Discover Vivici verified distributors, partnership requests and latest industry activity. FNBX is the ultimate 360 platform for the food and beverage industry. All Companies Close Ingredients Vivici Employees <50 founded 2022 Headquarters Netherlands Vivici is a Netherlands-based biotechnology company producing sustainable, animal-free dairy proteins through precision fermentation. Backed by industry giants dsm-firmenich and Fonterra, Vivici’s Vivitein™ platform delivers nature-equivalent whey proteins that are lactose-free, cholesterol-free, and environmentally friendly. With a focus on superior functionality and nutritional density, Vivici provides food and beverage manufacturers with the "clean label" ingredients needed to power the next generation of active nutrition and sustainable dairy products. About Vivici --- Collaboration & Partnerships Vivici is not currently looking for partnerships. Pitch a Partnership F&B Ecosystem Claim Profile Vivici has no members on FNBX yet. Be discovered by B2B buyers Showcase your product catalog Signal partnership intent Claim Your Spot Are you a supplier, competitor, or distributor in the F&B space? Create your company profile to connect with giants like this. Create Free Page Takes 2 minutes. No credit card required. Authorised Distributors Americas Asia Europe Oceania There are no distributors currently. Sekai Brasil Licensed Distributor of The Good Cup (Brazil) Contact Sales Opal Packaging Plus Licensed Distributor of The Good Cup (Australia) Contact Sales BM Target Licensed Distributor of The Good Cup (Japan) Contact Sales Alternative Way Licensed Distributor of The Good Cup (France) Contact Sales PackEco Solutions Licensed Distributor of The Good Cup (Canada) Contact Sales Groupe DGL Licensed Distributor of The Good Cup (US) Contact Sales No More Lids Licensed Distributor of The Good Cup (UK) Contact Sales Submit New Distributors Company Name Contact Email Description Distribution Location Asia-Pacific Americas MENCA Europe Submit Are you a verified distributor? Claim your territory Recent Activity Ingredients Vivici Unlocks 'Pink Gold' with US Launch of Precision Fermentation-Derived Lactoferrin February 25, 2026 Listings Add Listing

Discover Carlsberg Group verified distributors, partnership requests and latest industry activity. FNBX is the ultimate 360 platform for the food and beverage industry. All Companies Close Alcohol Carlsberg Group Employees founded Headquarters Copenhagen, Denmark The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. Its flagship brand – Carlsberg – is one of the best-known beer marks in the world, while its Baltika, Carlsberg and Tuborg brands are among the eight biggest brands in Europe. Around 41,000 people work for the Carlsberg Group and its products are sold in more than 150 markets. The company, which is still based in Copenhagen, was founded when JC Jacobsen established a brewery on a hill outside the city in 1847. The modern-day company places a great deal of focus on its rich heritage, and uses Jacobsen’s signature – among other assets – as part of its marketing and branding activities. As of 2018, it was the world’s fourth largest beer maker after Heineken, Asahi and Anheuser-Busch InBev. About Carlsberg Group --- Collaboration & Partnerships Carlsberg Group is not currently looking for partnerships. Pitch a Partnership F&B Ecosystem Claim Profile Carlsberg Group has no members on FNBX yet. Be discovered by B2B buyers Showcase your product catalog Signal partnership intent Claim Your Spot Are you a supplier, competitor, or distributor in the F&B space? Create your company profile to connect with giants like this. Create Free Page Takes 2 minutes. No credit card required. Authorised Distributors Americas Asia Europe Oceania There are no distributors currently. Submit New Distributors Company Name Contact Email Description Distribution Location Asia-Pacific Americas MENCA Europe Submit Are you a verified distributor? Claim your territory Recent Activity New Products Carlsberg Malaysia Introduces ChongQing Beer May 21, 2026 Business & Finance Carlsberg Invests €12 Million in Ukraine Brewery Can Line May 8, 2026 Listings Add Listing

