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PODCAST

the Joshua Schall Audio Experience

Welcome to the Joshua Schall Audio Experience On my podcast, you’ll hear episodes of my popular short-form Consumer Packaged Goods (CPG) news segment "Consumed", a long-form CPG entrepreneurship interview segment "Formula For:", deeper dive segments "Deep Dish CPG", public speaking engagements, and any of my new and current thoughts that I record specifically for this audio experience! Leave a review on iTunes and let me know what you think!

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All Episodes

00:00:58

[MONDAY MINUTE] Has Alex Cooper Made Gatorade "Call...

the Joshua Schall Audio Experience ·

2025/08/18

When the creator and host of the number one listened to podcast amongst women globally decided to launch a hydration beverage…it sparked tons of both positive and negative commentary from industry pundits. But could Alex Cooper be the sports drinks category version of Alanu Nu creator Katy Hearn…that was a major catalyst for broadening the appeal of energy drinks to female consumers? Well…it’s been a half-year since Unwell Hydration launched, and you’re probably wondering if Alex Cooper made the

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00:13:10

Irwin Naturals M&A for $42.5 Million 🤑 | FitLife...

the Joshua Schall Audio Experience ·

2025/08/15

Will FitLife Brands be able to show the “one man’s trash” proverb is an effective growth strategy within the supplement industry? But for anyone new to these quarterly content pieces, FitLife Brands sells more than 250 SKUs across 13 supplement brands…each with a slightly different product portfolio and sales channel strategy. In total, the FitLife Brands portfolio is sold through more than 20K retail locations globally. But throughout this content, you’ll hear me categorize the FitLife Brands

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00:13:21

Optimum Nutrition & ISOPURE "Beige Flag" Strategy 😎 |...

the Joshua Schall Audio Experience ·

2025/08/14

The brand portfolio of Glanbia Performance Nutrition is the definition of a beige flag...not offensive, but not particularly inspiring or exciting either! Glanbia Plc (LON:GLB) is a multibillion-dollar global nutrition company that's currently comprised of three divisions that span across the B2B supply chain (i.e. Health & Nutrition and Dairy Nutrition) and branded products (Performance Nutrition). “Health & Nutrition” is a leading global ingredients solutions business, providing value

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00:01:15

[MONDAY MINUTE] Massive Success Story of Fairlife |...

the Joshua Schall Audio Experience ·

2025/08/11

Talk to enough beverage industry oldheads…and eventually a few will share their “rise and fall” thoughts on The Coca-Cola Company’s Venturing and Emerging Brands (VEB) unit. Launched in 2007, the VEB business unit was tasked with identifying and supporting the growth of beverage brands with billion-dollar potential through investment or acquisition. Essentially, VEB was a way for the beverage giant to better manage smaller brands…allowing them to move quicker (and fail faster). But judging VEB can

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00:12:22

Alani Nu Revenue Growth is Terrifyingly Strong! 🧟‍♀️...

the Joshua Schall Audio Experience ·

2025/08/08

Alani Nu is experiencing “scary-level growth,” but that shouldn’t be concerning…as Celsius Holdings leadership doesn’t get spooked easily! Celsius Holdings (NASDAQ: CELH) had quarterly revenue of $739.3 million, which was up 84% YoY. Excluding the Alani Nu acquisition-related financial impact, CELSIUS brand revenue grew 9% YoY. And if you were wondering about Alani Nu, it’s second quarter revenue was $301.5 million…which equates to around 106% YoY growth! According to Circana last 13-week retail

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00:16:05

Premier Protein & Milk Bar Create the Ultimate...

the Joshua Schall Audio Experience ·

2025/08/06

Last summer, it was a protein Ice Cream experiential marketing event. And now it’s a collaboration with my fellow dessert loving Ohioan Christina Tosi (Founder of Milk Bar). Come on Premier Protein…I’m feeling super left out! BellRing Brands (NYSE: BRBR) is a portfolio that owns a collection of convenient nutrition brands like Premier Protein and Dymatize Nutrition, which was previously wholly-owned by Post Holdings. A fast-paced and busy lifestyle is pushing consumers to switch to quick and healthy

