317 episodes

Welcome to the Joshua Schall Audio Experience

On my podcast, you’ll hear episodes of my popular short-form Consumer Packaged Goods (CPG) news segment "Consumed", a long-form CPG entrepreneurship interview segment "Formula For:", deeper dive segments "Deep Dish CPG", public speaking engagements, and any of my new and current thoughts that I record specifically for this audio experience!

Leave a review on iTunes and let me know what you think!

the Joshua Schall Audio Experience Joshua Schall

    • Business
    • 4.8 • 13 Ratings

Welcome to the Joshua Schall Audio Experience

On my podcast, you’ll hear episodes of my popular short-form Consumer Packaged Goods (CPG) news segment "Consumed", a long-form CPG entrepreneurship interview segment "Formula For:", deeper dive segments "Deep Dish CPG", public speaking engagements, and any of my new and current thoughts that I record specifically for this audio experience!

Leave a review on iTunes and let me know what you think!

    Energy Drink Brands Targeting Minors? | Truth in Advertising (TINA) Complaint Explained | Implications to GHOST

    Energy Drink Brands Targeting Minors? | Truth in Advertising (TINA) Complaint Explained | Implications to GHOST

    Who is TINA and why does she seem to hate the energy drinks market? In mid-December 2022, Truth in Advertising (TINA) and the UConn Rudd Center for Food Policy & Health sent letters to more than 40 energy drink companies urging them all to review their marketing. Why? TINA believes these energy drink companies are engaging in deceptive and unfair marketing tactics that are targeting minors. While 40+ energy drink companies were targeted, none more so than GHOST Lifestyle. TINA didn’t just send a warning letter to GHOST; they also filed a 22-page complaint against the brand with the FTC and FDA. The complaint detailed how TINA believes that GHOST targets minors through a multifaceted deceptive marketing strategy. It includes GHOST’s utilization of licensed candy flavors, partnership with gaming lifestyle brand FaZe Clan, and usage of certain social media influencers. Beyond that, TINA also believes that GHOST failed to adequately disclose that its products are only intended for healthy adults and may be harmful to children and make unsubstantiated and unapproved health claims about its products. In this content I will share my thoughts around the Truth in Advertising complaint, but also why GHOST was specifically targeted, what implications that might or might not have to the brand, and also expanding those insights to explain the potential impacts to the entire energy drinks market. To help add a layer of depth to this content, I also asked Daniel Fabricant, President and CEO of Natural Products Association (NPA), to join me for an insightful conversation on this subject matter.  Disclaimer - Do not misinterpret anything in this content for me saying that efforts by TINA have any malicious intent behind them. In fact, I applaud non-profit organizations like TINA for their important role within the business ecosystem. Moreover, if there are data supported changes that would be beneficial, I’m more than happy to work with TINA in some capacity to improve marketing within the energy drinks space.

    NPA Letter to TINA

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    • 26 min
    PRIME Energy Launch Expectations | Can the Energy Drinks Outsell PRIME Hydration?

    PRIME Energy Launch Expectations | Can the Energy Drinks Outsell PRIME Hydration?

    Logan Paul, KSI, and the team at Congo Brands just launched PRIME Energy, but does it any stand any chance at outselling PRIME Hydration? If you haven't noticed, the internet has gone crazy for PRIME Hydration with the company stating its 2022 sales number reached around $115 million. Remember that’s basically with 11.5 months of business activity, and in Year 1 out the gate. That’s essentially unheard of with any new beverage launch that isn’t a brand or product extension by one of the biggest beverage brand portfolios. What’s even more impressive is that PRIME is expected to match its annual 2022 sales in the first quarter of 2023. It took less than a year in market for PRIME Hydration to become the fifth largest sports drink brand in America. PRIME is riding the celebrity packaged goods trend where the most popular creators of today are becoming the biggest CPG brands of tomorrow. When you hit on the “right celebrity + right product” element, you can pull forward brand awareness to a level that takes competitors years or many millions of dollars. The major benefit of the celebrity packaged goods trend is that Logan Paul and KSI are masters of at winning consumer attention through today’s kingmakers…aka digital platform algorithms. So, what does this all mean for the relative success of the PRIME Energy lineup? While PRIME Energy has A LOT going for it, I also think there will be strategic misalignments with the energy drinks market and a large share of the most diehard audience of Logan Paul and KSI. Does that mean the energy drinks will be a failure? No. I could easily see these making a run at the top 10 energy drinks in the next 2-3 years. I could also see the entire PRIME brand being acquired in the next 2-3 years by one of the biggest beverage portfolios if they can get comfortable with potential "key man risk."

