CPG Vibes

Welcome to the first edition of our Buyer Series with category managers from fan favorite natural stores Fresh Thyme Market and New Seasons Market. We can't think of a better way to spend your Valentine's Day afternoon than with us!

With Expo West mania in full swing and coming up in less than a month, we are going to cover some important topics including Buyer Tips on how to have a successful Expo West as a brand and also as a buyer! This is essentially an Expo West Prep episode!

This includes strategies on how to manage your days on the floor and get a maximum impact with others that are attending the show and using your time wisely, especially as a buyer when there are thousands of booths.

We are being joined by:

Robert Johnson

Retail Category Manager

New Seasons Market

Kenny Hausmann

Director of Merchandising - Natural Living

Fresh Thyme Market

This episode is sponsored by Robert Cogan and Power Full Energy Distribution.

Here's the latest CPG news happening right now on February 13th, 2025 including Big Olipop Raise, Chubby Snacks Shuts Down, Oatly Hits Profitability

Posted on Just-Drinks.Com, US functional soda brand Olipop has raised $50m in a Series C funding round, bringing its valuation to $1.85bn.

JP Morgan Private Capital’s Growth Equity Partners led the investment round.

In a statement, Olipop said the cash injection marked its “final anticipated round of equity financing”, after becoming profitable “in early 2024”.

Olipop plans to use the proceeds to “drive product development, expand marketing efforts and diversify distribution channels”.

It also looks to bolster its retail presence, add new products to its range, and “increase availability in spaces traditionally dominated by legacy sodas”.

Olipop CEO Ben Goodwin said: “It’s staggering and thrilling to have achieved a $1.85bn valuation after just five to six short years in market”.

Frozen PB&J maker Chubby Snacks has unfortunately shut down operations as of February 2025. Coming off of multiple record-breaking sales months, our Chubb-O-Matic finally hitting stride and major corporate partnerships on the horizon, we were served with our biggest blow to date, a lawsuit from our massive corporate rival.

Entrepreneurs are constantly taking blows, but over the last few months, we faced the hardest hits of our career. We lost everything and unfortunately fell into some of the worst situations imaginable with some of our best partners. Words can’t explain the embarrassment or anxiety.

I share this because it’s important. No one gets into business thinking they’d ever be in this position but if you do, you know it’s utterly brutal. A lot of people were negatively affected, not just ourselves. I’m truly sorry to everyone that was affected by our downfall.Leading oat milk maker Oatly has hit profitability since going public for the first time. According toBevnet.com,

Here's the latest CPG news happening right now on February 9th, 2025 including Liquid Death National Super Bowl Ad, New Olipop and Perfy Flavors, Mid-Day Squares RumorAccroding to Ad Week: The renegade canned water brand—with a growing lineup that now serves iced tea, sparkling and still water varieties—is buying its first national Super Bowl ad to air on Fox on Feb. 9, per an announcement released today.

While building the brand and establishing street cred based on scrappy marketing, Liquid Death CEO Mike Cessario said the $7 million Big Game buy provides “no cheaper way to reach over 100 million unique people who actually want to pay attention to the commercials.” Liquid Death aired a superbowl ad previously but only in 23 sectors of the United States. This will be their first national one.

According toBevnet.Com Olipop has permanently relaunched its Peaches & Cream flavor, which went viral on TikTok. Each 12 oz. can has 9 grams of fiber and just 5 grams of sugar. Olipop Peaches & Cream is available on the brand’s website and exclusively in Whole Foods Market nationwide (SRP $2.49) until May 1. After May 1, the flavor will be available in all major grocery stores. For more information, visit drinkolipop.com.

Perfy is Launching a Pepperoni Pizza flavored soda on NationalPizzaDay..
What's cool about Pepperoni Pizza Perfy?
• It tastes like pizza-flavored bloody mary mix. It's actually delicious if you're into that kinda thing.
• 30 calories | 3g sugar
• Caffeine? Fuggetaboutit!
• Ayyyy, no added sugar
• VERY LIMITED EDITION. Meaning once it's gone, it's gone.

