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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

00:13:33

Sports Drink Market Shakeup | Insane PRIME Growth,...

the Joshua Schall Audio Experience ·

2023/12/29

After decades of Gatorade sports drinks market dominance, blurring categorical lines and emerging legitimate competitors have begun to create one of the most intriguing functional CPG spaces to watch in the coming years. The overall U.S. market size of sports drinks is just shy of $13 billion…growing around 12% YoY. Increases in total household penetration, average spending per household, purchase frequency, and spends per unit/trip are driving the sales growth. The current market leader is still

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00:00:50

[MONDAY MINUTE] Kool-Aid , Lil Jon, & My All-Time...

the Joshua Schall Audio Experience ·

2023/12/25

Maybe I’m just in the holiday spirit because our Christmas tree is right outside the door of my home office, but I’ve always considered this time of year as a high point for CPG industry marketing. I don’t think it has much to do with Christmas cheer though…instead it likely centers around the universally known fact that consumers typically buy more items…and CPG marketers must work extra hard to earn attention and dollars. That being said, one of my all-time favorite CPG marketing efforts combines

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00:32:08

Merging Sports & Entertainment with the Beverage...

the Joshua Schall Audio Experience ·

2023/12/21

I consider myself extremely lucky that I didn’t ignore those topics, activities, and ideas that dominated a significant amount of my time throughout life. While I don’t think I have any special talents, I’ve been passionately curious about the intersections of those things…and that has allowed me to create this wonderful professional life today. That being said, I’m naturally drawn to people that have similar approaches to life. So, it shouldn't be of any surprise to you why Mark French and I

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00:11:56

Will 1440 Foods Be the Next Supplement Brand...

the Joshua Schall Audio Experience ·

2023/12/19

What does the Republican Party’s 2012 nominee for U.S. President Mitt Romney, the thirteenth-largest global private equity firm, and a supplement brand portfolio that will likely IPO next year…have to do with each other? A LOT more than you might think! On December 13, Bain Capital signed a definitive agreement to acquire a significant stake in 1440 Foods. You might not recognize the brand portfolio name 1440 Foods, but it was created from the leftover sports and active nutrition division (i.e. Pure

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00:00:54

[MONDAY MINUTE] Welcome to the "Creatine Gummies" Era...

the Joshua Schall Audio Experience ·

2023/12/18

Do you remember in late 2021 when I predicted that the "gummification of the supplement industry" would finally start making its way into the sports nutrition category? Those of us forward-leaning strategists have known forever that some of the biggest growth areas within the sports nutrition industry are likely to come from a widening of traditional definitions, as well as products coming to market in alternative delivery forms. That sounds like a perfect set-up for what’s been going on

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00:37:29

New Owner of BIOSTEEL Sets the Record Straight | NHL...

the Joshua Schall Audio Experience ·

2023/12/13

From Canopy Growth acquiring a majority stake in BioSteel four years ago…to the rise and fall of the supplement turned sports drink brand, I’ve attempted to contextualize the marketplace data and provide insights into would be valuable to the functional CPG community. But with BioSteel officially emerging from bankruptcy recently with a new owner, I thought it would be important to reconcile some of my “what’s next” predictions from the last piece of content. And who’s better at helping me do that

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00:00:50

[MONDAY MINUTE] GHOST Lifestyle x Sour Strips Collab...

the Joshua Schall Audio Experience ·

2023/12/11

What’s up guys, it’s your boy Joshy Pooh! OK…OK…that poor attempt at copying Maxx Chewning was not authentic. So, I guess according to the famous Dan Lourenco saying "authenticity is undefeated," I'm taking a loss here. But let’s talk about the recent GHOST x Sour Strips collaboration a bit though. Tons of content out there already on the amazing taste of the products and overall cool factor, which is par for the course with GHOST, but here’s what I loved about the collab…the tactful

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00:14:23

HUEL IPO or M&A Target of Unilever & Glanbia? | HUEL...

the Joshua Schall Audio Experience ·

2023/12/06

There has been A LOT of change at the convenient nutrition brand HUEL. But on the other hand, A LOT has stayed the same…which is maybe at the heart as to why HUEL has been so successful. But you might remember that almost exactly two years ago, I made my last piece of dedicated content about HUEL (https://youtu.be/UOiTExb1fk0). In that previous content, I was primarily focused on breaking down the predicted huge discussion that HUEL leadership was internally partaking in…about exit event

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00:00:49

[MONDAY MINUTE] MyProtein Helps "Nemo" Get Fit with...

the Joshua Schall Audio Experience ·

2023/12/04

Is the sports and active nutrition space really the influential epicenter of the CPG world? I’ve made that confident declaration A LOT lately, but I have to be honest…behind closed doors I’m just waiting for someone to call me out one of its massive blind spots (like sustainability). But as Deion Sanders recently said, "you better come get us now because this is the worst we will ever be." While there’s still tons of industry-wide work that needs to be done, I’m inspired by a recent

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00:09:12

BioSteel Acquired By Canadian Protein | BioSteel...

the Joshua Schall Audio Experience ·

2023/11/28

I’m not sure if the Canadian bankruptcy courts are just wildly more efficient than in the United States, but we already have a major announcement in the BioSteel court-supervised sale process. For those that haven’t been following my previous content on this business activity…and recognize BioSteel probably from all the prominent sports marketing deals (e.g. NHL sponsorship), you might be wondering why previous owner Canopy Growth didn’t just find a potential buyer itself? It did two separate times

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00:15:30

G Fuel Receives Significant Investment | Viability of...

