FoodStuff by Kevin Ryan
RFK Jr.'s MAHA Mission: A Wake-Up Call for the Food Industry
Here is a link to my last newsletter, in case you missed it.
Here are the contents of this edition:
RFK Jr and MAHA: The strategic imperative for the food/bev industry
Pistachios: How supply-side issues may make this nut more popular
Big CPG Must Go Niche: Retailers are taking the middle
The Opportunity for Ordinary: Innovation in the everyday
Gut Reaction: My hot takes on new offerings
Tidbits: The latest in food industry news, from the profound to the funny
MAHA Rising: What RFK Jr.'s Nomination Signals for Food Companies and Consumer Trust
Last Thursday, President-elect Donald Trump announced (via Truth Social) his nomination of RFK Jr. to head up the Dept of Health and Human Services (HHS):
“…For too long, Americans have been crushed by the industrial food complex and drug companies who have engaged in deception, misinformation and disinformation when it comes to public health…[Mr. Kennedy will] play a big role in helping ensure that everybody will be protected from harmful chemicals, pollutants, pesticides, pharmaceutical products, and food additives that have contributed to our Health Crisis [and] end the chronic disease epidemic, and to Make America Great and Healthy Again!”
The announcement sent immediate shockwaves through markets and industries. Shares of US and EU drug and vaccine makers plunged on Friday, losing more than $1 billion in market value. Food and beverage companies also saw their stocks dip 2-5% before stabilizing in aftermarket trading. In agriculture, responses ranged from alarm to cautious optimism. Amanda Zaluckyj, a soybean farmer writing in AgDaily, called the choice "a literal middle finger to agriculture.” However, not all reactions were negative, Texas Agriculture Commissioner Sid Miller publicly supported the nomination.
Let’s take a step back. While stocks and OpEd articles thrive on gut reactions, corporate strategy shouldn’t. As I run sessions with CPG and retail clients on this topic, I’m urging them to look past the hyperbole of social media, screaming pundits, and their own political stances to critically dissect the WHY behind this appointment. Without understanding the forces that brought us here, it’s impossible to anticipate where this could go.
Love him or hate him, Trump has an uncanny ability to read the electorate. In RFK Jr., a left-leaning environmental lawyer, Trump seems to recognize someone who has tapped into issues that resonate deeply across the political spectrum. I’d urge you to set aside (at least momentariliy) the headlines about Kennedy’s vaccine skepticism or his controversial stances on seed oils, ultra-processed foods, and pesticides. Instead, focus on his Wall Street Journal opinion piece, where his agenda becomes more apparent.
When you move past the conspiracy theories and inflammatory rhetoric, you see a platform rooted in the same anger and frustration that powers the MAGA movement. Just as MAGA followers feel overlooked and disenfranchised by those in power, Kennedy’s vision of “Make America Healthy Again” (MAHA) speaks to consumers who feel their health is being compromised for corporate profit.
In his WSJ piece, Kennedy highlights concerns about collusion between food, drug companies, and government regulators, which he argues has led to supermarkets stocked with unhealthy food, rising obesity rates, and artificially inflated drug prices. The key word here is ‘collusion.’ Kennedy is giving voice to what many consumers already believe: that their health is being traded away, with government complicity, to benefit big corporations.
RFK Jr. may not make it through Senate confirmation, but that’s beside the point. His ascension this far gives credence to the power of his platform and message. Food, agriculture, and pharmaceutical companies must respond not just to the threat of new regulations but also to the deep-seated consumer distrust fueling this movement.
Much of the frustration MAHA taps into stems from a lack of transparency. When consumers can’t see behind the curtain, or only see a carefully curated marketing reality, they fill the gaps with negative assumptions. To counter this, companies need to not only fix systemic problems but proactively address the narratives forming around them. Transparency and action will be key to rebuilding trust in these industries.
Ultimately, companies have a choice: react defensively to growing scrutiny or seize this moment to lead with transparency and innovation. The underlying consumer frustration that RFK Jr. is amplifying isn’t going away, it’s a signal for industries to rethink their practices, rebuild trust, and align their strategies with the evolving expectations of a more informed and empowered public. Those that embrace this shift will not only weather the storm but could emerge as the next generation of trusted leaders in health and wellness.
Could Supply Chain Dynamics Make Pistachios the New Bacon?
Whole Moon is launching a line of ‘whole protein’ plant-based beverages. The company blends whole nuts with their proprietary Whole Protein blend (made from roasted soybeans) to produce an end-product that is a complete protein source, containing all nine essential amino acids. The inaugural varieties include Oat, Almond, and Pistachio. Available in many major retailers.
