By Charlie Li

For The Drum’s food & drink focus week, TRO’s Charlie Li puzzles out how the titans in the industry can match the social agility of their challengers.

Kantar’s recent trend prediction in The Drum reveals a sobering truth: challenger brands are experiencing disproportionate growth, leaving legacy brands scrambling. Despite rich heritage, hefty marketing budgets, and extensive distribution channels, some legacy brands find themselves lacking direct connection and meaningful conversation in the face of more community- and value-driven generations. Meanwhile, some are diagnosing a growing resistance to mass advertising.

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Source: The Drum