Podcast
the Joshua Schall Audio Experience
Hosted by Joshua Schall · EN
Welcome to the Joshua Schall Audio Experience
On my podcast, you’ll hear episodes of my popular short-form Consumer Packaged Goods (CPG) news segment "Consumed", a long-form CPG entrepreneurship interview segment "Formula For:", deeper dive segments "Deep Dish CPG", public speaking engagements, and any of my new and current thoughts that I record specifically for this audio experience!
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20episodes
Episodes
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MusclePharm Last Stand? My Kroger Rollout Warning! ⚠️ | FitLife Brands Q1 2026 Update
5d ago00:10:43Tap to summarizeBeyond the core revenue growth, the latest FitLife Brands (FTLF) Q1 2026 earnings report reveals critical operational pivots and emerging tailwinds that offer a more nuanced look at the company’s trajectory. While consolidated revenue skyrocketed 59% YoY to $25.3 million, the "real" story is found in the details of their recent acquisitions and shifting sales channels.Here's a snippet of the FTLF Q1 2026 highs and lows:🚀 Irwin Naturals Impact: Driven by the Irwin Naturals integration, wholesale now represents 56% of total revenue.📉 Legacy Softness: Legacy FitLife revenue (including MusclePharm and Mimi’s Rock) dropped 22% YoY.🛒 Amazon Hurdles: Mimi’s Rock is feeling the heat from Amazon algorithm changes, leading to sharp revenue declines.🏪 Retail Glimmer: MusclePharm is getting a "fighter’s chance" with a new launch in Kroger stores nationwide this June.But can the scale of the Irwin Naturals deal provide enough synergy and cost savings to offset the declines in the legacy brand portfolio? Or could the "sell-in" at Kroger for MusclePharm be more than just another temporary fix?
Transcribe →[MONDAY MINUTE] Forget AI: These Are the Only "Chips" Boosting Productivity!
1w ago00:00:38Tap to summarizeEven though the U.S. energy drinks market is hitting new all-time highs daily…some consumers would rather snack than sip their next “caffeinated buzz.” Just when I thought I’ve seen everything, the energy revolution officially went crunchable…which means your snack break just got a massive upgrade. So, are you ready to blend the crunch and conductivity together? If so, I dare you to try Bangers Energy Chips…which contain the caffeine equivalent of two cups of coffee per small bag of potato chips. And all those silly tech people really thought our expected future productivity increase was going to come from a different type of chips.
Transcribe →Conor McGregor's New MAC Energy Drink: Genius or Disaster?
2w ago00:13:11Tap to summarizeIs Conor McGregor’s new MAC Energy drink another stroke of beverage industry genius, or a desperate gamble? In this video, I break down the high-stakes CPG business strategy, advanced ingredient science, and massive marketing risks behind the July 2026 launch. Conor McGregor previously shocked the beverage industry with a historic $600 million exit for Proper No. Twelve. But as he trades his whiskey glass for an aluminum can, the rules of celebrity packaging goods have completely changed. Can he replicate his past success in a hyper-competitive U.S. energy drink market dominated by giants like Red Bull and Monster?I'll dive deep into:Proper No. Twelve Strategic Playbook: How authentic storytelling paired with heavy-hitting industry operators created a massive empire.Forged Irish Stout Headwinds: The harsh retail realities, supply debts, and financial losses McGregor faced in his second beverage venture.Product Science: Why MAC Energy is ditching the standard "caffeine-only" model to feature advanced premium nutraceuticals like Cognizin Citicoline, goBHB Ketones, and PurCaf natural caffeine.UFC 329 Marketing Stakes: Why his rumored July 11, 2026 return to the Octagon is the ultimate, high-stakes global billboard for this brand's entire survival.
Transcribe →[MONDAY MINUTE] Keurig Dr Pepper Billion 💰 Plastic Problem | "Barbie Strategy" & the KDP Sustainability Nightmare
2w ago00:00:53Tap to summarizeIf you weren’t aware, there’s a growing “sustainability” threat brewing within the multibillion-dollar U.S. coffee segment coffee of Keurig Dr Pepper! And since I believe Batman doesn’t need caffeine to get through his dark nights, the Bat-Signal would likely prove ineffective at summoning the superhero. So, where does KDP turn next? Maybe Anthony DiSilvestro doesn’t look like your typical DC Comics superhero, but this man certainly knows the “business of plastic” via other famous fictional characters. It’s estimated around 80% of all toys end up in landfills, oceans, or incinerators…meaning the former CFO of Mattel should intimately understand how even a small plastic item can generate significant long-term sustainability issues.
