Originally published by FoodNavigator.
The article examines how major food and beverage companies are rapidly reinventing themselves in response to shifting consumer expectations, rising wellness trends, and pressure to modernize aging brand portfolios. This reinvention includes accelerated M&A activity, increased rebrands, and product reformulations centered on protein-rich, nutrient‑dense, and gut‑friendly offerings.
Doug Ehrenkranz, Partner and North American Consumer Goods & Retail Lead at Boyden, provides key insights throughout the piece. He explains that while M&A has long been a strategic tool for CPG companies, today’s activity is uniquely driven by urgent consumer demand for healthier, cleaner, and more functional products.
Ehrenkranz also notes the surge in rebranding efforts as companies adjust packaging and brand identity to clearly communicate wellness benefits—while warning against “health‑washing,” as consumers are increasingly attuned to misleading claims.
You can find the full article here.
