IRI and NPD Rebrand as Circana, the Leading Advisor on the Complexity of Consumer Behavior

[CHICAGO] – March 7, 2023 – Following their merger in August 2022, Information Resources, Inc. ("IRI") and The NPD Group ("NPD") today unveiled a new combined company name and brand identity: Circana.

Circana™ is the leading advisor on the complexity of consumer behavior. Through unparalleled technology, advanced analytics, cross-industry data and deep expertise, Circana provides clarity that helps clients take action and unlock business growth.

“We are proud to begin this new chapter together as Circana, a name that conveys our 360-degree, full-circle understanding of the consumer and market, and our unique ability to bring clients a complete view of the consumer, store and wallet,” said Kirk Perry, president and chief executive officer, Circana (formerly IRI® and NPD®). “In today’s dynamic global retail and media environment, our value proposition has never been stronger. Circana is undeniably best positioned to advise the world’s leading brands and retailers across almost every industry on how to identify opportunity, ignite innovation and grow well into the future.”

Leveraging the vast data and expertise of its heritage firms, Circana tracks millions of products spanning 2,000+ categories across 500,000+ stores in 20 countries, with insights powered by the industry’s most advanced technology platform, Liquid Data®. Today, Circana advises almost 7,000 brands and retailers worldwide.

Tod Johnson, chairman of Circana’s board of directors, added, “The combination of IRI and NPD created a category of one. In the months since the merger, we have demonstrated — for our clients and for our team — the immense value of bringing our firms together. Moving forward with a unified name and brand signifies that Circana is committed to delivering on the full value of our powerful combination for all of our stakeholders, with a relentless focus on innovation and growth.” The Circana brand was created in partnership with global brand consulting firm Landor & Fitch.

Logo for Simple Mills.

Fast Company's "The Most Innovative Companies in Food of 2023"


Explore the full 2023 list of Fast Company’s Most Innovative Companies, 540 organizations that are reshaping industries and culture. We’ve selected the firms making the biggest impact across 54 categories, including advertisingbeautydesign, and more.

Many of this year’s most innovative companies in food focused on products and packaging that help the planet. Twenty-nine-year-old tea company Tazo overhauled its entire supply chain to sell tea from farms that use regenerative farming practices. Similarly, Forever Oceans is farming fish in the middle of the ocean to protect coastal environments using tech it developed to process data from dozens of remote farm locations.

Spero Foods is using new ingredients to replace pantry staples. The company, which started making cheese from sunflower seeds and other vegan staples, launched an egg substitute made from seven natural ingredients including pumpkin seeds. Cooking oil company Zero Acre Farms launched a new fermented oil made through a process that has a 90% smaller environmental footprint than traditional vegetable oil. Other companies like Simple Mills have sought to use unloved, yet vital, ingredients, such as buckwheat, which helps farmers prevent the spread of weeds.

Other firms have reduced their environmental footprint by changing their packaging. Graphic Packaging created a cardboard packaging system for can multipacks that eliminates the need for plastic rings and shrink wrap. SavrPack launched thermodynamic packets that keep fruit and vegetables stored inside fresher for longer, reducing waste from households and grocery stores.

Other companies are being recognized for designing delightful products that expand our palates. YouTube star MrBeast launched snacks called Feastables and has used the snacks to create more of his signature stunt-filled content. Newly launched Heyday Canning has turned a boring pantry staple—canned beans—into tasty meals


For selling fans on craveable content

While consumer-facing facing brands scramble to sign on influencers as ambassadors, YouTuber MrBeast (aka Jimmy Donaldson) turned the tables and developed a breakout restaurant empire on his own, marketing it directly to his 116 million subscribers. In 2020, he created the virtual restaurant MrBeast Burger, announcing the new brand via a YouTube video that has since amassed more than 110 million views. The restaurant, which is now available in 1,700 locations across the U.S. and the U.K, opened its first physical location at the American Dream Mall in New Jersey this past September. The pandemonium that ensued when a reported 10,000 fans showed up at the mall for its debut became a viral moment in and of itself.

