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Photo of Sasha Rogelberg

Sasha Rogelberg

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Sasha Rogelberg is a reporter and former editorial fellow on the news desk at Fortune, covering retail and the intersection of business and popular culture. Before becoming a journalist, Sasha graduated with a degree in psychology from Bryn Mawr College and was a research assistant at the University of Pennsylvania studying nicotine addiction and tobacco product marketing. If you have a tip, you can reach Sasha on Signal: @sashrogel13.

A line of Target cashiers are waiting at the checkout line to ring up customers.
Retail
Target moves even more aggressively to capture the Walmart shopper as top analyst fears ‘general malaise’
By Sasha RogelbergMarch 8, 2024
Red Bull Team Principal Christian Horner
Lifestyle
Christian Horner denies allegations of misconduct after trove of leaked nudes and illicit texts emerge just 36 hours before F1’s opening race
By Sasha RogelbergFebruary 29, 2024
A grocery worker stocks the refrigerated shelves with meat and plant-based meat.
Retail
France has major beef with faux steak—and it’s banning the use of 21 words to describe plant-based meat that way
By Sasha RogelbergFebruary 29, 2024
Wendy's
Retail
Wendy’s insists its trial with ‘dynamic pricing’ is all about prices going down at times and it has ‘no plans’ for surge pricing like Uber or Lyft
By Sasha Rogelberg and The Associated PressFebruary 28, 2024
A Wendy's worker hands a drive thru customer their order.
Retail
Wendy’s is going to implement Uber-style surge pricing for your Baconator—with the help of AI
By Sasha RogelbergFebruary 27, 2024
A young man in front of a white brick background eats corn flakes from a glass bowl.
Retail
Kellogg and PepsiCo are urging Gen Z to eat Doritos and cereal for dinner
By Sasha RogelbergFebruary 27, 2024
Photo of Tony Illes
Success
Meet a 30-year-old delivery driver who dumped the apps to go into business for himself because of a minimum wage law
By Sasha RogelbergFebruary 25, 2024
Elon Musk is looking to the right pensively with a microphone in his hand in front of a black background.
Retail
Tesla screwed a Black-owned bakery out of $16,000 during Black History Month: ‘It felt like we didn’t matter’
By Sasha RogelbergFebruary 23, 2024
A man pushes a grocery cart across a Home Depot parking lot.
Retail
Organized crime has come for Home Depot—$100,000 of goods was stolen from Florida stores as self-checkout theft continues rattling retailers
By Sasha RogelbergFebruary 20, 2024
Target shopper
Retail
Walmart has been eating Target’s lunch and now the Minnesota giant is ditching its ‘Tar-jay’ rep for a ‘Hail Mary’ budget brand mostly priced under $10
By Sasha RogelbergFebruary 16, 2024
Person dressed in Pop-Tart costume
Success
From a 16-year-old truck washer to the inventor of the Pop Tart: William Post dies at 96, leaving great wealth and a legacy of snack innovation behind
By Sydney Lake and Sasha RogelbergFebruary 15, 2024
Bob Moore
Success
Former gas station owner and JCPenney manager who became a millionaire after 50 dies at 94, leaving his company to employees
By Sasha RogelbergFebruary 14, 2024
Beer drinker
Success
Bud Light isn’t the only beer brand struggling: Gen Z’s prohibition vibes are souring the future of beer as we know it
By Sasha RogelbergFebruary 14, 2024
A Double Big Mac, fries, and milkshake sit on a counter.
Retail
McDonald’s CEO sees a McFlation ‘battleground’ with customers revolting over $8 chicken sandwiches and $3 hash browns
By Sasha RogelbergFebruary 13, 2024
Dollar stores
Retail
Meet the worst offenders on ‘shrinkflation’: dollar stores
By Sasha RogelbergFebruary 12, 2024
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