CPG Vibes

We are doing something new and taking 'No Script, Just Chat!' to the next level. Alex and Wade have no subject matter, no topic.

They are going to show up and talk about anything and everything including CPG.Can we fill an hour with random babble?

What will we talk about? Come and find out and join us for the very first volume of the Random Babble Series.This episode is sponsored by Robert Cogan and Power Full Energy Distribution.

Here's the latest CPG news happening right now on March 19th, 2025 including Poppi Acquisition By Pepsi, Poppi Lawsuit Settlement, Trump Tariff Update, New Brand Mark's Snacks Launching

PepsiCo just announced it is acquiring prebiotic soda brand Poppi for $1.95 billion, a major accomplishment for a brand founded less than ten years ago. This transaction echoes the year-on-year growth of the functional drink market, especially the better-for-you soda category, with competitor Coca-Cola launching Simply Pop just a few weeks ago and Olipop raising a $50 million Series C, valuing the rival prebiotic soda brand at nearly $2 billion.

These industry moves might finally convince skeptics that gut-friendly and other healthier soda alternatives are here to stay, forcing traditional players to evolve and adapt to growing demand for less sugary drinks.

As Pepsi was closing the deal on its $1.95 billion acquisition of Poppi (VNGR Beverages), the prebiotic soda maker is wrapping up another deal, this one with a class action group of consumers alleging they were misled by the drink’s gut-health claims.

The group asked the California federal judge presiding over the case to confirm a proposed $8.9 million settlement, a result it described as “exceptional compared with similar misleading beverage cases” in its motion for preliminary approval filed last Friday.

In a statement shared with BevNET this morning, Poppi stated: “The class action suit filed against poppi in May 2024 has been settled. poppi acknowledges no fault, liability, or wrongdoing, and instead, we are focused on bringing consumers the innovation they expect from the brand they love. We’re excited to move forward and continue our passion to modernize soda for the next generation.”

The total settlement, according to the filing, breaks down to 0.75 cents per single 12 oz. can, $3 per 4-pack, $6 per 8-pack, and $9 per 12-pack or 15-pack. The class includes anyone in the U.S. who purchased Poppi between Jan. 23, 2020, and the settlement notice date.

The three complaints lodged against Poppi last year, which were consolidated in September, take aim at one of the brand’s core pillars: gut health, as reflected in slogans like “gut health never tasted this good” and “for a healthy gut.”

The filings argued that the agave inulin Poppi uses as its primary source of prebiotic fiber was far too low to have any meaningful impact on the gut, and that the presence of sugars harms the balance of good bacteria in the digestive system.

President Trump said last week he is doubling tariffs on Canadian steel and aluminum in response to Ontario adding a surcharge on its electricity exports to the U.S., hitting Michigan, Minnesota and New York. The latest increase, which brings levies on the goods to 50%, will go into effect Wednesday morning, the president wrote in a social media post. Trump also vowed to “substantially increase” tariffs on Canadian auto parts on April 2, if dairy and other tariffs are not dropped.Mark Samuel, Previous Founder of IWON Organics, is launching a new brand, suitably called 'Mark's Snacks.

On Linkedin, he debuted the news and said "I said I’d never do it again. At the same time, I said I’d never live with regret. So, I’m diving back into CPG, making it even more personal this time around, please follow the journey at MARK'S SNACKS, it should be one heck of a ride!" Go to www.markssnacks.com and sign up for their e-newsletter for more updates on product, packaging, launch date, and more

Another Expo West is in the books. It was a 4 day bonanza of talking, sampling, meeting, and walking to see everything we wanted to get to.

Wade and Alex will recap what we saw at the show, brands to look out for, events, happy hours worth mentioning, and more.We will also discuss the state of CPG.

As it gets harder and harder to operate a CPG brand in this environment, what do we think the future holds for this industry for new and emerging brands?

This episode is sponsored Power Full Energy Distribution.

We will discuss it all. It's truly: No Script, Just Chat!

