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The Friday Shelf

The Friday Shelf

What every CPG founder should know before Monday. A 5-minute briefing covering retail moves, packaging trends, brand launches, and what they actually mean for your business.

Latest

The fastest way to grow might be leaving your category

Sep 18, 2026

Folgers becomes functional nutrition, Beyond Meat moves beyond meat, and The Laundress brings beauty merchandising to the laundry aisle.

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Everyone wants to be premium. Few brands are proving it.

Aug 21, 2026

The brands winning this week aren’t just charging more. They’re giving shoppers a reason to believe.

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The next CPG advantage isn’t another launch

Aug 14, 2026

7UP rewrites its recipe, Wizard Wellness lands in 3,100 stores, and BÉIS finds a global owner—while retailers get much more serious about what actually reaches the shelf.

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Packaging is being asked to prove itself

Aug 7, 2026

Pepsi made rebranding the joke, Walmart missed its packaging goals, and new EU rules arrive next week.

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The best CPG opportunity might be the aisle everyone ignores

Jul 31, 2026

How one cookie-mix brand went from 79 stores to 3,544 by looking where everyone else had stopped innovating.

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The Friday Shelf

What every CPG founder should know before Monday. A 5-minute briefing covering retail moves, packaging trends, brand launches, and what they actually mean for your business.

© 2026 The Friday Shelf.
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