While most Big CPG brand portfolios restructure, realign, and refocus…GHOST is making those strategic efforts by its parent company Keurig Dr Pepper a bit more complicated! After its recent M&A transition (involving JDE Peet’s) closes, KDP plans to separate into two independent public companies…currently given generic “Global Coffee Co.” and “Beverage Co.” placeholder names. And this corporate restructuring move will significantly improve the previous KDP “refreshment beverages” segment by sharpening focus of decision-making, tailoring capital allocation strategies, and (overall) enhancing strategic optionality. But why did GHOST see that last point around “enhancing strategic optionality” and jump straight into launching a new product format…essentially complicating that KDP portfolio simplification process? Well…if you haven’t seen the leaked images yet, GHOST is launching a Protein Bar this month at that’s reminiscent of a Twix bar. And for those ignorant enough to think GHOST really is that impulsive, I can remember having strategic conversations surrounding “protein bars” with their co-founders dating back to 2018. And while all product innovation roads were destined to eventually lead back towards the protein bar category, GHOST proved (once again) it won’t settle for swimming in the “Sea of Sameness” when distinctiveness is a powerful tool to gain a competitive edge.