1 October 2026
What's In-Store: October Update
Hello, hello, hello! Welcome to our October newsletter.
We’re now well into brand sell-in season so this month’s longer read is a guide to winning the retailer sell-in. Our What’s In-Store event is back in London, focusing on Demand Creation in CPG. It’s going to be ace. Reserve your space for What’s In-Store London 2026.
This month: a look at what may be the first backlash in the AI era for retailers, protein beer, and some exciting CPG acquisitions incoming.
September’s Interesting Things
Dynamic Pricing: The Start of a Backlash in the AI Era
In markets where electronic shelf-edge labels are becoming commonplace, retailers are being accused of using the technology to charge more for products at peak times or based on customer demographics. Walmart’s CEO has publicly ruled that out, which feels bold. Personally, I think this is the start of the backlash in shopper sentiment of “the AI era” we’re now living in. Just because you can, doesn’t mean you should.
This month’s “protein in everything” trends
- Beer - 10g of protein in your post-gym pints. I’m fascinated to try this.
- Arrae’s protein-first hair drink - Beauty brand, Arrae, launched the first “protein-first hair ritual designed to support stronger, thicker, fuller hair from within.” It’s a drink, just in case you hadn’t guessed from that description.
- Hartley’s protein collagen jelly - Protein collagen jelly pots, with 10g of protein and 44 calories per pot, and they live in the cupboard rather than the fridge. The funny part is that jelly has always been collagen, because that’s what gelatine is made from. Hartley’s has just started putting it on the front of the pot.
Acquisition news
- Goodles sells to Barilla - The mac and cheese brand redefining the category for grown-ups (apparently) has reached an agreement to be acquired by Barilla. The acquisition will reportedly leave Goodles to keep growing independently (smart!), though I imagine the team will be asked to lend some of their social growth skills across the rest of the Barilla organisation.
- Graza readies for sale - Graza, the olive oil in a squeezy bottle that has taken the millennial cohort by storm, is reportedly readying for a sale. Their latest collab is olive-oil-infused non-alcoholic beer with Athletic Brewing. Rapid growth (now up to $30m EBITDA), and they’re reportedly seeking a 15-20x valuation. This is very much a software valuation on an olive oil commodity. Retailers are already launching their own-label squeezy bottles, and olive oil prices swing with every harvest. I don’t expect that valuation to land unless someone makes a very, very big bet.
Events: What’s In-Store, 10 November 2026, The Royal Institution, London, UK
Our What’s In-Store event is back in London on Tuesday, 10th November. We’re focusing on Demand Creation in CPG.
We’ve assembled a stellar lineup of speakers from CPG and retail who have grown their businesses beyond price inflation. With more inflation (and predicted to be at record numbers) touted for early next year due to incoming climate events, we’re going to hear from those in CPG and retail that have driven that growth.
And somehow, we’ve secured The Royal Institution as a venue. You can book your place at What’s In-Store London 2026.
Longer read
We’ve pulled together a guide to support CPGs in retailer sell-ins. Covering the timings, category visions, new product launches, and data required, this guide shows how brands are winning by using data, technology, and a shopper-first approach to build categories in partnership with retailers.
You can read the full guide to winning the retailer sell-in.