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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!

business

All Episodes

00:01:09

[MONDAY MINUTE] Shocking "Energy Drinks" Crime Story!...

the Joshua Schall Audio Experience ·

2025/10/06

When hear the term bootlegging, what jumps into your mind? Maybe names like Al Capone, Bill McCoy, “Lucky” Luciano, and George Remus…that were famously associated with the Prohibition era. Or maybe you think about the role moonshine played in American History. But what about the infamous 5-Hour Energy bootlegging case from a decade ago? Oh…you hadn’t heard of arguably the craziest crime story involving the energy drinks market before just now? From late-2009 until supposedly October 2012, an

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00:12:29

MyProtein SECRET Weapon to Dominate Sports Nutrition...

the Joshua Schall Audio Experience ·

2025/10/03

Strategic licensing has been a major growth unlock for MyProtein, but hints of an upcoming partnership could take “the world’s largest online sports nutrition brand” to a whole other level! THG (aka the company formerly known as The Hut Group) recently updated the public markets by releasing its 2025 H1 interim results. 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

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00:06:24

How MLB Accidentally Created Busch Beer | "Budweiser...

the Joshua Schall Audio Experience ·

2025/10/01

Heroes get remembered, but legendary stories involving Anheuser-Busch and Major League Baseball never die. During an era where Coors Field exists in Denver, Colorado…the 1950s story involving August “Gussie” Busch Jr., Anheuser-Busch beer brands, and Major League Baseball almost doesn’t feel real. Less than two months after buying the St. Louis Cardinals in 1953, August “Gussie” Busch Jr. announced that the Anheuser-Busch brewery had also purchased Sportsman’s Park…and intended to rename it

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00:10:52

Oral GLP-1 Drugs Could Reshape the CPG Industry

the Joshua Schall Audio Experience ·

2025/09/29

Melt Away Fat! Never Diet Again!! The promises of “magic pills” that will lead to safe, effortless weight loss are everywhere. But while these mythical weight loss products may never exist…the FDA is getting ready to approve something extremely close. The news has been nearly impossible to miss…with a tidal wave of interest in medications that are revolutionizing an innovative approach to weight loss is swiftly evolving. Unlike past diet and weight loss trends, GLP-1 drugs are generating levels of

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00:01:11

[MONDAY MINUTE] Saratoga Water Daily Routine vs....

the Joshua Schall Audio Experience ·

2025/09/29

The “most human” commercials (aka organic social content) can also be the most effective within today’s world of increased advertising exposure. Throughout the current decade, various beverage brands have experienced their share of viral organic social content…but none arguably more impactful than the “Ocean Spray Vibin” video from 2021. The homemade lip-syncing video was real, raw, human, and vulnerable…and it ultimately proved more effective than any recent Ocean Spray effort at increasing sales

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00:12:31

Splenda & SlimFast: The WEIRDEST Acquisition of 2025?

the Joshua Schall Audio Experience ·

2025/09/25

It became “a way of life” built around the simple idea of replacing meals with diet shakes…but can SlimFast stay relevant in an era when consumers are fixated with another weight loss mechanism that promises swift results? Is there a nutritional supplement brand more intertwined with fluctuations inherent to the weight management category than SlimFast? Even decades before SlimFast launched, the parent company (Thompson Medical) created an appetite suppressant gum called Slim-Mint Gum containing

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00:10:07

Beyond Caffeine: The Next Generation of "Energy"...

the Joshua Schall Audio Experience ·

2025/09/23

Observable phenomena that precede changes in larger markets are found everywhere…hence why I believe a trio of trending nutraceutical ingredients could be a powerful leading indicator for the next generation of energy drinks. And I want to set the stage by providing my basic mental model surrounding the market evolution of energy drinks. Firstly, energy drinks are no longer just sugar-filled flavored caffeinated carbonated waters. In fact, more than half of all energy drinks sold in the United

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00:01:04

[MONDAY MINUTE] "Smartest" Part of the $4B+ M&A Deal...

the Joshua Schall Audio Experience ·

2025/09/22

In 2007, when The Coca-Cola Company acquired the enhanced water portfolio Glaceau for $4.1 billion…all the attention was focused on its flagship brand Vitaminwater. Heck…even 50 Cent reportedly made around $100 million from the M&A transaction, as the rapper structured his deal around equity rather than traditional endorsement fees. But significant change has happened since…from 50 Cent filing for bankruptcy in 2015 to the retail sales of Vitaminwater slowing down. But within the endless catalog

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00:11:59

Owner of MuscleTech & Hydroxycut Files For Bankruptcy...

the Joshua Schall Audio Experience ·

2025/09/17

At least to me, it seems everywhere you turn…iron-clad sports nutrition brands of the past are now showing huge cracks in their armor. So then, why does the industry appear shocked by the recent Iovate Health Sciences International news? For those that haven’t already read the headlines, (last week) Iovate Health Sciences International filed voluntary petitions for protection under Chapter 15 of the Bankruptcy Code. But unlike other chapters that address domestic bankruptcies, Chapter 15 doesn’t

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00:14:53

How Nutrabolt Acquiring Majority Stake in Bloom...

the Joshua Schall Audio Experience ·

2025/09/15

With its original investment thesis proven accurate, Nutrabolt has decided to expand its strategic partnership with Bloom Nutrition. So, this content will provide you with the legitimate “insider” deep dive insights needed to really understand the nuance behind why Nutrabolt and Bloom Nutrition both decided to expand their strategic partnership, what it unlocks for Keurig Dr Pepper (KDP), and how it could impact the energy drinks market going forward. So, why is this such big news? Comparatively

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00:01:28

[MONDAY MINUTE] CELSIUS Energy Drinks, Major League...

