New on the Shelf: Confido Acquires Muffin Data!

Confido has acquired Muffin Data, a leading analytics platform for CPG brands. Muffin specializes in consolidating and cleaning retailer and distributor data, delivering pre-built and customizable reports, and enabling integrations that extend insights beyond reporting.

With Muffin Data joining Confido, brands can get access to faster insights, cleaner data, and more connected planning across finance and sales. This combination brings together two complementary platforms built specifically for CPG, accelerating the path toward a modern, end-to-end system that eliminates manual work and improves decision-making at every level.

This acquisition marks an important milestone in Confido’s mission to unify retail sales analytics with financial operations — tying trade spend, deductions, cash application, and forecasting directly to performance on shelf. By bringing these capabilities together, we’re helping CPG brands move faster and scale smarter.

🗓 Join the Webinar

We’ll be hosting a live webinar in next week to discuss the acquisition, outline the roadmap for integration, and chat through how you can get access to Muffin today.

📍Tuesday, October 14th @ 12:30pm ET

🔗 Register here 

By bringing Muffin Data into Confido, we’re accelerating our vision of a connected, end-to-end platform for CPG brands. This is only the start of what’s possible when financial automation meets retail analytics.