Direct to consumer (D2C) is a new business model for established brands. Big brand manufacturers are cautiously considering this route for sales because of the possibility of disrupting their existing distribution partners.
FMCG has been a product-centric category. This means that if FMCG companies make good products, distribute them to retailers and inform consumers about their product, they can build a profitable business. While this was true in the past it has been largely changed by digital.