Herbalife’s "Fuel Like Ronaldo" campaign democratises elite sports science for the mass market, utilising high-equity athlete IP and digital tools. comments debug Exchange Write a comment Write a comment Share Your Thoughts Be the first to write a comment. The Newsroom Herbalife has announced the launch of its "Fuel Like Ronaldo" campaign, a global initiative engineered to translate elite-level sports nutrition into accessible daily routines for the general wellness seeker. The rollout is timed to capitalise on the high-visibility summer sporting window, positioning the organisation as the primary infrastructure provider for "pro-standard" everyday health. The move marks an evolution of the brand’s 13-year relationship with Cristiano Ronaldo, moving beyond traditional endorsement toward a shared vision of data-driven, personalised nutrition. The campaign is grounded in the insight that while elite athletes like Ronaldo operate with high-precision technical oversight, the foundational principles of their nutrition are applicable to mass-market wellness. Stephan Gratziani, CEO of Herbalife, stated that the initiative makes the company’s 20 years of athlete-led R&D "accessible to everyone." By combining performance expertise with new digital tools, Herbalife is de-risking the "pro-athlete" lifestyle for consumers who seek to optimise energy and recovery without the complexity of a full medical team. Technical Framework: The Four-Step Model The centrepiece of the global activation is a simplified four-step sports science framework designed for high-frequency consumption: Prepare: Balanced nutrition and pre-activity hydration. Perform: Sustaining cognitive focus and physical energy during high-output periods. Recover: Technical focus on muscle repair and strength restoration. Repeat: Emphasising the "agentic" nature of consistency for long-term clinical outcomes. To provide a tangible touchpoint, the campaign features a Ronaldo-inspired shake , utilising the specific Herbalife products (such as Formula 1 and Herbalife24® CR7 Drive) used by the athlete to meet the physiological demands of world-class competition. Deepening Partnership: Personalisation and Bioniq The "Fuel Like Ronaldo" initiative arrives as the partnership matures into the technical and investment sectors. Beyond product usage, Ronaldo is a strategic investor in Herbalife’s Pro2col™ digital platform . Furthermore, the collaboration is bolstered by Herbalife’s recent acquisition of assets from Bioniq , a personalised supplements firm supported by Ronaldo. This technical alignment allows Herbalife to transition from "general wellness" to "medical-adjacent" personalisation, meeting the rising consumer demand for supplement regimens tailored to individual biomarkers. Omnichannel Activation and Distributor Power The rollout utilises Herbalife’s unique distribution infrastructure of over two million independent distributors. These individuals act as community-level health coaches, helping customers integrate the four-step performance framework into their local environments. The global experience includes: Immersive Fan Moments: Targeted activations at major international football tournaments throughout the summer of 2026. Social-First Insights: Expert-led content featuring elite performance data. Always-On Digital Hub: A dedicated platform for real-time wellness education. Marketing Herbalife Launches 'Fuel Like Ronaldo' Performance Nutrition Campaign News May 11, 2026 Soft drinks Poppi Launches Limited Edition Spider-Man Themed Soda Range Marketing Sprite Launches Living Tracklist Campaign to Celebrate Hip Hop History Marketing Yili Unveils AI-Generated Dairy Supply Chain Comic Series Marketing Farm Rich Targets Game Day Entertainment with Mozzarella Stick Foosball Promotion Business & Finance Beverage Marketing Related news

US-based functional mushroom specialist Om Mushrooms has secured a $6.5 million line of credit from asset-based lender JPalmer Collective (JPC). comments debug Exchange Write a comment Write a comment Share Your Thoughts Be the first to write a comment. The Newsroom US-based functional mushroom specialist Om Mushrooms has secured a $6.5 million line of credit from asset-based lender JPalmer Collective (JPC). The funding is earmarked to support the company’s next operational growth phase, enabling it to scale production and inventory to meet surging consumer demand for functional mushroom products across the supplements, beverages, and plant-based nutrition categories. Strategic Capital for a Booming Sector The financial agreement underscores the rapid mainstreaming of the functional mushroom market. JPC, a lender specialising in high-growth, women-led, and natural products businesses, views the sector as a critical area for future expansion. Jennifer Palmer , Founder and CEO of JPalmer Collective, commented on the market dynamics: "Functional mushrooms have become one of the most exciting growth areas in natural wellness, and Om has been ahead of that curve for more than a decade." The flexible credit line is designed to provide the working capital necessary for Om Mushrooms to navigate supply chain scaling and retail expansion as mushrooms transition from niche ingredients to staple functional additives. Company Profile and Standards Founded by health expert Dr Sandra Carter