This week's newsletter unpacks key CPG strategies. We'll analyse PepsiCo's savvy acquisition versus Coca-Cola's gamble, explore the critical alignment of online and offline pricing, and dissect M&S's viral corn flakes. Let's dive into the trends shaping retail today.

Happy reading!

#1 PepsiCo & Poppi: A Smart Acquisition vs. Coca-Cola’s Risky Bet on Simply Pop

PepsiCo’s potential acquisition of Poppi makes a ton of sense. Coca-Cola starting from scratch with Simply Pop? Less so.

Here’s why PepsiCo’s approach is the stronger play — and how connected commerce, category momentum, and marketing strategy play into it.

The Prebiotic Soda Boom: Category Growth & Consumer Demand

The functional beverage market is on fire, and prebiotic sodas are leading the charge. Poppi has been at the forefront of this movement, benefiting from:

• Massive retail expansion - from Whole Foods to Target to Costco

• Explosive TikTok-driven brand love - co-founder Allison Ellsworth’s storytelling has driven virality

• Positioning in the better-for-you (BFY) space - tapping into gut health and wellness trends

💡 Why PepsiCo’s move is smart: Instead of building a prebiotic soda from scratch, PepsiCo can acquire a brand that already has cultural cachet, retail distribution, and marketing momentum.

🚨 Why Coca-Cola’s Simply Pop move is risky: Starting a brand-new functional soda in 2025 means fighting for awareness, retail space, and consumer trust — while competitors (including PepsiCo + Poppi) are already well ahead.

The PepsiCo Playbook: Buying Growth vs. Building from Zero

PepsiCo acquires winners in new beverage categories:

• SodaStream (2018) – Entry into at-home sparkling water

• Kevita (2016) – Probiotic drinks & kombucha

• Naked Juice (2007) – Cold-pressed juice expansion

💡 They don’t just buy—PepsiCo integrates these brands into their powerful distribution and retail ecosystem, helping them scale fast.

🚨 Coca-Cola’s track record?

• Coca-Cola has relied more on acquisitions (e.g., BodyArmor, Costa Coffee) rather than launching brands from scratch.

• Their attempts to build wellness brands internally (e.g., Honest Tea, Vitaminwater extensions) haven’t always worked.

💡 Why Simply Pop feels out of step: This is a category where established brands (Poppi, Olipop) already own mindshare — starting a Coke-owned competitor doesn’t guarantee success.

Connected Commerce: Why PepsiCo + Poppi is a Perfect Fit

The future of beverage growth isn’t just retail — it’s connected commerce.

• Poppi dominates TikTok & DTC — building demand before products hit shelves.

• PepsiCo has the infrastructure to scale Poppi across eCommerce, DTC, and retail.

• Coca-Cola? Without the organic traction Poppi has built, Simply Pop will have to spend big on marketing just to catch up.

💡 Poppi already knows how to win in digital commerce. PepsiCo can just fuel the fire.

🚨 Coca-Cola’s challenge:

• They need to educate consumers about Simply Pop.

• They don’t have an organic digital community to tap into.

• They’ll likely rely on big media spending instead of built-in demand.

Retail Execution: PepsiCo’s Speed vs. Coca-Cola’s Gamble

• PepsiCo can immediately plug Poppi into its global retail and foodservice distribution network.

• Retailers already know and love Poppi—this is an easy yes for expansion.

• PepsiCo’s data-driven shelf strategy will ensure Poppi gets premium placements.

🚨 Coca-Cola has to convince retailers to take a risk on Simply Pop—when they already stock Olipop, Poppi, and other functional sodas.

💡 Retail shelf space is limited. PepsiCo is getting a brand that’s already there, while Coca-Cola has to fight for every placement.

#2 Bridging the Gap: Aligning Online and Offline Pricing Strategies in Retail

In today's retail landscape, consumers expect a seamless shopping experience across both online and offline channels. However, discrepancies in pricing between these platforms can lead to confusion and erode trust. A personal experience with Tesco's granola pricing highlights this issue, while Target serves as a case study in effectively integrating pricing strategies across channels.

