Hey {{first_name}} ,
FMCG is quietly becoming one of the most powerful media channels out there, and Warner Bros, Hasbro and Joe & The Juice have all clocked it.
We've also got more acquisitions, a matcha collagen collab between two of the most community-driven brands and lots more NPD (just in time for summer!)
And if you're around tomorrow, we’ll be at Spill the Beans on April 28th, live pitches from brands to buyers from Selfridges, Waitrose and more. Use code STB60 for a discount.
Let’s get into it 👇
📱 From the Feed
What we posted on our socials this week
🦸 FMCG is a media channel. Warner Bros knows it: Hip Pop x Supergirl, Sproud x Joe & The Juice x Maya Jama, SNEAK x Transformers. Three collabs, three aligned audiences. The smartest partners are using FMCG to put their brand into someone's hand, in their home, on their desk.
🧪 Free Soul x PerfectTed collab just dropped: A Matcha Collagen Latte, ceremonial grade matcha meets marine collagen peptides. Two of the most community-driven challenger brands pointing their audiences to DTC.
💰 The Gut Stuff acquired by Hero Group: Lisa and Alana built a gut health brand off a single insight from Tim Spector's twin research. Now Hero Group, the Swiss food giant behind Organix and Deliciously Ella, has snapped them up. Education-first brand meets serious distribution. Big things ahead.
👀 ICYMI: Brand Moves
Things you might’ve missed this week
🧀 All Things Aunty launches into Sainsbury's: The paneer wave is spreading in major retail now in Tesco and Sainsbury’s.
🍋🟩 JUBEL drops a Lime Lager, exclusively in Tesco: Lager cut with lime, live now. Clean, zingy, dangerously drinkable.
🍕 Crosta Mollica x Unplugged: Four Unplugged stays given out every quarter to the team members who best display their values. Actual time off. Actually switching off. Great collab.
📌 Noticeboard
Got something worth sharing with fellow FMCG players?
🏃 Jumpstart's BIG 5k Run: is looking for food and drink brands to get involved in a Summer activation in London. 2,000+ runners, 400+ UK startups, VCs, founders and operators all in one place. JUBEL are already on board. If that sounds like your kind of crowd.
🫘 Spill the Beans, April 28th (DISCOUNT CODE STB60): We're attending. An event for F&B producers of all backgrounds, with live pitches to supermarket buyers, investors and foodservice experts. Lunch and free professional product photos included. Confirmed buyers include Selfridges, Waitrose, The Black Farmer, Nisa & Westerham Farm shop.
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Until next week,
Aisle One