The FMCG Marketing Daily — May 22, 2026

The FMCG Marketing Daily — May 22, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Nestlé is fighting a live brand credibility battle over its infant formula recall, and how it handles this public rebuttal will define its trust equity with the most risk-averse consumer segment there is. • Carlsberg is betting that Malaysian consumers' appetite for 'authentic Chinese brands' can turn a regional Chinese beer into a pan-Asian growth vehicle — a brand internationalisation playbook worth watching. • Zevia is doubling down on its 'radically real' brand platform at exactly the moment when clean-label soda challengers are under pressure to prove they can scale marketing without losing their authenticity edge. Fun fact: The average supermarket loses roughly 1.3% of total revenue to shoplifting annually, but studies show that self-checkout lanes have a shrink rate nearly three times higher than staffed lanes — a gap so significant that some retailers like Booths in the UK have removed self-checkout entirely and seen customer satisfaction scores jump immediately after. For brand managers, this matters because high-shrink categories near self-checkout are quietly being relocated or locked up, reshaping where your product can even live in-store. Hosted by Marco and Klara.