In a recent Marketing Week article, “Kellogg’s and Heinz owners outline strategies to drive volume growth,” Niamh Carroll discusses the pros and cons of strategies to rebuild unit volume after two years of price-taking both prompted by and masked by general inflation.

The solution for driving unit growth is seen in four areas: effective promotions, premiumization, price-pack architecture and innovation. We would add a fifth one here – retail media networks (RMNs) – or more specifically, the new balance that needs to be achieved between RMNs and traditional trade in the omnichannel world.

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