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Frederic Fernandez

Solving the most complex strategic problems of the world largest FMCG companies. Strategy | Organic Growth | Digital Route-To-Market - Ecommerce, DTC, EB2B | M&A

Frederic Fernandez: Expert FMCG Strategy and M&A Consultant

Frederic Fernandez is the Managing Director and Partner of Frederic Fernandez & Associates (FFA), a global bespoke Strategy Consulting Firm exclusively focused on the FMCG industry.12 FFA helps the CEOs and Boards of the world's largest FMCG companies on selected areas such as Growth and Profit acceleration, New Retail/EB2B/Ecommerce/DTC strategies, and M&A (buy-side & sell-side).2

Frederic is an expert and thought leader in the FMCG industry with extensive experience across all categories and ecommerce markets globally.5 He has been recognized for his strategic advisory work, with 14 out of the world's 20 largest FMCG companies being repeat clients of FFA.1

Some key insights from Frederic's thought leadership:

  • Smaller acquisitions (<€100m revenue) are often riskier than mid-size transactions due to being unproven for global expansion and over-dependent on founders2
  • Top performing acquirers acquire 3-6 mid-size assets per year, taking bets 'all-along' to minimize risk and maximize value creation2
  • Deep consumer understanding is critical to differentiate between structural trends and fads when making acquisitions2

Frederic's LinkedIn profile (linkedin.com/in/fredericfernandez) showcases his extensive background in the FMCG industry, with former roles as Finance Director at CHAT and other senior positions.3 He is based in Zürich, Switzerland and leads FFA's team that intervenes globally.24

Highlights

Aug 30 · linkedin

Frito-Lay 𝗡𝗼𝗿𝘁𝗵 𝗔𝗺𝗲𝗿𝗶𝗰𝗮 (𝗙𝗟𝗡𝗔): 𝗽𝗿𝗼𝗯𝗮𝗯𝗹𝘆 𝘁𝗵𝗲 𝘄𝗼𝗿𝗹𝗱 𝗺𝗼𝘀𝘁 𝗶𝗺𝗽𝗿𝗲𝘀𝘀𝗶𝘃𝗲 𝗙𝗼𝗼𝗱 𝗙𝗠𝗖𝗚 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀

𝗙𝗲𝘄 𝗳𝗮𝗰𝘁𝘀:

  • Acquired by PepsiCo in 1965
  • $25bn net revenue in 2023 in North America alone
  • With a +9% CAGR over 2018-23
  • 6 billionaires brands in the US
  • 39% market share on Savory
  • ~25% EBIT (remarkable for a Food FMCG company)
  • Unique push muscles (31k salesforce) & DSD infrastructure (315k customers, 15k routes) all translating into world-class grip/ control over the shelf

𝗧𝗼 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝘁𝗵𝗲 𝗿𝗲𝗮𝘀𝗼𝗻𝘀 𝗯𝗲𝗵𝗶𝗻𝗱 𝘁𝗵𝗲 𝗠𝗮𝗿𝘀-𝗞𝗲𝗹𝗹𝗮𝗻𝗼𝘃𝗮 𝗱𝗲𝗮𝗹, 𝗶𝘁 𝗶𝘀 𝗰𝗿𝗶𝘁𝗶𝗰𝗮𝗹 𝘁𝗼 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝘁𝗵𝗮𝘁 𝗹𝗼𝗰𝗮𝗹 𝘀𝗰𝗮𝗹𝗲 𝗜𝗦 𝘁𝗵𝗲 𝗸𝗲𝘆 𝘀𝘂𝗰𝗰𝗲𝘀𝘀 𝗳𝗮𝗰𝘁𝗼𝗿 𝗼𝗻 𝗦𝗻𝗮𝗰𝗸𝘀, 𝗮𝗻𝗱 𝗲𝘀𝗽𝗲𝗰𝗶𝗮𝗹𝗹𝘆 𝗼𝗻 𝗦𝗮𝘃𝗼𝗿𝘆

And FLNA is likely the most impressive manifestation of what local scale is on Snacks

Yes, FLNA organic growth has slowed down in 2024 H1 with challenging volume dynamics but this business has more levers at its disposal than most to navigate this exceptional environment

𝗘𝘅𝗰𝗶𝘁𝗶𝗻𝗴 𝘁𝗶𝗺𝗲𝘀 𝗮𝗵𝗲𝗮𝗱 𝗼𝗻 𝗦𝗻𝗮𝗰𝗸𝘀

To discover our full perspective on:

  • Why Mars is acquiring Kellanova?
  • Why is it a historic deal?
  • What are the likely consequences on the Food vertical & beyond?
  • How the FMCG M&A market will likely evolve in the next quarters?

