Opinion: Will new direct-to-consumer wave outlast pandemic?


As the health emergency forced the world into lockdown, businesses adapted as fast as they could to cater for cooped-up customers and create alternative revenue streams.

One route taken, particularly evident in FMCG, has been the creation of a new generation of direct-to-consumer initiatives. It’s happened on both sides of the Atlantic.

In the US, PepsiCo launched PantryShop.com and Snacks.com earlier this month. The first retail ‘kits’ themed around everything from essentials to hydration, and the second ‘snack packs’ of items such as Doritos and cookies.

In the UK, Heinz to Home made its debut during the lockdown, offering ‘bundles’ of the food giant’s lines. The selections include a bundle of baby food and an essentials collection of beans and soups.

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