Here's the latest CPG news happening right now on March 9th, 2025 including New Malk SKUs, Sweet Loren's Meteoric Rise, Expo West Recap

Malk has released two new SKUs in multi-serve format: Coconut Malk and Soy Malk. These are both available in 32 oz bottles.Coconut MALK is hitting shelves nationwide

Soy MALK is exclusive to Whole Foods Market and with 3 Simple Ingredients and 6g of naturally occurring protein per serving fills a much needed niche.

They debuted both at Expo West this past weekThe cookie dessert brand Sweet Loren's is now on track to achieve $120M in revenue in 2025Loren Castle is the CEO and Founder. The then 22-year-old New York City native got a degree in communications and knew she liked health, wellness and business, “but I had no idea what I was going to do with my life,” she says. Post-graduation, she went back to New York but planned to move to L.A. permanently to see where life took her.

Just months after graduating, however, Castle was diagnosed with stage 2 Hodgkin’s Lymphoma, a cancer that attacks the immune system, and had to undergo six months of chemotherapy. Depressed, she began seeing a therapist who helped her see the moment as empowering and an opportunity. There were still ways in which she could take control.

One such way was her diet — she could make sure to eat healthy even after her treatment. Castle began taking nutrition and cooking classes, but she quickly discovered something was missing: dessert. “I have a huge sweet tooth,” she says, and she couldn’t find baked goods made with more whole foods that didn’t use ingredients like bleached white flour, corn syrup and artificial chemicals.

So Castle started trying to make healthier desserts for herself.

Expo West 2025 is in the books. There were over 65,000 attendees. This was the first year where every exhibit hall opened at the exact same time. According to recent information, Expo West 2025 featured around 3,600 exhibitors (an increae from 3,000 last year) showcasing a wide range of natural and organic products across various categories like food, beverage, packaging, and wellness items.

We broadcasted live from Expo West 2025 at the Melting Forest Booth #5719 in Hall E (basement in the main conventional center).

Enjoy!

This week is our Expert Series and we are bringing on two dynamic female entrepreneurs in the health and wellness space. Females have undoubtedly become a driving force in the growth of CPG brands across the country, many starting their own CPG brands, raising capital, and having successful exits.

Ashley Rogers is a serial entrepreneur who started and built the brand Spudsy and raised a Series A and now the CEO of Sprinkles CPG, and founder of Shelfmade, a community for CPG professionals and entrepreneurs.

We are also being joined Ashley Kleckner. She has been a sales professional in the CPG arena for nearly 10 years including Impossible Foods (Head of Global Sales) and now at Terviva. This episode is sponsored by Robert Cogan and Powerful Energy Distribution.

Here's the latest CPG news happening right now on February 23rd, 2025 including Celsius Acquires Alani Nu / Hiyo Investment/Coca-Cola Takes on Olipop and Poppi

Celsius Holdings said on Thursday it would buy health and wellness drinks brand Alani Nutrition in a $1.8 billion deal through a combination of cash and stock, boosting its portfolio to build on the growing demand for sports and energy beverages.

Alani Nutrition, a female-focused brand that delivers functional beverages and wellness products, was founded in 2018 and will be acquired from its co-founders, Katy Schneider and Haydn Schneider, and its operator, Congo Brands, Celsius said.According to Yahoo Finance:

The venture capital arm of Constellation Brands has acquired a minority stake in Hiyo, a nonalcoholic “social tonic” containing a blend of functional ingredients, including adaptogens, nootropics and botanicals.

Constellation’s senior vice president of new business ventures, John Utter, said in a statement the Hiyo investment aligns with the aims of beverage giant’s VC group, which is to capitalize on emerging categories.

The Modelo brewer’s investment could help the brewer expand its presence in the growing category. Hiyo’s health halo could also help it stand out in the crowded ready-to-drink category, as consumers seek out beverages that give them more of a nutritious benefit.Posted on CNBC: Starting in late February, consumers on the West Coast and in the Southeast will be able to try Coke’s iteration of the trendy drink.

