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Legacy consumer goods firms are increasingly buying or partnering with young brands as tastes fragment and quick commerce/D2C reset how products are discovered. The draw: speed into new niches, premium mixes, and digital-first playbooks; the catch: many deals stumble on culture clashes, margin discipline, and integration (supply, compliance, and working-capital rigor). Expect more selective M&A, minorities and venture bets, with acquirers granting brand autonomy while plugging startups into distribution and sourcing muscle.
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