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00:12:18

During the Wellness Rush, Sell Proprietary...

the Joshua Schall Audio Experience ·

2025/08/05

Whether it’s the Gold Rush of yesteryear or today’s Wellness Rush…it’s hard to argue against the infallible nature of that famous “picks and shovels” proverb! This current “health optimization” period will undoubtedly be dramatized and romanticized…because the growing insanity of the Wellness Rush is no exaggeration. So, how do you get rich in today’s Wellness Rush then? Yes, there’s obviously outlier brands that will reach significant enterprise value…but most who thrive during the Wellness Rush

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00:01:00

[MONDAY MINUTE] Molson Coors Might Be the Pettiest...

the Joshua Schall Audio Experience ·

2025/08/04

Molson Coors is the pettiest beverage company on earth…and it’s hilarious. Several years ago, class action lawsuits alleged that Molson Coors “pixie dusted nutrients” into Vizzy Hard Seltzer and utilized various marketing strategies (with the intent) of profiting consumers’ increasing desire to consume healthier food and drink. But who says an alcoholic beverage, that includes a potent antioxidant like Vitamin C…can’t be a “wellness” product anyways? But more importantly, what did Molson Coors

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00:33:56

Energy Drinks, Dietary Supplements, Viagra & Moon...

the Joshua Schall Audio Experience ·

2025/08/01

Maybe you can relate to this…but as an introvert, I only have a limited amount of social energy, and my preference is to spend it in ways that really count. In fact, avoiding “small talk” at business events has become one of my superpowers…and not because I dislike socializing (or people), but due to instead enjoying deep dives into topics and exploring ideas on a meaningful level. And while some might misclassify this desire to talk about things that feel personally important and relevant as some

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00:11:55

Keurig Dr Pepper (KDP) "Active Nutrition" Strategy |...

the Joshua Schall Audio Experience ·

2025/07/30

Let's talk about how the most intriguing “active nutrition” brand portfolio isn’t controlled by some legacy supplement company. Instead, in just two short years, Keurig Dr Pepper (NASDAQ: KDP) went from getting its categorical butt kicked in the “three-headed monster” of active nutrition beverages (aka energy drinks, sports drinks, and protein shakes) to now controlling the most intriguing “active nutrition” brand portfolio by (1) acquiring a large stake in the maker of C4 Energy, (2)

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00:25:35

Packaging Isn't Your Brand 😬 | Melanie Virreira...

the Joshua Schall Audio Experience ·

2025/07/28

If I were to mention “branding,” what would be one of the first things that pops into your head? Since many of you are likely CPG industry stakeholders…I’d assume packaging design topped the list. And that makes sense because the right packaging is crucial for CPG products…as you can’t sell what the consumer doesn’t notice from a distance (especially within today’s age of the endless aisle). But while packaging design is certainly an important way to create a positive first impression by visually

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00:01:02

[MONDAY MINUTE] We Have a NEW "Chompion" of CPG Brand...

the Joshua Schall Audio Experience ·

2025/07/28

Move over custom hand-crafted gold plated thousand dollar 5-Hour Energy cufflinks from last year…because we have a new “chompion” within the absurd world of CPG branded luxury fashion accessories. So, on the most-watched red carpet event of the season…a night when million-dollar jewels adorn celebrities and fashion makes its boldest statements, 1800 Tequila claimed its place as the Met Gala's most unexpected luxury. Inspired by the iconic 1800 Cristalino bottle (and the blue Weber agave plant),

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00:08:09

Flintstones, Hulk Hogan, and Today's Booming...

the Joshua Schall Audio Experience ·

2025/07/25

So, I’m not sure if this is a slightly “hot take” or not, but regardless…I’m totally fine stating on the record that I believe the Flintstones and Hulk Hogan provided (historically) two of the most impactful positive inflection points involving the children’s health supplements market. Initially, children’s chewable vitamin tablets were generic in shape…but the game changed forever in 1968 when Miles Laboratories launched Flintstones Chewable Vitamins. By transforming essential nutrients into the

