The FMCG Marketing Daily — May 29, 2026

The FMCG Marketing Daily — May 29, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Challenger water brands are redefining premium positioning away from heritage and aesthetics toward chemical-safety credentials, directly threatening legacy players like Evian and Volvic. • The phased exit of betting brands from Premier League shirt sponsorship is opening up front-of-jersey real estate for FMCG brands — but the measurement burden on CMOs has never been higher. • Yoplait is entering Mongolia via a franchise partnership with Teso Group, signalling that General Mills is still pursuing frontier market expansion for the brand through asset-light licensing rather than direct investment. Fun fact: The average supermarket shelf tag stays in place for just 72 hours before it's moved, replaced, or goes missing — yet research from Nielsen found that a product's shelf position can account for up to 30% variance in unit sales, meaning the physical chaos of retail resets is quietly destroying carefully negotiated planogram deals every single week. Hosted by Marco and Klara.