the Joshua Schall Audio Experience ·

2025/09/15

What could the Major League Baseball “Pittsburgh drug trials” have in common with CELSIUS energy drinks 40 years later? While relatively unknown compared to the “BALCO performance enhancing substances” scandal, the first major drug punishments handed out across Major League Baseball involved players using cocaine in their respective clubhouses. In fact, during the late-1970s and early-1980s, drug use in society was considered a huge problem at hand…and that included affecting “as many as 40 percent

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00:08:47

Could This Stop the BeatBox Beverages Party? 🥳 | Flow...

the Joshua Schall Audio Experience ·

2025/09/08

Ain’t no party like a Beatbox party, cause a Beatbox party don’t stop…except when the production lines get foreclosed on! But to better understand that last statement, it requires a brief four-year “rise and fall” history lesson surrounding the small Canadian public company named Flow Beverage Corporation. In mid-2021, a reverse takeover transaction was completed on the premium water company, and Flow Beverage began trading on the Toronto Stock Exchange. After that liquidity event, the total

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00:01:19

[MONDAY MINUTE] Red Bull is No Longer Overlooking the...

the Joshua Schall Audio Experience ·

2025/09/08

Can we talk about how Red Bull suddenly stopped overlooking the fitness crowd? It was more than a decade ago when Bang Energy popularized performance energy drinks, which was instrumental in broadening the appeal of energy drinks. And even if they won’t ever admit it publicly, large energy drinks incumbents like Red Bull and Monster Energy both incumbents have become increasingly worried about brands incubated within the sports nutrition niche of the supplement industry, aka the “often imitated,

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00:13:31

Celsius Holdings Acquires Rockstar Energy | Alani Nu...

the Joshua Schall Audio Experience ·

2025/09/02

Did Celsius Holdings and PepsiCo just pull-off the biggest “trade” the U.S. energy drinks market has seen over the past decade? I instantly felt like the beverage industry version of ESPN analyst Adam Schefter reporting on an NFL trade when I started to read the press release titled “Celsius Holdings and PepsiCo Strengthen Long-Term Strategic Partnership.” Essentially, CELSIUS acquired the Rockstar Energy brand (and $585 million in cash considerations), in return for PepsiCo receiving newly issued

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00:01:18

[MONDAY MINUTE] Can 1st Phorm⁩ (Phorm Energy) Break...

the Joshua Schall Audio Experience ·

2025/09/01

In 2015, the most lucrative beverage industry deal ended up happening between Monster Beverage and The Coca-Cola Company. But what doesn’t get talked about enough is how that long-term strategic partnership caused another beverage giant to experience the categorical version of the movie “50 First Dates.” And that’s because before Coca-Cola became the exclusive global distribution partner of Monster Energy, Anheuser-Busch was the preferred domestic distributor…in the early phase of its “beyond beer”

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00:11:37

Nestle Considering Divestment of Supplement Brands |...

the Joshua Schall Audio Experience ·

2025/08/28

I bet Nestle wishes it could go back and experience that “Great Shutdown” fueled demand spike again (because it went by too fast), but allowing some VMS brands to leave the nest could be its next step towards finding new growth! Within the prepared remarks section, Nestle leadership noted during the first-half 2025 earnings call that it had launched a review of its underperforming vitamins, minerals, supplements (VMS) portfolio…and that it could lead to the divestment of some brands. But wait…wasn’t

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00:09:20

Keurig Dr Pepper (KDP) Acquires JDE Peet's | Future...

the Joshua Schall Audio Experience ·

2025/08/26

By now, you’ve undoubtedly heard the business news that Keurig Dr Pepper entered into a definitive agreement to acquire JDE Peet's worldwide portfolio of beloved coffee brands. Under the terms of the agreement, KDP will purchase all outstanding ordinary shares of JDE Peet's…valuing the all-cash transaction at approximately $18.3 billion. And you might be thinking, “wow I didn’t realize KDP was Mr. Money Bags,” especially after I mentioned in content recently that the almost $2 billion GHOST

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00:01:02

[MONDAY MINUTE] Can Bloom Nutrition Thrive in the...

the Joshua Schall Audio Experience ·

2025/08/25

Olipop. Poppi. Simply Pop. Culture Pop. I imagine consumers confuse these brands…especially when they mostly look the same and talk the same. But instead of providing you with a dissertation on the effects of categorical amalgamation…I really wanted to highlight how me and my fellow Midwesterners (especially from Ohio) have been right all along! It’s “POP” not “SODA.” Though, as the beverage category expands around a predetermined set of principles…it becomes increasingly ripe to be challenged. And

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00:13:39

Exposing Big Tobacco "Health & Wellness" Manipulation...

the Joshua Schall Audio Experience ·

2025/08/22

Decades later…its massive influence on the U.S. food system is still being felt. So, why should we believe the tobacco industry won’t be involved somehow again as more consumers move closer towards this four-way intersection of taste, convenience, nutrition, and functionality? Through the direct ownership of U.S. food companies between the 1980s and early-2000s, tobacco companies greatly impacted the American diet (maybe forever). But it one of the 20th century’s most influential (yet invisible)

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00:12:44

The Creatine Boom: Hidden Factors Impacting this...

the Joshua Schall Audio Experience ·

2025/08/19

No longer simply known as that chalky powder gym bros take for bigger muscles…creatine is currently undergoing a significant metamorphosis. Though, what happens during this final stage could forever define the creatine market! While creatine was first discovered in muscle tissue in 1832, it took another 160 years before a new era of sports nutrition was created from the pivotal creatine supplementation human study conducted by Dr. Roger Harris. And after Linford Christie, the Barcelona Olympic Games

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693 results

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