Up to 80% of new product developments in FMCG get pulled from supermarket shelves within 18 months. Here is why aligning Consumer Truth, Supplier Feasibility, and Retailer Economics through the "Golden Triangle of Marketing" is the only way to build lasting CPG brand equity.

When Masterfoods highlights a prominent protein claim on a sauce sachet, there's a catch hidden in the fine print: "When prepared as directed". It’s technically legal, but is it good marketing? Here’s why inferred nutritional claims are eroding consumer trust and what FMCG brands must do to build genuine equity.

From merchandising pride to store-in-store destination categories and informal trade networks, South Africa’s FMCG landscape offers radical lessons for Australian and global retail leaders. Here are 6 and a ½ strategic takeaways from the ground in Johannesburg.

Shoppers might look for health, but they buy based on taste. Here is how Natural Raw C shifted from functional health to permissible indulgence through strategic packaging, high-impact NPD, and taste-first sensory design.

Everyone calls Lotus Biscoff Ice Cream a "viral overnight success." In reality, it was 94 years in the making. Here is how Lotus Bakeries shifted from a café biscuit to a universal flavour profile through disciplined brand building and compound creativity.

When Checkers brought back Nestlé’s iconic 90s chocolate bar Caravan, it wasn't a nostalgic gimmick. It was way more than that. It was a strategic masterclass in retailer-supplier co-creation, scarcity economics, and emotion-driven brand building.

Protein claims are everywhere, from chips to water to KFC (yes even KFC). But when a functional claim becomes ubiquitous, it loses its potency. Here is why the "protein-maxxing" trend is spiralling into lazy marketing, and how FMCG leaders can avoid the Claim Ubiquity Trap.

Most fresh produce is treated as an unbranded commodity bought on price and season rather than loyalty. But when Woolworths South Africa activated ClemenGold like a major FMCG brand launch, they proved fresh fruit can command real brand equity. Here is how growers and retailers can replicate the Zespri effect.