“One day, everyone will take creatine.” Maybe that sounds crazy to you. Or maybe you’re like me and more recently came to that conclusion. But for a very (very) small group of people, that bold visionary prediction became obvious more than three decades ago. Joining us is industry pioneer Steve Jennings, one of those rare individuals…who famously helped fuel British Olympic gold medalists with creatine in secret during the 1992 Barcelona games. In this episode, we explore the enormous structural shift driving creatine from “gym culture” to household staple. However, crossing the chasm towards the mainstream brings substantial friction. Therefore, we shed light on the serious risks of a market (potentially) growing too fast, from severe supply chain vulnerabilities and concentrated chemical precursor sourcing to an imminent pricing squeeze on raw materials (which might ultimately be a good thing as Steve outlines). Furthermore, driven by a surge in consumer demand for convenient, great-tasting formats…we discuss how "Creatinification" (and the category’s defining decade ahead) hinges on solving a fundamental biochemical challenge that has long eluded the supplement industry. Tune in as we discuss how the sector is engineering around this stability barrier, tackling immense demand growth, and unlocking preventative health solutions to build a creatine market poised to reach every consumer, everywhere. But without any further delay…here is the recent conversation I had with my good friend and the founder of Jenerise (a creatine technology company) Steve Jennings.

Procter & Gamble just dropped a staggering $3.8 billion to acquire Thorne, leaving mainstream financial commentators and health enthusiasts completely shocked. Why would a consumer packaged goods (CPG) titan known for Pampers, Tide, and Crest buy a premium dietary supplement brand? In this video, I'll pull back the curtain on the financial architecture and the radical corporate strategy driving this massive M&A transaction. This is far from just selling vitamins...creating a massive strategic paradigm shift into AI-powered predictive health, longevity, and data-rich consumer ecosystems. I'm breaking down the private equity wins for L Catterton, Thorne’s massive manufacturing and testing moats, and how P&G completely outmaneuvered rivals like Unilever and Haleon to dominate the healthcare practitioner market. Plus, we address the biggest question on every consumer's mind: Will P&G dilute Thorne's ingredients and destroy its scientific integrity? If you want to understand the future of proactive, personalized, and integrative consumer healthcare, this deep dive is for you.

Nestlé just dropped $523 million dollars to fully acquire the German complete nutrition brand Yfood. But don’t totally overlook this as just another simple brand acquisition. And that’s because it could become an important part of Nestle’s (mostly still disguised) global strategy to conquer the “Age of Ozempic” marketplace. Obviously, increasing household penetration of weight-loss drugs mean less food overall is being eaten, which has driven demand for hyper-concentrated, nutrient-dense meals, snacks, and liquids instead. But let’s see if Nestle begins to utilize Yfood as a gateway to drive GLP-1 patients into their new companion frozen food line…and eventually into personalized health platforms. Nevertheless, this isn’t a one-off, as Danone and Lactalis are buying up competitors too…further strengthening my long-held thesis that in the modern CPG business landscape, true power belongs to those not just feeding consumers (but fueling them).

Is your favorite tub of protein powder starting to break the bank? In this video, I'm breaking down why your protein supplements are getting "whey" more expensive...and it could all tie back to global nutrition giant Glanbia, the powerhouse owner of Optimum Nutrition (ON). Following their first-half 2026 earnings release on August 6, 2026, I'll dive deep into the financial numbers, provide my exclusive earnings call notes, and explain the supply-side shifts hitting the sports nutrition industry. From massive volume growth to the reality of commodity inflation, we explore exactly what is driving these changes and whether the market is reaching its pricing breaking point.

Additionally, I'll provide insights on the following topics:

• Glanbia's massive $2.08 billion in group revenues and what it means for consumers
• How Optimum Nutrition continues to pull in nearly $1.5 billion in trailing twelve-month revenue despite mandatory global price hikes
• Why "protein mania" is clashing with dairy commodity inflation, and what Optimum Nutrition’s upcoming Q3 price increases mean for you
• Will competitors cut corners on formulation, and why ON’s iconic Gold Standard Whey refuses to change its recipe
• The shift toward alternative protein sources (collagen, plant, and milk) and the desperate need for affordable, single-serve pack options

So, are you willing to pay more for your favorite protein, or are you looking for cheaper alternatives?

