Welcome to You, Me & CPG, the podcast that cuts through the noise to make sense of some of the biggest shifts reshaping the CPG industry. Your host, Jamie Holtum, will take you beyond the label to focus on the topics that matter - the meaty, useful and relevant issues that are keeping CPG leaders up at night. Our ambition is simple. We want you to leave with genuine real-world implications you can take back to your team. Ideas that unlock growth, challenge assumptions and reframe some of the ways your business thinks or does things. Brought to you by Haines, a dedicated CPG growth partner working non- stop on the future of food, drink and wellbeing, You, Me & CPG uncovers the conversations behind the briefs, where strategy meets reality and big decisions are made. Whether you’re a global giant or insurgent upstart, if you want to make an impact – this podcast if for you. Learn more and follow the journe
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31%
Guest openness
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Verified email on file
80/100
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You, Me & CPG by Haines is a business podcast hosted by Haines, with 32 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.
About the host
Haines hosts You, Me & CPG by Haines, a business show with 32 episodes published.
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Episode #31
Why Brits Don't Drink Boxed Wine, When The French Do? #31
Jun 30, 202645 min
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, Jamie Holtum sits down with the former Naked Wines marketing lead-turned-founder to unpack how she’s stripping friction out of the wine category while keeping all the cues of quality, story, and status. This episode covers Removing Friction in a Legacy Category Format as Strategy by Creating Behaviour Change Building Around Data-Driven, Real Consumer Habits Packaging as Story, Not Just Container Category Creation & Brand Ambition Laura Riches https://www.linkedin.com/in/laura-riches-30b1b232/ https://www.instagram.com/laurajaneriches/ Laylo https://drinklaylo.com/ https://www.instagram.com/drinklaylo/ https://www.linkedin.com/company/drinklaylo/ Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/ Haines: https://www.haines.partners/ https://www.linkedin.com/company/hainespartners/ https://www.instagram.com/youmeandcpg/
Brand Growth Tactics from Liquid Death, Goodrays, Karma Drinks, Red Bull and more, with CPG superstar Ben Dando #30
May 27, 20261h 4mS0
<p>Danone. Red Bull. Liquid Death. Karma Drinks… Ben Dando has seen the CPG drinks sector from every unfiltered angle..</p><p>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 doesn’t know about drinks isn’t worth knowing.</p><p>Where does a CPG superstar go after such a career? Goodrays - a company whose past success proves his knowledge, and whose trajectory towards future success proves far more about his ambition, and the direction of the entire sector…</p><p>Within this episode...
How Tenzing Are Taking On Red Bull & Monster With The Good Energy Revolution, Ft. Huib van Bockel #29
Apr 14, 202647 minS0
<p>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.</p><p>But there’s a new wave of brands disrupting the category.</p><p>Tenzing - like their Everest-conquering sherpa namesake – are pioneering a new route, leading the way in what is a burgeoning natural energy subcategory. </p><p>With a pointed perspective that ‘life is too good for bad energy’, Tenzing are tackling artificial ‘big energy’ head-on with 100% natural ingredients, low calories, and simply pu...
How NICE are Crushing Wine Category Codes with Co-Founder, Lucy Busk #28
Mar 31, 202641 minS0
<p>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 other categories brimmed with innovation - wine was far behind.</p><p>Cue NICE, who launched in 2019 on a mission to solve the ‘OTG wine headache’ with wine in a can. Wrapped in a bright, crowd-pleasing brand and aimed at democratising wine without compromising on its quality, NICE is a brilliant case study in how to break old cate...
How Double Dutch are Making Mixers the Main Character with Raissa De Haas #27
Mar 17, 202635 minS0
<p>Tonic water is the classic challenger brand case study, and now it’s going through a second wave of disruption.</p><p>Two decades ago, the category was unloved - lacking vibrancy, cultural resonance and innovation.</p><p>Then Fever Tree came along and turned everything on its head by offering ingredient-driven premium mixers designed to elevate - not downgrade - their spirit counterparts.</p><p>Fast forward to 2026, Double Dutch is disrupting the category again with a voracious hospitality-first focus.</p><p>Extroverted and vibrant, their flavour-driven proposition might just be the perfect tonic for the struggling on-trade.</p>...
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