In 2022, MrBeast used his marketing playbook to expand further into food, spinning out the snack brand Feastables, which makes chocolate bars and cookies. (Jim Murray, the former president of the protein bar company RXBar, is Feastables’ CEO and cofounder.) Within four months, the brand reported $10 million in sales, and in September it launched in Walmart.

The key to the success of both brands: MrBeast isn’t just cashing in on his internet fame to sell products: He’s using the products themselves to create stunt-filled craveable content for his followers. He paired his Feastables announcement with a sweepstakes giveaway of $1 million worth of prizes (Teslas, Sea Doos, Beats by Dre earbuds), drawing so much user traffic that his site crashed. And then he took the grand prize winners on an unorthodox tour of his Feastables factory. The resulting video, I Built Willy Wonka’s Chocolate Factory!, now has 128 million views.

For the MrBeast Burger launch at the American Dream mall, he announced that he’d give $10,000 to 100 people who could hide in the mall without being found. One day after the video of the antic-filled game of hide-and-seek (56 million views) went live, MrBeast cut the ribbon of his first brick-and-mortar outpost.

Read more about MrBeast, honored as No. 46 on Fast Company’s list of the World’s 50 Most Innovative Companies of 2023.

  1. TAZO

For making a major commitment to regenerative farming

This year, Tazo, one of the biggest tea companies in the United States, rolled out a plan to source its entire tea supply chain exclusively from farms that use regenerative farming practices by 2026. The Englewood Cliffs, New Jersey–based company has already started making changes: Under the new plan, every aspect of the business will be reevaluated through a regenerative-focused lens, whether it’s how the company treats and compensates farmers or how it sources ingredients and packaging. As a first step, the brand reformulated its four best-selling blends with ingredients grown using regenerative practices, such as monitoring soil health, providing pollinator habitats on farms, and using cover crops. The new formulations meet requirements from the USDA, Fair Trade USA, and the Rainforest Alliance. By the end of 2023, the tea brand expects that 60% to 80% of its products will reflect regenerative practices, and it plans to use exclusively reusable, recyclable, or compostable packaging by 2025. In 2022, the company also donated approximately $1.475 million to mission-aligned organizations through its 1% for the Planet commitment.


For taking nonalcoholic beers mainstream

Nonalcoholic brewing company Athletic Brewing has developed a cult following since its launch six years ago, becoming the largest alcohol-free craft beer brand in the United States. The brand, which appeals to consumers with its limited-edition drops and social media partnerships with influencers, including college athletes, grew from producing 12,000 cases of beer in 2018 to 1.4 million in 2021. In June, it increased its production capacity dramatically—to more than 5 million cases—with the opening of a new 150,000-square-foot facility in Milford, Connecticut, one of the biggest nonalcoholic breweries in the world. Athletic made moves to further mainstream its brews by taking a $50 million investment from Keurig Dr Pepper Inc. in November, which gave KDP a minority stake in the company. In 2022, Athletic scaled its distribution, and now its brews are sold in all 50 states. The company also recently expanded its U.K. presence via new placements with the grocery chain Tesco.


For harvesting fish sustainably in the deep ocean


Traditional fish farms in bays and estuaries can wreak havoc on coastal environments. The offshore fish farming company Forever Oceans has developed an alternative approach: It raises sashimi-grade fish in the middle of the ocean—more than a mile below the surface. Forever Oceans uses AI-powered cameras, remote-controlled robots, and a single-point mooring system to minimize its farms’ impact on the seafloor and ocean ecosystems. In 2022, at its farm off the coast of Panama, the company finalized the development of its offshore remote technology and systems. These include a software platform capable of ingesting data from dozens of remote farm locations (covering everything from water quality to fish behavior) and submersible growing enclosures that are larger than Olympic-sized pools and capable of withstanding a Category 4 hurricane. Forever Oceans began harvesting its first cohort of fish in 2022. Its Kanpachi is now being served in more than 75 restaurants across the U.S. The company also signed a 20-year lease on a farm off the coast of Brazil, the largest of its kind.


For making vegan eggs out of ultra-nutritious pumpkin seeds.