Pistakio (from the Italian pronunciation of the nut) has a Pistachio Spread made with 5 ingredient (pistachios, oat milk powder, powered cane sugar, high oleic sunflower oil and pure sea salt). The brand promises a smoother, creamier and less expensive product than (often imported) pistachio creams or spreads. The has secured distribution at a number of retailers (partially via a last minute formulation change, per a great Food Nav article). Available via the brand’s website.
Two Australian supermarket chains are having a bit of a battle about pistachio ice cream. Aldi Australia has launched their own-label Pistachio Gelato that is gaining popularity on social media and selling out in shops. Not to be outdone, Woolworths has partnered with popular Australian gelato brand Messina to create a Woolworths exclusive Pistachio Praline. The $15 tubs are “instantly selling out” at store.
Lifeway has launched a new Flavor Fusions line of organic kefirs. The line contains 10 on-trend flavors in single-serve, 8oz containers. The products are all lactose-free and contain active probiotics. Flavors include Pink Dragon Fruit, Passionfruit Lychee, Hot Honey, Taro Ube Latte, and Pistachio Rose Vanilla.
CosMc’s, McDonald’s new beverage-centric concept stores, has launched 6 new Fall beverages. Beverages include Sea Salted Caramelactic Shaken Espresso, Oat & Honey Latte, French Toast Galaxy Iced Latte, Coconaut Cold Brew, Iced Vanilla Matcha Latte, and the Pistachio Swirl Shaken Espresso.
Columbian gourmet chocolatier Magno Chocolates has launched a Pistachio Knafeh Chocolate Bar (based on the TikTok famous Dubai chocolate bar). The bar contains Columbia milk chocolate, hand-ground pistachios and knafeh (flaky Arabic pastry). Available at the brand’s website.
So What? Do you remember the bacon craze of the late 2000s and early 2010s? Bacon transformed from an occasional breakfast side into a cultural phenomenon, showing up on fast-food sandwiches, in ice cream, and even infused into vodka.
While bacon has always enjoyed a loyal fanbase, the bacon boom of that era wasn’t entirely organic, it was strategically engineered by the pork industry. For decades, health-conscious consumers had been moving away from pork, leaving the industry with a massive surplus of frozen pork bellies that were nearly worthless. To turn the tide, they leaned into bacon’s emotional appeal. By repositioning bacon as a versatile ‘flavor enhancer’ and subsidizing fast-food companies to incorporate more bacon into their offerings, they kick-started a trend. Soon, bacon became a cultural juggernaut, with other brands and industries jumping onboard. What started as a deliberate strategy from the pork industry turned into a flywheel of consumer demand and producer supply that sustained itself for nearly a decade.
This highlights a crucial dynamic: for a food or beverage trend to take off, it needs both consumer demand and producer supply. We often focus on the demand side but underestimate how pivotal producer actions can be in driving trends.
So, what’s the next bacon? I’d argue it might just be pistachios.
Pistachio production for the 2023–24 season is up 69% year over year, setting the stage for a potential surplus. Meanwhile, almond production is struggling due to the climate sensitivity and water demands of almond trees, creating an opportunity for pistachios to step into the spotlight.
Consumer interest in pistachios is already on the rise in the US, and international demand is booming, especially in China, where exports are up nearly 90% in the past year. However, the pistachio industry could face a significant challenge: the potential for escalating tariffs under the Trump administration. In 2018, Chinese tariffs on US pistachios rose from 5% to 25%, creating market volatility. A similar situation could result in a domestic pistachio surplus, which might mirror the pork belly surplus of the early 2000s.
Net-net: while pistachios might not have the smoky, fatty deliciousness of bacon, they might follow a similar path into consumers’ mouths.
Survival for CPG Means Becoming Niche Players
Hummus brand Little Sesame has launched Hummus for Kids. The new, 2.5oz lunchbox-ready hummus cups are Clean Label Certified, contain 5g protein, and are 100% organic. The hummus can be ordered (monthly subscription or one-time) via the brand’s website.
DTC children’s food company Little Spoon has launched an organic, ancient grain Oatmeal Baby Cereal. Each serving of the cereal contains 14 grams of whole grains and 13 essential vitamins and minerals. The cereal is free of added sugar, rice and 9 of the top allergens. Available at Little Spoon.
Gillian Anderson (of X-Files fame) has secured strategy investment from Heineken for her G Spot Wellness Drinks line of beverages. The drinks contain adaptogens (botanical and mushrooms) and nootropics that are said to help with a variety of mental states. The line includes Lift, Soothe, Protect, and Arouse. Available on the brand’s website.
