Enabling growth at scale
in the FMCG industry
Enabling growth at scale in the FMCG industry
Founding cohort, limited spots
Founding cohort, limited spots
The ZBG® Sprint
The ZBG® Sprint
We're bringing FF&A's Zero-Based Growth® methodology to every FMCG brand team in a convenient, cost-effective, and flexible way
Join the waitlist to get notified when we're live on June XX
We're bringing FF&A's Zero-Based Growth® methodology to every FMCG brand team in a convenient, cost-effective, and flexible way
Join the waitlist to get notified when we're live
Our Vision Is Simple
Our Vision Is Simple
Enable growth at scale in the FMCG industry through client engagements, online education, strategic publications, & exclusive events
Enable growth at scale in the FMCG industry through client engagements, online education, strategic publications, & exclusive events
Enable growth at scale in the FMCG industry through client engagements, online education, strategic publications, & exclusive events
Why We Created The FMCG Academy
Why We Created
The FMCG Academy
Why We Created The FMCG Academy
The FMCG algorithm is broken
2/3 of the brand/ country cells of the top 50 largest FMCG companies lost market share over 2024-25
Not all FMCG brand teams have:
Time
Budget
or the need to execute a full ZBG® strategy engagement
Up to 6-month ZBG® waitlist for
end-to-end engagement
Clients demand exceeds FF&A capacity
The FMCG algorithm is broken
2/3 of the brand/ country cells of the top 50 largest FMCG companies lost market share over 2024-25
Not all FMCG brand teams have:
Time
Budget
or the need to execute a full ZBG® strategy engagement
Up to 6-month ZBG® waitlist for
end-to-end engagement
Clients demand exceeds FF&A capacity
The FMCG algorithm is broken
2/3 of the brand/ country cells of the top 50 largest FMCG companies lost market share over 2024-25
Not all FMCG brand teams have:
Time
Budget
or the need to execute a full ZBG® strategy engagement
Up to 6-month ZBG® waitlist for
end-to-end engagement
Clients demand exceeds FF&A capacity
FF&A Academy Aims To
FF&A Academy Aims To
bring the best of FF&A consulting to every team in the FMCG industry in a convenient, cost-effective, interactive, and flexible way.
bring the best of FF&A consulting to every team in the FMCG industry in a convenient, cost-effective, interactive, and flexible way.
bring the best of FF&A consulting to every team in the FMCG industry in a convenient, cost-effective, interactive, and flexible way.
Zero-Based Growth (ZBG®) Sprint
Zero-Based Growth (ZBG®) Sprint
Zero-Based Growth (ZBG®) Sprint
A tested & proven repeatable approach to drive dramatic growth acceleration for FMCG brand teams
A tested & proven repeatable approach to drive dramatic growth acceleration for FMCG brand teams
A tested & proven repeatable approach to drive dramatic growth acceleration for FMCG brand teams
ZBG® engagements completed
ZBG® engagements completed
Average growth acceleration
Average growth acceleration
What it is in 10 key points
What it is in
10 key points
What it is in 10 key points
1
Designed for brand teams
Designed to be taken by multi-functional FMCG brand teams (marketing, consumer insights,
trade marketing, finance…)
3
Impactful
On average, +500 basis points growth acceleration delivered
5
Tested & proven
A repeatable approach that is a result of 100+ engagements completed since 2017
7
Engaging content with turn-key frameworks & presentations
6 hours of content, 40+ proprietary downloadable PPT frameworks, and ready-to-use management presentation & memo templates
9
Concrete
19 case studies developed demonstrating application across different contexts and categories (incl. Blue Buffalo, Danone Activia, SK-II, SkinnyPop, and more)
2
Rapid transformative consulting approach, not a course
A step-by-step approach requiring actions at
every step
4
Consumer-back, market making
Supported by ZBG® consumer and gatekeeper research protocols. Designed to drive incremental category growth
6
Multi-disciplinary
Combines the best of strategic marketing, consumer research, finance, and hypothesis-led problem-solving
8
Self-paced & flexible
Flexible start date with three different packages tailored towards your exact needs
10
Supportive & interactive
Join bi-weekly live Q&A with Frédéric and the whole FF&A team
1
Designed for brand teams
Designed to be taken by multi-functional FMCG brand teams (marketing, consumer insights, trade marketing, finance…)
2
Rapid transformative consulting approach, not a course
A step-by-step approach requiring actions at every step
3
Impactful
On average, +500 basis points growth acceleration delivered
4
Consumer-back, market making
