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What product you compare yourself to and what occasion you fill aren't always the same category. When they diverge, it's a strategic choice, not noise to ignore.

It's planning season for brands. Before committing to 2027, reconfirm three assumptions: your category, your competition, and your brand's consistency.

Featured in Food in Canada (June 18, 2026) “Packaging tends to get treated as a cost line and a compliance exercise. In fact, it is a strategic asset that decides, in three seconds, whether you stay on the shelf or get added to the cart.” Read the article.