How does a food product reach the shelf, and what keeps it there?
We follow how products and brands are built, from formulation and manufacturing to pricing, distribution and growth.
Why SHELF?
The shelf is where every food product ends up, and where it competes for the consumer’s hand. That is where the newsletter gets its name. This SFT Media newsletter covers consumer packaged foods and brands, exploring how products and companies are built and what drives their success, growth or failure.
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Issue 01What happened to Tropicana after the packaging change?
In 2009, Tropicana, the American orange juice brand, changed the pack of its Pure Premium juice, and took the decision back in under two months. In this issue we read the decision and what happened on the shelf, then what the story reveals about product design decisions.
Read issue 01 →In-depth articles
Independent readings and analysisStories worth reading closely.
Articles and analysis from the newsletter’s editors and writers will appear here, each with its own headline and byline.