J. Schall Consulting

06/12/2026

Is soda actually becoming...healthy? For over a century, soda was the "villain" of the American diet...full of sugar, bubbles, and empty calories. But something weird is happening in the beverage aisle. We are witnessing the “Great Soda U-Turn.” In this video, I dive deep into the fascinating history of the biggest carbonated soft drink (CSD) brands and how they started as medicinal tonics in 19th-century pharmacies. From Coca-Cola’s origins as a "brain tonic" to the reason Pepsi is named after a digestive ailment, I'll explore how the beverage category is going back to its roots to save itself.

Here's a selection of insightful topics covered...
▪️ Gilded Age "Mixologists": When doctors literally prescribed Coca-Cola and Dr Pepper.
▪️ Industrial Shift: How functionality was traded for high-fructose corn syrup in the 70s.
▪️ Gut Health Revolution: How brands like Olipop and Poppi are using fiber to mimic the classic "mouthfeel" of soda without the sugar.
▪️ PepsiCo Double Team Strategy: Why PepsiCo just acquired Poppi and what "Pepsi Prebiotic" means for the future of the category.
▪️ Next-Gen Fiber: A look at the tech behind stable prebiotics like Arrabina.

Is fiber the next protein? Would you ditch your Diet Coke for a prebiotic version, or is the "modern soda" trend just another placebo effect? Are we heading toward a future where every soda is a "refreshment with benefits"?

Is soda actually becoming...healthy? For over a century, soda was the "villain" of the American diet...full of sugar, bubbles, and empty calories. But someth...

06/12/2026

Whichever strategy your organization prioritizes...if the goal is immediate velocity and dominating shelf space, absorbing existing momentum beats creating it every single time.

Although it's important to recognize nuance when considering whether to buy, build, or partner...

▪️ Acquisition Drives Maximum Density
▪️ Partnerships Offer a Balanced Middle Ground
▪️ Early Investments Require Heavy Lifting

06/11/2026

The David protein bar launch strategy was a high-quality, flawless ex*****on in manufactured awareness and narrative-first marketing. Ultimately, by mixing extreme scarcity, influencer authority, and bold, irreverent brand marketing...David transformed a basic protein bar into a highly sought-after cultural event.

This excerpt was taken from our September 2024 conversation [linked below] with Peter Rahal...where we talked about the current human optimization era, how protein is the macronutrient king, and pre-launch David breakout signals.

06/10/2026

Consumer Price Index (CPI) for May 2026 was just released...representing the third "inflation data report" since the Iran conflict started on the final day of February. While ending the conflict in Iran would help to moderate overall inflation, the worst is likely still to come for rising food prices. Following the report, prediction markets indicated that the Fed is still likely to stay on hold through much of the year (with the next move likely being an interest rate hike in December).

Regardless, here are a few notable YoY inflation changes within "food at home" category:

Total +2.7% YoY | +0.1% MoM

Coffee +17.5%
Beef +12.9%
Chocolate (Candy) +9.3%
Carbonated Drinks +3.9%
Milk +3.7%
Beer +3.1%
Snacks +0.9%
----
Cheese -6.0%
Eggs -35.2%

06/08/2026

Traceability vs. Radical Transparency. Currently, most brands are treating these are either-or...but could a combined model actually work in the supplement industry?

▪️ Traceability (what and the where) = it tracks the ingredient from the soil to the shelf

▪️ Radical Transparency (why and the how much) = it means putting your cost sheets, profit margins, and internal mistakes on the table for everyone to see

Admittedly, it would initially appear as a logistical nightmare. It would mean fighting supplier NDAs, exposing your margins to competitors, and airing your supply chain dirty laundry in public.

But it would also create an unassailable strategic narrative. And in an industry plagued by consumer skepticism, absolute vulnerability could be a superpower.

You couldn't build it overnight, but everyone knows there's only one way to eat an elephant...one bite at a time.

06/06/2026

The early years of MusclePharm were marked by significant expansion, driven by the successful introduction of sports nutrition products like Combat protein and Assault pre-workout. But while product innovation was certainly a cornerstone of the company's strategy, MusclePharm revolutionized several other commercial strategies, such as leveraging the early underpriced attention economy with professional athletes like Chad "Ocho Cinco" Johnson and sports organizations like the UFC.

