Haines McGregor

Over the last 3 weeks, we’ve been sharing insights from our Future of Indulgence piece. We’ve found that Indulgence has evolved from occasional guilty pleasures to an everyday expression of identity. It’s now intentional, expressive, and tied to personal values and lifestyle choices. Some key takeaways: ➡️ Perfect Isn’t the Point Anymore Authenticity is everything. Brands that embrace imperfection and celebrate messy indulgence resonate with today’s consumers. ➡️ DIY Delight Gives the Reins to the Consumer Rising costs are driving consumers to get creative, blending premium and affordable elements for personalised indulgence. ➡️ Consumers are Indulging Their Identity Indulgence is now a tool for self-expression signalling a commitment to quality, wellness and self-worth. ➡️ Indulgence Meets Wellness From exotic smoothies to nutrient-packed snacks, the focus is on nourishing the body while signalling a premium, health-conscious lifestyle. Indulgence today is bold, unapologetic, and deeply personal. As a brand, how are you responding to these trends? 👉 Blending the high and low? 👉 Offering indulgence with a wellness twist? 👉 Turning the mundane into meaningful rituals? The future of indulgence invites bold moves—here's something to ponder over Christmas, what’s your next one? #FutureOfSeries #Brand #Innovation

Saying ‘bye’ to beige in the cereal aisle in more ways than one, SURREAL is the prime example of a brand that’s genuinely fun, and unapologetically bold. Yet, humour aside, SURREAL are dead serious about their growth trajectory. In our latest episode of You, Me & CPG, Jamie Holtum sat down with co-founder Jac Chetland to chat puns, protein, and perseverance. Read below for lessons learned, and tune in to the full episode in the comments!

Taking a day out to appreciate and spend time with your colleagues is always a must in the run up to the holidays. Last week we had our annual Xmas bash at Cafe Murano in Covent Garden. Good times (and Jaeger) flowed and despite several shocking charades performances (not pictured here for colleague confidentiality) it was the perfect end to a great year. We're about to close our offices until the New Year, so here's a big thank you to all of our clients, colleagues and friends. See you on the other side. Wishing you all a Merry Christmas and a Happy New Year from the Haines team. 🎄 🥂

What Makes a ‘Ritual of Identity’? Consumers are transforming daily routines into statements of identity. Toothpaste brands like Marvis are using 360-degree storytelling that turns the act of brushing teeth from a mundane functional routine to an indulgent lifestyle ritual. And with content creators and brands alike using seemingly mundane moments from the weekly food shop to, well… brushing your teeth, there’s undeniable opportunity for brand penetration here. For brands, the question is: Which products become a key part of these rituals? Can they add meaning, enhance the experience, or offer a more indulgent take on the everyday? Img source/credit: Marvis® Toothpaste Official #FutureOfSeries #Brand #Innovation

As promised, a look behind the marvellously fun, tasty-yet-healthy, rapid-growth SURREAL cereal curtain with co-founder Jac Chetland and our own Jamie Holtum! Pod listening links in the comments below. #YouMeAndCPG

Brands are Blurring the Lines Between Gourmet and Gritty. Luxury and everyday life don’t have to be separate worlds. Brands like Veuve Clicquot prove this with concepts like champagne paired with burgers. Opening their product-line to (potentially) a whole new range of consumers. To a similar effect we saw Dom Pérignon alongside street food pop-up events pairing the luxury champagne with casual street foods like bao buns and tacos positioning them as playful yet aspirational. What would it look like for your brand to blend high-end with the gritty? Could this open your product to entirely new audiences? Img source/credit: Veuve Clicquot #FutureOfSeries #Brand #Innovation

New Pod alert! And this one totally sleighs... 🔈 🛷 🙈 🥣 💪 SURREAL co-founder Jac Chetland caught up with Jamie Holtum in the You, Me & CPG studio to chat all things cereal and what it takes to disrupt. Dropping on Wednesday. Stay tuned!

Is Indulgence the New Self-Care? Today’s consumers see indulgence as more than just luxury, indulging has become a form of self-care. No longer are we giving in to indulgence, we’re opting in, it’s a conscious choice informed by our need for self-recognition and to showcase identity. Creators and consumers alike are transforming daily routines into statements of identity. For brands, this creates a critical question: How can products support self-care rituals while also signalling personal identity? Whether it’s skincare, food, or lifestyle, the opportunities are endless. #FutureOfSeries #Brand #Innovation

Another week, another new hire announcement! We're very happy to add Antonia Lowe to our growing roster as Strategist. From campaign strategy to market research, Antonia brings a fresh perspective from her varied experience with food and drink clients like Oatly, Domino’s and Bird’s Eye. Having spent time client-side at Mondelēz, she uses her insider POV and passion for understanding consumers to add creative rigour to her strategies. Our resident foodie and a dedicated Swiftie, Antonia spends her time discovering all London has to offer with the latest country hit in her headphones. Antonia studied design and still loves to get her creative juices flowing, whether that’s interior designing her house or attending crafty events in the capital. Welcome to the team Antonia! #NewHire #HainesMcGregor #CPG #Strategy #innovation

Pickles from a jar, that’s not indulgent. Or is it? Maybe it is… From what we can see, messy could be the new perfect. The cultural shift toward unapologetic indulgence is giving brands permission to lean into authenticity and imperfection. Take Hot Girl Pickles: a simple snack elevated by bold storytelling and unfiltered energy; tapping into TikTok’s snacking culture and the popular “girl dinner” trend. Perhaps more brands should be embracing imperfection to connect with modern consumers. Img source/credit: good girl snacks #FutureOfSeries #Brand #Innovation