The FMCG Guys

Bas Vorsteveld is Area Managing Director for Northern Europe at Kenvue, the Consumer Health care company behind brands such as Johnson's, Aveeno, Listerine and Neutrogena. He leads the business across the region, ensuring that trusted household names stay relevant for a new generation of shoppers.
In this episode, Bas joins us to discuss how consumer health brands can keep growing in categories where most people don't yet treat, how to help shoppers find the right solution on shelf and online, and how to stand out when regulation limits what you can say.
Tune in to hear about:
Why low penetration is the biggest growth opportunity
How retailers and brands can bring clarity to a crowded shelf, and where retail media fits
How sales and marketing capabilities are changing as shopper journeys get less linear
How to balance science and credibility with influencers, creators and healthcare professionals
What happens when a claim is the only thing you change, and why legislation makes it harder to stand out
How an established portfolio stays fast on trends as small brands pop up on TikTok
Why equity for women in the industry isn't there yet, and what leaders can do as allies
Follow us on Instagram: https://www.instagram.com/fmcgguys/ 
Audio Mixing by Modest Ferrer
Voice Acting by Jason Martorell Parsekian
Disclaimer
The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.

Sinem Kaynak is Head of the Personal Care Breakthrough Innovation Group at Unilever, where she leads mergers and acquisitions, incubates new brands and launches existing ones into adjacent categories. Her M&A work spans Unilever's acquisitions of Wild and Dr. Squatch, and the exit of Elida Beauty (Q-tips and Caress) to private equity.
In this episode, Sinem joins us to discuss how big FMCG companies can learn from the indie brands that are reshaping the industry, what separates a lasting trend from a passing "fly", and how to bring a small brand into a big company without losing what makes it special.
Tune in to hear about:
Why portfolios are living organisms, and how to decide what to keep, buy or sell
How lower barriers to entry for new brands are promoting "nichification at scale"
How to tell a real consumer need from a cultural moment
Why trust, consistency and science could help iconic brands in the age of AI agents
Why community begins with passion and an unmet need, and how real-life experiences turn consumers into advocates
When M&A makes sense, and how to protect an acquired brand's magic
Why big companies could use a "me and my dog in the garage" mindset
Watch on YouTube: https://youtu.be/0OKoF6DL_vE
Follow us on Instagram: https://www.instagram.com/fmcgguys/ 
Audio Mixing by Modest Ferrer
Voice Acting by Jason Martorell Parsekian
Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.

Fez Ahmad is Head of Industry for CPG & Retail at Reddit, working with some of the world's largest FMCG brands to help them tap into one of the internet's most influential communities. Reddit has become a place where millions of people go to ask questions, compare products and get unfiltered opinions from real people.
In this episode, Fez joins us to discuss why Reddit matters for FMCG, how brands can learn from the conversations already happening around them, and what it takes to show up without killing the authenticity that makes the platform unique.
Tune in to hear about:
Why Reddit calls itself "the most human place on the internet"
How AI is making human validation more valuable
Reddit as one of the world's biggest free focus groups
Why brands need to listen before they speak
Building reach, engagement and commerce on Reddit
How brands can show up without disrupting communities
What's next for Reddit across search, shopping and AI
Follow us on Instagram: https://www.instagram.com/fmcgguys/ 
Audio Mixing by Modest Ferrer
Voice Acting by Jason Martorell Parsekian
Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.

David Milner is Chairman at premium pizza brand Crosta Mollica. This business, as announced last week, will soon be merged with European Pizza Group (Nestlé spin off, with brands like Buitoni), becoming the biggest player in the old Continent. David will be the new CEO of this new 1BN sales entity.
 
In this conversation, recorded in London before summer, we reflect on David's career, which has had two very differentiated episodes: the first, a "conventional" corporate career at P&G, Mars and Campbell's and, a second one, much more entrepreneurial and PE-focused, which has seen him successfully grow and exit businesses like Tyrell's Crisps or Lily's Kitchen.
 
Tune in to hear about:
From P&G, Mars and Campbell's to private equity
Scaling and exiting Tyrrells and Lily's Kitchen
David's checklist for spotting winning consumer brands
Why superior product has to come first
How Crosta & Mollica is disrupting the pizza category
Competing with multinationals through speed and consumer focus
Premiumisation, packaging and winning in-store
Leadership, great teams and taking calculated risks
Watch on YouTube: https://youtu.be/jtuyNbGJXGs 
Follow us on Instagram: https://www.instagram.com/fmcgguys/ 
Audio Mixing by Modest Ferrer
Voice Acting by Jason Martorell Parsekian
Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.

Kaan Aykac is the Director DTC and E-Commerce Europe at appliances leader Electrolux, In this episode we explore what great DTC looks like in a high-consideration category, where the website is not just a sales channel, but the digital flagship of the brand. We look at how consumer expectations are increasingly shaped by the best digital experiences across industries, why consistency matters as much as perfection, and how Electrolux is evolving the online customer journey.
Tune in to hear about:
Why DTC is more than just driving conversion
What Electrolux has learned about how consumers shop for appliances online
Bringing lessons from Louis Vuitton into a very different category
Why consumers benchmark you against Apple and Amazon, not only your direct competitors
AI FAQs, natural-language search and the rise of LLM discoverability
The role of UGC, personalization and connected appliances
Kaan's approach to leadership and why he believes in "optimizing for the steepness of the learning curve"
Watch on YouTube: https://youtu.be/dNMKuBFdBf8 
Follow us on Instagram: https://www.instagram.com/fmcgguys/ 
Audio Mixing by Modest Ferrer
Voice Acting by Jason Martorell Parsekian
Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.