There are swirling rumors that due to potential tariffs to be imposed next month against Canada by President Trump, Mid-Day Squares was tentatively planning to move their manufacturing to the United States where a majority of their revenue is derived from. According to others, this is simply a rumor and Nick Saltarelli, co-founder of MDS, is addressing this in a social media post. We will report it when we see it!

With the recent international news of Trump imposing tariffs on Canada, Mexico, and additional tariffs on China, this regulation will undoubtedly affect thousands of CPG brands and consumers alike.

We will discuss the details on the tariffs and what it means for the economy going forward (opinions, not facts!) and we will also bring on a prominent regional distributor from Canada, Robert Cogan, to share his wisdom on how the tariffs will affect Canadian brands specifically.

As a second topic, we will dive into ROI and playbook moves (from both a buyer perspective and brand perspective) CPG brands should do in order to properly measure ROI and make sure the money they spend are on line items that will generate value and return for their brand.

With many service providers out there, it's good to do your homework and partner with the right organizations for the stage of your brand.

This episode is sponsored by PFE (Power Full Energy Distribution) with Robert Cogan.

Here's the latest CPG news happening right now on February 6th, 2025 including Liquid Death Pulls Out of the UK, Local Emerging Brand Expansions, Kehe Show Wrap Up

Liquid Death is pulling back to its domestic US market and pausing international sales efforts – including in the UK – The Grocer can reveal.

The canned water and soft drink brand said it was “temporarily pausing” international expansion, having shifted production from Austria to the US last summerAccording to: https://www.thegrocer.co.uk/ “Despite strong demand and brand awareness growth in our limited international rollout, we are temporarily pausing international efforts since we no longer have production capabilities outside of the US,” a spokeswoman for Liquid Death told The Grocer.

Liquid Death was looking forward to “meeting the international demand in the future when our supply chain can support these efforts,” the spokeswoman added.

However, Liquid Death – which commands an rsp of £5.50 per 4x500ml pack in Tesco – has failed to make a splash in the UK since debuting in spring 2023.

The brand invested heavily to support its UK rollout, sponsoring Download Festival in 2024, as well partnering with other Live Nation music festivals and events.LEXINGTON BAKES Chilled Oat Bars are coming to Lazy Acres Natural Market March 1st! 🥳 Chances are you haven't had an oat bar like this before…

Inspired by British Flapjacks, which I fell in love with years ago, our chilled sprouted oat bars are fresh, simple, insanely delicious, a little chewy, a little crunchy, and pack a short but mighty list of the best ingredients in the world including Straus Family Creamery browned butter. 🧈✅ 100% Organic Ingredients

✅ Gluten Free • Egg, Nut, Soy, & Gum Free

✅ No Refined Sugar • 6-7g added sugar

✅ Sweetened with Crown® Maple Syrup & Just Date

✅ Made from 6-7 Real FoodsLaure's Coffee, maker of the A2

Milk coffee and matcha lattes, is expanding in Northern CAFind them on-shelf at key retailers including Berkeley Bowl, Good Eggs, Lunardi's and Sacramento Co-Op. They Have added over 35 doors in the last week The Kehe show in Phoenix, AZ has come to an end after 3 days, with many pictures being posted on Linkedin, it was a huge success with many buyers and brands present. CEO Deb Conklin even walked the show and said 'hello' to brands

Here's the latest CPG news happening right now on February 3rd, 2025 including Trump Tariff Delays, Kehe Summer Show, Legacy Brand Out of Business, and a Valuable Fundraising Workshop worth attending

The leaders of Canada and Mexico said Monday that the U.S. had agreed to delay tariffs on their countries by at least 30 days. Prime Minister Justin Trudeau said Canada will begin implementing a $1.3 billion border plan during the pause. Businesses across North America have been assessing the potential impact of the levies announced by President Donald Trump, as well as possible retaliation. Tariffs on America's biggest trading partners could upend industries from energy to food, beverage, health, and beauty

The Kehe Summer Show will be held February 4-5 at the Phoenix Convention Center in Phoenix, AZ. Expect many buyers and emerging brands to be there as usual. Applications are of course closed since the show starts tomorrow, but never too late as a buyer to go, see the latest and greatest, and submit orders in the spot on the show floor

Alison Cayne, Founder of Haven's Kitchen, a brand that has had longevity in the better for you sauce category, has unfortunately ceased operations effective February 1st, 2025.Ali Cayne wrote on her Linkedin Post:

"This is a tough post to write. Haven’s Kitchen is ceasing operations today. There’s a lot I’d like to say, and a lot of thoughts that haven’t formed into coherent sentences yet. They will come.

