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6 Ways to Make Your CPG Brand Unforgettable

Molly Blakeley, Founder of Molly Bz Cookies, is a hard person to forget. Her personality in-person is as exciting and enthusiastic as it is in the content she produces online for her brand of uniquely flavored treats. But if there is any example that perfectly encapsulates her style and personality, it’s the time she came up with an original creation for Walmart.

She was in Bentonville to meet with Walmart’s buyers (she is a two-time Open Call Golden Ticket winner), and they asked her to come up with an idea for an exclusive line of cookies. “I did tons of research on Sam Walton, the Founder of Walmart,” says Blakeley. “I wanted to know what he ate, why he ate it, and what his favorite foods were. I learned that he loved Pralines N’ Cream ice cream and moon pies.”

So she went to a local Walmart, then at her AirBnB created a cookie with pralines, chocolate, and a quarter of a moon pie on top, and the next day brought it a Tupperware container to the meeting. Not only did the buyers love it, but they brought other staff into the room to try them out too. They decided …

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Does Your CPG Brand Need a Refresh? Here’s How to Find Out

Whether you are an emerging startup or an established player in the CPG retail space, you have likely felt the pressure of the “sea of sameness” on the retail shelf. With thousands of SKUs competing for a few seconds of a consumer’s attention, the difference between a product that sits on the shelf and one that flies off it often comes down to the strength of its brand.

By the same token, a strong brand has a better chance of actually making it to the shelf in the first place by effectively aligning its story, mission, product and packaging in a way that the retail buyer can easily understand – and share with his or her shoppers.

Korinek

But when is it time to stop tweaking and commit to a full brand refresh? To answer this, I sat down with Dave Korinek, Chief Brand Officer at branding and packaging design agency Pearl Resourcing, during ECRM’s Everyday & Holiday Cosmetics, Skin, Fragrance and Bath and Cough, Cold, Preventative & Allergy Sessions in Dallas. You can watch the full video interview below!

Korinek, a veteran with over 25 years in the industry, shared his insights on what makes CPG branding effective, the red …

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Beverage Brand Asarasi Wins Wakefern 2026 Local Wellness Supplier Summit

Healthy beverage brand Asarasi won Wakefern’s 2026 Local Wellness Supplier Summit, which was held November 3 at the New Jersey Convention & Exposition Center. Following a day of presentations and product demonstrations by eight innovative local suppliers, Asarasi wowed a panel of Wakefern leaders with its organic Sparkling Tree Water and Nekter Pop Probiotic Soda, earning the top spot in the summit.

“Having this opportunity in over 300 stores – and being able to tell our story and share fantastic products that are focused on consumer health and wellness – is really important to us, and we are incredibly grateful and honored to have been chosen as the winner by Wakefern,” said Adam Lazar, CEO and Founder of Asarasi.

Asarasi’s Adam Lazar (left) and Aku Orraca-Tetteh

Asarasi’s beverages are naturally produced from sustainably sourced maple tree water, resulting in crisp, refreshing beverages that are USDA-certified organic and free from cane sugar, caffeine, sodium and artificial sweeteners. Their Sparkling Tree Water comes in flavors like Raspberry, Lemon and Lime, while their Nekter Pop Probiotic Sodas feature vibrant options such as Black Cherry, Root Beer and Orange. The company partners with over 130 family farms to sustainably source its ingredients, supporting small …

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233 Suppliers Move to Next Phase of 7-Eleven’s Brands With Heart Selection Process

Two hundred and thirty-three emerging brands have advanced to the next stage of evaluation in 7-Eleven’s annual Brands with Heart program, an increase of 50 compared to last year, which reflects the continued innovation within the convenience retail space. Those selected are invited to send samples to the convenience store chain for review by its Emerging Brands team.

Following the sample review, 7-Eleven will decide on which brands will progress to virtual meetings with its buyers, during which it will choose which brands will be invited to make their final pitches in-person at and event in the 7-Eleven Support Center in Irving, Texas. 

Now in its sixth year, the Brands With Heart program provides emerging brands with the opportunity to enter a new retail channel and a chance to place their products on the shelves of 7-Eleven, Speedway and Stripes stores across the U.S. Submissions for the latest cycle closed on October 13.

According to Louisa McCarty, Manager of 7-Ventures | 7-Eleven Emerging Brands, the program offers a vital path for selected brands into a new retail channel. They gain access to millions of convenience shoppers, alongside mentorship, educational opportunities, and direct access to 7-Eleven category managers. “Last year, we …

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Targeting Niche Markets Can Lead to Nationwide Reach for CPG Brands

In a sea of sameness, niche stands out. And in retail, standing out isn’t just desirable—it’s essential. The most successful emerging brands today aren’t trying to be everything to everyone. They’re speaking clearly to someone, and letting that clarity carry them nationwide through organically building a loyal following among a consumer base that’s aligned with the brand, its products and its mission.

Independent retailers are often the first to lean into these distinct, purpose-driven products. They’re not chasing mass appeal; rather, they’re curating for their customers. And when a product offers a new experience, a meaningful mission, or a personal story, these retailers are quick to embrace it. They’re early adopters with real influence.

This makes independent retail the ideal entry point for niche launches. Whether it’s a plant-based snack, a gender-inclusive skincare line, or a sustainably sourced household item, these products need shoppers who care, and stores that do, too. Independent retailers cater to discerning consumers who want more than convenience. They want a connection. They want alignment with their values.

Launching in this environment offers something larger formats rarely allow: integrity. Your product can grow without compromise. You don’t have to dilute your message, cheapen your ingredients, or …

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How Casey’s ‘Test & Learn’ Approach Builds Innovative Product Assortments

Having completed its Innovation Summit this past August, Casey’s category managers are now deep in the process of onboarding some of its new finds at select stores. This was the second Summit the 2,900+ store Midwest convenience chain held in partnership with RangeMe, during which selected brands met in-person with Casey’s category leaders for the opportunity to get on the shelves.

Stewart

Caseys launched the Summit in an effort to discover unique and innovative CPG brands that would set them apart from competitors. “We are trying to be on the front end of some of the trends and emerging categories, rather than a fast follower,” says Chris Stewart, VP of Merchandising for Casey’s. “I give kudos to Phil and Lee and their teams for identifying those opportunities and bringing them into our assortments and in front of our guests.”

Stewart is referring to Senior Director of Center Store Phil Wilhelm and Senior Director of Packaged Beverages Lee Wilburn, who led the efforts to set the category strategies and uncover those product innovations that aligned with them (watch the full video interview with Stewart, Wilhelm and Wilburn below).

Successes from Casey’s 1st summit

Casey’s first Innovation Summit resulted in several new …

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