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.
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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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
