The CPG Guys

The CPG Guys are joined in this episode by Tracey Halama, CEO of Supergut which produces clinically-validated solutions that transform your life through your gut microbiome.Follow Tracey on LinkedIn at: https://www.linkedin.com/in/traceyhalama/Follow Supergut on LinkedIn at: https://www.linkedin.com/company/ur-labs/Follow Supergut online at: https://supergut.com/Tracey answers these questions:What inspired you to join Supergut and lead its next phase of growth, given your background (e.g., at Vital Proteins)?How do you define Supergut’s mission and what “owning the gut-health category” means to you?Supergut has emphasized science backed ingredients–resistant starch/prebiotic blends–and positioning around GLP‐1 nutrition.How do you balance science-backed ingredients with consumer-friendly messaging?How do you evaluate and select ingredient technologies (e.g., green banana resistant starch, Solnul®, Sunfiber®) and how do you see that evolving?With regulatory & marketing complexities (e.g., how you label “GLP-1 Daily Support”), how does the brand stay nimble while protecting claims?When you look ahead 3-5 years, what does success look like for Supergut (revenue, distribution, impact) & given the rapid growth you’ve already achieved, what is the next inflection point you’re targeting?How do you think about product pipeline: will Supergut stay tightly focused on gut/metabolic health or expand into adjacent nutrition categories?You’ve moved from strong DTC into major retail doors (including big names) and are scaling omnichannel.What has been the biggest challenge in that transition and where can we find the portfolio?This is a mature yet old industry with little change - with your transition from technology into wellness and your CPG leadership background, what are the leadership lessons you carry into Supergut as a female leader?How do you build the kind of culture and team you’ll need for scale (especially moving from startup growth into a larger enterprise)? What do you look for when hiring leaders in areas like supply chain, data, marketing in a high-growth CPG brand?For other CPG founders targeting wellness/functional nutrition: what advice do you have regarding building proof (clinical, ingredients) versus speed to market? What are the key things you think retailers care about today?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Mark Hardy, SVP of Walmart Data Ventures which unlocks the full value of Walmart’s first-party data, delivering actionable, customer-centric insights through Scintilla, our integrated insights ecosystem. Scintilla is now available in the U.S., Mexico, and Canada, offering Merchants and brands a comprehensive solution to make informed business decisions in today’s dynamic retail environment. Mark and PVSB unpack all of the happenings at WDV’s Inspire 2025 event.Follow Mark on LinkedIn at: https://www.linkedin.com/in/mark-a-hardy/Follow WDV on LinkedIn at: https://www.linkedin.com/company/walmartdataventures/Follow WDV online at: https://www.walmartdataventures.com/This episode was recorded on October 30, 2025CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Jeff Cohen, Chief Business Development Officer at Skai.Sri, PVSB and Jeff recap the major announcements at Amazon Unboxed 2025.Follow Jeff on LinkedIn at: https://www.linkedin.com/in/jeffreycohenFollow Skai on LinkedIn at: https://www.linkedin.com/company/skaicommerce/Here are the announcements we reviewed:Unified Campaign ManagerCreative AgentProject Complete TVAds AgentSponsored Ads EvolutionProject Deal BuilderUnified Reporting & Performance+CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Mike Del Pozzo, President of North America Commercial & Customer at PepsiCo, food & beverage manufacturer of iconic brands like Pepsi, Frito Lay, Mtn Dew, Gatorade, Quaker Oats & Doritos.Find Mike on Linkedin at: https://www.linkedin.com/in/michael-del-pozzo/Find PepsiCo on Linkedin at: https://www.linkedin.com/company/pepsico/Find PepsiCo online at: https://www.pepsico.com/Here's what we asked Mike:PepsiCo recently announced *Pepsi Prebiotic Cola* — a major evolution of traditional cola. How do you see functional ingredients like prebiotics shaping the future of the carbonated soft drink category?2. Gatorade is introducing *Gatorade Lower Sugar*. What role does reduced sugar innovation play in meeting evolving consumer expectations without compromising performance?3. Starbucks Coffee & Protein is launching nationally through the PepsiCo partnership. How important are joint ventures like this in accelerating PepsiCo’s innovation agenda?4. Pepsi is moving into premium *12oz glass bottles*. What does this say about the importance of packaging as an innovation driver, especially with younger consumers and how will this help in foodservice?5. Lay’s is undergoing its biggest brand refresh in 100 years. How do visual identity and packaging innovation play into consumer trust and loyalty?6. By the end of 2025, Lay’s and Tostitos will have no artificial colors or flavors. How big of a lift is this operationally, and how does PepsiCo define “clean label” innovation?7. How is PepsiCo using *pepviz®* (data and insights) to connect innovation with retailer success and shopper behavior?8. With e-commerce and omnichannel shopping accelerating, how does PepsiCo think about innovating “where” products show up, not just *what* they are?9. Innovation often comes with risk. How do you personally create a culture within PepsiCo North America where teams feel empowered to test, fail, and scale new ideas?10. If you fast-forward to 2030, what will PepsiCo North America’s innovation legacy look like under your leadership?