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    • 11 min
    Beverage & Entertainment Intersections | Danny Stepper (L.A. Libations) Interview

    Beverage & Entertainment Intersections | Danny Stepper (L.A. Libations) Interview

    Pivotal is an interview-style segment that tackles topics in consumer packaged goods (CPG) and fast moving consumer goods (FMCG) from the business leaders that live it EVERY DAY! So, if we were putting together a 21st century beverage industry version of Mount Rushmore, my recent guest would have to be up for major consideration. From successful exits at ZICO Coconut Water, CORE, and BODYARMOR, to his current involvement in ZOA Energy, Chamberlain Coffee, and Athletic Brewing…Danny Stepper is that dude. Danny Stepper (Co-Founder and CEO of the beverage incubator L.A. Libations) and I had an absolute gem of a conversation, where we touched on everything from the foundational importance of starting his career at The Coca-Cola Company to how he unsuccessfully dodged Hollywood…yet that entertainment industry experience has proven extremely fruitful at LA Libations, as the intersections of beverage and entertainment multiple. These are just a snippet of the topics we chatted about in this episode...

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    • 51 min
    FTC Updated Health Products Compliance Guidance Explained | Supplement Industry MUST READ

    FTC Updated Health Products Compliance Guidance Explained | Supplement Industry MUST READ

    Imagine you create a piece of content that gets millions of views. How long would it take you to make a follow-up? A few hours later…the same day…or maybe a few days at the most, right? I guess you could say the Federal Trade Commission (FTC) wouldn’t cut it in today’s creator economy. That’s because it took the regulatory agency 25 years to update its previous 1998 guidance document, “Dietary Supplements: An Advertising Guide for the Industry.” You might be thinking that A LOT has probably changed in the supplement industry over the last 25 years…and you’d be right. During that time, the supplement industry has gone from a fledgling enterprise still seeking legitimacy, regulatory structure, and recognition…to a mainstream behemoth with sales north of $60 billion in the U.S. market alone. Since the FTC waited an absurdly long time to update its supplement industry advertising guidance, you might also be thinking that the regulatory agency must simply be ignorant to the breadth and depth of change that happened within the supplement industry. That’s silly though…the FTC isn’t blind…plus what happened in the supplement industry isn’t particularly unique. Every sector of the economy is drastically different than it was in 1998. So, what took them so long? Section 5(a) of the FTC Act provides that “unfair or deceptive acts or practices in or affecting commerce are declared unlawful.” So…in the eyes of the FTC, the legal fundamentals around consumer protection remain mostly unchanged. That doesn’t mean all that change within the supplement industry didn’t converge with the more than 200 cases filed by the FTC challenging false or misleading advertising claims since 1998…causing layers of nuanced confusion for stakeholders. Is the updated document from the FTC titled “Health Products Compliance Guidance” perfect? I think holding any governmental agency to a standard of perfection is asinine. But maybe with more specific and current examples, the revised guidance document will hopefully be a tremendous tool for the supplement industry to build marketing campaigns and meet FTC’s current expectations. Additionally, I’m not a lawyer…so while I’ve played nice within the evolving expectations of the FTC for more than a decade…I don’t interface directly with the regulatory agency on a regular basis. That’s why I thought it would be best if I brought on my good friend Ivan Wasserman, managing partner at Amin Talati Wasserman LLP, which is one of the nation's leading regulatory and intellectual property law firms, to explain the commonalities, differences, and surprises that he noticed in the FTC document Health Products Compliance Guidance. 

