessica Wohl. "I think this crisis will even strengthen the position of e-commerce players in China," said L'Oreal CEO Jean-Paul Agon at the Consumer Analyst Group of New York conference.
Full Story: Ad Age (tiered subscription model) (2/25) 
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Although traditional over-the-counter products are not going away, the recent boom in natural OTC products is creating a prime opportunity for supermarkets to take advantage of growth being fueled by social media and an increased focus on preventive care. "These natural product lines are now proven sellers in FDM, and it has simplified the consumer's shopping experience," said Cameron Moeller, a spokesman for American Biotech Labs.
Full Story: Progressive Grocer (2/21) 
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The growing interest in the keto diet has helped US sales of dried meat products grow 31% in five years, according to IRI research. Brands such as Conagra's Slim Jim and Duke's have launched a keto snack box on Amazon, and Jack Link's has released zero-sugar jerky to leverage the diet trend, said Jack Links Chief Marketing Officer Tom Dixon.
Full Story: Adweek (tiered subscription model) (2/24) 
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SmartBrief Originals
Supply Chain Management
Ingredients supplier Ingredion is meeting growing consumer interest in plant-based and low-sugar foods with large-scale investments this year, according to president and CEO James Zallie. These projects include a pea protein plant in Nebraska, a pulse-based protein concentrates and flours joint venture as well as a manufacturing deal to produce sweetener Astraea allulose in Mexico.
Full Story: Food Business News (free registration) (2/24) 
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Advertising & Marketing
Lay's partners with John Legend, "The Voice"
Legend (PepsiCo)
PepsiCo snack brand Lay's is collaborating with the "The Voice" and musician John Legend, who is also a coach on the television show, to promote new flavors of chips such as cheddar jalapeno, wavy fried green tomato and the return of limited-edition crispy taco. "The Voice" viewers can enter to win prizes during the campaign, including a trip to a live taping of the show.
Full Story: Drug Store News (2/24) 
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Gatorade rolls out campaign featuring star athletes
(GatoradeUK/YouTube)
PepsiCo is launching a global marketing campaign for Gatorade featuring professional athletes Serena Williams, Usain Bolt, Michael Jordan and Leo Messi to highlight the brand's history with sports legends, said Mark Kirkham, PepsiCo's vice-president and general manager of sports nutrition and juice. The "GOAT Camp" series depicts up-and-coming athletes earning an invitation to train with the four sports stars at an exclusive camp.
Full Story: The Drum (free registration) (2/24) 
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Consumer Brands News
CPG's Currency with the American Consumer? Trust
Consumer Brands' Katie Denis appeared on the Soup-to-Nuts podcast, revealing that although the industry and its products are diverse, CPG leaders share several top priorities -- chief among them is the relationship with the consumer. "Consumer trust really is the currency of the relationship between the CPG company and the consumer," Denis told listeners. Listen here.
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When it comes to the products Americans rely on every day, from avocados to toothpaste, frictionless supply chains are a defining factor in their accessibility and affordability. "Even the smallest change -- extra truck weight allowances, streamlined clearances at the U.S. border, more fairly enforced railyard fees -- has an impact and is worth considering," wrote Tom Madrecki, Consumer Brands vice president of supply chain and logistics. Read more about how CPG companies are setting the tone and preventing the next "guacapocalypse."
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Since 2003, CPG exports have grown 148%, outpacing growth in both manufacturing and total US goods exports.
Source: Consumer Brands Association
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