PepsiCo Tops Fortune’s List of Largest Food Companies
PepsiCo tops the list of 15 makers of Food Consumer Products among Fortune magazine’s top 500 largest U.S. corporations. It ranked forty-third.

Others on the list and their overall rankings were: Mondelez International (88), Kraft Foods Group (151), General Mills (169), Kellogg (192), Land O’Lakes (194), ConAgra Foods (209), Dean Foods (217), E.J. Heinz (234), Hillshire Brands (288), Hormel Foods (319), Campbell Soup (338), Dole Food (372), Hershey (384) and J.M Smucker (452).

McIlhenny Company Spices up Trade Promotion
The maker of Tabasco brand products is spicing up its trade promotion efforts. McIlhenny Company will exchange its use of spreadsheets for AFS TradePro Retail Trade Promotion Management (TPM) solution from AFS Technologies
The tool is designed to empower the manufacturer to effectively manage both direct and indirect customers, analyze trade dollars more effectively, quickly access which promotions are profitable, and automate its settlements process to clear deductions faster and easier

General Mills among “Best Companies for Multicultural Women”
For the 10th consecutive year, General Mills has been name one of the 25 “Best Companies for Multicultural Women,” as selected by Working Mother magazine.

“Supporting and valuing the talents and perspectives of working moms is critical to our workplace environment, contributing immensely to our success,” said Ken Charles, Vice President of Global Diversity and Inclusion for General Mills.

CPG Executive Changes
Among the recent executive changes in the CPG industry:

  • Tom McGough, who became President of Grocery Products at ConAgra Foods in 2012, has been named President of Consumer Foods.
  • Anthony Simmons has been appointed CEO of McIlhenny Co., maker of Tabasco brand products.
  • Craig Geiger has left Barilla to join Campbell Soup Company as Senior Manager of Shopper Insights & Category Solutions for the Walmart/Sam’s team.
  • At TreeHouse Foods, Christopher Sliva has been promoted to Executive Vice President of TreeHouse Foods and President of Bay Valley Foods.
  • Carrie Shea, president of AMG Strategic Advisors, is a recipient of consulting Magazine’s 2013 Top 25 Consultants achievement award.

Digital Coupons Boost Awareness of New Products: Study
Engaging with consumers who use digital coupons dramatically impacts effectiveness of new product introductions for CPG brands, according to new research.

Conducted by Millward Brown’s Dynamic Logic and commissioned by, the study measured effectiveness of site display advertising and/or site sponsorships across three consumer packaged goods brands.

Findings showed much higher increases in consumer recall and purchase intent, compared to industry benchmarks from Dynamic Logic’s ad effectiveness database.

The study earlier this year evaluated online display and/or site sponsorships on for new product introductions by three well-known CPG brands in the food, beverage and household cleaning supplies categories. The campaign for the new household cleaning product included display advertising; the campaign for the new food product included a custom site sponsorship; and the campaign for the new beverage product involved both display advertising and a custom site sponsorship.

“This is a very important place for brands when they are launching new products,” Mike Scriven, vice president of marketing for, told CPGmatters. “This audience is very receptive to trying new products and they like to use coupons to try them. They are a very rich and fertile audience for brands to increase loyalty and drive volume.”

Research by has shown that a large percentage of digital coupon users are in pre-shopping mode when browsing online coupons. Specifically, 59 percent of visitors planned to visit a grocery store within two days and 43 percent planned to shop within the next 24 hours.

Gartner Names Fractal Analytics a ‘Cool Vendor in Analytics’
Fractal Analytics, a global provider of analytics, has been selected as one of Gartner’s “Cool Vendors in Analytics.”

“Cool Vendor” is an annual report that identifies the new cool vendors in key technology areas. “By delivering various combinations of domain expertise and higher levels of automation, this year’s vendors improve the analytics accuracy, adoption and productivity of organizations,” Gartner said in a statement. 

“We are happy to be recognized as a ‘Cool Vendor’ of analytics by Gartner. This reinforces the excitement our Fortune 500 clients have shown in partnering with us to solve their Big Data and advanced analytics challenges,” said Srikanth Velamakanni, co-founder & CEO of Fractal Analytics. “Companies must supplement their traditional ways of understanding consumer behavior with new ways relevant for the age of big Data, such as Customer Genomics for machine-learning-based personalized marketing.”

The company’s Customer Genomics solution helps marketers learn complex customer behavior at an individual level. The proprietary pattern recognition and machine learning algorithms underlying Customer Genomics learn from every transaction and customer interaction, including for social media, helping marketers build a dynamic 360-degree view of the customer across attitudinal and behavioral dimensions.

Nielsen Catalina Solutions Launches Platform for Media Activation
Nielsen Catalina Solutions has launched a single source software offering called AdVantics on Demand, which will enable consumer packaged goods (CPG) marketers, their agencies, and media companies to better match advertising with desired “buyer-rich” audiences based on actual retail purchase data. 

The AdVantics suite of services embodies the Nielsen Catalina Solutions Define Once, Activate Everywhere continuous media optimization approach, including the newly launched software, AdVantics on Demand, CPG Buyer Segments, and custom analytics.  This enables buyer-based segment definition and sales effect retail sales lift measurement for nearly all media touch points. 

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                                                                            Mid-May 2013