The FMCG Marketing Daily — May 16, 2026

The FMCG Marketing Daily — May 16, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • L'Oréal's Garnier is using reality TV influencer casting to reintroduce a legacy haircare format to Gen Z — a playbook worth watching for any FMCG brand trying to modernise heritage SKUs. • The reported private equity interest in Magnum's newly spun-off parent company raises urgent questions about what happens to brand investment and marketing ambition when iconic FMCG brands pass from strategic owners to financial ones. • Roxberry's funding round to scale a soda brand explicitly targeted at children puts it on a collision course with both Coca-Cola and PepsiCo's youth portfolios — and squarely in the crosshairs of regulators watching kids' marketing closely. Fun fact: The average supermarket shopper makes roughly 75% of their brand decisions before ever entering the store, yet Walmart found that simply redesigning its grocery cart to include a built-in divider between 'fresh' and 'packaged' items increased fresh produce sales by over 25% in test locations — suggesting the physical act of shopping can still override pre-made decisions. Hosted by Marco and Klara.