Marketing budgets in food and beverage are growing - but so is pressure to prove ROI.

In this episode of the Food Intelligence Podcast, Tastewise CRO Jacques Botbol is joined by Valerie Davidov of Strategy& (PwC) to unpack the findings from a deep-dive study into CPG F&B marketing strategy and budget allocation through 2028. Theirconversation explores how marketing leaders are making tradeoffs today: where budgets are increasing, where spend is being reallocated, and why CFOs are demanding clearer ROI, faster execution, and better use of data.

Key topics include:

• Why F&B marketing spend is projected to grow from ~12% to ~16% of revenue
• How the mix is shifting toward digital, marketing tech, and automation
• The tension between rising expectations and fragmented data
• What “real-time marketing” actually means for brand and category teams
• Why many teams underutilize tools — and what drives real adoption
• How AI is reshaping decision-making, not just efficiency

This episode is especially relevant for brand leaders, category managers, and marketing executives planning for 2026–2027 who want to understand not just where the market is going, but how decisions are being made inside leading F&B organizations.

Prefer to watch the original live session? Get your copy of the recording here.

Speed and precision have become the new competitive edge. In this candid discussion from the Tastewise Growth Summit in Chicago, Tess Sansbury (DSM-Firmenich) and Sacha Derevianko (Campbell’s) share how their teams are redefining the go-to-market process - blending insight, collaboration, and technology to deliver faster innovation and stronger alignment across R&D, marketing, and sales.

From Campbell’s flavor innovation to DSM-Firmenich’s creative execution frameworks, this episode is packed with real-world lessons on working smarter in today’s fast-moving F&B ecosystem.

Listen for: how agile teams turn insights into action and creativity into growth.

Prefer to watch? Click here to access the full video recording.

What really drives the next generation of eaters? Nay Tjatur from Influential brings together real Gen Z consumers for an unfiltered look at how social media, authenticity, and convenience shape what they buy, eat, and crave.

Hear firsthand perspectives on influencer culture, brand trust, and the balance between health and indulgence - straight from the voices shaping the future of food.

Listen for: an honest, fresh look at how brands can connect with Gen Z audiences (and some Gen Z lingo that you may or may not understand)
Featuring: Mariana Montealegre Pinto, Karim Limayem, Keon Berry, Isabella Peixoto Gomes

Prefer to watch? [Click here to access the full video recording.]