Supported by ZBG® consumer and gatekeeper research protocols. Designed to drive incremental category growth
5
Tested & proven
A repeatable approach that is a result of 100+ engagements completed since 2017
6
Multi-disciplinary
Combines the best of strategic marketing, consumer research, finance, and hypothesis-led problem-solving
7
Engaging content with turn-key frameworks & presentations
6 hours of content, 40+ proprietary downloadable PPT frameworks, and ready-to-use management presentation & memo templates
8
Self-paced & flexible
6 hours of content. Downloadable frameworks and templates with a flexible start date. Choose between
three packages tailored to your exact needs
9
Concrete
19 case studies developed demonstrating application across different contexts and categories (incl. Blue Buffalo, Danone Activia, SK-II, SkinnyPop, and more)
10
Supportive & interactive
Join bi-weekly live Q&A with Frédéric and the whole FF&A team
1
Designed for brand teams
Designed to be taken by multi-functional FMCG brand teams (marketing, consumer insights, trade marketing, finance…)
3
Impactful
On average, +500 basis points growth acceleration delivered
5
Tested & proven
A repeatable approach that is a result of 100+ engagements completed since 2017
7
Engaging content with turn-key frameworks & presentations
6 hours of content, 40+ proprietary downloadable PPT frameworks, and ready-to-use management presentation & memo templates
9
Concrete
19 case studies developed demonstrating application across different contexts and categories (incl. Blue Buffalo, Danone Activia, SK-II, SkinnyPop, and more)
2
Rapid transformative consulting approach, not a course
A step-by-step approach requiring actions at every step
4
Consumer-back, market making
Supported by ZBG® consumer and gatekeeper research protocols. Designed to drive incremental category growth
6
Multi-disciplinary
Combines the best of strategic marketing, consumer research, finance, and hypothesis-led problem-solving
8
Self-paced & flexible
6 hours of content. Downloadable frameworks and templates with a flexible start date. Choose between
three packages tailored to your exact needs
10
Supportive & interactive
Join bi-weekly live Q&A with Frédéric and the whole FF&A team
The Six ZBG® Sprint Chapters
The Six ZBG® Sprint Chapters
The Six ZBG® Sprint Chapters
Chapter 1: Introduction
Chapter 1: Introduction
FF&A introduction
FF&A introduction
Why ZBG®
Why ZBG®
ZBG® Sprint program overview
ZBG® Sprint program overview
Module length: 13 minutes
Module length: 13 minutes
Chapter 2: FMCG Strategic context
Chapter 2: FMCG Strategic context
C-level key-note on the state of the FMCG industry
C-level key-note on the state of the FMCG industry
Why the industry is going through unprecedented & bifurcating times
Why the industry is going through unprecedented & bifurcating times
Deep-dive per FMCG vertical
Deep-dive per FMCG vertical
How FMCG companies can outperform in
this context
How FMCG companies can outperform in
this context
Our 10 predictions for 2026-30
Our 10 predictions for 2026-30
Our strategic publications on latest financial results & M&A (downloadable)
Our strategic publications on latest financial results & M&A (downloadable)
Module length: 1 hour, 23 minutes
Module length: 1 hour, 23 minutes
Chapter 3: ZBG® Phase One (Strategic diagnostic & hypotheses formation)
Chapter 3: ZBG® Phase One (Strategic diagnostic & hypotheses formation)
How brands die
How brands die
Our 20 detailed frameworks to fast-track brand diagnostic & hypotheses formation (downloadable)
Our 20 detailed frameworks to fast-track brand diagnostic & hypotheses formation (downloadable)
Phase One ‘learnings from the trenches’
Phase One ‘learnings from the trenches’
How to identify no-regret moves and take actions as of ZBG® Phase One
How to identify no-regret moves and take actions as of ZBG® Phase One
A turn-key 2-pages management memo with PPT appendix summarizing Phase One outputs (downloadable)
A turn-key 2-pages management memo with PPT appendix summarizing Phase One outputs (downloadable)
Five growth case studies explained (Chobani, E.L.F, SkinnyPop, Therabreath vs. Listerine, Ghost)
Five growth case studies explained (Chobani, E.L.F, SkinnyPop, Therabreath vs. Listerine, Ghost)
Module length: 1 hour, 24 minutes
Module length: 1 hour, 24 minutes
Chapter 4: ZBG® Phase Two (Hypotheses testing & consumer/ gatekeeper research)
Chapter 4: ZBG® Phase Two (Hypotheses testing & consumer/ gatekeeper research)
Type of research overview
Type of research overview
Proprietary ZBG® consumer and gatekeeper research protocols (downloadable)
Proprietary ZBG® consumer and gatekeeper research protocols (downloadable)
20 frameworks (14 are new vs. Phase One) to fast-track hypotheses testing (downloadable)
