With direct-to-consumer brands disrupting the traditional consumer path to purchase, the consumer packaged goods industry “is suffering some serious declines,” according to Lisa Mathison, senior director/media at Conagra Brands.
Conagra’s brands include American icons such as Birds Eye frozen foods, Fleischmann’s bread spreads, Reddi-wip whipped cream, and Wish-Bone salad dressing. Mathison attributes the challenge for such categories to clear marketplace variables.
“There’s been a tremendous growth and burst of e-commerce” that have “really opened the door for a multitude of other brands to appear – and grow – in much more rapid ways than maybe CPG [brands] have...