and veteran mycologist Steve Farrar, Om Mushrooms has established a reputation for quality over more than a decade of operation. Sourcing: Products are grown in the United States under certified organic conditions. Portfolio: The range includes powders, capsules, gummies, and functional beverages. Health Focus: Formulations target specific wellness verticals including focus, immunity, stress relief, and gut health. Business & Finance Om Mushrooms Secures $6.5m Credit Facility from JPalmer Collective to Drive Expansion News January 15, 2026 Business & Finance Ingredion Completes Sale of Majority Stake in Pakistan Business Rafhan Maize Ingredients Awani Capital Management Partners with Kalustyan to Accelerate Speciality Ingredients Growth Business & Finance Midera Food Processing Prepares for Independence with $1B Credit Deal Retail Asda Reports Almost £1bn Annual Loss Against Rising Aldi Threat and IT Separation Costs Agriculture Sustainability Business & Finance Health & Nutrition Ingredients Food Related news

Governor Greg Abbott signs Senate Bill 25, setting new labelling requirements for artificial ingredients not permitted in the EU, UK, Canada, or Australia comments debug Exchange Write a comment Write a comment Share Your Thoughts Be the first to write a comment. The Newsroom Governor Greg Abbott signs Senate Bill 25, setting new labelling requirements for artificial ingredients not permitted in the EU, UK, Canada, or Australia Texas Governor Greg Abbott has signed Senate Bill 25, a landmark piece of legislation that will require packaged food and beverages sold in the state to display warning labels if they contain certain artificial ingredients restricted or banned in other major markets. The bill—dubbed the ‘Make Texas Healthy Again Act’—was signed into law on June 22, 2025, following unanimous approval in the state senate earlier this month. The measure is backed by U.S. health secretary Robert F. Kennedy Jr., whose broader campaign seeks to address chronic disease through dietary reform and ingredient transparency. Labelling Requirements Target 44 Ingredients Banned Abroad Once the new rules take effect in 2026, manufacturers selling products in Texas will be required to include a label stating: “WARNING: This product contains an ingredient that is not recommended for human consumption by the appropriate authority in Australia, Canada, the European Union, or the United Kingdom.” The regulation applies to 44 additives, including a range of artificial colours, preservatives, bleached and bromated flours, and other synthetic compounds still permitted by the U.S. Food and Drug Administration (FDA) but restricted in other countries. The move reflects mounting scrutiny of artificial ingredients in the U.S. food supply, particularly petroleum-derived dyes and chemical preservatives linked to hyperactivity in children and other potential health risks. Regulatory Context and Industry Impact The Texas legislation follows recent federal actions tightening oversight of synthetic additives. Earlier this year, the FDA banned Red Dye No. 3 after studies linked the colourant to cancer in laboratory rats. In April, the agency announced long-term plans to phase out all petroleum-based dyes from the U.S. food system, with new natural alternatives approved in May to support reformulation efforts. While Senate Bill 25 is a state-level initiative, analysts expect its impact to extend nationwide. With major brands such as Doritos, Skittles, and Gatorade among those affected, many manufacturers are likely to standardise labelling and formulations across markets to avoid supply chain complexity. “Even though this law is state-specific, it could act as a de facto national standard,” said one industry consultant. “No major brand wants two separate supply chains—one for Texas and one for the rest of the country.” A Shift Toward Ingredient Transparency Governor Abbott, who signed more than 1,150 bills into law alongside this measure, said the legislative session delivered “results that will benefit Texans for generations to come.” For the food and beverage sector, the Texas labelling mandate underscores a growing shift in the U.S. regulatory environment toward ingredient transparency and consumer health protection, echoing trends long established in Europe. As implementation approaches, manufacturers will face reformulation challenges, packaging redesign costs, and new compliance demands—but also opportunities to align with consumer expectations for cleaner, more natural products. Legal Texas Enacts New Law Mandating Warning Labels on Foods with Banned Additives News June 22, 2025 Legal APPPA Petitions FDA to Close 'Pasture-Raised' Egg Labelling Loophole and Align with USDA Standards Safety & Quality Legal Business & Finance Packaging Related news