20 frameworks (14 are new vs. Phase One) to fast-track hypotheses testing (downloadable)
How to rapidly segment a category, identify power-insights & determine top 10% growth levers addressing 80% value at stake
How to rapidly segment a category, identify power-insights & determine top 10% growth levers addressing 80% value at stake
How to effectively prioritize both portfolio and growth levers and turn them into an optimal phased plan
How to effectively prioritize both portfolio and growth levers and turn them into an optimal phased plan
Phase Two ‘learnings from the trenches’
Phase Two ‘learnings from the trenches’
A turn-key 2-pages management memo with PPT appendix summarizing Phase Two outputs (downloadable)
A turn-key 2-pages management memo with PPT appendix summarizing Phase Two outputs (downloadable)
Five growth case studies explained (Nutrafol, Zzzquil, Blue Buffalo, Hero, Quest Nutrition)
Five growth case studies explained (Nutrafol, Zzzquil, Blue Buffalo, Hero, Quest Nutrition)
Module length: 1 hour, 10 minutes
Module length: 1 hour, 10 minutes
Chapter 5: ZBG® Phase Three
(From strategy definition to execution)
Chapter 5: ZBG® Phase Three (From strategy definition to execution)
Seven outputs frameworks (downloadable)
Seven outputs frameworks (downloadable)
Brand ‘From->To’ across 4Ps summary
Brand ‘From->To’ across 4Ps summary
Project charter, organization readiness, enablers and final growth levers prioritization
Project charter, organization readiness, enablers and final growth levers prioritization
Financials and waterfall per channel/ segment and final all-in-one strategic framework
Financials and waterfall per channel/ segment and final all-in-one strategic framework
Phase Three ‘learnings from the trenches’
Phase Three ‘learnings from the trenches’
A turn-key 2-pages management memo with PPT appendix summarizing Phase Three outputs (downloadable)
A turn-key 2-pages management memo with PPT appendix summarizing Phase Three outputs (downloadable)
Five growth case studies explained (P&G turnaround case, Liquid I.V., CeraVE, KIND, Activia)
Five growth case studies explained (P&G turnaround case, Liquid I.V., CeraVE, KIND, Activia)
Module length: 57 minutes
Module length: 57 minutes
Chapter 6: Execution consideration
& specificities
Chapter 6: Execution consideration & specificities
How best to apply ZBG® to:
How best to apply ZBG® to:
Brands in Emerging Markets
Brands in Emerging Markets
Small brands in start-up/ scale-up phase
Small brands in start-up/ scale-up phase
Digital native brands
Digital native brands
Our strategic publications on Emerging Markets Outperformance®, How Small Brands Grow®, Ecommerce 2.0®, DTC Turnaround®, & M&A Best Acquirers®, each including in-depth quantitative research & actionable frameworks (downloadable)
Our strategic publications on Emerging Markets Outperformance®, How Small Brands Grow®, Ecommerce 2.0®, DTC Turnaround®, & M&A Best Acquirers®, each including in-depth quantitative research & actionable frameworks (downloadable)
Four growth case studies explained (SKII, FreshPet, Harry’s, Vital Proteins)
Four growth case studies explained (SKII, FreshPet, Harry’s, Vital Proteins)
Module length: 51 minutes
Module length: 51 minutes
Trusted By The Top FMCG Brand Teams
Trusted By The Top FMCG Brand Teams
“We would have never reached such a
groundbreaking outcome without ZBG.”
Aurelia Brookes
Head of marketing at P&G Spain
With ZBG®, P&G Spain gained 525 basis points growth acceleration.
Aurelia Brookes
Head of marketing at P&G Spain
“We would have never reached such a groundbreaking outcome without ZBG.”
“We would have never reached such a
groundbreaking outcome without ZBG.”
Aurelia Brookes
Head of marketing at P&G Spain
With ZBG®, P&G Spain gained 525 basis points growth acceleration.
We’ve delivered ZBG® to
50+ brands with an average growth acceleration of 500bps.
We’ve delivered ZBG® to
100+ brands with an average
growth acceleration of 500bps.
We’ve delivered ZBG® to
100+ brands with an average
growth acceleration of 500bps.
Try the ZBG® Sprint risk-free for 14 days*. If you’re not satisfied, you’ll get a full refund - no questions asked
Try the ZBG® Sprint risk-free for 14 days*. If you’re not satisfied, you’ll get a full refund - no questions asked
Try the ZBG® Sprint risk-free for 14 days*. If you’re not satisfied, you’ll get a full refund - no questions asked
Enabling growth at scale in the FMCG industry
© 2026 Frederic Fernandez Associates. All rights reserved
Enabling growth at scale in the FMCG industry
© 2026 Frederic Fernandez & Associates AG.
All rights reserved
Enabling growth at scale in the FMCG industry
© 2026 Frederic Fernandez Associates. All rights reserved