the Joshua Schall Audio Experience

The signs were there... but were we paying attention? Earlier this week, Danone officially announced its definitive agreement to acquire HUEL for approximately $1.2 billion. This isn't just another bolt-on acquisition; it’s a calculated, strategic move designed to future-proof Danone’s portfolio against a backdrop of rapidly changing dietary habits and medical breakthroughs like the rise of GL...

Can the Kardashians really sell anything? For two decades, we’ve watched them dominate reality TV, but now they’re fundamentally reshaping the $100B+ wellness and CPG industries. In this video, I'll break down the evolution of the "Kardashian Blueprint," from the "famous for being famous" era to becoming sophisticated science-backed entrepreneurs. We’ll explore why the Quic...

Driven primarily by a desire for social connection and community, especially among younger wellness-minded individuals, “run clubs” are increasingly seen as modern social hubs…effectively replacing traditional nightlife venues. In fact, 72% of Gen Z joined a fitness group specifically to meet new people and build relationships. So, with the popularity of “run clubs” projected to continue rising th...

Ferrero Group Continues Its BIG Bet on Protein: Why the Nutella Maker Just Acquired Bold Snacks Is the "world’s most secretive chocolate company" pivoting to "protein mania"? On March 18, 2026, Ferrero Group (the giants behind Nutella, Ferrero Rocher, and Kinder) announced the acquisition of Bold Snacks, Brazil’s leading premium protein brand. In this video, we break down why a...

Is the "pouch" the next big thing in human performance? For decades, mouth pouches were synonymous with blue-collar chewing tobacco. Today, the "Modern Oral" products category is undergoing a radical transformation. Led by the explosive growth of brands like ZYN, which saw U.S. shipment volumes reach nearly 800 million cans recently...the market is now shifting toward a new fro...

Did you know arguably the “hottest movement” in agriculture doesn’t have a federally regulated definition? While regenerative agriculture is generally understood as a holistic farming practice that prioritizes soil health, carbon sequestration, biodiversity, and water capture…there’s differing opinions around if it should include a foundation of organic, chemical-free farming practices. And you mi...

Imagine you’re a veteran delivery driver for Edible Arrangements, having spent a decade delivering "I'm Sorry" fruit bouquets…getting home smelling like fresh pineapples and chocolate. But suddenly, the corporate strategy had taken a turn for the high-minded. You get an email stating, “we aren't just in the fruit business anymore; we’re in the vibes business." What the heck...

Is our global obsession with protein reaching a breaking point? We’ve officially entered the era of “Protein Hysteria.” What started as a niche interest for the "meathead" demographic has exploded into a mainstream cultural phenomenon, with nearly two-thirds of Gen Z and Millennials actively hunting for more protein in every aisle of the grocery store. But behind the "health halo&qu...

We chew through billions of sticks of gum annually. In fact, about half of the entire U.S. population chewed gum in the last year. And while many today envision it strictly as just another modern checkout aisle impulse purchasing decision…the history of chewing gum is a wild story of accidents, war rations, social distancing demand drops, and a bizarre resurgence in the era of Ozempic. Although un...

Kellogg Company divided itself into WK Kellogg and Kellanova. But then, less than two years later…each got absorbed by another Big CPG portfolio. Keurig Dr Pepper is going through a strategic separation process. Kraft Heinz announced it will split into two standalone businesses. PepsiCo is currently dealing with an activist investor urging portfolio simplification. And those are just the most buzz...

Scaling a CPG brand is incredibly difficult. It’s a delicate balance of bold moves and precise execution. And I honestly think more CPG brands should transparently share the early difficulties and associated growing pains on their social media. Both Smackin' Seeds and NOCA Beverages are amazing examples to reference. But this openness helps build an authentic connection with today’s consumers...

I don't want to be one of those "unc status" Older Millennials but some of y’all younger folks need to learn that success doesn’t just drop into your lap. And while I rarely share how my brain processes the world, allowing me to deconstruct patterns and see around the corner...invariably leading to the compelling insights you expect (and love) within my regular content, I’m beginning...

According to Live Nation Entertainment, 60 percent of attendees alternate between alcoholic and non-alcoholic drinks at live events. Additionally, with internal consumer research showing that 80 percent of attendees believe a “great beverage” enhances the experience, it probably shouldn’t surprise you to hear that Live Nation Entertainment has taken an increasingly active investment role within th...

