The world of consumer goods is changing at a breakneck speed. This isn’t a shocking revelation to anyone who’s worked in or around the sector. Consumer tastes are becoming more and more fragmented and big incumbents continue to lose market share to upstart brands. It’s often difficult for these incumbents to figure out how to respond. On paper, a lot of big CPG companies look great. They’re full of smart people, they have well recognized brands, international distribution networks, and a lot of money in the bank. Despite all this, many of these brands have seen their sales stagnate or decline over the past several years.