You've bought a challenger brand - now what?
How big packaged food companies can create a challenger brand playbook of their own
Acquiring challenger brands is one thing but how do big food businesses make a success of them when they are integrated…
Brands still matter in US – but rules of game have changed
As the US FMCG sector witnesses the biggest change in consumer habits in a generation, some argue brands are becoming…
The challenger brand challenge has just begun
just-food's US columnist Victor Martino kicks off 2018 with a message all food majors in the US should heed -…
Why General Mills must tread carefully with new asset Epic Provisions
Either side of Christmas, General Mills turned to M&A to try to inject some growth into its business. On 23…
