McKinsey Told You Disruptors Are Winning CPG. PepsiCo Just Showed You Why.
Five archetypes of disruption. Six defining traits of disruptor brands. Zero mention of what it means to disrupt.
·11 min read
The parts that don't make the case study.
A newsletter on unit economics, margins, and how businesses actually make money. For operators, founders, and investors who want the real version, not the deck version.
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The $5 billion industry built on ingredients your gut can't process. And why nobody's fixed it.
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The $114 Billion Gut Feeling
PepsiCo just paid $1.95 billion for fizzy water with fibre in it. The three way cage match between Coke, Pepsi, and a guy who blew $300K on his first failed soda brand. The gut is big business.
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