The FMCG Marketing Daily — May 21, 2026

The FMCG Marketing Daily — May 21, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Heineken is launching a lower-calorie, gluten-free beer in Brazil, signalling a deliberate portfolio play into moderation-driven consumption ahead of the World Cup. • Centenario Tequila is activating the World Cup through a Mexican cultural pride platform rather than football itself — a distinct strategic angle in a crowded sponsorship landscape. • A new Keychain CPG Intelligence Report reveals significant manufacturing overcapacity across U.S. CPG, creating a structural opportunity for challenger brands and private label to scale rapidly at lower cost. Fun fact: The average supermarket loses roughly 8% of its fresh produce revenue not to theft or spoilage, but to 'shrinkage by touch' — customers squeezing, pinching, and handling fruit until it bruises and becomes unsellable, a phenomenon Tesco formally studied and estimated costs UK grocery retail over £150 million a year. This is why some retailers have quietly shifted to slightly firmer ripeness standards for in-store display, even when softer fruit would taste better at home. Hosted by Marco and Klara.