Episode Details

The FMCG Marketing Daily — May 09, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Frito-Lay deliberately designs their chip bags to be exactly 43% air by volume—not to rip you off, but because nitrogen gas prevents oxidation and crushing during transport. The company's internal term for this precise ratio is 'functional slack fill,' and getting it wrong by even 5% costs them millions in crushed product returns annually.