Episode Details

The FMCG Marketing Daily — May 17, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Mutti's ascent in the UK is a masterclass in how a challenger brand can premiumise a commoditised category through provenance storytelling and retail positioning. • Wipro Consumer Care's investment in pan-Asian challenger brand Moi Soi signals how established FMCG conglomerates are using venture stakes to capture fast-growing ethnic and fusion food occasions. • Corby Spirit and Wine's record quarter — driven entirely by RTD growth — adds yet more hard evidence that the RTD format is now the primary growth engine across the broader drinks category, not just a trend. Fun fact: The average supermarket checkout lane is deliberately designed to be about 12 feet long — not for queue management, but because that's precisely the distance researchers found gives shoppers enough time to make two to three unplanned impulse purchases from the candy and magazine racks before reaching the register. That single design decision is estimated to generate billions in incremental annual revenue across U.S. grocery retail alone. Hosted by Marco and Klara.