Briefly glancing at Picnic's recently published sales and profit numbers it looks like whatever budget available for cycling will just contribute to a greater loss.So I'm guessing that the company DSM firmenich is taking a big step back financially: remaining involved, but not as name sponsor but "their innovation partner in nutrition and health". I suspect that a food delivery service has rather less budget to offer than a multinational petrochemicals firm...
Needs must and you get sponsorship wherever you can, but DSM makes more than twice as much annual profit compared Picnic's sales.
But I do prefer the new kit colours.