The CPG Guys

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce.

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Ben Johnson, SVP of Marketing at Red’s All Natural. Red’s is on a mission to cook food better for people with big things to do. They know they are a good small part of consumers’ great big lives, and they take that seriously. 

Follow Ben Johnson on LinkedIn at: https://www.linkedin.com/in/benjamin-w-johnson-/
Follow Red’s on LinkedIn at: https://www.linkedin.com/company/red's-all-natural-llc/
Follow Red’s online at: https://www.redsallnatural.com/

Here's what we asked him : 

1. Red’s positions itself as an authentic, premium foods brand with a strong emphasis on ingredient integrity and product innovation. How do you keep that authenticity alive in marketing while still scaling the brand?
2. In the competitive grocery segment, how do you approach balancing spending between in-store and digital channels to both delight consumers and drive awareness?
3. What strategies is Red’s using to build deeper, more personalized consumer relationships—whether that’s through loyalty programs, social media storytelling, or in-market experiences?
4. With big players leading the pack, what creative plays or differentiators has Red’s leaned into to stand out in a category so saturated with competitors?
5. Have you experimented with newer forms like influencer activations, experiential pop-ups, or TikTok campaigns? If so, which ones are resonating most with Red’s audience right now?
6. Sustainability is often top of mind for natural-focused brands. How do you communicate Red’s environmental or wellness commitments transparently—but without coming across as “preachy” or performative?
7. How are you collaborating with retail partners—whether getting shelf innovation, exclusive SKUs, or co-promotions—to drive both trial and repeat purchase?
8. What marketing metrics (e.g., repeat rate, social engagement, retail velocity) are giving you clear signals on whether your campaigns are advancing the brand’s long-term health?
9. Looking into the future: What CPG and food trends are you most excited (or concerned) about? Are there new innovation territories Red’s is exploring?
10. As a senior marketer, what’s one piece of advice you’d give to emerging marketers looking to lead marketing in the CPG grocery food space today?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by returning guest Nik Modi, Co-Head of Global Consumer & Retail Research at RBC Capital Markets. We actually cover 12 publicly traded company stocks and get Nik's opinion on what's working / not.

Follow Nik Modi on LinkedIn at: https://www.linkedin.com/in/nik-modi-675926/

Follow RBC Capital Markets on LinkedIn at: https://www.linkedin.com/company/rbc-capital-markets/

Follow RBC Capital online at: https://www.rbccm.com/en/

Here's who we cover : General Mills, P&G, Church & Dwight, Coca-Cola, Kenvue, Monster Energy, Brown Forman & Hershey.

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce.

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Jordan Bass, CEO & co-founder of HOP WTR - a new beverage startup that is scaling quickly. HOP WTR is the hop-infused, non-alcoholic sparkling beverage that’s making serious waves in the functional beverage space. Jordan’s background spans finance, brand-building, and strategic ops — and with HOP WTR, he’s tapped into a white-hot consumer insight: people want to cut back, not miss out. 

Follow Jordan Bass on LinkedIn at: https://www.linkedin.com/in/jordantbass/
Follow HOPWTR on LinkedIn at: https://www.linkedin.com/company/hopwtr/
Follow HOPWTR online at: https://hopwtr.com/

Here's what we asked him : 

1. Jordan, what inspired the creation of HOP WTR? Was there a specific “aha” moment that sparked the idea? You left a career in finance and business to launch a beverage startup — what pushed you to take that leap?
2. Let’s talk about Hopwtr’s actual product. How do you balance functionality (like adaptogens and nootropics) with taste and consumer satisfaction?
3. How did you approach flavor development — and what have you learned from early consumer feedback? HOP WTR isn’t just non-alcoholic — it’s functional. How important is that dual-positioning for your brand?
4. You started DTC but have moved into retail — how have you managed that shift in distribution strategy? What was your first major retail win — and what did it teach you about scaling a beverage brand?
5. How do you think about retail execution in-store vs. online visibility and conversion?
6. What’s been the most effective way to build brand awareness in such a competitive category? You’ve leaned into wellness and lifestyle messaging — how do you ensure authenticity in your branding?
7. How do you think about community? Who is the HOP WTR consumer, and how do you stay connected to them?
8. Where do you see the future of the functional beverage space heading in the next 3–5 years? Are we witnessing a permanent cultural shift around drinking behavior and moderation?
9. What’s been your biggest mistake as a founder — and what did it teach you? What advice would you give to other CPG founders entering a crowded category?
10. Finally, What’s next for HOP WTR — new flavors, new formats, international expansion?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Claudia Johnson, Technical Advisor to the CEO of Flywheel Commerce Network, the commerce acceleration division of Omnicom.