Nada Mato is launching a new line of tomato-free sauces and condiments. The line is designed to appeal to consumers that can’t eat tomatoes due to dietary restriction, allergies/sensitivities, autoimmune issues or those that can eat foods high in acid. The line includes salsa, ketchup, BBQ sauce, and marinara. Available on Amazon and at the brand’s website.
After launching in the US recently, Milliways has now launched in France. Most chewing gum on the market contains plastic (both in the gum and the packaging), but Milliways is biodegradable and plant-based. Made with xylitol (which has been shown to prevent cavities) not aspartame and is sugar-free. In the US flavors include Peppermint, Mighty Mint, Bubble Mint and Watermelon.
Krack'd Snacks is introducing a Mylk Chocolate Peanut Butter Caramel Crunch bar. The 120-calorie bar is keto-friendly, vegan, dairy-free, gluten-free, is “suitable for diabetics” and contains 1g of sugar. Available at the brand’s website.
Bee-free biotech startup MeliBio has announced seed funding from the Japanese Future Food Fund by Oisix. The company reports that that brings funding this round to $10 million. The company now has a retail brand named Mellody that produces plant-based honey (and original and now a Hot Honey).
So What? Many of the battles that shaped the world over the last 500 years were fought by the superpowers of their day: Britain, France, and Spain. Picture the scenes—massive armies in coordinated uniforms, enormous fleets of ships, and predictable battlefield tactics. These armies were successful partly because they followed the same playbook: wage massive battles on open fields, with the winner taking all. However, some of their most humiliating losses came when they faced opponents who refused to play by those rules. In conflicts like the American Revolutionary War, the Boer War, and later the Vietnam War, agile, unconventional forces dismantled traditional armies by slowly wearing them down.
Let me extend this metaphor to the grocery industry. CPG companies are locked in a battle they can no longer win on the mainstream battlefield. As private labels (PL) have evolved from basic, cost-driven alternatives into agile, innovative competitors, the rules of engagement have shifted. To survive and thrive, CPG companies must adopt guerrilla tactics, carving out specialized niches where private label brands cannot easily compete.
Private labels are no longer just about low prices. Look at Target’s Favorite Day, Walmart’s Bettergoods, or Trader Joe’s. These private label brands now offer premium, innovative, and high-quality options at competitive prices. They have eroded the traditional advantages of scale and distribution that once gave CPG companies the upper hand.
In mainstream categories like pantry staples and frozen meals, CPG brands are becoming commoditized, fighting solely on price—a war they cannot win against PL’s cost-efficiency. To survive, CPG companies must shift their focus to niches, just as guerrilla forces retreat to terrain where large armies struggle to operate.
Niche markets offer three key advantages:
Differentiation: Serving highly specific consumer needs allows brands to stand out.
Profitability: Consumers in niche categories are often less price-sensitive and willing to pay a premium for products that meet their unique needs.
Brand Loyalty: Emotional connections to niche products foster loyalty, making consumers less likely to switch to cheaper private label alternatives.
To succeed in this new environment, CPG companies must take five critical actions:
Focus on Specialized Consumer Needs
· Health & Wellness: Expand into niches like gut health, nootropics, or allergen-free foods.
· Lifestyle Branding: Double down on trends such as vegan, keto, or GLP-1 with standout ingredients and innovative branding.
Invest in Transparency and Sustainability
· Ethical sourcing and clean-label messaging resonate with niche audiences.
· Private labels often lack the storytelling and supply chain visibility to compete in this space.
Double Down on Emotional Brand Connections
· Build a sense of community and exclusivity through social media, limited editions, or partnerships.
Innovate at the Periphery
· Create bold, differentiated products that redefine category boundaries (e.g., ice cream with adaptogens or protein-enhanced snacks).
· Develop the ability to grow these niches, a difficult but essential skill for larger CPG companies.
Premiumize the Experience
· Deliver quality or sensory experiences PL can’t replicate, like unique textures, exceptional packaging, or multi-sensory formats.
In military terms, continuing to fight a conventional war on private label’s terms is a recipe for defeat. Pivoting to niches isn’t just a defensive move—it’s a chance to redefine success in the modern CPG landscape. Those who embrace this shift will not only survive but lead the next era of consumer innovation.
The Opportunity in the Ordinary
Offshoot Brands has announced the debut of their new Fresh Face Foods brand. The brand is launching a line of refrigerated trail mixes made with fresh, real coconut. Varieties include Gone Bananas, Mango Tango, Cherry on Top and Pina Colada.