For now, though, nothing feels as important as thanking the incredible people I’ve had the privilege of working with over the past several years. From a brilliant, hilarious team, to supportive and gracious investors, to retail, marketing, finance, and manufacturing partners that felt more on the boat than off it — I’ve been a lucky one. "

Sign up now for Jeff Church's 3 Day FREE Virtual 3-Day CPG Fundraising Workshop. Learn how Jeff scaled Suja beyond $100M through fundraising to grow the business.

📅 Workshop Dates: February 4–6, 2025

⏰ Time: 9:00 AM PT (75-minute sessions)

🌐 Format: Virtual: https://learn.dreammakershq.com/3-day-workshop

Trump Tariffs and how they will affect CPG Brands and consumers, Emerging Brands New Launches in Retail, and Expo West Gouging

The controversial Trump Tariffs announced over the weekend will be going into effect on Tuesday, February 4th, placing up to a 25 % tariff on all goods with exception to energy which is at 10 %. Canada has since retaliated and is threatening to impose their own tariffs on up to $300B worth of US goods coming into Canada starting in February.

According to Trump: He has said he plans to impose tariffs for three reasons. “Number one is the people that have poured into our country so horribly and so much,” he said on Thursday. “Number two are the drugs, fentanyl and everything else that have come into the country. Number three are the massive subsidies that we’re giving to Canada and to Mexico in the form of deficits.”

These tariffs are expected to affect thousands of CPG brands manufacturing and shipping from Canada and Mexico, resulting in higher prices in retail, and potentially affecting velocities and a reduction in sales for these brands looking to continuing to grow in retail

According to Mike Fata, Founder of Manitoba Harvest, an entrepreneur who resides in Canada, his latest Linkedin Post says: "Remember, We can be pro-family, pro-team, and pro-country, without crapping on others"

In retail expansion news: Glonuts has expanded to Texas and is rolling out to 153 HEB Stores. Also, it may be slightly old news, but WIld Wonder has also expanded nationally in Whole Foods

New Hope's Expo West is catching some flack for their high prices for this year's Natural Products Expo West Show, with badge passes costs for manufacturers, suppliers, and other business service companies as high as $4,500 per person. This definitely locks out some emerging brands and service providers looking to grow their business and network

We are proud to bring back 3 incredible entrepreneurs and CEOs in the CPG Industry for our coveted Master Series (Volume 5).

They are going to share their experiences running brands doing tens of millions in revenue, and some even eclipsing $100M annually as powerhouse and nationally distributed brands.

They share not only past experiences, but strategies and insights on brand building, financial management, and becoming a sustainable CPG brand in a highly competitive and difficult marketplace.

This episode is sponsored by Dream Maker's 'Fund-Raise with Confidence - FREE Workshop For CPG Entrepreneurs' taking place Feb 4-6, 2025 and hosted by Jeff Church himself! To sign up for this workshop, go to this link:https://learn.dreammakershq.com/3-day-workshop

In this episode, we are opening the floor to our community to ask us questions and raise any topic you would like to discuss. Whether it's supply chain, sales strategy, packaging and branding tips, fundraising, crowdfunding, you name it. We'll chat about it!

This is a truly No Script, Just Chat episode and anything goes! This episode is sponsored by Playper - Re-Imagining Kids Toys for a More Sustainable Future

Crowdfunding Campaign to invest now in Playper: www.wefunder.com/playper

In this very important episode, we have entrepreneurs share their stories of burnout and what they are doing to overcome and reduce or prevent burnout.

We are bringing on the following entrepreneurs: Jake Karls of Mid-Day Squares, Drew Henry of Revival Tea, and Luke Abbott of VDriven to discuss and share some of their tips and strategies.

This episode is sponsored by PFE (Power Full Energy) Distribution.