In this episode of The FMCG In-Crowd, Segun Akinwoleola, the founder of The Gym Kitchen, shares the highs and lows of launching a startup brand including his top tips for success with retailers and why he believes that diversity within FMCG is so important.

In this episode of The FMCG In-Crowd, we bring together guests from across the world of innovation to discuss NPD within the FMCG industry. Our guests share their thoughts on what it delivers to the end consumer, some of the key considerations that manufacturers and retailers should take into account when developing a new product as well as whether recent events have changed the way we approach innovation.

During the final episode, we address the role of promotional effectiveness measurement and the various measures of promotional success.

EDLP seems to be a perennial discussion but was brought into sharper focus in 2020 when Tesco announced their Great Prices Everyday strategy. We talk to our guests about their thoughts on EDLP and under what circumstances it can be considered successful for a category and brand.

We chat to our guests about the role of price as a driver of shopper choice. As part of the conversation, we address whether the events of 2020 have altered shopper’s perceptions of price.

In this first episode, we explore shopper’s perceptions of value and what factors may influence their view.