December 7, 2022
Consumer Brands Association SmartBrief
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Top Story
A report commissioned by the FDA supports proposals from the Consumer Brands Association regarding how to improve the FDA's food program, said Roberta Wagner, Consumer Brands' vice president of regulatory and technical affairs. Consumer Brands backs appointing a deputy commissioner "with direct line authority" over the program, as "integrating FDA's inspection and enforcement arm with policymakers under a single leader will position the agency to effectively deliver the food program's mission on behalf of consumers," said Wagner.
Full Story: The Wall Street Journal (12/6),  Food Safety News (12/7) 
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Webinar: "Counterfeiting Brands Across Borders & Beyond"
Join a compelling conversation featuring experts from U.S. Customs and Border Protection and the Consumer Brands Association about the current state of counterfeiting and what manufacturers, retailers and shoppers can do to stay safe. Register Now for this April 5, 11am EDT webinar.
Company Watch
Colgate-Palmolive aims to disrupt with space studies
Having conducted preliminary research at the International Space Station, Colgate-Palmolive has entered into a formal agreement with NASA to develop personal care products for use in space. These findings will support the company's efforts to develop more sustainable consumer packaged goods and packaging, as "disruptive innovation happens when you put yourself in a very highly constrained environment [like space]," said Stephan Habif, chief technology officer for Colgate-Palmolive.
Full Story: Fast Company (tiered subscription model) (12/7) 
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Consumer packaged goods companies will accelerate their diversity, equity and inclusion initiatives by adopting a DEI mindset with hiring, culture building and community outreach, write Lisa Manley, vice president of sustainability at Mars; Kris Carey, chief HR officer at Constellation Brands; and Ryan Whitacre, a partner at executive search firm Bridge Partners. Building buy-in from leadership and soliciting feedback from consumers about their DEI concerns are also key, they write.
Full Story: Consumer Goods Technology News (12/6) 
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Social Commerce: Get back to basics
US consumers have shifted their buying habits, making social media a key part of the sales process. In this webinar, learn how to take advantage of consumers' new shopping habits and tap into social media. Register here.
Firmenich unveils next year's top flavor
Fragrance and flavor company Firmenich has chosen dragon fruit as its 2023 flavor of the year due to the flavor's rapid adoption in foods and beverages worldwide and a "light" and "refreshing" profile that resonates with consumers, said Jeff Schmoyer, global head of human insights at Firmenich. "Our consumer research shows that the fruit can sometimes surprise people by not having the strong flavor to match its visual appearance," added Schmoyer.
Full Story: FoodNavigator (12/5) 
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Advertising & Marketing
Clorox's marketing has navigated a series of market disruptions with messaging that responds to the changing economic landscape and reinforces brand purpose, shared Eric Schwartz, chief marketing officer. The company's Clorox brand has launched the "Start Clean" platform as a part of that messaging, and the platform emphasizes how cleaning is "really about fresh starts, and fresh starts can inspire people both physically and emotionally," said Schwartz.
Full Story: Ad Age (tiered subscription model) (12/7) 
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Orchard delivers 10 hours of Ocean Spray yule logs
(Ocean Spray/YouTube)
Orchard created a 10-hour YouTube video for Ocean Spray that simply shows three Ocean Spray Jellied Cranberry Sauce yule logs wobbling in front of a roaring fire, with animated voices saying "jiggle" and "wiggle." The video, also running as pre-roll ads, is part of the brand's "Power Your Holidays" push, which includes a dedicated website.
Full Story: Ad Age (tiered subscription model) (12/6) 
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Kellogg's Corn Flakes brand has partnered with the Tastemade food video platform to follow the brand's "Baking a Difference" competition. Five bakeries across the US are tasked with creating a cookie recipe that uses Kellogg's Corn Flakes, and the winner will earn $10,000 for a charity of their choosing.
Full Story: Adweek (12/7) 
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Cheez-It Snap'd to give away Jingle Ball tickets
Kellogg's Cheez-It Snap'd brand is asking people to post cheesy holiday photos on Instagram for the chance to win passes to the iHeartRadio Jingle Ball in Miami. The winner will also get to have their photo taken for a holiday card with the Backstreet Boys at the Miami show, and the brand is hosting free holiday card photo sessions at all of the tour's stops.
Full Story: Candy & Snack Today (12/5) 
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Consumer Brands News
Consumers trust and support brands that are transparent about their products and share detailed product information, research shows. Consumer Brands' SmartLabel can help with that by providing access to timely product information on CPG products. "Consumers really want more information and brands are leaning in toward providing that transparency," said Rishi Banerjee, Consumer Brands' senior director of SmartLabel. Read more.
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The Consumer Brands CPG Legal Forum returns Feb. 22-24, 2023, in Scottsdale, Ariz., at the Fairmont Scottsdale Princess. The event is the premier gathering for legal professionals in the consumer packaged goods industry to stay current on cutting-edge CPG issues while having the opportunity to earn up to 12.5 CLE credits. Join us and connect with peers facing similar challenges and walk away with real-world insights. Space is limited; register now.
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