Personal Experience: Tesco's Granola Pricing Discrepancy

Recently, I encountered a pricing inconsistency at Tesco involving a granola product. The online price differed from the in-store price, leading to confusion at checkout. Such discrepancies are not isolated incidents. For instance, customers have reported instances where shelf prices did not match the prices at self-checkout counters, or where promotions were not applied as expected. These inconsistencies can frustrate customers and diminish their trust in the retailer.​

Target: A Case Study in Omnichannel Pricing Integration

In contrast, Target has made significant strides in harmonizing its online and offline pricing strategies. The retailer has implemented digital price tags in select stores, allowing for real-time price adjustments and promotions. These digital displays are connected to the store’s inventory system, ensuring prices are always accurate and up-to-date. This integration minimizes discrepancies and enhances the customer experience.

The Importance of Consistent Pricing

Maintaining consistent pricing across channels is crucial for several reasons:​

• Customer Trust: Consistency reinforces reliability, encouraging repeat business.​

• Competitive Advantage: Retailers that offer seamless experiences can differentiate themselves in a crowded market.​

• Operational Efficiency: Unified pricing simplifies inventory management and reduces the potential for errors.​

Strategies for Aligning Online and Offline Pricing

To achieve pricing consistency, retailers can adopt the following strategies:

1. Implement Integrated Systems: Utilize technology that synchronizes pricing across all platforms in real-time.​

2. Regular Audits: Conduct frequent checks to ensure alignment between advertised and actual prices.​

3. Transparent Communication: Clearly inform customers about any price differences due to promotions or regional variations.​

4. Employee Training: Equip staff with the knowledge to handle pricing inquiries and discrepancies effectively.​

Conclusion

Aligning online and offline pricing is essential for delivering a cohesive customer experience. While challenges exist, as seen in the Tesco example, retailers like Target demonstrate that with strategic investment and technology integration, it is possible to bridge the gap and meet evolving consumer expectations.​.

#3 M&S One-Ingredient Corn Flakes: Genius or Just Good Marketing?

The latest viral product from M&S has everyone talking.

Their ‘Only 1 Ingredient Corn Flakes’ — literally just corn, no added sugar or salt — has exploded on LinkedIn, hailed as a triumph of clean-label simplicity. But is it actually a game-changer for consumers? Or is this just clever positioning with little added health benefit?

I, for one, won’t be buying — not because I don’t respect the concept, but because I’m not convinced this offers real value beyond the marketing hype.

So, has M&S truly listened to the consumer? Or are they just playing into an industry trend without thinking about the bigger picture? Let’s break it down.

The Good: A Clear Answer to the Ultra-Processed Debate

M&S is clearly responding to growing consumer skepticism around ultra-processed foods. Cutting out additives, sugar, and salt taps into the clean-label movement that’s been driving grocery trends for years.

• Transparency matters: Consumers want to know exactly what they’re eating.

• Less sugar, less salt: In theory, this should be healthier than traditional cereals.

• Aligns with government health messaging: Retailers are under pressure to reduce added sugars in food.

💡 For those actively avoiding processed foods, this product makes sense. But for the average consumer, is it actually healthier — or just different?

The Concern: What’s the Real Health Benefit?

Here’s the thing — traditional corn flakes aren’t exactly packed with sugar and additives to begin with. They’re already relatively simple.

🚨 The biggest issue? No fortification.
Most cereals (including Kellogg’s Corn Flakes) are fortified with vitamins and minerals like iron, folic acid, and B vitamins. These nutrients help prevent deficiencies, especially in children and people with restricted diets.

Without fortification, M&S’s corn flakes might actually offer less nutritional value, not more.

💡 Is it really better for consumers — or just a stripped-down version of something that didn’t need fixing?

Did M&S Listen to Consumers—or Just Industry Trends?

M&S’s approach feels heavily data-driven. They’ve seen the market shift toward clean eating and ultra-processed food debates, and they’ve responded.

But did they ask consumers what they actually wanted?

❌ Consumers want ‘healthier’ cereals — but that doesn’t always mean fewer ingredients.
❌ Did M&S test this with their audience? Or was it more about following a macro trend?
❌ Stripping down ingredients works for some products, but not necessarily for cereals.

💡 If M&S had truly listened to their audience, would they have created this — or a fortified, low-sugar option that still provides essential nutrients?

Final Verdict: Smart Marketing, but Not for Me

M&S’s One-Ingredient Corn Flakes are an interesting experiment in product innovation. They tap into a clear trend — but whether they actually provide real health benefits is up for debate.

Would I buy them? No. Not because they’re bad, but because I’m unsure if they actually benefit me.

What do you think? Genius move or just a marketing gimmick?

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