The FMCG Marketing Daily — May 16, 2026

The FMCG Marketing Daily — May 16, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • L'Oréal's Garnier is using reality TV influencer casting to reintroduce a legacy haircare format to Gen Z — a playbook worth watching for any FMCG brand trying to modernise heritage SKUs. • The reported private equity interest in Magnum's newly spun-off parent company raises urgent questions about what happens to brand investment and marketing ambition when iconic FMCG brands pass from strategic owners to financial ones. • Roxberry's funding round to scale a soda brand explicitly targeted at children puts it on a collision course with both Coca-Cola and PepsiCo's youth portfolios — and squarely in the crosshairs of regulators watching kids' marketing closely. Fun fact: The average supermarket shopper makes roughly 75% of their brand decisions before ever entering the store, yet Walmart found that simply redesigning its grocery cart to include a built-in divider between 'fresh' and 'packaged' items increased fresh produce sales by over 25% in test locations — suggesting the physical act of shopping can still override pre-made decisions. Hosted by Marco and Klara.

What is The FMCG Marketing Daily?

The essential morning briefing for brand leaders in fast-moving consumer goods. Hosted by Marco and Klara — two senior strategists with decades of experience inside global CPG companies and consultancies. Every episode covers retail media and distribution shifts, brand and competitor moves from Unilever, Coke, Nestlé, and challenger brands, and the macro and regulatory forces reshaping the category. Authoritative. Analytical. No noise. Built for brand managers, trade marketers, CMOs, and agency directors who need to stay ahead.