RKT.L · FTSE 100 · Powerbrand: Finish

A Powerbrand never loses share quietly. It tells you exactly where — if your data can speak.

Q1 2026 core LFL +1.3% FILED Europe −4.2% · the fight FILED 9 sources · one Context Graph £6.4M recoverable on this desk

Monday · 8 June 2026 · 07:42 BST

Good morning, Maya. Germany moved over the weekend.

You run Finish across UK & Germany. The Context Graph read NIQ week 23, the household panel, SAP shipments and four more sources overnight — and it has one delist, one price gap and £6.4M of recoverable value waiting for you. Ask it anything, or open Monday's brief.

▴ Try asking

6PThe six Ps · this morning's read

NIQ W23 · panel Q1 · SAP to Fri · refreshed 04:10 BST

✦Your playbooks

Brief · Why · Ask · Signal — the same brain, four doors

What this desk is worth · next 12 months

Three moves. £6.4M equivalent. All of it already in your data.

Nothing below requires new spend approval beyond your existing trade and media envelopes — it's reallocation, recovery and defence.

Recover · Place + Price · DE

Reverse the Lidl delist with a revised pack offer; close the 100ct value-tier gap.

€3.2M

€1.8M delist run-rate + €1.4M pack architecture

See the plan →

Convert · Promotion · UK

Rebalance Tesco multibuy depth 50% → 33%; fix OSA on the top 12 stores.

£1.5M

£0.9M promo margin + £0.6M availability

Ask the system →

Defend · Product + Proposition

Counter Somat in caps before repeat-rate damage compounds; answer the citric trend.

€2.3M

revenue at risk if repeat softens one more quarter

Ask the system →

Your stack already knows all of this. It just couldn't say it — until the Context Graph sat above NIQ, the panel, SAP and six more sources, and turned what happened into what to do next.

You're inside a simulation built for Reckitt. Finish UK + Germany, a Monday morning. Operational figures are illustrative on a public-filings basis — in deployment, every number is yours, on your cloud, inside your governance. Filed · Q1 2026Sim · illustrativeAssumption · stated

Brief·Finish · UK + DE · Week 24

Monday 6P Brief — one click, nine sources, zero Tuesday.

Brief · Playbook 1

The brief your team builds by hand every Tuesday — generated before your coffee.

NIQ W23, household panel Q1, SAP shipments, promo ledger, media, equity tracker, social listening, RGMx outputs and the assortment file — read overnight, reconciled in one Context Graph, written in your language.

Time returned per week 6.5h per brand desk · panel-timed Assumption

Agent trace · deterministic run run #2406-0842 · reproducible

FetcherPulled NIQ W23, panel Q1, SAP to Friday, promo ledger, 5 more2.1s✓

SQL94 governed queries · zero free-form generation6.4s✓

KnowledgeApplied your 6P rulebook + assortment logic + elasticity bands3.2s✓

SupervisorCross-checked every figure to source · 41/41 reconciled1.8s✓

Finish · UK + Germany · W24 2026 · for Maya Brandt

Germany is a distribution problem first, a price problem second — and both are recoverable this quarter.

Generated 07:43 BST · 13.5s✓ Deterministic · every figure traceable9 sources · 41 figures reconciled

PlaceAct this week — the counter-offer window closes Friday−0.35pts

Lidl DE delists Quantum 60ct in W26 — €1.8M run-rate, TDP −6pts. The buyer's stated reason is value-tier rotation, which means a revised pack-price offer can still reverse it. Separately, Tesco OSA is 91.8% vs the 96% JBP commitment, concentrated in 12 stores.

PricePast the tolerance band vs private label−0.25pts

PL held shelf price through input deflation; the Finish premium widened 31% → 38% in 12 months. Your elasticity band says share loss begins above ~33%. This is an RGM conversation, not a list-price cut.

PackThe value tier has no Finish answer€1.4M

PL owns 100ct+ outright at Kaufland and Edeka. A Finish 90–100ct value pack at a managed price-per-wash closes the tier without repricing the core. Fast-trackable for Q4 reset.

PromotionDepth is buying volume you'd get anyway£0.9M

Tesco 50%-off multibuy shows 41% base cannibalisation; DE promo ROI is 0.74. Rebalancing depth to 33% holds feature visibility and returns ~£0.9M margin on current volumes.

ProductSomat's window is open — repeat, not trial, is the tell€2.3M at risk

Somat Excellence 4-in-1: +1.9pts of DE caps in 12 weeks. Panel shows Quantum trial intact but repeat softening among switchers. Defend on proof-of-performance now — once repeat re-bases, recovery costs triple.

PropositionThe citric hack is a light-buyer leak, not a core threat−0.8pt pen. u35

38M views and climbing. Damage concentrates in under-35 light buyers; heavy-buyer loyalty unmoved. The answer is a machine-protection + result-proof content angle, not a price response.

Do nextRanked — by value × this-week urgency£6.4M pool

1. Counter-offer to Lidl before Friday (€1.8M) — pack-price variant attached. 2. Tesco depth rebalance into the July JBP review (£0.9M). 3. 100ct value pack into the Q4 reset gate (€1.4M). 4. Somat counter-brief to media + shopper teams this week (defends €2.3M).

AssumptionsStated, not buried — change any one and the answer moves

FX €/£ = 1.18

Applied to all € figures for the £6.4M pool. Source: ECB ref rate, W23 close. Sensitivity: ±0.03 moves the pool ±£0.16M.

Promo baseline model — EPOS-fitted

Depth-response curve carries a stated ±0.2pt share band. The £0.9M promo figure is the curve midpoint, not a point estimate.

