New Program Targets Food Brand Valuations

The Grist and FRESH Communications announced a partnership to scale "Branding for Buyout," a strategic framework designed to help food and beverage companies build enterprise value and position themselves for acquisition.

The partnership leverages the agencies' joint success with PopCorners, which was acquired by PepsiCo. Paul Nardone, former CEO of PopCorners, stated: "I saw firsthand how the partnership between The Grist and FRESH Communications helped build real momentum and ultimately position PopCorners for a successful acquisition. What excites me now is seeing more founders in the food industry gain access to this same level of strategy and discipline."

Why Timing Matters for Founders

The food industry consolidation wave is accelerating, and buyer expectations are shifting. According to 2025 Ocean Tomo analysis cited in the announcement, more than 90% of a company's value now derives from intangible assets like brand equity. Meanwhile, NielsenIQ data shows that over 60% of category growth is coming from health- and wellness-positioned products, intensifying competition for consumer attention and investor interest.

These dynamics underscore a critical gap: most founders treat brand building and exit preparation as separate functions. The new partnership aims to integrate them from the outset.

What the Program Offers

FRESH Communications, founded by registered dietitians Stephanie Ferrari and Sheri Kasper, specializes in science-backed storytelling for better-for-you brands. The firm has worked with Whole Earth Brands, Cleveland Kitchen, Sweet Loren's, and Perfect Bar—companies navigating growth, retail expansion, and acquisition scenarios.

The Grist, led by founder and CEO Ted Schlueter, developed the Branding for Buyout framework. Schlueter said: "What makes this partnership with FRESH so powerful is the combination of strategic rigor and category credibility. Together, we are giving food and beverage brands a playbook to unlock value, scale smart, and exit strong. I have spent decades helping business owners execute a reimagined sell-side process, and one thing has always been clear: the strongest brands are built for exit long before the sale."

The program supports brands across positioning, media coverage, investor relations, and retail strategy—ensuring each touchpoint reinforces a cohesive investment narrative.

Why It Matters

For founders navigating the accelerating consolidation landscape, this represents a shift in how M&A readiness is approached. Rather than bolstering brand value in the final sprint to sale, brands that integrate strategic positioning and storytelling from the start are likely to command stronger multiples and attract higher-caliber buyers. As intangible asset valuations dominate deal economics, operators should expect more advisors and service providers to compete on their ability to quantify and amplify brand equity before the exit process begins.

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For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.

Written by FBM Publications Editors