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About This Podcast
Welcome to You, Me & CPG, the podcast that cuts through the noise to
make sense of some of the biggest shifts reshaping the CPG industry.
Your host, Jamie Holtum, will take you beyond the label to focus on the
topics that matter - the meaty, useful and relevant issues that are keeping
CPG leaders up at night.
Our ambition is simple. We want you to leave with genuine real-world
implications you can take back to your team. Ideas that unlock growth,
challenge assumptions and reframe some of the ways your business thinks
or does things.
Brought to you by Haines, a dedicated CPG growth partner working non-
stop on the future of food, drink and wellbeing, You, Me & CPG uncovers
the conversations behind the briefs, where strategy meets reality and big
decisions are made.
Whether you’re a global giant or insurgent upstart, if you want to make an
impact – this podcast if for you.
Learn more and follow the journey at: https://www.haines.partners/
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Recent Episodes
Brand Growth Tactics from Liquid Death, Goodrays, Karma Drinks, Red Bull and more, with CPG superstar Ben Dando #30
Danone. Red Bull. Liquid Death. Karma Drinks… Ben Dando has seen the CPG drinks sector from every unfiltered angle..En route, he’s picked up a truck-full of accolades, from Marketing Week’s Top 100…
How Tenzing Are Taking On Red Bull & Monster With The Good Energy Revolution, Ft. Huib van Bockel #29
The energy drinks category has grown year-on-year for three decades. Red Bull and Monster have dictated play; their high-octane branding has written the rulebook for how energy drinks show up on…
How NICE are Crushing Wine Category Codes with Co-Founder, Lucy Busk #28
Only a few years ago, if you wanted wine on-the-go your options were limited to the semi-palatable 187ml PET plastic bottle or its unhelpful sibling, the pseudo-wine glass with a foil lid. Neither…
How Double Dutch are Making Mixers the Main Character with Raissa De Haas #27
Tonic water is the classic challenger brand case study, and now it’s going through a second wave of disruption.Two decades ago, the category was unloved - lacking vibrancy, cultural resonance and…
The Fightback: Is 2026 the Year Alcohol Roars Back? With Paul Thomas, Rob Wallis & Tristram Coates #26
Is 2026 The Year Alcohol Roars Back?The headlines spell the end for booze: Executive departures, decline, doom.The true story? It’s much more nuanced. In pockets, alc is flying. Gen Z participation…
What is The Future of Drinking? Designing Drinks in a World Where Experience Trumps ABV #25
What does it mean to ‘go for a drink’ in 2025, and what’s at stake for those vying for a place in everyone’s glass?Gone are the days of the binary option. ‘Alcohol vs 0% beer’ has been replaced by…
“Nothing Tastes as Good as Skinny Feels”: How to Prepare for GLP-1's Radical Impact on Food & Drink with Unilever, Carlsberg Britvic and Mintel #24
GLP-1s. Miracle weight-loss drugs. They’re the single most disruptive force that CPG has faced in decades. They shrink appetites, and if you’re not paying attention, could shrink your category…
How to Disrupt Dusty Categories – The Pip & Nut Playbook with Pippa Murray #23
Pip & Nut’s ascendence from fledgling brand to exemplary B Corp has proven a stale industry wrong; joy, quality and ethics can live in the same jar.Pippa Murray is one of the UK’s brightest brand…
How Trip Are Outselling Red Bull, Diet Coke and Heineken By Playing A Different Game #22
Calm amid the chaos is a feeling which, if it could be bottled, is a no-brainer; Olivia Ferdi has achieved exactly that with TRIP…The CBD drinks brand has previously featured in our ‘That Will Never…
'Fall In Love With Problems, Not Solutions’ - Carlsberg CMO Yves Briantais on Regaining Iconicity, Backing Bravery, and Accelerating Creative Culture #21
The playbook for today’s guest on You, Me & CPG is bold. It’s brave. It’s divisive. But above all else, it’s memorable.As Carlsberg’s CMO, Yves Briantais intends to write the culture, not follow…
Puns, Protein and Perseverance - How Surreal Won Breakfast #20
Saying ‘bye’ to beige in the cereal aisle in more ways than one, ‘Surreal’ is the prime example of a brand that’s genuinely fun, and unapologetically bold.The humour that runs through ‘Surreal’ never…
OLIPOP: Taking On The Giants #19
David Lester’s career would be impressive enough from the past alone, but Olipop’s conquest of the US cements his efforts as a tour de force.The prebiotic, RTD soda brand is a poster child for…
'We Were Told This Will Never Work' ROB WALLIS, Co-Founder of Moth Drinks, the UK’s No.1 Margarita On No-Fear, Raising Capital, Pivoting Format & USA Ambitions #18
It takes years to make an overnight success, and when that success is sparked by your ‘first and only good idea’, you can’t help but think it’s something truly special.Moth Drinks boldly leads its…
“Telling The Truth Doesn’t Make You Very Popular.” PAUL THOMAS on Radical Candour & Why Honesty and Trust Are The Foundation for Commercial Success’ #17
Paul Thomas’ honesty is an unstoppable force; his truth might make for uncomfortable listening, but it’s the only way he knows.He’s amassed experience with Asahi, Guinness, Peroni and currently…
‘The More Creativity Makes People Feel - The More People Buy, Give, Vote, and Do!’ JOHN KEARON on Predicting Politics, The Success of System 1 & The Formula for Successful Innovation #16
The more that creativity makes people feel, the more that they’ll buy, give, vote and do.That’s the sharp insight that can only be attributed to a powerhouse like John Kearon, a creative catalyst…
‘Looking Good and Actually Feeling Good.’ - JESSICA GLOVER on the Convergence of Health & Wellbeing Categories, How to Cut Through a Cluttered Space and Tapping Into Gen Z #15
No industry is static, nor can it stand on its own - the coalescence of beauty with health proves just as much.Jess Glover remains on the forefront of such a movement, an aspirational marketer with…
‘Never Settle In The Pursuit Of What You Want’ JAMES DASHWOOD CHASE, Founder of Chase Distillery, on his Farming Mentality, Refusal to Settle, Embracing New Trends and Tapping into Men’s Wellness #14
There’s seldom a more admirable sight in FMCG than a relentless desire for the best; it’s a trait worth its weight in gold.James Dashwood Chase is an entrepreneur with pedigree, and his CV speaks…
‘Making Tequila Your First Drink Of The Night, Not Your Last…’ JACK VEREKER on The Tequila Category, the Importance of Timing in Business and How to Spot Your Opportunities #13
Tequila is among the fastest growing and most vibrant categories, with endorsements from famous faces pervading the space.It takes a keen eye, love of the spirit, guts and an equally bold Co-Founder…
‘Know What You Are Good At – It’s A Superpower.’ JASMINE WICKS-STEPHENS on Faace, her fuss-free skincare, THAT Dragons’ Den episode and juggling being a Mum & an entrepreneur #12
Entering the Dragon’s Den is often a real sink or swim moment, and under the pressure and watchful eyes of the nation, we saw Jasmine Wicks-Stephens shine.Exiting the infamous entrepreneurial…
The Most Valuable Podcast Episode – The Top 10 Most Listened To Pieces of Advice #11
Since You, Me & CPG’s inception we’ve played host to some incredible guests with insights from the very top of the industry. Where better to collate the very best than in one very special…
Frequently Asked Questions
You, Me & CPG by Haines has published 31 episodes since September 2023, covering topics in Business, Careers.
You, Me & CPG by Haines is currently highly active with new episodes monthly. Average episode length is 49m.
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