Hours-returned = 6.5h/week

Panel-timed against the manual Tuesday brief build. Illustrative on a public-filings basis; re-measured against your own cycle in deployment.

Source appendixEvery figure traces to one of these — nothing generated

Source	Vintage	Feeds	Basis
NIQ RMS	W23 · Sat 02:10	Share, distribution, price index	FILED + SIM
Household panel	Q1 2026 final	Trial/repeat, switching, penetration	SIM
SAP shipments	to Fri close	Delist run-rate, OSA	SIM
Promo ledger + EPOS	L12W	Cannibalisation, promo ROI	SIM
RGMx elasticity	current cycle	Tolerance band, gap impact	SIM
Social + equity tracker	rolling 24h	Trend velocity, equity deltas	SIM

Run #2406-0842 · deterministic · re-running this question on the same data returns an identical brief, trace and run ID. Generated by the CalvinBall Context Graph sitting above Reckitt's stack — ~20K auditable tokens of Finish business logic, on Reckitt's cloud, inside Reckitt's governance.

Why·Germany · value share · 12 weeks

Share fell 0.8pts. Here is every basis point, with a name on it.

Cause waterfall · DE value share · L12WNIQ W23 · decomposition reconciles to −0.80 Sim

Sum of named causes = total movement. Nothing left in “other”.That's the difference between a dashboard and a Why.

Ranked causes · click any number to trace it

Distribution — the Lidl delist plus Tesco availability

Quantum 60ct TDP −6pts DE · Tesco OSA 91.8% vs 96 target, concentrated in 12 stores

−0.35pts share

Price gap vs private label crossed the tolerance band

Premium 31% → 38% in 12 months · elasticity band says loss begins above ~33%

−0.25pts share

Promo depth without incremental lift

DE promo ROI 0.74 · UK base cannibalisation 41% on 50%-off multibuy

−0.12pts share

Somat Excellence 4-in-1 launch in caps

+1.9pts of DE caps in 12 weeks · switching concentrated in mid-tier

−0.08pts share

✦

Anticipated next question

“Where exactly did distribution break — and what wins it back?”

Already ran▾

Because distribution ranked #1, the system ran the assortment & availability deep-dive at 04:11 — retailer by retailer, with the recovery move and its deadline — before you asked. No coaching, no follow-up prompt. It knows the next question because the logic of the job is in the graph.

Recovery modeleryour constraints, honest numbers

Constraints — toggle to see what each is worth

Recoverable · 12 months

£4.1M

conservative · constraints respected

Holding Tesco terms and your margin floor, the honest recovery is £4.1M equivalent — Lidl reversal, depth rebalance and OSA fixes. The headline £6.4M needs the levers on the left.

€ converted at 1.18 €/£ Assumption · recovery ceiling honesty: the system always names the operational price of a bigger number.

What stayed healthyso you don't fix what isn't broken

UK value share

flat L12W · machine-dosing tabs growing

hold

Quantum trial · DE

intact — the leak is repeat, not trial

hold

Heavy-buyer loyalty

unmoved by the citric trend

hold

Why · auto-run·Assortment & availability · Germany + Tesco UK

Distribution, retailer by retailer — run at 04:11, before you asked.

This page was not requested. The Why playbook ranked distribution as cause #1, so the graph ran the standard assortment follow-up on its own — the analysis a senior analyst would run next, pre-coded into the playbook. That is the “anticipated next question”.

Quantum TDP · DE0%−6pts on delist confirm

Delist run-rate€0Mrecoverable until Friday

Tesco OSA0%vs 96% JBP · 12 stores drive it

Counter-offer window0Lidl range lock · Fri 12 Jun

Germany · retailer readNIQ W23 + assortment file Sim

Lidl — Quantum 60ct delist, W26

buyer cites value-tier rotation · revised pack-price variant attached to the counter-offer

€1.8Mact by Fri

Kaufland — no Finish above 80ct

PL owns the value tier · 100ct entry fits the Q4 reset gate

€0.9MQ4 reset

Edeka — stable, PL gap watch

distribution intact · price-gap exposure if PL holds price another quarter

€0.5Mwatch

Rewe — Somat distribution build detected

Excellence 4-in-1 gaining facings · signal raised 28 May

watchsignal

dm — healthy

share holding · no action

holdok

Ask·Finish · UK + DE · governed answers

Ask in your language. Answer with a paper trail.

Reasoning across the full 6P graph

✦

Signal·Always on · velocity, not snapshots

Four signals live. One needed you eleven days ago — it told you then.

⚑

Lidl delist signature — Quantum 60cthighraised 28 May · 11 days before the letter

Facings −40% across audited stores, promo support withdrawn, replenishment orders down 62% — the classic pre-delist pattern. Confirmed by buyer letter 8 Jun. Counter-offer window closes Friday.

◉

“Citric-acid hack” velocity — TikTokmediumaccelerating · 38M views

View velocity +210% in 3 weeks. Panel cross-read: damage concentrated in under-35 light buyers, −0.8pt penetration. Heavy buyers unmoved — answer with content, not price.

▲

Somat distribution build — Rewemediumtrend over 6 weeks

Excellence 4-in-1 facings up two consecutive resets; sampling activity in 3 regions. Predicts the caps pressure spreading beyond current 1.9pts if undefended this quarter.

€

PL price hold — Kauflandlowthird consecutive month

Private label holding shelf price through input deflation — widening your premium passively. Feeds the price-gap cause already sized at −0.25pts.

Action·Composer