A repackaged retail strategy – How FMCG brands are innovating to stay ahead

Written by Jane Hovey, Director of Communications Strategy at Vivaldi

The FMCG category has been buffeted by unprecedented change over the past year with huge disruption to traditional routes to market and dramatically altered customer behaviour. With consumers stuck at home, brands have been forced to overhaul long-running product distribution strategies and completely rethink marketing plans for product launches.

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