After your favorite viral pasta sauce entered its “parenting era” by teaming up with Little Spoon on limited edition clean-label, ready-to-eat meals…it got thinking how SAUZ might’ve unlocked the ultimate growth strategy, which centers around modern parents wanting the CPG brands they already love to growth their families. Could it become a blueprint for the next generation of “cool kids' food...

Celsius Holdings has come a long way from a single energy drink product launched more than two decades ago to a scaled platform with multiple billion-dollar beverage brand powerhouses. Although why does it feel like there’s still so much more that needs done? Celsius Holdings (NASDAQ: CELH) had quarterly revenue of $721.6 million, which was up 117% YoY. Excluding the Alani Nu acquisition-related f...

If Glanbia wanted to further increase Optimum Nutrition and ISOPURE brand household penetration, should it focus more on brand marketing or production innovation? Glanbia Plc (LON:GLB) is a multibillion-dollar global nutrition company that's currently comprised of three divisions that span across the B2B supply chain (i.e. Health & Nutrition and Dairy Nutrition) and branded products (Perfo...

Can BUM Energy successfully make the move from “supplement store” niche product to the energy drink market’s next breakout superstar? Admittedly, while dubbing BUM Energy a “supplement store niche product” is probably unfair…it speaks to how the energy drink was launched as a collaboration between six-time Mr. Olympia Chris Bumstead (CBUM) and his fellow co-owners in the sports nutrition brand RAW...

Is it just me or have you also noticed a growing amount of energy being placed on the creation of "lower caffeine, higher electrolyte" beverages? Are we experiencing an accelerated convergence of the energy and sports drink categories? Driven by consumer demand for beverages that offer both functional hydration benefits and an energy boost, the blurring lines are set to drive further mar...

Innovation doesn’t need to (and usually shouldn’t) be complicated. In fact, look at the recent Wonderbelly acquisition. It reimagined OTC medicine by moving beyond sterile branding, offering effective products with clean ingredients and enjoyable flavors…targeting health-conscious Millennials (and Gen Z) looking to make digestive relief a more positive experience. So, if you really want to create...

For the last 15+ years, I’ve heard this “running joke” inside the supplement industry that sports nutrition brands should never shame “pizza eaters,” as elevated cheese consumption is extremely important for strong whey protein production. But as refreshing clear whey protein (like protein soda) grows in popularity, it might be time for an updated inside joke pertaining to a once “sad staple of 19...

Is nothing sacred? Did you hear the MAHA movement is coming for “Pizza Day,” which we all know is the crown jewel of the grade school cafeteria. Banning Red Dye No. 40? Easy win. Prohibiting the only meal that stops hundreds of middle schoolers from rioting? Good luck, RFK Jr. Trying to swap a square of pepperoni pizza for one of those sweet potato and black bean bowls could prove to be the politi...

They say, “there’s levels to this game,” but this episode’s guest seemingly built a brand around that philosophy. Blake Niemann, the founder (and CEO) of LEVELS, didn't just launch a protein powder…he engineered a manual for anyone looking to build a CPG brand that lasts. So, what does it actually take to build a category-defining brand with zero outside capital? In this conversation, we exami...

Can the produce aisle reinvent itself, enhance its appeal, and broaden its consumer reach? If you haven’t noticed yet, the dairy and egg merchandising sets have already started extending a product’s basic utility to its story, its presentation, and its ability to resonate on a personal level…and it appears the produce set could be next. As an example, after hedge fund manager Ray Dalio’s personal...

I noticed a growing number of internet people (mostly without any industry knowledge) trashing the beverage brand PRIME. And I get it…people love to kick someone (or something) when they’re down, especially if it’s a highly visible (maybe even a bit controversial) consumer brand partly owned by polarizing internet celebrities. Although if you stumbled into this expecting it would be just another c...

Y’all know I love creative intersections between the CPG industry and Hip-Hop culture. And this newest Bobbie marketing campaign with Cardi B is slick. Playing off the famous Lil’ Wayne “Weezy F baby and the F is for…” lines, I guess the “B” in Cardi B is for Bobbie. Though, the marketing campaign goes deeper than that. After expressing her frustrations (and struggles) around breastfeeding during...