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THE COMPLETE CATEGORY CREATION PLAYBOOK
How to Create a New CPG Category (Not Just a New Product)
Mar 11
•
David Olusegun
2
Why the Guy Who Built BODYARMOR for Coke Is Betting His Next $18M on Coffee (Not Sports Drinks)
So Michael Fedele helped build BODYARMOR into the brand Coca-Cola paid $5.6 billion for in 2021.
Mar 9
•
David Olusegun
4
The $769M Popcorn Deal: How Hershey Quietly Made One of the Smartest Acquisitions of 2025
So whilst everyone was obsessing over Mars buying Kellanova for $36 billion and Nestlé snapping up Vital Proteins, Hershey quietly closed a deal that…
Mar 2
•
David Olusegun
2
February 2026
THE PATTERN REPORT #2
Monthly Trend Analysis for Founders
Feb 25
•
David Olusegun
How David Beckham and a DNA Testing Company Just Disrupted the Entire Wellness Industry
David Beckham and a Hong Kong health-tech company quietly built something that went from zero to $100 million in annualized recurring revenue in 11…
Feb 23
•
David Olusegun
12
2
The Unsexy $5B Conglomerate That's Quietly Dominating Gen Z
Hey, Imagine a 179-year-old company that sells baking soda quietly became one of the smartest players in Gen Z beauty.
Feb 16
•
David Olusegun
9
1
THE COMPLETE DTC-FIRST CPG PLAYBOOK
Build a Profitable Online Consumer Brand Before (or Instead of) Retail
Feb 11
•
David Olusegun
1
The $100M Bet: Why Tom Holland’s Non-Alcoholic Beer Brand Just Raised at a Valuation That Would’ve Been Laughable Five Years Ago
Hey, So Tom Holland the guy who plays Spider-Man and has 65 million Instagram followers just raised investment from Paine Schwartz Partners at a $100…
Feb 9
•
David Olusegun
5
The $80B Reality Check: What LVMH’s Worst Quarter in Years Tells Us About the Future of Luxury
Hey, So LVMH the company that owns Louis Vuitton, Dior, Tiffany, Sephora, and basically everything you’ve ever wanted but couldn’t afford just posted…
Feb 2
•
David Olusegun
9
January 2026
WELCOME TO THE PATTERN REPORT: REPORT #1
Bi-Weekly Trend Analysis for Founders
Jan 27
•
David Olusegun
2
How Kourtney Kardashian Built a $30M Gummy Empire in 16 Months
Hey there,
Jan 26
•
David Olusegun
14
2
The $225M Checkmate: How Anastasia Soare Just Beat Private Equity at Their Own Game (And Why More Founders Will Follow)
Hey So whilst everyone was focused on holiday shopping and year-end deals, Anastasia Soare the woman who built eyebrows into a billion-dollar business…
Jan 19
•
David Olusegun
4
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