The agreement, executed through the company’s wholly-owned subsidiary Pinnacle Food AgTech HK Limited, is designed to bolster Pinnacle’s capabilities in the high-growth fields of precision fermentation and synthetic biology. comments debug Exchange Write a comment Write a comment Share Your Thoughts Be the first to write a comment. The Newsroom Smart farming and bio-engineering specialist Pinnacle Food Group Limited (Nasdaq: PFAI) has announced a strategic research collaboration with Canadian biotechnology firm Bioboost Synbio Consulting Inc. The agreement, executed through the company’s wholly-owned subsidiary Pinnacle Food AgTech HK Limited, is designed to bolster Pinnacle’s capabilities in the high-growth fields of precision fermentation and synthetic biology. Recombinant Human Lactoferrin (rhLF) A primary objective of the partnership is to advance research applications related to recombinant human lactoferrin (rhLF) . Lactoferrin is a naturally occurring protein found in human milk, widely recognised for its potent applications in health, infant nutrition, and functional food development. By leveraging precision fermentation, the companies aim to explore sustainable methods for producing this high-value protein, which is increasingly sought after in the functional ingredients market. Scope of Collaboration Beyond specific protein research, the agreement establishes a broader framework for technical development. The Vancouver-based Bioboost Synbio Consulting will provide: Technical Consulting: Expert guidance on bio-engineering processes. Ecosystem Scouting: Identifying emerging technologies and partners within the biotech landscape. Feasibility Studies: Evaluating new research directions in agricultural technology and food science. The initiative aligns with Pinnacle’s ongoing strategy to transition from traditional "smart farming" into advanced biology-enabled platforms that support efficient food systems. Jiulong You , Chief Executive Officer of Pinnacle Food Group Limited, commented on the strategic direction: "This collaboration represents an important step in strengthening our research capabilities in precision fermentation and advanced biotechnology. By working with experienced research partners, we aim to explore the technical potential of innovative bioproducts and deepen our understanding of how emerging technologies can support the future of agriculture, food, and nutrition." Cultivated Pinnacle Food Group Partners with Bioboost to Advance Precision Fermentation and Human Lactoferrin Research News January 28, 2026 Meat & Seafood BAP and Great British Chefs Partner to Educate Culinary Sector on Responsible Seafood Logistics & Supply Chain New USMCA Produce Coalition Advocates for Continued Tariff-Free Trade Technology New AI Partnership Between FPT and CP Vietnam to Digitalise Agricultural Value Chain Agriculture Charoen Pokphand Foods and FPT Corporation Partner to Advance Artificial Intelligence in Southeast Asian Agriculture Agriculture Sustainability Cultivated Business & Finance Manufacturing Ingredients Related news

Discover Pladis verified distributors, partnership requests and latest industry activity. FNBX is the ultimate 360 platform for the food and beverage industry. All Companies Close Food Pladis Employees founded Headquarters London, UK Pladis is a global snacking company that owns iconic brands including McVitie’s, GODIVA, Carr’s, and Ulker. The company manufactures and distributes biscuits, chocolate, and confectionery products worldwide. About Pladis --- Collaboration & Partnerships Pladis is not currently looking for partnerships. Pitch a Partnership F&B Ecosystem Claim Profile Pladis has no members on FNBX yet. Be discovered by B2B buyers Showcase your product catalog Signal partnership intent Claim Your Spot Are you a supplier, competitor, or distributor in the F&B space? Create your company profile to connect with giants like this. Create Free Page Takes 2 minutes. No credit card required. Authorised Distributors Americas Asia Europe Oceania There are no distributors currently. Sekai Brasil Licensed Distributor of The Good Cup (Brazil) Contact Sales Opal Packaging Plus Licensed Distributor of The Good Cup (Australia) Contact Sales BM Target Licensed Distributor of The Good Cup (Japan) Contact Sales Alternative Way Licensed Distributor of The Good Cup (France) Contact Sales PackEco Solutions Licensed Distributor of The Good Cup (Canada) Contact Sales Groupe DGL Licensed Distributor of The Good Cup (US) Contact Sales No More Lids Licensed Distributor of The Good Cup (UK) Contact Sales Submit New Distributors Company Name Contact Email Description Distribution Location Asia-Pacific Americas MENCA Europe Submit Are you a verified distributor? Claim your territory Recent Activity New Products Pladis and McVities Launches Jaffa Cakes Flavour Digestives May 25, 2026 New Products McVities Launches Mango Flavoured Jaffa Cakes April 16, 2026 New Products Pladis Adds Trending 'Golden Cinnamon' Flavour to McVitie’s Light Range January 11, 2026 Listings Add Listing