    Health Products Compliance Guide

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    • 26 min
    Supplement Industry Event Predictions that Could Happen in 2023

    Supplement Industry Event Predictions that Could Happen in 2023

    What happens when a bunch of shred zepplins, swolezillas, and Broseidons circle around a stack of price inflated sports nutrition products and start making event predictions about the supplement industry? This will basically be the personification of that imaginary scenario! My one big rule for these annual prediction lists is that I don’t allow carryover from previous years. Additionally, since these are "outlandish" predictions, I try and take Happy Gilmore level swings. The second rule was put in place because it optimizes for entertainment, but it also makes for killer “I told you so” callout clips if I get any of these correct. That being said, one disclaimer because I don’t want those pesky federal agencies contacting me…I do not have insider information on any of these mentioned predictions and this list was thrown together for entertainment purposes only. I say that because outlandish or not…I’ve gotten lucky about 40 percent of the time on these predictions throughout the years. Some fun correct ones were, (1) predicting BBCOM would get acquired in 2019 (2) GNC getting taken private through bankruptcy in 2020 (3) GHOST Energy outselling its supplements in 2022. We also could still see some outlandish predictions come true years later like a pair from the 2019 edition that said AB InBev would buy Bang Energy and MusclePharm would be taken private.

    But in no particular order, here are my five supplement industry event predictions that could happen in 2023:


    Year of the Bankruptcy (or Fire Sale)
    Nutrabolt (C4 Energy) Goes Public
    GHOST Energy Becomes the Fifth-Largest Energy Drink Brand
    MyProtein (THG Nutrition) Has a Impressive Bounce Back Year
    Nestle Health Science and Unilever Both Make Another Supplement Brand Acquisition

    And then finally this year’s bonus prediction with no explanation…Laird Superfood gets acquired.

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    • 9 min
    Top 5 Sports Nutrition Industry Trend Predictions in 2023

    Top 5 Sports Nutrition Industry Trend Predictions in 2023

    Which sports and active nutrition industry trends do I predict will be the biggest in 2023? Believe it or not, this will be my fifth annual list of sports and active nutrition industry trend predictions. Many of you know that I cut my teeth in the sports nutrition space…plus I’ve always believed the best and brightest companies in sports and active nutrition are the influential epicenter for the entire CPG industry. So, there’s always an extra layer of maybe self-generated pressure that I put on myself to come up with insightful and impactful trend predictions in this particular content piece. Also…for those that are new to my content, I only have one big rule for these annual trend prediction lists. I don’t allow carryover predictions from previous years. This makes it more challenging, but also a little strange because trends are typically multiyear in nature…with the strongest ones lasting a decade or more. So, if you have some extra time and want to multiply your insights…I’d suggest checking out my previous annual sports and active nutrition industry trend prediction content pieces. They’re still hugely relevant and packed with value.

    In no particular order, here are my prediction for five of the biggest Sports Nutrition Industry Trends in 2023:


    Gut Performance = Buying Gut Health Ingredients for athletic performance
    Load Up on Only What You Need = Affordability and Value-Orientated Consumer Behavior
    Big Brick Poppin' = Large Retail channels winning the share of dollar sales and contribution to growth
    Flex Your Brain = proactive consumption for a high achieving life
    Supplementing with Purpose = Rise of purpose-drive sports nutrition brands

    BTW this year’s Top 5 sports and active nutrition industry trend predictions is super cool because it’s powered by one of my favorite ingredients Cognizin. Whether it’s for work, exercise, gaming, or just everyday life, Cognizin is the gold standard for focus, mental energy, and comprehensive brain health. Give your customers an award-winning ingredient for brain health with Cognizin. Learn more by visiting www.Cognizin.com.

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    • 14 min

Customer Reviews

4.8 out of 5
13 Ratings

13 Ratings

Andrew Calvino ,

5 star informative

Joshua gives such great insight into what’s happening within the supplement space & many other industries, also I appreciate how he breaks down information so everyone can understand the subject matter is he is speaking about

Mdjcks ,

Easy listens packed full of juicy content!!!

Highly recommend

Bootka ,

Informative CPG Insights

Joshua Schall has done a very good providing information for those in the CPG space, especially in supplements and food. He has strong ties to the sports nutrition industry and provides great information and insights into this and other segments of the business.

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