Rethinking PPA: Strategies from Inside the Industry

Price Pack Architecture (PPA) has gone from a technical tool to a boardroom topic - often under the spotlight as a response to inflation, portfolio complexity, and profitability pressure. But for those leading RGM in the real world, PPA is anything but simple.

In this live panel, seasoned RGM leaders Wido Dijkstra (FrieslandCampina, ex-Diageo), Haja Deen (ex-pladis), and Ivan Tretyakov (ex-Danone) share how they approach PPA across regions, categories, and stages of RGM maturity.

Together, we’ll explore how leading companies balance profitability with shopper trust - and what to do when traditional tools and heuristics fall short.

Watch the recording now to understand what it takes to get PPA right in 2025.