Kettle has diversified its snack portfolio with the launch of Kettle Tortillas, a premium, HFSS-compliant range utilising ancient grains and seeds to target the gourmet sharing market. comments debug Exchange Write a comment Write a comment Share Your Thoughts Be the first to write a comment. The Newsroom Valeo Foods UK has announced the expansion of its Kettle Chips brand into the tortilla chip category. The launch of "Kettle Tortillas" marks a significant portfolio diversification for the brand, which has traditionally been synonymous with hand-cooked potato chips in the UK market. The new range is designed to align with the brand’s established reputation for premium ingredients and high-texture snacking. By entering the tortilla segment, Kettle aims to capture a larger share of the "gourmet" sharing occasion, which remains a high-growth area within the salty snacks category. Ingredient Innovation and Product Profiles The Kettle Tortillas range is distinguished by its use of specialised bases that go beyond standard corn. Each of the three launch variants incorporates high-value ingredients such as quinoa, seeds, or vegetables to differentiate the product from mass-market competitors. Mature Cheddar and Red Onion: Features a base of white corn blended with red quinoa, onion, and herbs. Sweet Chilli and Sour Cream: Utilises a mixture of red pepper, pumpkin, and linseeds. Sea Salt and Black Pepper: Incorporates a unique base made from black beans, millet, linseeds, and sunflower seeds. These inclusions are intended to provide a "bold crunch" and a more complex nutritional profile than traditional corn-only tortillas. Compliance and Market Positioning A critical aspect of the launch is that the entire Kettle Tortillas range is HFSS (High Fat, Salt, and Sugar) compliant. This positioning allows the products to be promoted and merchandised more freely within UK retail environments under current health-related legislation. Michael Inpong, Chief Marketing Officer at Valeo Foods UK, stated that the goal was to elevate the tortilla category to a "gourmet level." The focus on "real food ingredients" is a strategic move to maintain the brand's premium price point while appealing to health-conscious consumers looking for permissible indulgence. Retail Distribution and Pricing Kettle Tortillas are being launched in 140g sharing packs, a format that supports the brand's focus on social snacking occasions. The range is currently available in major UK retailers, including Morrisons and Waitrose. The product carries a Recommended Retail Price (RRP) of £2.65. This pricing strategy reinforces the brand’s position in the premium tier of the snack aisle, sitting above standard private-label and mainstream branded tortilla offerings. Strategic Outlook For Valeo Foods UK, the move represents an effort to leverage the strong brand equity of Kettle to cross-sell into adjacent snacking sub-categories. As consumer demand for functional ingredients and HFSS-compliant options continues to rise, the integration of ancient grains and seeds into a familiar snack format provides a clear path for category growth. New Products Kettle Chips Expands into Tortilla Snacking with New Range News March 24, 2026 New Products King's Hawaiian Enters Convenience Retail with New Soft Pretzel Bites Flavours & Colours Takis Commits to Removing Artificial Colours New Products Drake's Cakes Launches Sunny Doodle Dogs New Products Eggo Introduces High-Protein Zero-Sugar Waffles to National Market Snacking New Products Food Related news

Myprotein has launched a new range of high-protein lunch pots, marking the brand’s latest move into the convenient, on-the-go meal segment. The range is now available exclusively in Tesco stores across Ireland. comments debug Exchange Write a comment Write a comment Share Your Thoughts Be the first to write a comment. The Newsroom Myprotein has launched a new range of high-protein lunch pots, marking the brand’s latest move into the convenient, on-the-go meal segment. The range is now available exclusively in Tesco stores across Ireland. Each pot provides up to 32g of protein, contains under 400 calories, and is designed to offer a nutritious, protein-rich lunch option for consumers seeking balanced, high-protein meals that support active lifestyles. The lineup includes six globally inspired recipes: Brunch Bowl with Chicken Sausages – 20g protein, 267 calories, low