Paul Hiebert

Paul Hiebert

CPG Reporter
Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment. He has a background in market research, and his writing has appeared in The New Yorker, The Atlantic and Slate.

Bagel Bites Says Despite Our Differences, We Can All Agree on Pizza Bagels

The Kraft Heinz snack brand looks to stir up friendly debate while reminding people what they have in common.

Cheetos Mac ‘N Cheese Shakes Up a Home-Cooking Staple

Cheetos Mac 'N Cheese comes in three flavors: Bold & Cheesy, Flamin' Hot and Cheesy Jalapeño.

Candy Companies Fear a Halloween Season With Less Demand

The Hershey Company has shifted production away from Halloween-themed items in favor of everyday products.

Extra Gum Celebrates Offline Connections Among Generation Z

A new 30-second ad for Mars Wrigley's Extra gum, created in partnership with BBDO, celebrates the connections that occur offline.

Is Hard Seltzer Here to Stay—or Will It Go the Way of the Wine Cooler?

The hard seltzer category's not likely to stop growing any time soon.

The Time for Contactless Payment in America Has Arrived

Especially now, people want to walk into a store, grab what they need, then walk out.

Study Shows Americans Still Love Their Big-Name CPG Brands

The data comes from a nationally representative sample of U.S. adults who rated more than 1,900 brands.

With Social Activities Still Rare, Sales of Gum and Mints Continue to Lag

Mondelez International, maker of Trident and Stride, reported that net revenue for its gum and candy category dropped 22% in North America.

Coffee Brands Are Adapting as Consumers Opt to Brew at Home

Though it began with lockdown orders, experts think the coffee brewing at home trend will continue as people look to save money.

Why Freedom of Speech Does Not Equal Freedom to Monetize

Unilever was one of the first major companies to put a pause on its social media ad spend.