This week's CPG Vibes episode will cover two topics: Why CPG Brands Fail, and New Brands That Alex and Wade Love. Make sure to check it out this Friday at 12 PM/3PM LIVE on Linkedin

Here's the latest CPG news happening right now on February 20th, 2025 including Aura Bora Acquired, Mid-Day Squares Buys in BitCoin, and GT Kombucha Turns 30!

US-based investment firm Next In Natural has acquired a majority stake in local craft sparkling water maker Aura Bora to support the company’s “next phase of growth”.

Financial terms of the deal were not disclosed.

In a statement, the investor said the deal “positions Aura Bora for its next phase of growth as a valued addition to Next In Natural’s shared services ecosystem”.

As part of the stake acquisition, Next In Natural CEO Jeff Lichtenstein will become chairman of the board at Aura Bora while Aura Bora co-founder and CEO Paul Voge will “focus on future product innovation”.
Voge said: “The better-for-you beverage category continues to grow, and our partnership with Next in Natural positions Aura Bora to capitalise on this momentum.”

Aura Bora’s “products continue to be a welcome change from the norm, in what has traditionally been a boring category,” he added.

Following the deal, Voge said he was “excited for our team to continue to innovate, grow our audience, and release products consumers love. We will benefit greatly from Next in Natural’s expertise in scaling efficiently and effectively”.

Jeff Lichtenstein brings experience in launching and growing brands such as Chobani, La Colombe, and Hu as the founder and CEO of Gourmet Guru.MDS is officially doing business in BTC.

Canadian chocolate bar brand Mid-Day Squares announced last month that it had begun buying cocoa from international suppliers using Bitcoin, with co-founder Nick Saltarelli stating in social media posts that traders in many countries now “trust this method of payment more than fiat” currencies issued by governments.

...From Jake Karls posted on Linkedin: Never thought we would be buying cocoa in Bitcoin… but here we are.
Mid-Day Squares is officially doing business in BTC…
With cocoa prices at record highs, we had to think differently.
One of our new international suppliers requested Bitcoin over fiat currencies.
And we said, why not? We need the supply.
Average decisions lead to average outcomes.
Unaverage decisions lead to unaverage outcomes.
If we want to win in this cocoa crisis, we have to play bold.

GT’s at 30: Founder Dave Talks Maintaining Integrity with ‘Real Kombucha’ RefreshA small brand refresh now calling GT Kombucha "The Real Kombucha" has hit shelves in time for their 30th anniversary. They are also releasing a limited edition 30th anniversary WIldflower Kombucha hitting shelves in a sleek silver labelIn celebration of 30 years of sacred fermentation, they are giving away an all-expenses-paid trip for you and a friend!

Visit SYNERGY HQ in Los Angeles and enjoy a one-of-a-kind tour and tasting experience with our founder, GT Dave. Go to gtslivingfoods.com for more info