Brandy8 Apr 2025

Billion-Dollar Brand Eaters: Will Big Brands Break Beloved Brands?

This year, PepsiCo spent $3.1B on Siete and Poppi. Hershey also just bought Lesser Evil. What is going on?!

What does this mean for your brand??

⁠⁠⁠⁠⁠⁠⁠⁠⁠>>Get the Award-Winning Book(Brandy): BrandyBook.us⁠⁠⁠⁠

In this episode of Brandy, we dive into the recent high-profile acquisitions of Siete Foods, Poppi, and Lesser Evil by global giants like PepsiCo and Hershey. While these billion-dollar buyouts look like wins on paper, are they really a smart move for the acquiring brands—or could they actually backfire?

Reilly Newman and Scott Saunders unpack the brand psychology and consumer perception shifts that happen when beloved, independent brands get scooped up by legacy conglomerates.

In this episode, sip on:

• Why these indie brands won hearts before they got bought.

• The potential brand trust fallout when authenticity gets absorbed by corporate giants.

• The fast food brand that owned 90% of Chipotle

• Reilly's economic theory on why perception trumps position.

• How consumer perception shifts post-acquisition—and why that matters.

• Whether legacy brands are gaining relevance or unknowingly eroding it.

• What small businesses and emerging brands can learn from these moves.

This episode is a must-listen for brand builders, marketers, and business owners navigating growth, scale, and authenticity in a rapidly evolving market.

Have a brand marketing question?

Reilly & Scott will answer it on the next episode!

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⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠About Motif Brands: MotifBrands.com⁠⁠⁠

⁠⁠⁠⁠⁠Motif Brands⁠⁠⁠⁠⁠ specializes in impactful brand transformations that drive results. Real rebranding should shift perceptions, elevate positioning, and create undeniable clarity in the market.

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