- Op-ed · 0012026.05.10Editorial7 min
Points Are Dead. Your Brand's Role in Grocery Loyalty Has to Change Now.
AI-driven personalisation is making Tesco Clubcard, Kroger and Albertsons far more powerful than brands realise, and the CPG companies that still treat loyalty as a media buy will lose the most valuable shelf position of all.
- Op-ed · 0022026.05.07Editorial6 min
TikTok Shop Is a Brand Channel Pretending to Be a Profit Channel. Stop Pretending.
Most CPG brands are pouring budget into TikTok Shop without a credible path to margin, and the ones that will win are treating it as a distinct commercial model, not a social media bonus.
- Op-ed · 0032026.05.06Editorial7 min
The EU Green Claims Directive Will Force Brands to Say Less and Mean More
With enforcement arriving in September 2026, brands that keep vague eco-language on pack will face legal risk, not just reputational risk. The ones that survive will have traded slogans for audited specifics.
- Op-ed · 0042026.05.04Editorial6 min
Retail Media Is Eating Your Budget and You Cannot Prove It Is Working
Brands are pouring roughly two-fifths of their ad spend into retail media networks, but the measurement tools to justify that allocation still do not exist at scale. Pull back before the cycle turns.
- Op-ed · 0052026.05.04Editorial6 min
Redesign Your Snack Pack for GLP-1 Users Now, Before the Shelf Does It for You
GLP-1 drug adoption is already reshaping which snack formats win repeat purchases, and brands that wait for penetration to peak before acting will lose the shelf reset to rivals who moved first.
- Op-ed · 0062026.05.03Editorial6 min
Deep Promotions Reset Price Anchors Faster Than a List Price Rise
Sustained promotional depth above 30 percent on traded SKUs destroys the shopper's sense of what your product is worth, and the damage takes longer to undo than even an aggressive price increase would.