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Austin Leonard, VP/GM of the Dollar General Media network. His background in advertising and audience building is tailor made for the scale of the retailer and the reach it has nationally.Find Austin on Linkedin at: https://www.linkedin.com/in/austinleonard/Find Dollar General Media Network on Linkedin at: https://www.linkedin.com/company/dg-media-network/Find DGMN online at: https://www.dgmedianetwork.com/Here's what we asked Austin :Why don’t we start with a good overview of DG + DGMN - tell us about the DG customer, the DGMN audience propositionLet’s talk the digital side of the business, how is the footprint growing, and who are DG partners - how does DGMN fit into this?You’re here at groceryshop with us, what are you hoping to accomplish at this conference? What would be great takeaways?So where does DGMN sit at DG - how do you work with Integrated marketing and how does it connect to your CMO?What does a best in class partnership with DGMN look like? What advice do you have for brands looking to improve their relationship with DG customers?Measurement = we’ve discussed this enough times over the years, can you please share what metrics and ROI reporting brands and advertisers can expect when working with DGMN?I’m sure you’ve been thinking about instore media : give us the full scoop of what advertisers can expect from DGMN and how does it tie back to the merchant?What’s next for DGMN heading into 2026? Tech, audience growth, you partnerships, etc.CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSheCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comRhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Brian Monaghan, SVP/Head of Albertsons Media Collective, the retail media division of the Albertsons Companies.Find Brian on Linkedin at: https://www.linkedin.com/in/brmonahan/Find AMC on Linkedin at: https://www.linkedin.com/company/albertsons-media-collective/Find AMC online at: https://albertsonsmediacollective.com/Here's what we asked Brian:What led you to join Albertsons Media Collective, and how do your past experiences (at Dentsu, Pinterest, Walmart etc.) inform your vision here?What is your overarching mission for Albertsons Media Collective over the next 3-5 years?How do you define success for Albertsons’ retail media—beyond revenue like category growth or household penetration?Albertsons recently introduced a new “media toolkit” for CPG partners. How do you see this evolving, and what are the biggest learnings so far? How does the “collective growth” mindset, you have spoken of, translate into concrete programs or incentives for advertiser partners? What are the major obstacles in full funnel closed-loop measurement and attribution in grocery / retail media, and how is Albertsons tackling them?How is Albertsons leveraging tech innovations (e.g. AI, machine learning, predictive analytics) to improve targeting, personalization, and measurement?How do you foster collaboration with advertisers to not just run campaigns but jointly drive category growth?How is Albertsons organized internally such that the media collective is aligned with merchandising, operations, digital, stores etc.? What are the biggest coordination challenges?What kind of investments (talent, tech, partnerships, infrastructure) are you making to scale Albertsons Media Collective?As RMNs seek to break out of the current dominance of the 2 biggest platforms, what are the biggest risks you see for retail media in the next couple of years (regulatory, economic, competitive, technological)?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comSHeCCOMMERCE Website: https://shecommercepodcast.com/Rhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this special Halloween episode by Tim LeBel, Chief Halloween Officer and President of US Sales at Mars Wrigley,Follow Tim on LinkedIn at: https://www.linkedin.com/in/tim-lebel/ Follow Mars Wrigley on LinkedIn at: https://www.linkedin.com/company/mars/Follow Mars Wrigley online at: https://www.mars.com/Here's what we asked Tim: Tim, what does ‘Chief halloween officer’ mean to you?How does Mars Wrigley think about the role of Halloween in the annual plan? When does Halloween planning start?What shifts have you seen in consumer behavior around Halloween in the past few years? What trends are you seeing this year?How does Mars Wrigley segment its Halloween portfolio (e.g. “everyday” SKUs vs seasonal/limited edition)?  What is the innovation cadence for seasonal items?How do you balance scale vs novelty in Halloween SKUs? How much shelf “real estate” do you devote to your core candies vs seasonal or promotional items?How do you think about the “kid vs adult” consumer dynamic in Halloween candy buying?How do you see e-commerce / DTC / omnichannel evolving for Halloween candy? (E.g. subscription boxes, online-exclusive SKUs, direct-to-consumer offerings, grocery pickup, cross-channel promos.)How do you align with your retail customers (supermarkets, mass, drug, dollar stores, convenience) on Halloween strategies & what is your strategy for securing premium shelf and display space (endcaps, gondolas, checkout lanes) during Halloween?Can you walk us through the innovation pipeline for Halloween SKUs - From ideation to shelf, how long does it take, and how do you “test” new ideas?What role does marketing/ads/PR & retail media play in your Halloween programs?How about social media campaigns/influencers, partnerships, co-markets, influencer tie-ins, event activations.)Looking ahead: what do you see as the biggest opportunities and risks for Halloween candy over the next 5 years?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comRhea Raj’s Website: http://rhearaj.comLara Raj in Katseye: https://www.katseye.world/DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.