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00:10:19

What's Next for Neutonic? | Chris Williamson "Key Man...

the Joshua Schall Audio Experience ·

2025/07/23

It’s the middle of another week…and as Chris Williamson just discussed recently, I’m feeling that “productivity debt” weighing on me. Yet, I’m still sitting here quite certain that I can predict what’s next for Neutonic...the productivity CPG brand that he's building with James Smith (and Shan Hanif). But that “vague sense of falling behind” can come in many shapes and sizes. In fact, I’m feeling that productivity debt right now…after taking forever (especially for internet standards) to

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00:01:21

[MONDAY MINUTE] Legends Are Passionate About GHOST...

the Joshua Schall Audio Experience ·

2025/07/21

I’ve been seeing a ton of passionate GHOST energy drink fans making videos about the switch from textured sleeves to printed cans. And that level of feedback must’ve gotten really loud when both founders posted the same day (but separately) on social media providing customers with an explanation regarding the packaging change. Though, as an industry strategist, with deep domain expertise in functional beverages (like energy drinks), I feel compelled to provide you with the actual motive beyond the

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00:33:41

Driving Results Within Shifting CPG Landscape | Dave...

the Joshua Schall Audio Experience ·

2025/07/18

Have you ever heard the saying that goes something like “when you get older…don’t meet the people you looked up to when younger because they’ll surely disappoint”? Well…way back (about two decades ago at this point) when I was working towards my undergraduate and MBA degrees, professors would obviously cite contemporary business events to clearly connect academic lessons with real world applications. But specifically, I vividly remember marketing professors discussing aspects of the Super Bowl beer

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00:24:48

Most CPG Brands Fail Because... | Jason Adelman...

the Joshua Schall Audio Experience ·

2025/07/16

There’s a double-edged sword aspect that doesn’t get talked about enough in today’s low barriers-to-entry CPG business landscape. A piece of information (about your CPG product or brand) can rapidly spread across the Internet, reaching wide audiences, and becoming popular in an instant. But “going viral” isn’t a strategy. In fact, it’s oftentimes second- and third-order effects from virality that cause so many failures across the CPG industry. Does that mean “chasing that next big viral moment” is

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00:00:53

[MONDAY MINUTE] Biggest Flop in the Energy Drinks...

the Joshua Schall Audio Experience ·

2025/07/14

What’s the biggest flop in the U.S. energy drinks market over the last 5-7 years? I’m sure many will yell out “Coca-Cola Energy,” which could very well be the correct answer…mostly because The Coca-Cola Company bastardized its single most important brand asset. But what about Mountain Dew Rise Energy? For me, it’s hard not imagining what “could have been” if the startup RTD coffee brand RISE Brewing didn’t file a trademark infringement lawsuit against PepsiCo a few months after the product launch

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00:09:20

Monster Energy Ice Cream Coming Soon? | Caffeinated...

the Joshua Schall Audio Experience ·

2025/07/14

It’s very likely that you’ve noticed “high protein claims” penetrating more diverse food and beverage categories. But what about an adjacent product strategy that’s sneaking caffeine into anything and everything that’s quick, easy, and accessible? So, beyond the ubiquitous availability of coffee, energy drinks, caffeinated carbonated soft drinks, and tea…you can now purchase items such as caffeinated nutritional bars, jellybeans with caffeine, coffee paste, caffeinated chocolate, caffeinated gum,

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00:14:08

PepsiCo Should Acquire Quest Nutrition 🤔 | Simply...

the Joshua Schall Audio Experience ·

2025/07/11

To eat…or to be eaten, that is again the question for the Simply Good Foods Company! In this latest episode, I'll utilize the Q3 2025 Simply Good Foods Company (NASDAQ: SMPL) financial statements, earnings call, and supplemental presentations for my expanded strategic commentary around convenient nutrition market dynamics and trends. In fiscal Q3 2025, Atkins Nutritionals brand dragged down the overall portfolio performance, but Quest Nutrition (up 11% YoY) and OWYN (up 24% YoY) beat categorical

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693 results

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