The CPG Guys

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

This week’s topics:

• General Mills Q4 Results
• Kroger to acquire Giant Eagle
• Asda partners with Amazon on Retail Ads Service
• Executive changes

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.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 Liz Buchanan, President, North America at NielsenIQ, the world’s leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and full retail  tracking/measurement while revealing new pathways to growth.

This episode is sponsored by NielsenIQ.

Follow Liz Buchanan on LinkedIn at: https://www.linkedin.com/in/liz-buchanan-35b2007/
Follow NielsenIQ on LinkedIn at: https://www.linkedin.com/company/nielseniq/
Follow NielsenIQ online at: https://nielseniq.com/global/en/

Liz, Sri & PVSB recap the key learnings from NIQ's 2026 Consumer 360 event.

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.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 Kiri Masters, Founder & Host of the Retail Media Breakfast Club Podcast.

This episode was recorded in Cannes France during the 2026 Cannes Lions International Festival of Creativity at the House of Consumer Goods & Retail.

We explore behind-the-scenes undercurrents ofthe festival.

Follow Kiri on LinkedIn at: https://www.linkedin.com/in/kiri-masters/

Follow the Retail Media Breakfast Club on Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624

Follow the Retail Media Breakfast Club on Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

Follow the Retail Media Breakfast Club on YouTube: https://www.youtube.com/@retailmediabreakfastclub

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.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. 

This week’s topics:

• Prime Days AI Influence
• Prime Days Results
• Amazon Agentic Ads
• Other News from Cannes Lions

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.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 Matt Foley, VP of Brand Oreo at Mondelez International, an American multinational confectionery, food, and beverage company based in Illinois which employs approximately 80,000 individuals around the world, leading the future of snacking with iconic brands such as Oreo, belVita and LU biscuits; Cadbury Dairy Milk, Milka and Toblerone chocolate; Sour Patch Kids candy and Trident gum.

Follow Matt on LinkedIn at: https://www.linkedin.com/in/matt-foley-051534/

Follow Mondelez International online at: https://www.mondelezinternational.com/

Matt answers these questions:

1. CPG brands love to do celebrity endorsements, but usually, it’s just slapping a face on a billboard and calling it a day. This Oreo and BTS partnership feels fundamentally different because it was built from the ground up. Can you take us inside the initial rooms? How do you pitch a collaboration of this magnitude internally to ensure it becomes a structural joint-venture rather than a temporary marketing badge?
2. I love that. Let’s talk about product-level authenticity, because you guys didn't just change the packaging. You introduced a completely unique, Hotteok-inspired flavor profile and custom BTS-themed embossments right on the cookie itself. From a supply chain and R&D standpoint, altering the literal stamp and wafer formula of a multi-billion-dollar brand is no small feat. How did you manage those operational constraints to ensure that deep authenticity was physically baked into the product touchpoint?
3. "Physically baking in the authenticity"—I love that phrase. Now Matt, let's talk packaging and creative content. The BTS ARMY is arguably one of the most visually observant and detail-oriented fan communities on earth; they notice everything. How closely did your creative teams collaborate directly with the band to co-design the packaging, and how did you ensure the digital content felt culturally native to the fanbase rather than like a forced corporate script?
4. Vibe check passed! Now Matt, on every single episode of this show, Sri and I talk about moving from a legacy "Reach Economy" to a modern "Trust Economy." To win, a brand has to go beyond a simple endorsement to build genuine, unconditional brand love. When you are engaging a passionate, hyper-connected global community like the BTS ARMY, what are the strict guardrails for engagement? How do you prevent the brand from looking like a "cultural tourist" trying to cash in on a trend?
5. Total cultural respect—that is the baseline. Let’s talk about setting a new standard for CPG partnerships. We recently sat down with Conagra's Bob Nolan, and he talked about the "Validation Trap"—how relying on legacy focus groups and copy-testing scores causes brand teams to play it safe and launch boring, predictable activations. Did your team rely on traditional validation metrics for a disruptive play like this, or did you rely purely on cultural intuition and raw community behavior to guide the execution?
6. Let’s pivot to driving culture versus just joining the conversation. On the CPG Guys, we argue that scale without distinction leads to absolute invisibility. Oreo has masterfully moved from just running standard media flights to actively participating in major cultural milestones. From your seat, how do you define the ROI of a "cultural activation," and how do you prove to senior leadership that driving culture ultimately moves product off the physical shelf and drives total trips?
7. Driving total trips is music to a merchant's ears, Matt. Let’s talk about the retail execution side. When you roll out a massive global collaboration like this, retail partners like Walmart, Target, and Kroger want to know how this will drive their specific digital and physical shelves. How do you translate the massive digital fandom of an AMA-winning band into a tailored retail media network (RMN) strategy that helps your retail buyers win their specific category goals?
8. Fascinating take, Matt. Let’s talk about data and the path to purchase. We keep warning the industry about the "Sasspocalypse" of data fragmentation and the rise of the "Agentic Era," where AI agents might intercept a consumer before they ever look at an application. When a brand builds a deep, direct-to-consumer emotional connection through music and fandom, does that emotional equity act as a defensive shield against algorithmic curation? Does genuine brand love make you "machine-immune"?
9. "Machine-immune equity"—that is a powerful concept to think about. Let's look out over the next 12 to 24 months. Now that Oreo has set this incredibly high benchmark for what a deeply authentic, co-created partnership looks like, where does the commercial strategy go next? Are we entering an era where CPG brands behave more like entertainment studios and lifestyle platforms rather than simple manufacturing companies?
10. Alright Matt, final question for today, and we want to send our listeners home with a concrete piece of advice. There are brand managers listening right now who want to stop playing it safe, stop repurposing old assets, and actually drive culture the way Oreo is doing. What is the single biggest "reality check" or piece of blind-spot advice you can give them to help them modernize their partnership models this quarter?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.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 on its 600th episode by Tony Rogers, CMO of Dollar General which serves as America’s neighborhood general store. Founded in 1939, Dollar General lives its mission of Serving Others every day by providing access to affordable products and services for its customers, career opportunities for its employees, and literacy and education support for its hometown communities. As of May 1, 2026, the Company’s 21,055 Dollar General, DG Market, DGX and pOpshelf stores across the United States and Mi Súper Dollar General stores in Mexico provide everyday essentials including food, health and wellness products, cleaning and laundry supplies, self-care and beauty items, and seasonal décor.