Has the CELSIUS growth story gone “stone cold” or are temperatures about to heat up once again? Celsius Holdings (NASDAQ: CELH) had quarterly revenue of $817.9 million, which was up 11% YoY. Excluding the Rockstar Energy acquisition-related financial impact, Celsius Holdings revenue would've only increased 1.6% YoY. CELSIUS had revenue of $387 million, which was down 11.6% YoY. Alani Nu had revenue of $364.4 million, which was up 20.9% YoY. And then lastly, Rockstar Energy had revenue of approximately $66.5 million. According to recent 13-week retail sales data, CELSIUS decreased by 2% YoY...remaining the third-largest energy drink brand in the category with a dollar share of 9.5%. Alani Nu increased retail sales 55.7% YoY and is now the dominant fourth brand in the U.S. energy drinks market with dollar share of 8.7%. And Rockstar Energy retail sales decreased 13% YoY and is still a Top-10 largest U.S. energy drink with dollar share of 1.9%. If we look at Celsius Holdings combined brand portfolio, it reached 20% of dollar share...ranking it third and trailing only Red Bull and the combined Monster Beverage portfolio. Additionally, while Celsius Holdings has a large lead on the combined Keurig Dr Pepper (controlled) brand portfolio of GHOST, C4, and Bloom…that lead is shrinking relatively quickly due to the extreme growth of Bloom. Things drastically shifted for CELSIUS because of the August 2022 distribution and investment deal with PepsiCo. Additionally, when Celsius Holdings took ownership of the Rockstar Energy brand last quarter, it designated them the PepsiCo strategic energy drink captain. Also, another major aspect of “Celsius Holdings and PepsiCo strengthening its long-term strategic partnership” was the transition of Alani Nu distribution into the PepsiCo DSD system starting December 2025. So then, in my latest first principles thinking content piece, I'll explore several key factors surrounding why the next 12-18 months will define the future of the Celsius Holdings brand portfolio.

Remember Saturday mornings watching cartoons with a giant, sugary bowl of cereal? For most of us, that childhood staple vanished the second we got serious about fitness. But what if you didn't need to trade your favorite childhood tradition for your macro goals? Well, today’s guest did exactly that. After cutting his teeth in the sports nutrition trenches with Nutrabolt (owners of C4 Energy), Eoin Carroll took the ultimate "cereal kid" dream and turned it into a high-protein reality by co-founding TRUELY Cereal, a brand challenging the previous market expectation that all high-protein cereals include an unappealing chalky aftertaste or soggy texture. In this episode, we discuss everything from the brutal realities of self-manufacturing to scaling into retail giants like Sprouts and Costco Canada. Also, Eoin and I break down the major consumer demand drivers reshaping grocery shelves like the surging "protein-ification" of every product category and the massive market impact of GLP-1 users. Oh, and one last thing…about two-thirds of the way into our conversation, Eoin had a minor technology failure. So, while I’ve done my best to keep our natural conversation flowing, you might notice a slight sound adjustment from Eoin swapping microphones that required me to stitch together clips.

