Fiber Isn't the New Protein
On the pervasiveness of rebranding narratives
We keep asking ourselves why we can’t find innovation in CPG while we keep enabling the structures that don’t allow for it.
Half a decade ago—which is an insane couple of words to start this off with, I deep dived into CPG’s fascination with gut health—think of kombucha, the whole probiotic craze, and what started out as supplements offering gut improve…