Spero, the company behind vegan staples like Sunflower Cheese, created a new plant-based egg in late 2022. The keto- and allergen-safe Pepita Egg is made from just seven ingredients, including pumpkin seeds, which are rich in protein, zinc, and magnesium. According to the company, the Pepita Egg is the only pourable clean label egg substitute on the market, meaning that it is made of natural ingredients of beneficial nutritional value. The Pepita Egg launched in Sprouts Farmers Markets across the U.S. The company’s other products are now stocked in grocery chains that include Fresh Market, Whole Foods, Kroger, and more.


For tripling the lifespan of perishable fruits and veggies

In 2021, SavrPak introduced its flagship product: a small, biodegradable packet that can be placed inside takeout and delivery food containers to capture condensation and keep meals crispy and dry. In 2022, the company turned its attention to grocery stores, launching a thermodynamic packet that can keep delicate produce fresher than traditional packaging. Notably, though other companies have developed ways to extend the shelf life of perishable food, SavrPak is the only one to address produce that doesn’t have protective skins, such as berries and lettuce. In trials with produce growers, SavrPak’s packets extended the shelf life of blackberries, raspberries, and strawberries by four to seven days and Persian cucumbers by 28 days, allowing grocers to keep these items on shelves for longer, reducing food waste. The packaging is already being used at select supermarkets, including Mexico’s Justo chain, and will roll out in Spain, the U.K., Peru, and Canada next year.


For inventing a greener way to package cans

Atlanta-based design company Graphic Packaging developed Keelclip, a cardboard packaging system designed for can multipacks. Launched in Europe in 2019, Keelclip eliminates the need for plastic rings and shrink wrap to hold cans together; it saved an estimated 3 million pounds of plastic in 2019 alone. This year, the company partnered with Coca-Cola to bring the invention to the United States for the first time, installing a Keelclip packing machine at a production facility in New York. The machine is estimated to save 75,000 pounds of plastic annually in the production of 3.1 million cases. To date, the technology has been used to package more than 550 million packs worldwide. Coca-Cola has stated that it plans to roll out the packaging solution across the world.


For championing biodiversity by making products with unloved ingredients

While many companies start with a pre-existing product and try to find more sustainable ways of producing it, ten-year-old Simple Mills has adopted a strategy of identifying ingredients that promote biodiversity and using them to develop products. The company launched two milestone products this year: Simple Mills’ Nut Butter Stuffed Sandwich Cookies and Nut & Seed Flour All Purpose Baking Mix. Both are made with buckwheat, a fast-growing plant that can rejuvenate soil and help prevent the spread of invasive weeds. With distribution in more than 28,000 stores, Simple Mills is helping expand market demand for buckwheat and other sustainable ingredients. This year, the company also started working with farmers in Java, Indonesia, to implement regenerative agricultural practices in coconut sugar harvesting, and it launched an initiative to make almond farming more sustainable in California.


For creating a new category: premium beans

Canned food startup Heyday Canning has taken a cheap pantry staple—canned beans—and turned it into a tasty meal. Cofounded in fall 2022 by Kat Kavner, a Clif Bar alum, and Jaime Tulley, who worked at Sweet Earth Foods, the brand launched six varieties of flavored beans, including harissa lemon chickpeas and kimchi sesame navy beans. The cans are priced at $4.99 and designed to compete with $0.99 beans in the canned goods aisle. The brand was created during the pandemic, when the cofounders saw many consumers reaching for canned food, only to find canned beans pretty bland. In November, Heyday began selling direct to consumer and in Sprouts grocers nationwide. It’s rolling out to Whole Foods in 2023.


For fermenting cooking oil that’s healthier and more sustainable than other oils

Zero Acre Farms produces guilt-free cooking oil that has a 90% smaller environmental footprint than traditional vegetable oil. Using fermentation, a process by which microbial cultures convert sugarcane into fat, Zero Acre Farms can create oil in days, compared to the months or years it takes for farmers to harvest oil from crops. Zero Acre’s oil can be produced with 17 times less land than traditional olive oil requires, and 11 times less water than sunflower oil. Released in July 2022 and sold (for now) direct-to-consumer, the oil is starting to draw in a faithful consumer base: The month after launching, Zero Acre saw a 500% increase in its returning customer rate. The company raised $37 million in February 2022 to help scale its production and bring its oils to a wider market.