This excerpt was taken from my October 2022 conversation [linked below] with Cory Gregory...where we reminiscence about our "good ole days" together at "Athletes Company" and how it turned into the ultimate business learning opportunity.

06/05/2026

Everyone is talking about the price tag, but they’re missing the real story. In this video, I break down why Unilever just dropped $1.2 billion to acquire Grüns, a gummy supplement startup less than three years old. I'll dive deep into the "Great Uncoupling" of 2025, exploring how CEO Fernando Fernandez is aggressively shedding heritage "pantry" brands to transform Unilever into a "pure-play" health and wellbeing powerhouse.

What you’ll learn in this deep dive...

▪️ Growth Action Plan 2030: Why Unilever spun off its massive ice cream business and merged its food division with McCormick.

▪️ "Adherence" Secret: How Grüns turned a nutritional chore into a "joyful ritual" and hit a $300M run rate in just 24 months.

▪️ Liquid I.V. Playbook: How Unilever plans to use its "unmissable brand superiority" framework to scale Grüns into its next billion-dollar brand.

▪️ SASSY Strategy: A look at the science-led, "social-first" innovation required to win with Gen Z and premium global markets.

Is this a brilliant pivot to the "personal wellness protocol," or a risky bet on a "shooting star" trend? I'll uncover all the insightful details needed for you to fully understand why Unilever just acquired Grüns.

Everyone is talking about the price tag, but they’re missing the real story. In this video, I break down why Unilever just dropped $1.2 billion to acquire Gr...

06/05/2026

Gatorade ruled sports hydration for decades...but then, BODYARMOR Sports Nutrition started disrupting the market. And it wasn't from radical new invention (innovation), but with two brilliantly timed, incremental shifts...

1️⃣ "Better-For-You" Pivot

2️⃣ Athlete-Investor Playbook

But the stronger lesson for beverage industry leaders lies in the second- and third-order effects that followed:

▪️ Category Fragmentation: De-coupling hydration from "sweat" opened the floodgates for lifestyle powders like Liquid I.V.

▪️ Mega-Influencer Era: The BodyArmor equity model laid the exact runway for PRIME to weaponize creator culture.

▪️ Functional Blurring: Consumers now demand hybrids (multifunctionality), mixing electrolytes with caffeine, nootropics, or immunity boosters.

06/04/2026

The days of the traditional celebrity "face of the brand" endorsement are officially dead. We're currently living in the era of talent-led enterprise, where A-listers are trading flat promotion fees for permanent seats in the boardroom...

And over the last handful of years, this shift has (mostly) quieted the skeptics and fueled a multi-billion-dollar market. But the biggest winners aren’t selling luxury apparel (or alcohol) anymore...they're dominating the high-margin wellness intersections of functional foods, functional beverages, bidirectional beauty products, and dietary supplements.

The shifting celebrity brand strategic playbook is clear:

▪️ Equity over Fees

▪️ Community over Ads

▪️ Lifestyle over Products

Wellness CPG has now become official net worth growth frontiers for the A-list!

06/01/2026

A recent video analyzed the Simply Good Foods (SMPL) fiscal 2026 Q2 Earnings report. It was a rocky quarter with net sales down 9.4% YoY, leading to a massive leadership shakeup. Former CEO Joe Scalzo is back in the driver's seat, but he’s inherited a portfolio facing a "protein snacking tsunami."

This deep dive will cover topics like...

Leadership Reset: Why Geoff Tanner is out and what Joe Scalzo’s "urgency" means for investors

Atkins Problem: With sales plummeting nearly 27%, we look at the "revitalization plan" and why the "Age of Ozempic" has made traditional dieting brands a tough sell

Quest Nutrition’s Evolution: Why Quest "Salty Snacks" (up 14%) are the key to a multibillion-dollar opportunity, despite slowing velocity in bars

OWYN’s Road to Recovery: Dealing with the fallout of product quality issues and the plan to use "shock and awe" R&D to take on competitors like Koia

But here's the bottom line...can the company fix its supply chain and margins while protein input costs stay high? Simply Good Foods is at a crossroads. However, as SIMPLYman (I mean Superman) once said, "sometimes you have to take a leap of faith first, the trust part comes later."

What do you think? Is Quest enough to carry the weight of the struggling Atkins brand?

In today's video, I'm breaking down the Simply Good Foods (SMPL) fiscal 2026 Q2 Earnings report. It was a rocky quarter with net sales down 9.4% YoY, leading...