the Joshua Schall Audio Experience ·

2023/11/27

G Fuel decided to invite “the suits” into its cool kids’ club. Will this result in a similar FaZe Clan-like collapse or does this turn out differently for G Fuel? If you haven't seen the headlines yet from November 16th, G Fuel announced that it received a significant cash investment from private equity firms Kingswood Capital Management and First Bev. Precise terms of the 8-figure deal were not immediately released, but the deal provides significant growth equity for G Fuel. Alongside the

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00:00:58

[MONDAY MINUTE] It's Like Mixing a G Fuel Energy with...

the Joshua Schall Audio Experience ·

2023/11/27

Gamers are no longer that stigmatized nerdy and overweight young white male cohort who live in their parents’ basements. With an increasing number of people playing, broadcasting, and watching esports, the multi-billion-dollar gaming ecosystem is without a doubt cementing itself as a straight up cultural phenomenon. So, maybe it’s time to retire the stereotype that gamers are only interested in unhealthy snacks, caffeine drinks, and pizzas for marathon gaming sessions? Nissin Foods, maker of

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00:12:59

THG Nutrition U.S. IPO Coming Soon? | MyProtein U.S....

the Joshua Schall Audio Experience ·

2023/11/25

I think it’s finally time for THG to file the necessary SEC paperwork, so my September 2022 MyProtein prediction can become a reality. THG (aka the company formerly known as The Hut Group) recently updated the public markets by releasing its 2023 Q3 earnings report. I’ll be utilizing that financial information, along with notes I took listening to the earnings conference call, and any relevant publicly disclosed information to obviously update you on the recent performance of THG Nutrition division

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00:15:58

Premier Protein Reaches $1.39 Billion in Revenue |...

the Joshua Schall Audio Experience ·

2023/11/24

I’ve said it once and I’ll say it again…it’s crazy how the number one brand in the entire convenient nutrition category (e.g. Premier Protein) can still have so much untapped organic growth opportunity! BellRing Brands (NYSE: BRBR) is a portfolio that owns a collection of convenient nutrition brands like Premier Protein, Dymatize Nutrition, Powerbar, and Joint Juice, which was previously wholly-owned by Post Holdings. A fast-paced and busy lifestyle is pushing consumers to switch to quick and

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00:00:52

[MONDAY MINUTE] Using AI to Count Calories | Can...

the Joshua Schall Audio Experience ·

2023/11/20

Remember those good ole days of Instagram when everyone shared an embarrassingly high number of food photos? Well…maybe it’s time to party like it’s the early 2010s again, but this time utilize those food photography skills in a useful manner. If Google Lens is best described as a search engine for the real world, then SnapCalorie would be that guy with a six pack your girlfriend has pictures of saved in her phone but told you not to worry about. SnapCalorie is an advanced computer vision-powered

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00:12:14

MusclePharm Turnaround Plan Prediction | FitLife...

the Joshua Schall Audio Experience ·

2023/11/17

After a month of owning MusclePharm…has FitLife Brands given us any hints of what’s to come next? For those unaware, the supplement brands that are within the FitLife Brands portfolio are categorized in three segments…NDS Products (which are a collection of brands mostly sold in the GNC franchise system), iSatori Products (which are a collection of brands sold through a diversified retail mix), and the recently acquired Amazon-focused brands within Mimi’s Rock Corporation. In total, the FitLife

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00:00:54

[MONDAY MINUTE] Ice Cream is the Best for Stress...

the Joshua Schall Audio Experience ·

2023/11/13

Some stressed out entrepreneurs drown themselves in alcohol, my stress relieving “vice” is that nighttime bowl of ice cream. I subscribe to the theory that there’s no problem too large that sugar can't solve. But what if the problem was that sugar-loving consumers want to maintain the same taste of their indulgences but curtail their sugar consumption? For many indulgence focused CPG brands that offer sweets, sugar reduction remains a top priority. While adding sweeteners (usually the artificial

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00:11:17

Can Monster Energy & Coca-Cola Turnaround Bang...

the Joshua Schall Audio Experience ·

2023/11/09

Is there still some Bang left in Jack Owoc’s fight for the company he founded? While the bulk of this content is going to be focused on reconciling what I previously predicted Monster Beverage would do with the Bang Energy asset to the actual turnaround strategy that Rodney Sacks (Monster Energy CEO) has been slowly providing details of within their quarterly earnings conference calls. And since Monster did just release their 2023 Q3 earnings report, I'll start this content off by running

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00:12:31

CELSIUS Energy Drink Reaches 10% Market Share 🤯 |...

the Joshua Schall Audio Experience ·

2023/11/08

Remember that scene in Talladega Nights where the original driver leaves the track and Lucius asks the pit crew if anyone wants to jump in the car and go fast? Well…Celsius Holdings is the energy drinks version of Ricky Bobby! This is only the third quarter that Celsius energy drinks was fully integrated into the PepsiCo DSD distribution system after the August deal announcement. Celsius Holdings (NASDAQ: CELH) had quarterly revenue of $385 million, which was up 104% YoY. According to IRI last

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00:10:15

Celsius Holdings Should Acquire The Vita Coco Company

the Joshua Schall Audio Experience ·

2023/11/06

CELSIUS is climbing the energy drinks leaderboard, but to catch Monster Energy…maybe they need to think like Monster Beverage Corporation and The Coca-Cola Company. So, I’m scrolling through a slew of business news the other day and I see a Bloomberg article headline…seemingly taken from an interview with Celsius Holdings CEO John Fieldly that states “potential acquisition on the horizon.” While I'm quite certain John Fieldly wouldn't show his cards like that, I actually think a certain

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