Whiteboard Communications

08/21/2026

In the on-going financial power struggle between branded companies and retailers, the advantage is swinging to retailers through the emergence of premium-quality private label products.

Whiteboard can help your brands to survive & thrive.

Whiteboard can help your company get a lucrative piece of the private label market.

A new report from NielsenIQ reveals that more shoppers have a positive view of private label products

08/18/2026

Great example of how to trash a brand's equity. Years of work with Nabisco for many of our associates when name, image, likeness, and core claims were guarded as extremely valuable assets. The line-extensions below may generate a brief business sugar high, that is all, while undermining decades of brand equity building. How to safeguard your brand(s), we can help...

OREO is never afraid to get weird, but there’s a big question that we must ask you. How weird are you willing to get? The iconic cookie company is releasing three new flavors: Banana Pudding, Deep Fried, and Chicken & Waffles.

07/23/2026

Among comprehensive cpg services offered, Whiteboard helps both brands and retailers expand the breadth of promotions, both in-store and on-line, with impactful licensed partners. Worth considering...

07/22/2026

Positioning for international growth, Utz to go private with international partner. Consolidation among secondary snack producers is accelerating. The big question: how to compete in this changing competitive environment. We can help.

https://www.fooddive.com/news/snacks-maker-utz-brands-sold-for-29b-in-go-private-deal/825754/?fbclid=IwY2xjawTNnZJleHRuA2FlbQIxMQBzcnRjBmFwcF9pZBAyMjIwMzkxNzg4MjAwODkyAAEeuHHbWzXIkwiDPZSX0uw9q_w2l6GCYK08dUyI-iRkqM5fPvYgOYBDpYz5LYw_aem_SHrq2m0ZPExAfBmvV9jHXg

Germany-based Intersnack will purchase the chip maker for $14.25 a share, with the transaction expected to close in the fourth quarter.

07/07/2026

Undermining consumer trust through product down-sizing is a negative short-term strategy and ultimately leads to a reassessment of the value proposition and trust.

The grocery shrink you never noticed has been costing you real money since Reagan.

06/23/2026

Private Label products continue to outpace growth of branded competitors -- moving toward a 30% market share in many categories.

CEO Gregory Foran also outlines areas of improvement needed to keep the grocer growing

06/18/2026

"Quality and elevated products are going to continue to be an expectation from our customers. I’m glad that we’re getting traction today, but they want more. Functional health and nutrition are at the forefront".

At the recent PLMA Leadership Conference, the retailer's SVP of Private Brands discussed what's needed to continue the sales momentum in store brands

06/16/2026

Private Label grocery items continue to grow and are becoming well-established with the younger generations - who view them as quality that is equal to or superior to the national brands. For branded marketers, a good chance that your primary category competitor is not a brand, but rather a retailer's private label. Questions on how to compete, let us know.

The new The Power of Private Brands Report from FMI shows that the momentum of own brands with shoppers remains strong

06/08/2026

Big consumer branded companies should consider the growth of quality private label products (with lower retail prices) as their primary competition. This effects all elements of marketing, sales, production planning, and product offerings.

Campbell’s sales fell in the fiscal third quarter, driven in part by further declines in its snacks business, but said its profit rose.

06/02/2026

Among historic tactics to keep retail prices low, Downsizing Net Weight while maintaining existing pricing is very common. Additional options include: reformulating with less expensive ingredients; and cheapening/reducing the packaging. In all instances, the changes are disruptive and risk consumers' value perception of the products. There may be other options that are not visible to consumers within the business model (e.g., purchasing, logistics, production planning).

Court challenges Milka: A German court found Milka’s maker misled shoppers by shrinking bars without clear packaging notices; the company may appeal. Austria mandates labels: Austria now requires stores to flag products that have shrunk, aiming to boost transparency and consumer awareness. Public ...