CPG Insiders

The future of CPG is cleaner, leaner, and more honest—and if you're not already preparing for it, you're falling behind.

In this landmark 100th episode, Mark and Justin unpack the rising Maha movement (Make America Healthy Again), its momentum in retail, and why it matters right now for every CPG brand. From Kroger’s food-as-medicine strategy to the shift away from artificial ingredients and seed oils, this episode delivers critical insights on the new retail ethos.

• What Bobby Kennedy’s HHS leadership means for food, supplements, and personal care
• Why major retailers are prioritizing ingredient integrity—and what that means for your shelf space
• The consumer awakening that's rewriting the rules for product formulation and packaging

This isn’t a trend—it’s a transformation. Listen now to position your brand on the right side of it.

In today’s episode of CPG Insiders, Mark + Justin dive into their personal journeys in the CPG industry. Explore Mark’s early experience in advertising. Discover the importance of passion, purpose, and the impact of capitalism in creating successful products, and how the role of advertising can enhance people’s lives.

 In today’s episode of CPG Insiders, Mark + Justin reveal the only three paths that get brands into retail.

Retailers don’t care how much you believe in your product. They care whether it expands the category, trades customers up, or brings in new money.

Learn how to identify which path is right for your brand, and why anything outside of these three routes is a dead end. Discover how to use data, advertising, and team structure to make yourself irresistible to buyers under pressure to perform.

Getting on shelf is hard. This episode shows you how to make it a no-brainer.

On today’s episode of CPG Insiders, Mark + Justin wrap up the Unbreakable Rules for Retail series, this time focusing on the importance of mindset, truth, and proving one's worth in retail.  You’ve heard the product rules. You’ve heard the investment rules. But this episode tackles what separates the winners from the wannabes Learn the difference between abundance and scarcity mindsets. Discover the necessity of adapting to retail demands and the importance of humility in entrepreneurship. These are the beliefs and behaviors that define real retail success.  Realize the importance of manifestation and you WILL be successful.  If you're ready to build something big, this one’s for you.

On today’s episode of CPG Insiders, Mark + Justin are back with part 2 of their “Rules for Retail” series — and this time, they’re talking dollars and sense.

From advertising spend to broker relationships, learn the exact strategies successful brands use to scale at exponential rates. Discover what “15% just to stay in place” really means, why your broker should scare you a little, and how exponential growth only comes when you stop playing it safe.

In this episode of CPG Insiders, and part 1 of our  3-part series, Mark  + Justin dive deep into the product side of mass retail, revealing timeless strategies that separate hero products from mediocre ones.

In this video, we break down: • Believe in Your Product: Never make products you don't truly believe in. Authentic passion is contagious—when you believe in your product, buyers and customers do too. • Solve a Real Human Problem: Ensure your product addresses a genuine need. If your solution doesn't meet a core human problem, it won't resonate with a mass audience. • Focus on a Specific Audience: Avoid trying to be everything to everyone. Being a me-too product dilutes your brand. Instead, focus on a clearly defined target market. • Keep It Simple: Make products that can be described in one sentence. Clarity in your message builds better brand recall. • Maintain Strong Margins: Never have less than a 5:1 margin. A higher margin provides the budget needed for effective advertising and long-term growth. • One Hero Product Over Many Mediocre Ones: One successful item is better than ten mediocre products. Identify and protect your hero product, and never cannibalize its success. • Fit into Retail Expansion Levers: Your product should enhance profitability, drive higher volume, or expand category offerings—helping you capture more shelf space in mass retail.

They discuss the importance of aligning your product strategy with retail buyer expectations and the key role of innovation and focus in scaling your brand from digital success to dominating the big-box retail space.

If you enjoyed this episode and want more actionable insights on achieving mass retail success, connect with us: • LinkedIn for Podcast: https://www.linkedin.com/company/cpginsiders • LinkedIn for Agency: https://www.linkedin.com/company/jekyll-and-hyde-labs • Podcast Website: https://cpginsiders.com/ • Agency Website: https://jandhlabs.com/ • Apple Podcast: https://podcasts.apple.com/us/podcast/cpg-insiders/id1434129622 • Spotify: https://open.spotify.com/show/0JOZgrcDS8FezhyrulHRhI

Subscribe now for more expert tips on mass retail, effective product strategies, and building a brand that stands out in a crowded marketplace. Leave us a 5-star review wherever you get your podcasts, and stay tuned for Part Two where we explore investment strategies for retail success!

In today’s episode of CPG Insiders, Mark + Justin break down the biggest mistakes brands make when trying to transition from eCommerce to Mass Retail.

With thousands of products competing for attention, success isn’t about being on the shelf. The brands that win have already done the work to before the customer even walks in the store.

Learn why digital-only strategies fall short. Discover how mass media builds trust and recall, and why winning at retail starts long before the shopping trip begins.

In today’s episode of CPG Insiders, Mark + Justin reveal the #1 question brands ask: How do I get into retail? With SKU rationalization and increased competition, breaking into brick-and-mortar is harder than ever. But the brands that succeed aren’t just pitching buyers. They’re creating undeniable demand. Learn the proven strategy that gets brands from DTC success to national shelves, why TV advertising is a game-changer, and how to position your product for maximum retail appeal.

In today’s episode of CPG Insiders, Justin is joined by J+H’s Creative Director, Paul, to dive into a growing industry trend—brands searching for deeper purpose beyond selling products. With consumers increasingly making purchasing decisions based on alignment with their values, businesses can no longer rely on surface-level messaging or marketing gimmicks.

Learn why understanding your brand’s identity is critical, how it shapes long-term success, and what happens when companies skip this foundational work. Gain insights into the real impact of purpose-driven branding, why authenticity isn’t optional anymore, and how failing to define your customer can leave you lost in the noise.

In today’s episode of CPG Insiders, Mark +Justin are joined by Coach Bob Shenefelt to talk about cutting through the noise—both in business and in life. Visionaries and entrepreneurs are constantly bombarded with distractions, making it easy to feel scattered and stuck. Coach Bob, author of Unscatter the Chatter, shares his insights on how to break free from mental clutter, focus on what truly matters, and build a life and business with clarity and purpose. Learn why willpower alone won’t drive real change, how structure actually fuels creativity, and why understanding your North Star is critical for long-term success. From managing internal chatter to creating an environment that supports growth, this conversation unpacks the mindset shifts that lead to real progress.