in fat Chipotle Beef Chilli with Rice – 31g protein, 386 calories, low in sugar Firecracker Chicken – 30g protein, 295 calories, low in fat Japanese Style Chicken Curry with Rice – 32g protein, 278 calories, low in fat Panang Chicken with Rice – 30g protein, 320 calories, low in fat Sriracha Chicken with Rice – 31g protein, 300 calories, low in fat The meals are made using British chicken and beef, along with natural protein sources from pulses, aligning with the brand’s focus on quality ingredients and functional nutrition. The launch represents a further step in Myprotein’s diversification beyond traditional sports nutrition, expanding into mainstream grocery and ready meal categories. It follows a string of collaborative launches in 2025, including protein-enriched iced coffee with Jimmy’s, ready-made protein pancakes with BakeAway, a protein bar in partnership with Jelly Belly, and high-protein yogurts and desserts with Müller, as well as a sports nutrition range developed with Hyrox. The Myprotein High-Protein Lunch Pots are available now in Tesco Ireland stores, with an RRP of €5. Health & Nutrition Myprotein expands into savoury ready meals with new high-protein lunch pots News October 10, 2024 Business & Finance Actus Nutrition and Darigold Partner to Expand Speciality Protein Production New Solutions ADM Expands Plant Protein Portfolio with Eight New Soy and Pea Solutions New Products Levels Launches Strawberry Whey Protein New Products Khloé Kardashian’s Khloud Brand Launches Protein Chips New Products Health & Nutrition Related news

$1.4 billion beverage company taps Ricky Khetarpaul to lead financial strategy as brand prepares for energy drink market entry comments debug Exchange Write a comment Write a comment Share Your Thoughts Be the first to write a comment. The Newsroom $1.4 billion beverage company taps Ricky Khetarpaul to lead financial strategy as brand prepares for energy drink market entry Liquid Death, the Los Angeles-based beverage company known for its distinctive skull-branded canned water, has appointed Ricky Khetarpaul as its new Chief Financial Officer. The appointment comes as the $1.4 billion company prepares for significant expansion into new beverage categories, including the competitive energy drink market. Strategic Leadership Addition Khetarpaul brings extensive beverage industry experience to his new role, having previously served as CFO of Health-Ade, the kombucha and gut-health beverage brand. His career includes senior finance positions at major food and beverage companies, including over eight years at PepsiCo where he led reporting, forecasting, and planning for a $5 billion beverage portfolio. "It's a truly healthy beverage platform with a proven track record as an innovator across categories," Khetarpaul said of his decision to join Liquid Death. "I've been a big fan of Liquid Death." The new CFO also held the position of North America CFO for Lavazza and leadership roles at Sabra Dipping Co. and Walgreens Boots Alliance, providing him with diverse experience across the consumer packaged goods sector. Impressive Growth Trajectory Founded in 2017 by CEO Mike Cessario, Liquid Death has achieved remarkable growth since its market launch in 2019. The company reported scanned sales exceeding $300 million in 2024 and has maintained a 380% compound annual growth rate (CAGR) since launch. The brand's success stems from its unique positioning in the beverage market, offering water, sparkling water, and iced tea with fruit juice in distinctive tallboy cans featuring edgy, skeleton-stamped branding. Despite the alcohol-adjacent packaging, all products are non-alcoholic. Recent expansion efforts include a new distribution partnership with Big Geyser in New York, demonstrating the company's commitment to broadening its market reach. Targeting Gen Z and Millennial Consumers Liquid Death's marketing strategy has proven particularly effective with younger demographics, with Gen Z and millennials comprising over 70% of the brand's customer base. This aligns with broader industry trends, as recent NCSolutions survey data indicates that half of Gen Z consumers choose to be alcohol-free, with 43% believing their generation drives the "sober curious" movement. The company's social media presence reflects this focus, with 14.5 million followers across TikTok and Instagram platforms. CEO Cessario, a former marketing executive, credits the brand's entertainment-first, social media-centric approach for its strong consumer appeal. Financial Strategy and Growth Vision Khetarpaul emphasized his growth-oriented approach to the CFO role, stating: "I view the CFO role as a growth driver, not just a traditional controller. Liquid Death's marketing converts brand awareness