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Artwork for You, Me & CPG by Haines

You, Me & CPG by Haines

Haines
Double Dutch
Tenzing
Glp-1
Hospitality
Pippa Nut
B Corp
Sustainability
Innovation
Tonic Water
Heineken
Red Bull
Energy Drinks
Alcohol Industry
Food & Beverage Industry
Palm Oil
Nut Butter
Indulgence
Gin and Tonic
Moderation
Wine

Welcome to You, Me & CPG, the podcast that cuts through the noise tomake sense of some of the biggest shifts reshaping the CPG industry.

Your host, Jamie Holtum, will take you beyond the label to focus on thetopics that matter - the meaty, useful and relevant issues that are keepingCPG leaders up at night.

Our ambition is simple. We want you to leave with genuine real-worldimplications you can tak... more

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Artwork for You, Me & CPG by Haines

Latest Episodes

Boxed wine is nothing new… but what Laura Riches is building with Laylo absolutely is. 

She's stripping the format to its barebones, and rebuilding it in the image of something that challenges our innate perceptions of boxed wine.

In this episode, ... more

YouTube

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 to THREE nominations for CEO of the Year. What Ben... more

YouTube

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 shelf and in culture.

But there’s a new wave of brands... more

YouTube

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 have a great OTG consumption experience and where oth... more

YouTube

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Recent Guests

Ben Dando
Beverage industry executive with leadership roles across Liquid Death, Karma Drinks, Red Bull, Goodrays, Unified Brands and Uncharted Territory
Uncharted Territory, Unified Brands, Goodrays
Episode: Brand Growth Tactics from Liquid Death, Goodrays, Karma Drinks, Red Bull and more, with CPG superstar Ben Dando #30
Huib Van Bockel
Founder of Tenzing
Tenzing
Episode: How Tenzing Are Taking On Red Bull & Monster With The Good Energy Revolution, Ft. Huib van Bockel #29
Lucy Busk
Co-founder of NICE
NICE
Episode: How NICE are Crushing Wine Category Codes with Co-Founder, Lucy Busk #28
Raissa De Haas
Co-founder of Double Dutch
Double Dutch
Episode: How Double Dutch are Making Mixers the Main Character with Raissa De Haas #27
Paul Thomas
Executive with corporate experience in large alcohols (Asahi, ExxonTori/Diageo context in discussion)
ExxonTori, Asahi, Diageo (as referenced)
Episode: The Fightback: Is 2026 the Year Alcohol Roars Back? With Paul Thomas, Rob Wallis & Tristram Coates #26
Rob Wallace
Founder of Moth
Moth
Episode: The Fightback: Is 2026 the Year Alcohol Roars Back? With Paul Thomas, Rob Wallis & Tristram Coates #26
Tristan Coates
Founder of GlassHuffFull agency
GlassHuffFull
Episode: The Fightback: Is 2026 the Year Alcohol Roars Back? With Paul Thomas, Rob Wallis & Tristram Coates #26
Inne Ergassen
Co-founder of Botivo, reimagining adult drinking
Botivo
Episode: What is The Future of Drinking? Designing Drinks in a World Where Experience Trumps ABV #25
Laura Willoughby
Founder of Club Soda, mindful drinking advocate
Club Soda
Episode: What is The Future of Drinking? Designing Drinks in a World Where Experience Trumps ABV #25

Host

Jamie Holtum
Host of You, Me & CPG

Reviews

5.0 out of 5 stars from 10 ratings
  • Useful real life Brand stories full of insights expertly hosted by Jamie Hilton

    Podchaser
    5
    Jonathan Stordy
    2 years ago

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Talking Points

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How to Disrupt Dusty Categories – The Pip & Nut Playbook with Pippa Murray #23
Q: Tell us about the launch of the new chocolate spread and the pricing challenge.
The chocolate hazelnut spread faced skepticism due to category dominance and price sensitivity, yet the team believed in a stronger value proposition and the long-term potential for premium positioning. The discussion highlights balancing rational price testing with the irrational, desirability-driven aspects of consumer choice, and choosing formats and retailers that support gradual growth rather than rapid, unsustainable spikes.
How to Disrupt Dusty Categories – The Pip & Nut Playbook with Pippa Murray #23
Q: You've talked about disrupting a dusty category. What does that look like in reality?
In practice it means challenging the status quo—removing palm oil, ensuring flavor-first experiences, and avoiding over-processed options. It also involves backing these choices with tangible actions such as sampling in stores, collaborating with major brands for sustainable sourcing, and communicating a long-term value proposition that resonates beyond immediate sales figures.
How to Disrupt Dusty Categories – The Pip & Nut Playbook with Pippa Murray #23
Q: What is the positioning?
The brand centers on natural nuttiness with an obsession-spread platform, prioritizing taste-led products and a healthy, indulgent feel. The positioning emphasizes that you can eat more nuts in a playful, guilt-free way, aligning taste with ethics and sustainability to define the brand's place in the market.
How NICE are Crushing Wine Category Codes with Co-Founder, Lucy Busk #28
Q: What was behind the decision to rebrand, and how has the partnership with Earthling Agency shaped the new NICE?
Lucy details a deliberate, years-long process to evolve the brand, choosing Earthling Agency for a strong fit and collaborative chemistry that delivered a more grown-up design while preserving energy and attitude.
How NICE are Crushing Wine Category Codes with Co-Founder, Lucy Busk #28
Q: How have you tapped into the psyche of the next generation of wine drinkers, and how much do you think about that group as your core target?
Lucy outlines a multi-pronged strategy: engaging storytelling, bold design, and a consumer-first experience, plus formats like cans and on-tap to meet younger drinkers where they are.

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Frequently Asked Questions About You, Me & CPG by Haines

What is You, Me & CPG by Haines about and what kind of topics does it cover?

The show concentrates on practical, real-world implications for growth in the consumer packaged goods (CPG) space, with a focus on disruptive brands, go-to-market strategies, and shifts in beverage and food categories. Across episodes, guests hail from startups and incumbents alike, sharing lessons on brand building, distribution, partnerships, and the evolving consumer landscape. Noteworthy angles include global market dynamics (US vs UK), the rise of “good energy” and functional beverages, alcohol and non-alcohol categories, and the importance of authenticity, sustainability, and category disruption. The host consistently asks for actionable takeaways—tactics listeners can apply with their teams, whether they're navigating mid-market chal... more

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You, Me & CPG by Haines launched 3 years ago and published 32 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.

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What guests have appeared on You, Me & CPG by Haines?

Recent guests on You, Me & CPG by Haines include:

1. Ben Dando
2. Huib Van Bockel
3. Lucy Busk
4. Raissa De Haas
5. Paul Thomas
6. Rob Wallace
7. Tristan Coates
8. Inne Ergassen

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