Follow Claudia on LinkedIn at: https://www.linkedin.com/in/claudia-johnson-b133436/
Follow Flywheel on LinkedIn at: https://www.linkedin.com/in/claudia-johnson-b133436/
Follow Flywheel Next online at: https://www.flywheeldigital.com/

Claudia answers the following questions : 

1. How has your role at Flywheel evolved, especially since Flywheel's acquisition by Omnicom? What new opportunities or challenges has this created?
2. Your work emphasizes capability building in digital commerce. How are ecommerce strategies evolving today, and how does Flywheel help brands stay ahead in a rapidly changing landscape?
3. In a recent podcast episode, you described retail media as advertising that occurs “close to or at the point of sale.” Could you walk us through how that concept fits into broader brand strategy and which brands are using it most effectively right now?
4. Flywheel’s research shows that the most impactful drivers of sales on Amazon are media spend and organic shelf ranking, ahead of price and inventory. How should brands prioritize investments given these insights?
5. What are the biggest roadblocks brands face when trying to scale digital commerce capabilities? How do you approach "connecting the dots" across teams and markets?
6. With Flywheel now within Omnicom’s ecosystem, what new tools or data synergies have emerged to help your clients achieve growth in commerce?
7. You’ve recently discussed how unified ecosystems and AI-driven insights are transforming retail. How are you leveraging AI and ecosystem integration to deliver more relevant consumer experiences?
8. At the 2025 Syndigo Connect event, you spoke about optimizing product and commerce experiences for long-term success. What storytelling techniques or content strategies are driving retention and loyalty beyond the initial purchase?
9. Are there emerging trends in retail media, ecommerce infrastructure, or omnichannel tech that you're watching closely—and that CPG brands should be paying attention to?
10. On a more personal note: What first drew you into digital commerce, and what advice would you give someone aspiring to lead capability-building in this fast-evolving space?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce.

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPGGUYS are joined in this episode by Ron Bielski, Managing partner, Global FMCG lead of NielsenIQ Next which is the strategy, growth and transformation consulting division of NIQ. This episode is an industry focused one that will span the spectrum of macro and microeconomics and what CPG brands can really do about it as they look for volume growth. 

This episode is sponsored by NielsenIQ

Follow Ron on LinkedIn at:https://www.linkedin.com/in/ronbielski/
Follow NielsenIQ on LinkedIn at: https://www.linkedin.com/company/nielseniq/
Follow NielsenIQ Next online at: https://nielseniq.com/global/en/solutions/quest-for-next/

Ron answers the following questions : 

