How to respond to SNAP cuts

Plus: What Target's layoffs mean for brands and M&A threats to CPG

For the past week, I’ve been using my platform exclusively to talk about the SNAP and WIC cuts that officially were put into effect this weekend. If you’ve seen my posts, you know: I’m really, really fired up about this.

I cannot think of a single thing more important than what’s happening to the food-insecure members of our communities right now - especially for those of us who work in food and bev. I’ve been so grateful to see many CPG folks speak out about this on their own platforms, brands donating products, and retailers giving back to their communities.

When platforms launch different initiatives to give back, it can be confusing to know what’s most impactful. My recommendation? Donate directly to your local food bank. Food banks can use your cash to buy in bulk, as they have negotiated rates with retailers nationwide. And when you donate cash, they can use it to buy the specific items your community needs most.

A few of my favorite programs to donate to are Feeding America or food banks, specifically in states where the local government still hasn’t acted to release emergency funding for SNAP recipients.

If you’re unsure how to donate to your local food bank (or just don’t have the time to research), I will be matching all donations to North Texas Food Bank this week. Simply text me your receipt, or Venmo me @meetveriti with the caption “NTFB” and I will facilitate bulk donations. Even $1 can provide up to 10 meals for hungry kids.

There is SO much power in coming together during a time like this, and I’m confident in the CPG community’s ability to step up and make a change. 💚

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Now, onto this week in retail media and shopper marketing →

The snacks + sips hitting our grocery carts this week 🛒

Lundberg Family Farms - Apple Pie Rice Cakes

These are a new pantry must-have for me! Lundberg Family Farms is an incredible, planet-friendly brand that makes its delicious rice cakes with regenerative organic certified brown rice! The Apple Pie flavor is the most delicious, better-for-you fall treat - lightly sweet, spiced, and full of 21g whole grains per serving!!

New Primal - Rotisserie Chicken Sticks

I am actually obsessed with these, to the point that I’m not sure I’ll ever go back to a beef stick again. I orginally bought a few at Sprouts, then got hooked and purchased in bulk on Thrive Market! If you’re not a meat stick person, give these a shot - they may change your mind.

Slice Soda - Cherry Cola

I’ve been loving Slice lately, and this is my new favorite flavor. Cherry Cola is so nostalgic and refreshing to me! I was genuinely sad when I finished the only one I bought, so thank goodness for Kroger delivery keeping me stocked!

Featured retailer marketing updates, trends, tips, and more!

🚗 Kroger Goes All-In on Delivery Partnerships

Kroger just announced it's bringing nearly all its stores to Uber Eats starting early 2026, plus letting shoppers order restaurant meals through its own app via Uber's network - creating a one-stop shop for groceries AND takeout.

The details:

• 2,600+ Kroger stores will offer delivery through Uber Eats
• Boost members get extended Uber One trials (6% cash back, free delivery)
• Uber One members get extended Boost trials (double fuel points)
• Joint retail media opportunities across both platforms

Why this matters: Remember Kroger's DoorDash partnership last month? This isn't about playing favorites - it's about these "competitors" working together to expand grocery access:

DoorDash often supports Gopuff fulfillment (little-known fun fact!), Instacart reaches 98% of the US, and now, Uber's joining the collaboration party. With delivery platforms becoming essential infrastructure, brands need to optimize across multiple ecosystems.

The real opportunity? Cross-platform retail media. As Kroger pivots toward store-based fulfillment after reviewing its Ocado network, expect faster delivery and smaller, more frequent orders - perfect for trial purchases.

My take: The industry's maturing beyond competition to focus on actually getting groceries to people - a huge win. For CPG brands, this interconnected ecosystem demands sophisticated yet flexible platform strategies.

💰️ M&A is Threatening Emerging Brands

Have you noticed your favorite chain restaurants starting to taste similar? Or that the quality isn't what you remember? I recently read this fantastic Substack piece by Brock Hrehor that uncovered why: Sysco, now controlling 35% of the food distribution market through 150+ acquisitions, is flooding restaurants with the same, poor-quality frozen foods nationwide. I can’t help but think that we’re seeing this exact story play out in CPG.

Some examples:

• Justin's, once the gold standard of nut butters, was acquired by Hormel in 2016 for $286 million. After years of declining performance, Hormel just sold 51% to Forward Consumer Partners - essentially admitting the acquisition failed.
• Similarly, when Clorox bought Burt's Bees for $925 million in 2007, loyal customers immediately noticed formula changes (hello, soybean oil and canola oil in what used to be pure beeswax lip balm), and within three years Clorox took a $250 million write-down.
• And we can’t forget when Annie’s Homegrown sold to General Mills in 2014 for $820M. Forever known as the organic mac & cheese brand, Annie’s sold to a company that spent $2.1M fighting GMO labeling. Ultimately, the brand lost credibility with its core natural shoppers. I was personally heartbroken upon discovering that the mac and cheese cups and “bunnies” I fed my kids weren't really organic anymore. I had trusted this brand, and M&A broke that trust.

My take: Whether it's restaurants or CPG, the pattern is clear - independent brands launch with passion and quality, get acquired by giants promising "resources for growth," then face immediate pressure to cut costs. Suddenly, everything starts tasting (and performing) the same.

For emerging brands, this is actually good news - while BigCo wrestles with integration headaches and alienated customers, you can win by staying true to what made you special in the first place.

🎯 Target's Corporate Cuts Signal Retail's New Reality

Target just eliminated 1,800 corporate jobs (8% of global workforce). After 11 consecutive quarters of flat or declining sales, this is a major wake-up call for the retailer… but it’s also not alone. Even as other retailers outcompete Target, many are facing similar realities.

The bigger picture:

• In 2025, Amazon cut 14,000 corporate roles; Kroger eliminated 1,000; Walmart slashed 1,500
• Corporate headcount is becoming retail's easiest lever to pull when margins tighten

What this means for CPG brands: As retailers cut costs at corporate, expect ripple effects on your business. Fewer category managers means longer decision timelines. Reduced merchandising teams could mean less innovation at shelf. Stripped-down analytics teams could mean less data sharing. The retailers squeezing their own people could squeeze vendor partners harder in 2026.

But this also creates opportunity: Retailers cutting staff still need innovation and differentiation. Come with turnkey solutions, proven velocity data, and programs that don't require heavy lifting on their end.

Thanks for reading!

— Eleanor

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