into sales; the company is very metrics-driven. We measure marketing investments both strategically and in terms of ROI, which is music to any CFO's ears." His experience in sales and marketing at PepsiCo before transitioning to finance positions him well to support Liquid Death's continued expansion strategy. Energy Drink Market Entry Planned Looking ahead, Liquid Death plans to enter the $23 billion energy drink market in 2026 with Liquid Death Sparkling Energy. The product will differentiate itself by using natural caffeine from coffee beans rather than synthetic sources, maintaining the brand's commitment to natural ingredients. However, the energy drink segment presents significant competitive challenges, with established players like Red Bull and Monster dominating market share. Khetarpaul's role will be crucial in developing the financial strategy to compete effectively in this space. The company has also demonstrated innovation through strategic partnerships, recently launching a limited-edition Fruity Pebbles sparkling water called "Cereal Criminal" exclusively on Amazon. Industry Impact and Future Outlook Khetarpaul identified consumer loyalty as the primary challenge facing CPG brands today. "Even bigger brands I've worked with have struggled," he noted. "But in just a few years, Liquid Death has built one of the biggest fan bases in the beverage industry." As CFO, Khetarpaul will play a key leadership role in helping Liquid Death achieve CEO Cessario's vision of becoming "the next true multi-category beverage brand." Khetarpaul replaces Karim Sadik-Khan, who served as CFO from June 2024 and has since moved to the CFO position at Spindrift. With a loyal consumer base, strong financial performance, and experienced leadership team, Liquid Death appears well-positioned to continue its disruptive impact on the beverage industry across multiple categories. People Liquid Death Appoints PepsiCo Veteran as CFO to Drive Multi-Category Expansion News October 13, 2025 People BrewDog CEO James Taylor Steps Down People Jennifer Mann to Step Down as President of Coca-Cola North America Retail Co-op Group Departure of Managing Director and Two Leadership Members Coffee & Tea Starbucks Korea Dismisses CEO Following Controversial Marketing People Water Beverage Related news

Global food and beverage giant PepsiCo has launched its first comprehensive corporate rebranding initiative in 25 years, introducing a refreshed visual identity designed to better reflect the company's evolution and strategic direction as it enters 2025. comments debug Exchange Write a comment Write a comment Share Your Thoughts Be the first to write a comment. Featured in this news Soft drinks PepsiCo The Newsroom Global food and beverage giant PepsiCo has launched its first comprehensive corporate rebranding initiative in 25 years, introducing a refreshed visual identity designed to better reflect the company's evolution and strategic direction as it enters 2025. Strategic Brand Transformation The rebrand represents more than a cosmetic update—it signals a fundamental shift in how PepsiCo positions itself in the competitive food and beverage landscape. Jane Wakely, Chief Consumer and Marketing Officer and Chief Growth Officer for International Foods at PepsiCo, emphasized that "this isn't just a new logo; it's a symbol of transformation that captures the energy, optimism and ambition of PepsiCo in 2025 and beyond." Addressing Brand Recognition Challenges The rebranding initiative addresses a significant market challenge: consumer awareness of PepsiCo's extensive portfolio. Despite managing over 500 brands including household names like Lay's, Tostitos, Gatorade, Quaker, Siete, and recent acquisition Poppi, only 21% of consumers can identify PepsiCo brands beyond the flagship Pepsi product. This low recognition rate prompted the strategic overhaul to better communicate the company's diverse offerings and core values. Design Elements and Brand Philosophy The new corporate identity centers around a redesigned logo featuring a prominent 'P' that honors PepsiCo's heritage while incorporating elements representing the company's future-focused values: consumer centricity, sustainability, and taste excellence. The design employs a vibrant color palette inspired by natural elements, reinforcing PepsiCo's commitment to both product quality and environmental responsibility. Implementation Timeline and Scope The brand rollout will commence in early 2026, with updates planned across packaging, digital platforms, website redesign, and social media channels. This phased approach aims to create a unified brand experience that resonates with global consumers while maintaining consistency across PepsiCo's diverse product portfolio. Mission