Soda consumption has broadly fallen in the U.S. over the last two decades, hurt by health concerns and an increase in alternatives on the market, from cold brew to energy drinks to water. But in the last five years, sodas containing prebiotics have taken off, thanks to industry newcomers Olipop and Poppi.

Olipop recently raised $50 million at a valuation of $1.85 billion, the company announced Wednesday. And Poppi made its second straight Super Bowl appearance in this year’s game, shelling out up to $8 million to reach the game’s record audience.

Digestive health soft drinks have grown from a $197 million category in the U.S. in 2020 to one of roughly $440 million in 2024, according to Euromonitor International data. Still, it’s a fraction of the overall soda market, which is worth billions of dollars.

Simply Pop’s first product lineup leans fruity, in a nod to Coke’s Simply juice brand. Flavors include pineapple mango, lime, strawberry, fruit punch and citrus punch.

“We went out and really listened to consumers. They love this space, they’re really looking for stuff that tastes good, and that’s something we know how to deliver on at Simply and at Coke,” said Becca Kerr, CEO of Coke’s North American nutrition unit, which includes its Simply and Fairlife brands.

Simply Pop drinks have no added sugar and contain 25% to 30% real fruit juice, the company said. They also contain vitamin C and zinc, which can boost the immune system.

This week is back to our classic format of Alex and Wade chatting it up about all areas of CPG. This week, we are focusing on key reasons why brands fail and how CPG brands can avoid these landmines and ultimately be successful in this tough environment.

We are also covering brands that we love, including up and coming brands that caught our eye with fantastic branding and a great founder team.

Co-Hosts Alex Bayer and Wade Yenny with a combined experience in the CPG space of 35 years, chat about all things food and beverage in the market and share what’s going on in their lives and any current events.

They also do shout-outs and answer questions live from viewers & listeners during their show. This episode is sponsored by Rich nuts and their crowdfunding campaign now live at www.wefunder.com/richnuts

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

Here's the latest CPG news happening right now on February 17th, 2025 including Tru Beverage Investment, Blackbird Acquisition, How Poppi’s Super Bowl vending machine campaign spiraled out of control

According to Bevnet.Com, Functional drink Tru recently closed a $4.6 million funding round highlighted by further alignment with Polar Beverage who will now be handling manufacturing, distribution and warehousing for the brand.

US-based vegan food brand Blackbird Foods has announced an acquisition by plant-based investor Ahimsa Companies.
Blackbird Foods is well-known for its New York-style hand-tossed frozen pizzas, available US-wide at retailers such as Target, Sprouts, and Whole Foods. The brand also offers plant-based wings made from seitan, which can be found at The Fresh Market and Wegmans.Following the acquisition, Blackbird Foods plans to use Ahimsa’s expertise to enhance its distribution and manufacturing capabilities.
“We are eager to tap into Ahimsa’s extensive knowledge to strengthen Blackbird’s presence in the frozen aisle,” said Mike Pease, co-founder of Blackbird Foods.

“With their support, we have ambitious plans for growth and exciting product innovations on the horizon.”

This year, prebiotic soda brand Poppi ran its second consecutive Super Bowl ad featuring influencers like Jake Shane and Alix Earle. But it wasn’t the creator campaign on the big screen that got people talking as much as the one online.
Ahead of the game, Poppi sent enormous pink vending machines to 32 creators and “fans of the brand” in NFL team cities, as well as The Boot bar in New Orleans. Recipients began posting videos of the machines, and mayhem ensued: some consumers expressed anger at Poppi for sending free products to “rich people,” while others bemoaned the message it sent to fans of the brand and smaller creators. “When it gets too extravagant…it just feels very out of touch,” creator Isabella Lanter said in a TikTok video response to the campaign.
All the while, fellow prebiotic soda brand Olipop, which did not run a Super Bowl ad, jumped on the opportunity to respond to comments, speculate on the cost of the vending machines, and even mail out Super Bowl-themed gifts. One comment from Olipop read, “For the record, those machines cost $25K each lol,” while a post on X said, “We don’t have vending machines, but who wants a jersey!!”

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