Transcribe →Alani Nu Revenue Higher Than CELSIUS (AGAIN!) | Celsius Holdings 2026 Q1 Update
3w ago00:13:12Tap to summarizeHow long before Celsius Holdings swaps its corporate name to Alani Nu Holdings? But in all honesty, Celsius Holdings has come a long way from a single energy drink product launched more than two decades ago to a scaled platform with multiple billion-dollar beverage brand powerhouses. Although why does it feel like there’s still so much more that needs done? Celsius Holdings (NASDAQ: CELH) had quarterly revenue of $782.6 million, which was up 138% YoY. Excluding the Alani Nu acquisition-related financial impact, CELSIUS brand revenue increased 6% YoY. Alani Nu had quarterly revenue of $368.1 million. Rockstar Energy had quarterly revenue of $67 million. According to recent 13-week retail sales data, CELSIUS increased by 6% YoY...remaining the third-largest energy drink brand in the category with a dollar share of 9.9%. Alani Nu increased retail sales 100% YoY and is now the dominant fourth brand in the U.S. energy drinks market with dollar share of 9.0%. And Rockstar Energy retail sales decreased 13% YoY and is the 8th largest U.S. energy drink with dollar share of 2.0%. If we look at Celsius Holdings combined brand portfolio, it reached 21% of dollar share...ranking it third and trailing only Red Bull and the combined Monster Beverage portfolio. Things drastically shifted for CELSIUS because of the August 2022 distribution and investment deal with PepsiCo. Additionally, when Celsius Holdings took ownership of the Rockstar Energy brand last quarter, it designated them the PepsiCo strategic energy drink captain. Also, another major aspect of “Celsius Holdings and PepsiCo strengthening its long-term strategic partnership” was the transition of Alani Nu distribution into the PepsiCo DSD system starting December 2025. So then, in my latest first principles thinking content piece, I'll explore several key factors surrounding why the next 12-18 months will define the future of the Celsius Holdings brand portfolio.
Transcribe →Can Product Innovation Save Premier Protein? | BellRing Brands 2026 Q2 Update
3w ago00:16:32Tap to summarizeMore Competition. More Promotions. More Innovation. The Protein RTD market set-up is getting really interesting...just like I predicted two years earlier! BellRing Brands (NYSE: BRBR) is a portfolio that owns a collection of convenient nutrition brands like Premier Protein and Dymatize Nutrition, which was previously wholly-owned by Post Holdings. A fast-paced and busy lifestyle is pushing consumers to switch to quick and healthy meal options. This has resulted in above average categorical growth rates and increased household penetration of RTD protein shakes that promote active lifestyles. Additionally, powders are becoming more mainstream, and category proliferation has created an environment where more consumers are purchasing both every day and performance nutrition positioned protein products at grocery stores and mass retailers. Bellring Brands reported 2026 Q2 net sales of $598.7 million, which was up 1.8% YoY. Premier Protein (~85% of BellRing Brands total revenue) increased by 1.7% YoY, driven by strong volume growth but partially offset by an equally strong decrease in price/product mix. Dymatize Nutrition was down 1.9% YoY, driven by higher average net selling prices, with volumes impacted by elasticities due to inflation-driven price increases. Moreover, I provide deep dives into Premier Protein RTD protein shakes business activity, along with examining similar metrics surrounding the protein powders from Premier Protein and Dymatize Nutrition. But what did I say two years earlier about the RTD Protein market outlook? Higher protein input costs, more total distribution points, and more competitors...yep! But what I didn’t layout clearly enough by my “things should be fun to say the least” comment was how “a more pressured consumer” would create extra challenges in this operating environment. As a result, 27% of the Protein RTD category volumes were sold on price promotion…that’s up around 800 basis points YoY. But then, with BellRing Brands’ CEO announcing her retirement (effective 2026 fiscal year-end), you might remember from last quarter that I half-jokingly “applied for the position.” And I won’t go through my entire “three most-critical forward-looking strategic initiatives as the new CEO of BellRing Brands,” but I quickly wanted to provide a mixed bag update of new information including the launch of Premier Protein Ultimate and Premier Protein Soda.
Transcribe →Purely Elizabeth "Glow-Up" | Is the Future of Beauty Edible? | Rise of Nutricosmetics
3w ago00:00:57Tap to summarizeThe line between your pantry and your vanity is officially gone. I called this more than four years ago, but beauty routines now include various dietary considerations that can provide a glow-up in every bite. So, could the beauty market of the future be largely edible? Possibly. Not only has the global collagen peptides market surpassed $10 billion recently, and ingredient-specific content on TikTok is exploding…but the entire nutricosmetics segment and “eating for beauty” movement are mainstreaming. A great example would be the recent launch of “Purely Glow,” which enhances Purely Elizabeth granola with collagen peptides and biotin. And while this limited-edition bidirectional beauty product strategy feels authentically crafted (and aligned) with its founder, the Purely Elizabeth brand (overall) has been absolutely crushing it, with retail dollar sales increasing over 50% YoY.
