Some brands get chosen. Most get skipped. I decode why - across food, wellness, beauty, and everyday culture. Written by a CPG insider who's in the room and in the aisle.
| Platform |  | Pricing | Only free issues | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 12 | Founded | 6 months ago | Last Issue | 10 days ago |
| Active | |||||
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marynashcherbyna.substack.comLatest Issues
On Halloween, the Grown-Ups Come to Play
Some neighbors take the invitation very seriously.
One Halloween, I found myself squeezing under an umbrella with friends while our children ran ahead toward the next brightly lit house. The rain was light, the evening was mild, and the um...
What makes a brand a cult?
Graza’s Sizzle and Drizzle: the famous squeeze bottles and the 2025 glass. Image: graza.co
In 2025, Graza committed a small act of brand heresy: it put olive oil in a glass bottle.
This was the company that made the squeeze bottle famous....
The Dip and the Dunk
Image: Pringles on Instagram
“Babe what’s wrong? You haven’t even touched your dipperoni & cheese that I made with NEW Pringles Dippers.”
That’s Pringles on Instagram, holding up a crisp loaded with mac and cheese. The caption says, “Eat...
I ate this in Naples. Then I went to the spice aisle.
Last October, Naples. A place called Antica Taverna a Chiaia, paper-blue tablecloths, menu in Italian. Fried anchovies with rocket and lemon. Spaghetti with clams and mussels and cherry tomatoes in two colours. Something creamy and yellow I...
You Can Have the Donut. You Just Can't Eat It.
Image: Laneige website
There's a jar of beef tallow on my counter. I'm not going to tell you which counter, partly because it's funnier that way and partly because in 2026 you can't really tell by looking.
Thanks for reading Stick or Ski...
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Authors
The writers behind this newsletter.
Brand strategist. Shaped by years inside global CPG and sharpened at family-owned companies. Now separating what sticks from what's just noise in food, wellness and beauty.
One of North America’s youngest commercial executives, with a PhD. Corporate taught me how to question prices, deals and assumptions. I show you how to apply that thinking to everyday decisions: from a plumber’s quote to buying a business.
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