Advantageous D2C | The sustainable effect of PepsiCo’s Unwasted

September 13, 2022

During this session, Jeroen Heslenfeld will elaborate on sustainability within PepsiCo, Unwasted’s longer term goal to become an independent anti-food waste platform, active in multiple countries, cooperating with other FCMG players, and trends within the food & beverage branch in relation to D2C. After his presentation, you will get the change to have a moderated discussion with Jeroen and other participants in the consumer goods and retail sector. After the event, you will be inspired on the potential benefits of a D2C model, the challenges and implications on the shift, and how to best get started moving towards Direct-To-Consumer.

  • Small scaled peer session
  • Open dialogue by means of the Chatham House Rule

Jeroen Heslenfeld, PepsiCo

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Jeroen Heslenfeld

Head of Unwasted

Jeroen Heslenfeld has been with PepsiCo for over four years. As Head of Unwasted he is responsible for scaling Unwasted, by building a new business model and brand to sell obsolete products of PepsiCo. His scope includes strategy, marketing, supply chain, operations, finance and P&L. Before joining PepsiCo, Jeroen held various functions at De Mandemakers Groep, in which he enrolled online marketing and eCommerce strategies in a scalable, agile and cost-efficient way.



What was originally pitched as a “D2C party box” during an internal competition at PepsiCo eventually became the sustainability Unwasted Project. The core idea behind the project is to reduce the number of obsolete products, whilst generating valuable insights and building future eCommerce capabilities.. PepsiCo chose to launch Unwasted as a D2C initiative: selling surplus products directly to the end consumer.


Location: TBD
16:00 - 18:30

More information will follow soon.


Directors Marketing & eCommerce

Main language



  • Participants have to meet the previously described target audience.
  • If applicable, our partners will be presented with every application.
  • During all our sessions, the Chatham House Rule applies. This means that the participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed. This means that no report, no photos and no recordings are made of the meeting. The presentation will also not be distributed to the participants afterwards.
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