Please read our last publication:

𝟭𝟬 𝗕𝗿𝗶𝗲𝗳 𝗧𝗵𝗼𝘂𝗴𝗵𝘁𝘀 𝗔𝗯𝗼𝘂𝘁 𝘁𝗵𝗲 Mars-Kellanova 𝗗𝗲𝗮𝗹 & 𝗢𝗻 𝗪𝗵𝗮𝘁'𝘀 𝗡𝗲𝘅𝘁 𝗙𝗼𝗿 𝗠&𝗔 𝗜𝗻 𝗧𝗵𝗲 𝗙𝗠𝗖𝗚 𝗜𝗻𝗱𝘂𝘀𝘁𝗿𝘆

https://lnkd.in/eKcD6VRa

Enjoy the read

𝗔𝗯𝗼𝘂𝘁 𝘂𝘀:

FF&A solves the most complex strategic problems of the world largest FMCG companies across Corporate Strategy, Organic Growth, Digital RTM (Ecommerce, DTC and EB2B) and M&A. 14 out of the world 20 largest FMCG companies are repeat Clients

𝗧𝗼 𝗴𝗲𝘁 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, 𝗳𝗼𝗹𝗹𝗼𝘄 𝘂𝘀 & 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗼𝘂𝗿 𝗙𝗠𝗖𝗚 𝗖𝗘𝗢 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿: https://lnkd.in/ea4gy65y

#fmcg #cpg

The Coca-Cola Company Nestlé Unilever PepsiCo Procter & Gamble Mondelēz International Kraft Heinz Danone General Mills Ferrero The Hershey Company Lindt & Sprüngli Campbell's Sanofi Bayer | Consumer Health Kenvue Haleon Bel Reckitt Henkel L'Oréal Coty The Estée Lauder Companies Inc. Beiersdorf The HEINEKEN Company AB InBev Carlsberg Group Diageo Pernod Ricard Colgate-Palmolive

Aug 29 · linkedin

𝗩𝗠𝗦 𝘀𝘂𝗰𝗰𝗲𝘀𝘀 𝗰𝗮𝘀𝗲: MaryRuth's

VMS is surely one of the most attractive but also discriminating category within the FMCG industry with a high failure rate (large, profitable, fast growing with low barriers to entry, with one of the highest level of MS fragmentation)

𝗪𝗲 𝗹𝗼𝘃𝗲 𝗠𝗮𝗿𝘆 𝗥𝘂𝘁𝗵 𝗯𝗲𝗰𝗮𝘂𝘀𝗲 𝗶𝘁 𝗶𝘀 𝗼𝗻𝗲 𝗼𝗳 𝘁𝗵𝗼𝘀𝗲 𝗳𝗲𝘄 𝘀𝘁𝗮𝗿𝘁-𝘂𝗽𝘀 𝘁𝗵𝗮𝘁 𝗯𝗿𝗼𝗸𝗲 𝗲𝘃𝗲𝗻 𝗳𝗿𝗼𝗺 𝗱𝗮𝘆 𝟭 & 𝗺𝗮𝗻𝗮𝗴𝗲𝗱 𝘁𝗼 𝘀𝗰𝗮𝗹𝗲 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝘁𝗮𝗸𝗶𝗻𝗴 𝗹𝗮𝗿𝗴𝗲 𝗣𝗘 𝗶𝗻𝘃𝗲𝘀𝘁𝗺𝗲𝗻𝘁𝘀 & 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗯𝗲𝗻𝗲𝗳𝗶𝘁𝗶𝗻𝗴 𝗳𝗿𝗼𝗺 𝘁𝗵𝗲 𝗮𝘀𝘀𝗲𝘁𝘀 𝗼𝗳 𝗮 𝗹𝗮𝗿𝗴𝗲 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗮𝗰𝗾𝘂𝗶𝗿𝗲𝗿

𝗧𝗵𝗲 𝗳𝗮𝗰𝘁𝘀:

  • Founded in 2014
  • Liquid vitamin to address a simple pain point (vitamins in capsule or tablet are hard to swallow and can sometimes cause nausea)
  • Actively targeting large existing habit (e.g. drinking orange juice for breakfast) to drive adoption of its products (liquid vitamins to be taken for breakfast with an orange juice pack look & feel - cf. video link in comment)
  • One-stop-shop sku range
  • Wide choice of flavors with clean ingredients
  • Crafty packaging/ FMOT look & feel
  • Started on AMZ to test the market
  • Digital-first (sales & marketing) start-up, with then omnichannel (sales & marketing) scale-up with above industry-average DTC and 3rd party Ecommerce execution

𝗛𝗼𝘄 𝗱𝗼𝗲𝘀 𝗶𝘁 𝗽𝗲𝗿𝗳𝗼𝗿𝗺 𝘃𝘀. our 𝗩𝗠𝗦 𝘀𝘂𝗰𝗰𝗲𝘀𝘀 𝗱𝗿𝗶𝘃𝗲𝗿𝘀: ✅Addressing noticeably unmet consumer needs ✅Clearly differentiated vs. l͟a͟r͟g͟e͟ ͟e͟x͟i͟s͟t͟i͟n͟g͟ alternatives ✅Digital-first (sales & marketing) start-up/ omnichannel scale-up  ✅Stand-out FMOT

𝗥𝗲𝘀𝘂𝗹𝘁𝘀:

  • Reached $250m revenue in 2023 with 20% EBITDA
  • Still operating independently

𝗧𝗶𝗺𝗲 𝗳𝗼𝗿 𝗮𝗹𝗹 𝗖𝗛𝗖 𝗽𝗹𝗮𝘆𝗲𝗿𝘀 𝘁𝗼 𝗳𝗶𝗻𝗲𝗹𝘆 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝗩𝗠𝗦 𝘀𝘂𝗰𝗰𝗲𝘀𝘀 𝗱𝗿𝗶𝘃𝗲𝗿𝘀

More on our views on VMS/CHC:   𝗙𝗠𝗖𝗚 𝗖𝗘𝗢𝘀: 𝗕𝗿𝗲𝗮𝗸𝗶𝗻𝗴 𝗧𝗵𝗲 𝗖𝗼𝗱𝗲 𝗢𝗳 𝗢𝘂𝘁𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗢𝗻 𝗖𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗛𝗲𝗮𝗹𝘁𝗵 𝗖𝗮𝗿𝗲 (𝗖𝗛𝗖), 𝗞𝗲𝘆 𝗪𝗶𝗻𝗻𝗲𝗿𝘀 & 𝗟𝗼𝘀𝗲𝗿𝘀 𝗔𝗻𝗱 𝗦𝗲𝘃𝗲𝗻 𝗣𝗿𝗲𝗱𝗶𝗰𝘁𝗶𝗼𝗻𝘀 𝗢𝘃𝗲𝗿 𝟮𝟬𝟮𝟰-𝟯𝟬   https://lnkd.in/eeCZYWmt   𝗔𝗯𝗼𝘂𝘁 𝘂𝘀:   FF&A solves the most complex strategic problems of the world largest FMCG companies across Corporate Strategy, Organic Growth, Digital RTM (Ecommerce, DTC and EB2B) and M&A. 14 out of the world 20 largest FMCG companies are repeat Clients   𝗧𝗼 𝗴𝗲𝘁 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, 𝗳𝗼𝗹𝗹𝗼𝘄 𝘂𝘀 & 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗼𝘂𝗿 𝗙𝗠𝗖𝗚 𝗖𝗘𝗢 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿: https://lnkd.in/ea4gy65y   #fmcg #cpg #consumerhealth #healthcare   Kenvue Sanofi Bayer | Consumer Health Haleon STADA Group Cooper Consumer Health Karo Healthcare Nestlé Nestlé Health Science Unilever Reckitt Church & Dwight Co., Inc. Colgate-Palmolive Perrigo Company plc Glanbia Blackmores Group

Related Questions

What are some of the key strategies Frederic Fernandez & Associates uses for organic growth in the FMCG industry?
How does Frederic Fernandez's approach to M&A differ from other consulting firms?
What are the main challenges Frederic Fernandez has identified in FMCG M&A transactions?
Can you provide examples of successful M&A deals facilitated by Frederic Fernandez & Associates?
How does Frederic Fernandez & Associates help FMCG companies with digital route-to-market strategies?
Frederic Fernandez
Frederic Fernandez, photo 1
Frederic Fernandez, photo 2
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Location

Zürich Metropolitan Area