and Values Integration Central to the rebrand is PepsiCo's mission statement: "Creating more smiles with every sip and every bite," encapsulated in the new tagline 'Food. Drinks. Smiles.' This messaging aligns with the company's broader sustainability and innovation commitments, particularly through its pep+ framework, which focuses on driving positive change for people and the planet. Industry Impact The rebranding reflects broader industry trends toward transparency, sustainability, and consumer-centric approaches. As one of the world's largest food and beverage companies, PepsiCo's strategic repositioning may influence industry standards and competitor strategies in the coming years. "Our refreshed corporate brand is a beautiful expression of both who we are as a company today and our aspiration for the future," Wakely noted, highlighting the brand's role in supporting PepsiCo's long-term growth objectives. Marketing PepsiCo Unveils Major Corporate Rebrand After 25 Years News October 29, 2025 Beverage Pepsi Launches House of Treats Crafted Beverage Platform for Away-from-Home Venues Beverage PepsiCo Secures Official Beverage Partnership with VENU for Sunset Amphitheatres Foodservice PepsiCo Enters Foodservice with Lays Restaurant Concept Legal Coca-Cola Launches Legal Action Against Vue Cinemas Following Pepsi Switch Snacking Business & Finance Beverage Marketing Related news

The strategic focus of the campaign is the "95% fiber gap"—a statistic from the 2020-2025 Dietary Guidelines for Americans indicating that the vast majority of the population fails to meet daily fibre recommendations. comments debug Exchange Write a comment Write a comment Share Your Thoughts Be the first to write a comment. Featured in this news Food WK Kellogg Co (Kellogg’s) The Newsroom WK Kellogg Co has unveiled its first-ever Super Bowl commercial for Kellogg's Raisin Bran , leveraging a high-profile partnership with actor William Shatner to address the national fibre deficit. Titled "Will Shat?", the campaign utilises provocative wordplay to modernise the brand's image and position the legacy cereal as an immediate solution for gut health. The strategic focus of the campaign is the "95% fiber gap"—a statistic from the 2020-2025 Dietary Guidelines for Americans indicating that the vast majority of the population fails to meet daily fibre recommendations. By launching during the "Big Game," a period synonymous with heavy food indulgence, the brand aims to position its product (offering 7 grams of fibre per serving) as a necessary corrective measure for "gut regret." Creative Strategy: Functional Messaging Meets Humour Directed by Terri Timely of Park Pictures and developed with the VaynerMedia team, the spot marks a shift from traditional functional health messaging to entertainment-led marketing. "We wanted to talk about a serious health gap in a way that actually felt relevant to people's lives," said Doug VanDeVelde , Chief Growth Officer for WK Kellogg Co. "By leaning into some fun wordplay with an absolute legend like William Shatner, we're making sure the message about fibre is impossible to ignore." The narrative features Shatner in a "high-tech command centre," deploying fibre to various social settings—a sports bar, a Gen Z house party, and a tailgate—reinforcing the product's relevance across different demographics beyond the brand's traditional older skew. Streaming and Regional Targeting The campaign adopts a hybrid media approach, prioritising digital reach alongside targeted linear buying to maximise ROI during the high-cost advertising window. Distribution Plan: National Streaming: Peacock, NBC Sports app, and NFL+. Regional Broadcast: The ad will air in six specific high-priority markets: New York Los Angeles Chicago Grand Rapids Cincinnati Fort Smith This campaign highlights a broader trend in the CPG sector: rebranding "functional" ingredients (like fibre) from medicinal necessities into lifestyle enablers. By associating fibre intake with "keeping things moving" during celebration weekends, Kellogg's Raisin Bran is attempting to insert itself into new consumption occasions, moving beyond the breakfast table to become a "recovery" snack for the morning after. Health & Nutrition WK Kellogg Co Targets 'Fibre Gap' with William Shatner Super Bowl Campaign News January 31, 2026 Health & Nutrition Coalition for Metabolic Health Launches Series of Congressional Briefings on Nutrition Food NestFresh Completes Transition of Egg Portfolio to Humane Hatched Sourcing Health & Nutrition Vida Health and Instacart Partner to Expand Nutritious Food Access Business & Finance Darling Ingredients Secures US Patent for Blood Glucose Regulating Collagen People Health & Nutrition Marketing Food Related news