{"podcast":{"title":"Unpacking the Digital Shelf","slug":"unpacking-the-digital-shelf-256460","podcast_index_feed_id":256460,"rss_url":"https://feeds.simplecast.com/DdZHgFDt","website_url":"https://salsify.simplecast.com","image_url":"https://image.simplecastcdn.com/images/89603709-4e77-4006-97ab-97607a00fa68/85649ba3-844f-437a-93b5-cf1e17c38c48/3000x3000/final-platform-tile-blue.jpg?aid=rss_feed","author":"Digital Shelf Institute","episode_count":380,"summary":"Let’s talk through the future of brand manufacturing in the digital age. Welcome to Unpacking the Digital Shelf. For more commerce content for all brands CPG & beyond, visit us at www.digitalshelfinstitute.org","last_synced_at":"2026-07-13T22:20:16.225514+00:00","page_url":"https://stenobird.com/podcast/unpacking-the-digital-shelf-256460"},"episode":{"title":"Parents and Carers: Driving Challenger Brand Growth Through Connection and Content, with Emily Jones, Ecommerce Channel Controller at HiPP Organic","slug":"parents-and-carers-driving-challenger-brand-growth-through-connection-and-content-with-emily-jones-ecommerce-channel-controller-at-hipp-organic","published_at":"2026-05-18T11:00:00+00:00","page_url":"https://stenobird.com/podcast/unpacking-the-digital-shelf-256460/parents-and-carers-driving-challenger-brand-growth-through-connection-and-content-with-emily-jones-ecommerce-channel-controller-at-hipp-organic","show_page_url":"https://stenobird.com/podcast/unpacking-the-digital-shelf-256460","url":"https://salsify.simplecast.com/episodes/parents-and-carers-driving-challenger-brand-growth-through-connection-and-content-with-emily-jones-ecommerce-channel-controller-at-hipp-organic-opgzFtRl","audio_url":"https://cdn.simplecast.com/media/audio/transcoded/bddd6012-abc9-4b0e-9ad9-e08cccb0723c/5847aebd-e31e-4be3-adcb-ef42570bf04f/episodes/audio/group/7a46ce21-978e-4c6a-9a20-3e59b6ac2ffd/group-item/20d9164e-78bf-48d1-bbb4-25a2069087f6/128_default_tc.mp3?aid=rss_feed&feed=DdZHgFDt","summary":"Being a challenger brand in the highly competitive baby formula category is not for the faint of heart. To the contrary, at HiPP Organic it takes a lot of heart, built from the family founders who needed a formula that their own child could tolerate. They now own 7% of the formula milk category in the UK and growing. Emily Jones, Ecommerce Channel Controller at HiPP Organic, joined the podcast to walk us through the omnichannel journey that is intensely focused on the needs of the parents and carers that they strive to connect with, wherever and however they want.","meta_description":"Being a challenger brand in the highly competitive baby formula category is not for the faint of heart. To the contrary, at HiPP Organic it takes a lot of…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1676,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/unpacking-the-digital-shelf-256460/episodes/parents-and-carers-driving-challenger-brand-growth-through-connection-and-content-with-emily-jones-ecommerce-channel-controller-at-hipp-organic/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/unpacking-the-digital-shelf-256460/parents-and-carers-driving-challenger-brand-growth-through-connection-and-content-with-emily-jones-ecommerce-channel-controller-at-hipp-organic.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}