Australian brand Pep is looking to reinvent consumer’s relationship with peppercorns. While artisan salt has gotten consumer traction, many consumers settle for normal supermarket (ground) pepper. Pep offers single origin, premium peppercorns with signature grinders. Available at the company’s website.
Trendy canned good company HeyDay is out with a limited edition, seasonal Cranberry Sauce. The sauce is made with whole cranberries, maple syrup, candied ginger and orange juice. However, what makes the sauce unique is the brand’s partnership with Diaspora Co., a company committed to the ethical sourcing of spices. HeyDay’s Cranberry Sauce is available exclusively at Whole Foods.
Ecotone UK’s Whole Earth Foods has launched an extension of their Peanut Butter Drizzler line. The new Salted Carmel Peanut Butter Drizzler is meant to open the product to healthy but indulgent uses of peanut butter for breakfast, snacks and desserts.
Speaking of peanut butter, US startup One Trick Pony has announced that they have received an undisclosed amount of seed funding from Collaborative Fund. Previous seed funding has come from immi founders Kevin Lee and Kevin Chan, Magic Spoon founders Gabi Lewis and Greg Sewitz, and Sweetgreen co-founder Nic Jammet. One Trick Pony differentiates in peanut butter by containing only two ingredients, Argentinian peanuts and Patagonian sea salt. The unique processing of the nut butter and sweetness of the Argentinian peanuts allows the brands to avoid added sugar and palm oils.
So What? Too many people think that innovation means radical new technology or expansion into new categories. While that can be true, products like those above show that there is still room to innovate in established areas. All you need is a good ‘hook’ to differentiate. New convenient packaging, novel processing, or even emotion-based sourcing can unlock growth in a stagnant category.
GUT REACTION
TIDBITS
Business
Walmart testing tech that could allow employees (and eventually customers) to unlock in-store merchandise with their phones
Amazon working on augmented reality glasses for their delivery drivers
To complete against Shein and Temu, Amazon launches ultra-low price site Haul
Food Industry
Luckin Coffee, Starbuck’s biggest competitor in China, eyes US expansion
Starbuck’s is giving baristas their Sharpies back
Chili’s is doing great thanks to TikTok
Baskin Robbins launches Brie and Burrata ice cream, inspired by an autumn cheeseboard
First IHOP + Applebees combo restaurant opens in Texas
Kraft Heinz pulls Lunchables from school lunch programs
Lindt admits its chocolate isn’t actually “expertly crafted with the finest ingredients,” in lawsuit over lead levels in dark chocolate
Campbell’s to sell Noosa business to Lakeview Farms
GrubHub is purchased by Wonder for $650 million
Ben & Jerry’s ice cream brand is suing its own parent company, the brand says Unilever attempted to silence its support for Palestinian refugees
What would mass deportations do to the US food chain?
Personalized, AI-driven marketing is working for Yum Brands
New CEO of Red Lobster says Endless Shrimp is not coming back because “I know how to do math”
Backlash to a new AI-generated Coca-Cola holiday commercial
The anger, hysteria and drama that is the Crumbl Cookie subreddit
Interesting
America’s Most Common Nutrient Deficiencies
How much weight do you gain after stopping weight loss drugs?
Now worth $6.3 trillion, the wellness industry surpasses the pharmaceutical industry
The rise of ‘red espresso’
Black plastic kitchen utensils and toys might contain harmful flame retardant chemicals
We need a Wirecutter for groceries
Are goiters coming back? The hidden problem of modern iodine deficiency
The most popular gas station in each US State
The States with the highest (and lowest) grocery prices
Microplastics might not just be a problem in our food but also our weather
TikTok is fueling a ‘golden age of sandwiches’ in the UK
Fun & Odd
Apparently, you can turn banana peels into something equivalent to BBQ meat? I’m very skeptical
Four Texas BBQ restaurants now have Michelin Stars (I’ll bet they don’t serve banana peels!)
The world’s largest chicken-shaped building has been revealed
Oprah drops her Favorite Things list (on Amazon), including Truff hot sauce, a can of potato chips, and bourbon barrel-aged maple syrup
The Unicode Consortium (the group that decides on official emojis) has announced their latest approvals—I hope you like borscht!
Thousands of young Chinese went on a spontaneous 8+ hour bicycle quest for soup dumplings
How one line in the movie Sideways changed the wine industry for 20 years
To understand gut health, Australian officials developed an app that asks users to ‘Chart Your Fart’
Malört, how Chicago’s unusual liquor has suddenly become popular