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Paul Hiebert

Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment. He has a background in market research, and his writing has appeared in The New Yorker, The Atlantic and Slate.


This is a Profile

Godiva Is Appealing to a Wider Demographic to Take a Bigger Bite of Chocolate Category

CPG

The company is looking to expand beyond affluent shoppers and special occasions by making its goods more available to more people.

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Bagel Bites Says Despite Our Differences, We Can All Agree on Pizza Bagels

CPG

The Kraft Heinz snack brand looks to stir up friendly debate while reminding people what they have in common.

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Cheetos Mac ‘N Cheese Shakes Up a Home-Cooking Staple

CPG

Cheetos Mac 'N Cheese comes in three flavors: Bold & Cheesy, Flamin' Hot and Cheesy Jalapeño.

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Candy Companies Fear a Halloween Season With Less Demand

CPG

The Hershey Company has shifted production away from Halloween-themed items in favor of everyday products.

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Extra Gum Celebrates Offline Connections Among Generation Z

CPG

A new 30-second ad for Mars Wrigley's Extra gum, created in partnership with BBDO, celebrates the connections that occur offline.

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Is Hard Seltzer Here to Stay—or Will It Go the Way of the Wine Cooler?

Brand Marketing

The hard seltzer category's not likely to stop growing any time soon.

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The Time for Contactless Payment in America Has Arrived

Fin Tech

Especially now, people want to walk into a store, grab what they need, then walk out.

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Study Shows Americans Still Love Their Big-Name CPG Brands

CPG

The data comes from a nationally representative sample of U.S. adults who rated more than 1,900 brands.

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With Social Activities Still Rare, Sales of Gum and Mints Continue to Lag

CPG

Mondelez International, maker of Trident and Stride, reported that net revenue for its gum and candy category dropped 22% in North America.

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Coffee Brands Are Adapting as Consumers Opt to Brew at Home

Adapting to Crisis

Though it began with lockdown orders, experts think the coffee brewing at home trend will continue as people look to save money.