Follow Tony on LinkedIn at: https://www.linkedin.com/in/tonyrogers1

Follow Dollar General online at: https://investor.dollargeneral.com/

Tony answers these questions:

1. Dollar General has a very clear value proposition—convenience, everyday low prices, and a store that feels close to home. How would you articulate the brand promise today, and how has it evolved with changing consumer expectations over the last few years?
2. Dollar General serves millions of daily shoppers. What consumer insights have most surprised you since you joined, and how do you translate those insights into marketing programs that scale across thousands of stores?
3. Data is the backbone of modern marketing. How does Dollar General balance data-driven decision making with the realities of privacy, consent, and a broad shopper base? Can you share an example of a data-enabled campaign that delivered measurable impact?
4. How has Dollar General’s approach to e-commerce and omnichannel evolved, especially as more shoppers expect online ordering, curbside pickup, and ship-to-home options? What role does in-store activation play in that mix?
5. Private brands has become a strategic driver for many retailers. What’s Dollar General’s approach to product assortment and private brands, and how do you decide which initiatives to invest in?
6. With so many channels and touchpoints, how do you measure retail media marketing ROI at Dollar General? What metrics matter most, and how do you tie marketing investments to store traffic, basket size, and long-term loyalty?
7. Dollar General has a distinctive presence in local communities. How do you weave community impact and social responsibility into your marketing strategy without compromising value for customers?
8. Can you share your philosophy on creative that resonates with Dollar General’s shopper base? Are there any campaigns in the last few years that you’re particularly proud of, and what made them effective?
9. Building a high-performing marketing organization in a discount retailer requires special talent and culture. How do you attract and retain top marketing talent, and what changes have you championed to keep the team energized and innovative?
10. Looking ahead, what are the big bets for Dollar General in the next 3–5 years? How do you see the role of discount retailers evolving in the broader CPG ecosystem, and what should brands watch for when partnering with DG?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.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. 

This week’s topics:

• Bayer Leadership Changes
• Walmart Drone Delivery
• Kohl’s Deal days
• Schnucks’ is fresh!

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.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 Chris Peterson, President, CEO & Board Member of Newell Brands, a major American global consumer and commercial products conglomerate. Headquartered in Atlanta, Georgia, the company manufactures, markets, and distributes over 50 well-known brands across three core segments: Home & Commercial Solutions, Learning & Development, and Outdoor & Recreation.

This episode was recorded at Newell Brands headquarters in Atlanta.