With “protein mania” pushing the macronutrient into top-of-mind status (arguably creating more purchasing impulsivity), is it finally time for Premier Protein to embrace the “single life”? BellRing Brands (NYSE: BRBR) is a portfolio that owns a collection of convenient nutrition brands like Premier Protein and Dymatize Nutrition, which was previously wholly-owned by Post Holdings. A fast-paced and busy lifestyle is pushing consumers to switch to quick and healthy meal options. This has resulted in above average categorical growth rates and increased household penetration of RTD protein shakes that promote active lifestyles. Additionally, powders are becoming more mainstream, and category proliferation has created an environment where more consumers are purchasing both every day and performance nutrition positioned protein products at grocery stores and mass retailers. Bellring Brands reported 2026 Q3 net sales of $570.4 million, which was up 4.2% YoY. Premier Protein (~85% of BellRing Brands total revenue) increased by 0.7% YoY, driven by volume growth but partially offset by a decrease in price/product mix. Dymatize Nutrition was up 26.7% YoY, driven by higher average net selling prices. Moreover, I provide deep dives into Premier Protein RTD protein shakes business activity, along with examining similar metrics surrounding the protein powders from Premier Protein and Dymatize Nutrition. But then, Michael Axelrod officially took over as the new CEO of BellRing Brands. And you might be asking yourself, who is Michael Axelrod…and can he help improve performance and better translate category leadership into more consistent, profitable growth over time. In all honesty, since he only started a handful of days ago…and hasn’t laid out his strategic initiatives yet, I’m not totally sure. But here’s what I’ll say, Michael Axelrod has extensive up- and downstream CPG industry experience…and trust he’ll strengthen execution and improve operational discipline (most notably involving Premier Protein’s regionally diverse contract manufacturing network). However, here’s my biggest concern…can he effectively transition Premier Protein into this “full-fledged beverage company,” a much-needed strategic reality that previous leadership seemed hellbent on not embracing. And in a market where “singles” are quickly becoming a larger share of the total RTD protein shakes market, Premier Protein must think more deeply about not only its DSD distribution strategy but organizational structure. Right now, the RTD protein shakes category is more dynamic and competitive than ever, thus for Premier Protein to remain the market leader it will require not only greater operational discipline but new capabilities.

Everyone has been focused (and rightfully so) on the Electrolit growth story, but there’s another trending Mexican beverage company you shouldn’t be overlooking! For decades, Jumex was stuck in the “ethnic aisle” as a nostalgia brand for immigrants. But then, they teamed up with AriZona Beverages and went completely rogue…launching a Hard Nectar lineup that absolutely blew up on social media. Now, that iconic blue can is quietly conquering the United States…and the company is sponsoring college football, dropping energy drinks and functional hydration beverages. Grupo Jumex even revived the legacy premium juice brand Odwalla last year, proving its no longer some hidden small bodega beverage company.

Much like golf, which Arnold Palmer once said, “is deceptively simple and endlessly complicated,” launching a beverage brand looks easy from the outside, but day-to-day execution is deeply complex. But then, what happens when you combine both? Well, in this episode, we sit down with Luc Bohunicky, the first-time CPG founder behind COURSE RECORD, a functional beverage custom-built to combat the dreaded "back-nine fade." In this conversation, Luc shares his firsthand experiences navigating fragmented alternative sales channels (like golf courses and country clubs), fighting the "category curse" of large retailers, and managing diverse expansion opportunities as RTD beverage with less than two years in-market. Plus, we’re talking through how a generation of YouTube content creators is giving the sport an enthusiastic facelift and how golf-focused functional nutrition brands (like COURSE RECORD) should be thanking the “Tiger Effect” for successfully helping move the needle from mere “snacking” to intentional “fueling.” Whether you’re an early-stage CPG founder attempting to carve out a new category within an emerging niche market or proactive builder with a love for the evolving functional beverages market…this is the manual for anyone trying to solve the countless unsexy CPG entrepreneurial puzzles.

The global dietary supplement market just witnessed a massive $1.2 billion acquisition. In this deep dive, I'm breaking down how the family-owned Vitabiotics Group caught the eye of private equity giant Bain Capital. From fleeing geopolitical adversity during the 1947 Partition of India to achieving prime-time television fame on the BBC’s Dragons’ Den, the story of Vitabiotics is anything but ordinary. But behind the celebrity endorsements and household name recognition lies a brilliant corporate strategy. So, I'll analyze the mechanics of Bain Capital's massive buyout, the powerful supply chain cost-arbitrage moat fueling their valuation, and what this means for the future of the global supplement industry. Is Bain preparing for a massive horizontal roll-up maybe by syncing Vitabiotics with its 1440 Foods active nutrition brands? Let's look at the strategic playbook.