1. Decompose what is this strategic consulting arm of NIQ?
2. As Head of Strategy Consulting, how are you advising CPG brands to evolve in response to the most critical market shifts—especially regarding consumer behavior, inflation, and supply chain volatility?
3. With vast shopper data at NIQ’s disposal, how do you help clients move beyond data collection to actionable, predictive strategies that drive growth and resilience?
4. How is the rise of e-commerce and digital marketplaces reshaping your strategic consulting approach for CPG clients balancing online vs. traditional brick-and-mortar?
5. Many retailers are expanding private label offerings, while consumers are more price-conscious than ever. How are you positioning CPG brands to preserve margin and differentiate in this environment?
6. Consumer demand for sustainability and ethical branding is rising. How does your team at NIQ support brands in aligning these consumer values with business performance, avoiding both underperformance and greenwashing?
7. What role is AI playing in NIQ’s strategic consulting capabilities—from forecasting to scenario planning—and how are you helping clients adapt to its usage?
8. As global consumer markets diverge post-pandemic, how do you help clients calibrate strategies across diverse regions—from developed to emerging markets?
9. How are you advising on quicker innovation cycles and stronger retailer collaborations to capture incremental growth opportunities amid expedited category changes?
10. What modern KPIs—beyond sales and market share—do you recommend for measuring the long-term impact of strategy consulting engagements in areas like brand health, consumer loyalty, and omnichannel effectiveness?
11. Reflecting on your career in strategy consulting, which lessons do you hold most valuable? And what emerging CPG trends excite—or concern—you the most looking ahead?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Toby Espinosa, Vice President of Ads at DoorDash, one of the world's leading local commerce platforms that helps businesses of all kinds grow and innovate, connects consumers to the best of their neighborhoods, and gives people fast, flexible ways to earn. Since its founding in 2013, DoorDash has expanded to over 30 countries, using technology and logistics to shape the future of commerce. Through its Marketplace and its Commerce Platform, DoorDash is driving economic vitality in the regions it serves worldwide.

This episode is sponsored by DoorDash.

Follow Toby on LinkedIn at: https://www.linkedin.com/in/a-toby-espinosa-b9458812/
Follow DoorDash on LinkedIn at: https://www.linkedin.com/company/doordash/
Follow DoorDash Ads online at: https://advertising.doordash.com/en-us

Toby answer these questions:

1. Can you walk us through your role at DoorDash Ads and how the organization fits within the broader DoorDash ecosystem?
2. What unique value does DoorDash bring to the retail media landscape, especially compared to traditional players like retailers or streaming platforms?
3. What makes advertising within the food delivery sector different from other consumer industries?  What types of CPG brands are seeing the most success on DoorDash Ads—and why?
4. Can you share a campaign or partnership or examples that exemplify what "great" looks like on DoorDash Ads? aka what is best in class?
5. How is DoorDash doing things differently, and how do advertisers look to us as an additional opportunity to what other RMNs are already offering?
6. What does working with Doordash ads entail - aka the customer experience?
7. What key performance indicators (KPIs) do you consider most critical when evaluating ad success at DoorDash? Can you share some examples of how data insights have directly influenced campaign adjustments?
8. What advice would you give to brands, especially in the consumer packaged goods arena, looking to leverage digital advertising for growth?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Ali Miller, General Manager of Advertising & Tim Castelli, VP of Ad Sales at Instacart, the leading grocery technology company in North America, works with grocers and retailers to transform how people shop. The company partners with more than 1,500 national, regional, and local retail banners to facilitate online shopping, delivery and pickup services from more than 85,000 stores across North America on the Instacart Marketplace. 

Follow Ali on LinkedIn at: https://www.linkedin.com/in/about-ali-miller/
Follow Tim on LinkedIn at: https://www.linkedin.com/in/timcastelli/
Follow Instacart Ads online at: https://www.instacart.com/company/ads

Ali & Tim answer these questions:

1. Instacart has been rapidly expanding its retail media capabilities—what’s the overarching vision for Instacart Ads in the next 1–3 years?
2. How does Instacart differentiate its retail media network from others in the increasingly crowded landscape?
3. What role does AI or machine learning play in Instacart's ad platform today—and how might that evolve?
4. How are CPG brands using Instacart Ads to drive full-funnel outcomes—from awareness to conversion?
5. What kinds of insights or shopper data are most valuable to brands—and how does Instacart deliver those responsibly?
6. Instacart has quickly expanded its offering over the last few years to include ad products like shoppable video and display, and more recently, inspiration formats. What's been the reception from brands and shoppers?
7. Measurement and incrementality are top-of-mind for advertisers. How is Instacart helping brands understand true performance across the path to purchase?
8. Are there plans to integrate Instacart Ads more directly with broader omnichannel or media mix modeling tools?
9. With more retailers launching their own RMNs, how does Instacart fit into—or compete with—those ecosystems? 

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.