Follow Chris on LinkedIn at: https://www.linkedin.com/in/chris-peterson-488930114

Follow Newell Brands online at: https://www.newellbrands.com/

Chris answered these questions: 

1. Chris, at CAGNY, you spoke extensively about an enterprise AI program you internally call "Quantum Leap". You mentioned that in mid-2025, you shifted this from isolated use cases into a broader "how work gets done" workflow model. Can you talk to us about the genesis of Quantum Leap and what it looks like today?
2. That scale is incredible, Chris. One thing that stood out to me during your recent Leadership Summit 2026 was your mention of 33 functional "navigators". It sounds like a massive cultural shift to build AI fluency across the enterprise. How do these navigators act as change agents inside their functions?
3. Let's talk about the tangible outputs because the numbers you shared at CAGNY were staggering. You noted a 500% increase in AI-enabled digital content creation in 2025 versus 2024, entirely without any additional investment. How has AI accelerated your innovation pipeline from concept to launch?
4. You can't run advanced AI without clean data, and Newell has done a massive amount of simplification. You've cut your active SKUs by over 80% and rationalized the brand portfolio from 80 down to just over 50 brands. By the fall of 2026, 95% of your global sales will be supported by a single instance of SAP. How critical is that ERP integration to feeding the Quantum Leap program?
5. Chris, driving a transformation of this magnitude isn't just about technology; it's about the people executing it. Newell Brands has a very clear set of core values: Integrity, Teamwork, Passion for Winning, Ownership, and Leadership. As CEO, how do you lean on these principles to guide your 24,000 teammates around the world through such a massive operational and cultural shift?
6. You’ve been driving a unified "One Newell" go-to-market model and consolidating what used to be five separate operating segments into just three. How does the value of "Teamwork"—which you define as "Succeeding Together"—play into breaking down those legacy silos?
7. Thinking about the industry, how do you expect AI to impact shopping and agents to guide consumers? What’s your advice to retail?
8. Chris, this has been an absolute masterclass in enterprise AI adoption and operational leadership. What advice would you give others embarking on the AI journey?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.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 Doug VandeVelde, Chief Growth Officer at WK Kellogg Co, manufacturer of an iconic brand portfolio including Kellogg's Frosted Flakes®, Rice Krispies®, Froot Loops®, Kashi®, Special K®, Kellogg's Raisin Bran®, and Bear Naked®.

Follow Doug on LinkedIn at: https://www.linkedin.com/in/doug-vandevelde

Follow WK Kellogg Co online at: https://www.wkkellogg.com/

Doug answered these questions:

1. 95% of Americans are missing their daily fiber, but nobody goes to a Super Bowl party looking for a "health lecture." Why was 2026 the specific moment you decided to use the world's loudest stage to talk about the "Fiber Gap"?
2. Fiber has historically been marketed as a functional necessity for the "older" demographic. How are you using this campaign to pivot the narrative from a "health trend" to a "tasty daily routine" for everyone from Gen Z to Boomers?
3. You partnered with Gary Vaynerchuk’s team to bring humor and high-profile talent to a topic as "unsexy" as gut health. How do you, as a 25-year CPG veteran, balance the "legacy brand guardrails" of Kellogg’s with the fast-paced, "attention-first" creative style of VaynerMedia?
4. You chose a regional and streaming-first buy for the Big Game rather than a traditional national spot. As Chief Growth Officer, how did you justify the "reach vs. precision" trade-off to your board?
5. Gut health can be clinical and boring. Talk to me about the decision-making process behind using humor. Does "funny" actually move units of Raisin Bran and Mini-Wheats, or is it just about winning the "Ad Meter" rankings?
6. With a streaming-first approach, you have more data than a traditional TV buy. How is WK Kellogg using real-time signals from this campaign to adjust shelf-level execution in the weeks following the game?
7. You’ve been in this game for over 25 years. What is the one "old school" CPG rule you had to break to make this 2026 Super Bowl campaign a reality?
8. When you go big on a Super Bowl scale, the pressure on the supply chain is immense. How did the $500M modernization of your plants allow you to "lean in" to this demand spike in a way you couldn't have three years ago?
9. Before the campaign went live, did you use AI-driven "attention analytics" or "predictive creative" tools to ensure the humor would land across different demographics, or was this a "gut-feel" (pun intended) decision?
10. If this "Fiber Gap" campaign succeeds, you aren't just selling boxes of cereal—you're changing a category's trajectory. Is the future of WK Kellogg less about "Breakfast" and more about "Functional Wellness"?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.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. 

This week’s topics:

• America 250
• Macy’s Q1 results
• Zellers is back!
• The Preference Economy

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.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.