Transcribe →MyProtein Delivered Strongest Start Since 2021 👀 | THG (The Hut Group) Q1 2026 Update
3w ago00:10:46Tap to summarizeBusiness is not a spectator sport…although shouldn’t you be curious why THG Nutrition just delivered its strongest start to a year since 2021? THG (aka the company formerly known as The Hut Group) recently updated the public markets by releasing its Q1 2026 trading statement. I’ll be utilizing all available publicly disclosed information to obviously update you on the recent performance of THG Nutrition division, which includes the world's largest online sports nutrition brand MyProtein, but also utilize everything as the contextual backdrop for my expanded strategic commentary around global sports nutrition market dynamics and trends. Additionally, due to the THG Ingenuity demerger action occurring at the end of 2024, the up-to-date THG portfolio configuration now would be described as a global, cash generative, health and wellness consumer brands group. During the first quarter of 2026, THG Nutrition revenue was approximately $217 million, which increased 8.8% YoY. THG Nutrition delivered its fifth consecutive quarter of revenue growth. Moreover, momentum was said to be broad-based across categories outside of the core protein range, especially in activewear and creatine. But I'll dive into several strategic decisions impacting MyProtein including its global digital sales channel strategy, offline retail expansion efforts, product licensing strategy, and let’s just say A LOT is riding on the success of the MyProtein global rebrand that started its initial staggered market rollout two years ago. Myprotein maintained its leading position as the largest UK sports nutrition brand. THG Nutrition still mainly deploys a global digital-first commerce strategy, with around 80% of its total revenue coming from direct-to-consumer, online marketplaces, and social commerce…but MyProtein has continued to invest in offline retail partnerships where it places a limited (or exclusive) SKU range as part of a bigger demand generation strategy. Although the most highlighted commercial strategy (utilized for offline retail expansion) continues to surround the development of MyProtein products that are sold under licensing arrangements. When done correctly, these types of retail partnerships boost customer touchpoints and broaden brand appeal. Nonetheless, this ambitious level of offline retail expansion globally will undoubtedly help drive a more diversified retail mix over the next few years. Equally, MyProtein continues to lean heavily into international product collaborations. And obviously, while that includes THG Nutrition recently expanding successful dietary supplement categorical examples (like with global confectionary giant Mars Incorporated), I’d rather mention the recent launch of the Myprotein x Champion collaboration, as MP activewear is reportedly continuing to deliver exceptional growth, with annualized run-rate sales fast approaching $140 million. Yet, it’s the margin accretive aspect of MP activewear that’s maybe most helpful right now, as THG Nutrition attempts to mitigate elevated whey protein input prices.
Transcribe →[MONDAY MINUTE] TikTok Bullwhip Effect: Brutal Lifecycle of Viral Food Trends
3w ago00:01:09Tap to summarizeEver wonder where those viral packaged foods and beverages go once the hype dies? Welcome to the grocery aftermarket…and it’s thriving partly because the TikTok “Bullwhip Effect” is seemingly in overdrive. And that virality can trigger thousands of orders in hours, causing CPG brands to rush (now inflated) production runs. Although by the time the inventory hits warehouses and retail shelves, the internet has moved on. In fact, almost three out of every four Gen Z and Millennial shoppers report “buyer’s remorse within six months of trend-driven purchases.” This consumer "cooling" leads to a rapid drop in retail velocity…thus forcing CPG brands and grocery retailers to clear remaining stock through secondary liquidators like TJ Maxx or Ollie’s Bargain Outlet. Obviously, seeing those premium, organic, and/or functional products for like 75% off can ruin brand equity…but I’d argue overall categorical value perceptions can be impaired when certain product subcategories (especially nascent ones) flood aftermarket retailers. Regardless, which CPG brand have you surprisingly seen in the “discard” bins lately?
Transcribe →Is Optimum Nutrition Winning the "Protein Mania" Era? | Glanbia Q1 2026 Update
4w ago00:09:23Tap to summarizeIs Optimum Nutrition Winning the "Protein Mania" Era? 🥤💪 Glanbia just released its Q1 2026 interim management statement, and the numbers tell a fascinating story about where the global nutrition market is headed.Despite a volatile economic backdrop, the "house that Optimum Nutrition built" continues to show massive strength, but there are some strategic shifts worth watching:🚀 Glanbia Growth: Glanbia (wholly-owned) group revenues are up 3.8% YoY, driven by a significant 8.2% volume growth.🌟 Optimum Nutrition Dominance: Representing 78% of GPN revenue, Optimum Nutrition saw an impressive 18.8% YoY revenue increase. However, with a double-digit price increase instituted in April, all eyes are on price elasticity as dollar sales growth slowed to 7% in the most recent 12-week period.🔍 "Untapped Upside": Keep an eye on ISOPURE. While Glanbia has streamlined its "healthy lifestyle" reporting, ISOPURE is quietly expanding distribution and targeting a more affluent, wellness-focused demographic. Is this the next billion-dollar global brand?🏗️ Operational Evolution: The new separation into "Health & Nutrition" and "Dairy Nutrition" segments is already providing clearer insights into value drivers, with Health & Nutrition seeing a standout 14.8% revenue jump.The protein market is on fire, but as competitors raise prices across the board, the real winner will be the brand that can balance premium positioning with consumer demand.
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