Break The Shelf

Welcome to Episode 5 of Break the Shelf – your front-row seat to the boldest product launches, viral brand collabs, and winning marketing strategies shaping the FMCG industry.

In this episode, I try Selena Gomez's latest Horchata inspired chocolate and cinnamon collab with Oreo and unpack some of the strategy behind the latest collab trends!

💡 Whether you’re in FMCG, retail strategy, product development, brand management, or social media marketing – this episode is packed with insights and examples of how smart brands stay competitive.

🔗 Follow the pod on IG: ⁠@breaktheshelf⁠

🎥 Follow Hamzeh on IG & TikTok: ⁠@hamzeh.majiet⁠

📩 Contact: ⁠[email protected]

Welcome to Episode 4 of Break the Shelf – your front-row seat to the boldest product launches, viral brand collabs, and winning marketing strategies shaping the FMCG industry.

In this episode, we unpack some of the hottest new product launches in South Africa, plus global innovation trends that local brands can learn from:

🇿🇦 Fresh FMCG launches in South Africa
• 🖤 Ask Oreo by Mondelēz – gamified packaging meets snackable storytelling
• 🧃 EnerJade x Checkers Sixty60 Father’s Day Limited Edition – seasonal NPD done right
• 🍉 Cooee Watermelon Flavoured Drink – flavour innovation for summer refreshment
• 🍦 Magnum Double Cherry & Hazelnut Marbled Ice Cream – indulgence that drives trial & premium positioning

🌍 Global brand strategies to watch
• FIX’s Time to Mango Limited Edition Bar – the Dubai-born disruptors are back, using scarcity marketing and exclusive retail to stay relevant in a saturated chocolate category
• David Beckham launches BeeUp – a new honey-based wellness brand born from COVID-era beekeeping and driven by personal influence

💡 Whether you’re in FMCG, retail strategy, product development, brand management, or social media marketing – this episode is packed with insights and examples of how smart brands stay competitive.

🔗 Follow the pod on IG: ⁠@breaktheshelf⁠
🎥 Follow Hamzeh on IG & TikTok: ⁠@hamzeh.majiet⁠
📩 Contact: ⁠[email protected]

Welcome to Episode 3 of Break the Shelf – your front-row seat to the boldest product launches, brand collabs, and marketing strategies in FMCG.In this episode, we unpack:🏆 South Africa’s 2025 Product of the Year Winners – From heritage brands to unexpected newcomers, we break down the country’s most innovative products as voted by thousands of local consumersIf you're in FMCG, marketing, or just love the business behind your favorite products – this one’s for you.🔗 Follow the pod on IG: ⁠@breaktheshelf⁠🎥 Follow Hamzeh on IG & TikTok: ⁠@hamzeh.majiet⁠📩 Contact: ⁠[email protected]

Welcome to Episode 2 of Break the Shelf – your front-row seat to the boldest product launches, brand collabs, and marketing strategies in FMCG.In this episode, we unpack:
💄 Huda Beauty’s Buyback – Why she bought her company back from private equity, and what it signals for founder-led brands
🍫 Beacon Chocolate Up for Sale – South Africa’s most iconic chocolate brand could change hands – who’s buying, and why it matters
🧠 Founders vs Funds – When is it time to reclaim your brand? A deeper look at ownership, legacy, and growth
📉 Big Food’s Silent Moves – How legacy brands are quietly restructuring behind the scenes

If you're in FMCG, marketing, or just love the business behind your favorite products – this one’s for you.

🔗 Follow the pod on IG: @breaktheshelf
🎥 Follow Hamzeh on IG & TikTok: @hamzeh.majiet
📩 Contact: [email protected]

Welcome to Episode 1 of Break the Shelf – your front-row seat to the boldest product launches, brand collabs, and marketing strategies in FMCG.In this episode, we break down:🍪 Selena Gomez x Oreo – A horchata-flavoured drop and what it tells us about celebrity-driven NPD🍫 Lindt’s “Dubai Style” Chocolate – Local luxury done right🛍️ Retailers Private Label Strategy – The Future of Shelf?📲 Influencer Marketing in FMCG – How brands like Unilever are shifting to story-first contentIf you're in product, retail, or just love smart marketing – hit play and get inspired.🔗 Follow the pod on IG: @breaktheshelf (https://www.instagram.com/breaktheshelf)🎥 Follow Hamzeh on IG & TikTok: hamzeh.majiet (https://www.instagram.com/hamzeh.majiet/)📩 Contact: [email protected]