The FMCG Marketing Daily — May 22, 2026

The FMCG Marketing Daily — May 22, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Nestlé is fighting a live brand credibility battle over its infant formula recall, and how it handles this public rebuttal will define its trust equity with the most risk-averse consumer segment there is. • Carlsberg is betting that Malaysian consumers' appetite for 'authentic Chinese brands' can turn a regional Chinese beer into a pan-Asian growth vehicle — a brand internationalisation playbook worth watching. • Zevia is doubling down on its 'radically real' brand platform at exactly the moment when clean-label soda challengers are under pressure to prove they can scale marketing without losing their authenticity edge. Fun fact: The average supermarket loses roughly 1.3% of total revenue to shoplifting annually, but studies show that self-checkout lanes have a shrink rate nearly three times higher than staffed lanes — a gap so significant that some retailers like Booths in the UK have removed self-checkout entirely and seen customer satisfaction scores jump immediately after. For brand managers, this matters because high-shrink categories near self-checkout are quietly being relocated or locked up, reshaping where your product can even live in-store. 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.