CPG WIRE
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Curated CPG News | The Latest in Food, Beverage, Alcohol, and Cosmetics | Newsletter Published 3x Per Week 👇
BFY soda brand No Cap closed a $3M funding round led by Pinnacle Investment Group. The beverage brand was founded in 2024 by father-son duo Sam & Vinny Wilson. No Cap retails at Albertsons, Kroger, Rouses, Five Below, and other chains.

Kraft Heinz is planning a breakup that could include spinning off much of its grocery business into a new $20 billion entity on.wsj.com/3GFI1NF
It's official. Generous Brands acquires Health-Ade for $500M. For context, Health-Ade retails at 65,000 doors and annual sales are approaching $250M. The acquisition will bring Generous Brands' beverage portfolio close to $1B in annual sales.
Generous Brands, a better-for-you beverage company owned by Butterfly Equity, is set to buy kombucha maker Health-Ade for $500M. Generous Brands also owns Bolthouse Farms, Evolution Fresh, and Sambazon. Health-Ade was founded in 2012 and sells a variety of kombucha products at…
Beauty Stays Hot 🚨 TSG Consumer Partners is acquiring PHLUR, a modern fine fragrance brand. Chriselle Lim, Creative Director, will continue in her role and retain a meaningful stake alongside The Center, a renowned beauty accelerator that partnered with PHLUR in 2021. Prelude…

Generous Brands, a better-for-you beverage company owned by Butterfly Equity, is set to buy kombucha maker Health-Ade for $500M. Generous Brands also owns Bolthouse Farms, Evolution Fresh, and Sambazon. Health-Ade was founded in 2012 and sells a variety of kombucha products at…

Today’s @9operators Newsletter is about (GASP) meetings! Hear me out, it’s wildly helpful. I’ve been a fan of @tysondrake for years, going back to his time as CMO at The Oodie. His DTC merchandising dashboards are legendary. Plus, @MehtabKarta literally called his episode of…
Guinness and Van Leeuwen dropped a limited edition ice cream collab 🍦

Vilore Foods, a San Antonio-based distributor of Hispanic food & beverage products, is acquiring Tia Lupita Foods. Founded in 2018 by Hector Saldívar, Tia Lupita markets better-for-you Mexican food items at Whole Foods, Walmart, Hy-Vee, Target, and a number of other chains.…

These hit so much harder than an ad on a small screen. This is brand.
Retail just hits different ❤️🔥🤘 Thank you @TotalWine 🙏
BeatBox on pace to exceed $250M in sales this year 🤯
From one SKU to full shelves. From full shelves to full doors. Now massive displays. @BeatboxBevs isn’t just growing — they’re out-executing the competition
Big news!! Look for @trevihydration in select Walmart stores across the nation. Exciting to see more and more customers trying and loving Trevi. @Corbin_Wallace and team are crushing it building the brand.
Awake Chocolate raised CAD $8M from British American Tobacco’s venture arm and BDC Capital. The caffeinated brand has raised CAD $15.5M since 2012. nosh.com/news/2025/caff…
We just launched something new. It’s called Nourish. It’s a complete protein with nootropics, adaptogens + pre and probiotics. The first protein for mental wellness. You might be thinking… A protein powder? Let me walk you through how we got here. When I started MUD\WTR, it…
Little Sesame secured $8.5M in Series A financing. The round was led by InvestEco — an investor in brands like LesserEvil and Vital Farms — with participation from Watchfire Ventures, Santatera Capital, Beliade Consumer Partners, and a number of strategic angel investors. The…

Introducing Cod. Slightly more protein per calorie than our bars.
Our commitment to protein has led us to a strange place. Boiled cod. We're selling it now.
Jams, a brand that’s reimagining the frozen PB&J with better-for-you ingredients, officially launched and rolled out nationwide at Walmart. Founded by Connor Blakley and Josh Franko, each Jams sandwich contains 10g of protein and no seed oils, high-fructose corn syrup, or dyes.…

Kourtney Kardashian's Lemme is launching a daily greens supplement tomorrow 🗓️

Simply Good Foods — the owner of Atkins, Quest Nutrition, and OWYN — continues to deliver solid growth. The company’s YTD net sales increased 13.2% to just over $1B. Quest Nutrition net sales jumped 12% to $630M while OWYN tallied $99M in net sales during the period. Atkins…
