News, articles, discussions

will you be the change?

[INTERVIEW] Selling to Gen Z as an ice cream brand

We recently sat down with Giorgio Scarella, Global Head of Consumer & Shopper Understanding for ice cream at leading chocolate and confectionary company Ferrero. We discussed Gen Z’s expectation of speedy product innovation, the importance of transparent and consistent brand storytelling, as well as the emphasis on creating experiences for ice cream fans. Click to read what he had to say.

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Karen Rickers Karen Rickers

[INTERVIEW] Selling to Gen Z as a premium confectionary brand

We recently sat down with Katy Bradbury, fellow Gen Zer and Customer Retention Manager at premium confectionery brand Candy Kittens. We discussed the ins and outs of selling confectionery to Gen Z, from the need for authenticity to community building and how to secure sales at premium prices. Click to read what she had to say.

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Gabrielle Carruthers Gabrielle Carruthers

Unpacking AI Driven Innovation: Applications and Roadblocks for CPG brands

Artificial intelligence (AI) has truly progressed triumphantly around the globe over the last year and has notably seeped into mainstream use unlike anything we have seen before. This progress is undoubtedly owed to ChatGPT, a conversational AI tool powered by machine learning (ML), the fastest-growing user application in history, beating out TikTok, Amazon, Facebook, Google and every other digital consumer engagement channel. While representing just one area of AI, ChatGPT has opened up the conversation on the wider possibilities of AI applications in our daily lives – a conversation that also impacts CPG brands.

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Karen Rickers Karen Rickers

Pickle Kits and Vodka Pasta – What can CPG brands learn about Gen Z from TikTok Trending

We’ve all seen the weird and wonderful food combinations that go viral on TikTok. While they are often unusual products, they command the attention of Gen Z consumers and drive sales through the roof. Consider the pickles wrapped in fruit roll ups, stuffed with Takis, and drizzled with Tajin that have been going viral lately – #pickle now has upwards of 4 billion views on the social media platform. In this article, we dive into what CPG brands can learn from TikTok about Gen Zers’ tastebuds.

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Gabrielle Carruthers Gabrielle Carruthers

An introduction to Gen Alpha – what CPG brands need to know now

Gen Z has had a tight grip on CPG brands over the last few years, bringing with them new trends, consumer behaviours and brand relationship dynamics. In 2024, brands are turning their heads to the generation following in Gen Z’s footsteps, born from 2010-2024: Gen Alpha. In this blog post, we want to explore what makes this generation so unique and find answers to some burning questions.

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Karen Rickers Karen Rickers