129. Why the protein category is CPG’s biggest growth engine (and it’s just getting started)

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Dig In

Dig Insights

155 episodes

5 days ago

Dig In is your go to source for insights innovation. It's for anyone with a genuine interest in fostering brand and product growth, exploring groundbreaking innovations, and embracing the dynamic world of expanding businesses and brands.

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Marketing

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129. Why the protein category is CPG’s biggest growth engine (and it’s just getting started)

Dig In

29 minutes

1 month ago

129. Why the protein category is CPG’s biggest growth engine (and it’s just getting started)

On this week’s episode, host Jess Gaedeke is joined by Brian Lechner, Senior Director of Category Leadership at Premier Nutrition, to unpack how the protein category defied traditional CPG rules to become a mass-market force, why retailers who “build it” are winning big, how innovation is shifting toward new formats and demand moments, and what GLP-1–driven behavior changes mean for the future of nutrition.