Mondelez Buys Healthier, Liquid I.V. Hires Poppi's CMO

Mondelez is buying into better-for-you snacking, Liquid I.V. is importing Poppi's cultural playbook, and the NYC Marathon's 50th is rewriting who shows up at a running event. In this episode: Mondelez has taken a majority stake in gluten-free challenger brand Undercover Snacks, signalling a deliberate portfolio pivot toward healthier snacking rather than reformulating legacy brands like Oreo. Liquid I.V., owned by Unilever, has appointed the former Poppi CMO to lead marketing with an explicit brief to drive cultural impact and move the brand beyond its functional positioning. Celsius and Maybelline (L'Oréal) are among a more diverse-than-ever brand roster activating experientially around the NYC Marathon's landmark 50th anniversary edition. The FMCG Marketing Daily is a concise briefing for FMCG and CPG marketers, brand managers and CMOs, hosted by Marco & Klara. New episode every day. Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us. Also from Marco & Klara: The Digital Commerce Daily · The Health Marketing Daily