- CPG Weekly News
This Week in CPG 09/28/2026
🛒 Retail Rollouts
🍷 Sipwell Wine Co. Expands Across California
Sipwell Wine Co., founded by Hilary Cocalis, expanded its California retail footprint with Tiny Victories and other sparkling canned wine varieties launching across Gelson’s, Raley’s, Nob Hill Foods, Bel Air Market and Safeway locations. The expansion gives Sipwell a broader presence across both Southern and Northern California. Tiny Victories Sparkling White Wine 4-packs are now available at all 25 Gelson’s locations, while Tiny Victories and Rock Steady Sparkling Rosé are rolling out to approximately 100 Raley’s, Nob Hill Foods and Bel Air Market stores. At roughly 100 Northern California Safeway stores, Rock Steady and Go Getter Chilled Red are joining the brand’s existing Tiny Victories placement, bringing its full portfolio to the banner for the first time.
💊 Astadaily Expands Into Nutrition House
Astadaily, founded by Dr. Alvin Cheng, launched its natural astaxanthin supplements at Nutrition House locations across Canada, expanding retail access as parent company Iconthin Biotech celebrates its 10th anniversary. The Nutrition House launch makes Astadaily’s award-winning natural astaxanthin supplements more accessible to Canadian consumers while marking another step in the brand’s retail growth. The expansion also coincides with the 10th anniversary of parent company Iconthin Biotech, which developed the microalgae cultivation and extraction expertise behind Astadaily’s science-backed formulations.
🍬 Ahlgrens Bilar Makes Its U.S. Debut
Ahlgrens Bilar, part of Cloetta Group, founded by Fredrik Ahlgren, made its U.S. debut exclusively at Target nationwide with four varieties of the iconic Swedish foam candy as Cloetta builds its American retail presence. The Target launch introduces U.S. shoppers to Original, Sour, Fruity Duo and Sour & Fruity varieties, bringing the brand’s signature soft texture and car shape stateside. The rollout is part of Cloetta Group’s broader U.S. retail strategy, which also includes a CandyKing store in New York City and Pick & Mix testing at DeCicco’s.
🌱 Superoot Lands at Totum Market and Eatery
Superoot, founded by Faustine Rogasik, expanded its retail presence with a new placement in the wellness aisles at Totum Market and Eatery. The new placement brings Superoot into Totum Market and Eatery as the retailer opens, giving shoppers another location to discover the brand through its wellness aisles and adding to Superoot’s growing retail presence.
🍹 Ellevate Opens Boston Public Market Flagship
Ellevate Cocktail & Mocktail, founded by Alicia Arnold, opened a flagship location at Boston Public Market after winning a one-year lease through the market’s Entrepreneurship Forum, bringing its nonalcoholic margaritas, rimming salts, sugars and gift boxes to shoppers. The flagship gives Ellevate a dedicated retail home for its lineup, including non-carbonated margaritas packaged in portable 6-ounce spout pouches with 5 grams of prebiotic fiber per pouch. The margaritas can also be frozen into squeezable slushies, while the location carries the brand’s complementary rimming salts, sugars and gift boxes.
🍬 BonBon Swedish Candy Co. Hits 1,900+ Target Stores
BonBon Swedish Candy Co., co-founded and led by CEO Leo Schaltz, expanded BonBon Originals into more than 1,900 Target stores nationwide with its Moomin Sour Candy Gummies and Strawberry & Blueberry Candy Clouds. The nationwide rollout significantly expands access to a brand that began as a Swedish candy shop on Manhattan’s Lower East Side in 2017. Produced by Fazer, the two BonBon Originals leading the Target expansion include vegan Sour Candy Gummies in lemon, raspberry, cola and melon flavors and Strawberry & Blueberry Candy Clouds with a soft, airy texture, both priced at $4.99 per 4.1-ounce bag.
🥜 Fortune Favors Expands Into ShopRite
Fortune Favors, founded by Sam McDaniel, expanded its Northeast footprint with its pecans landing at ShopRite stores operated by Saker ShopRites, Inserra Supermarkets and Village Super Market. The expansion builds on Fortune Favors’ strategy of growing outward from its Madison, Wisconsin base after establishing its Midwest business. The brand already reaches Northeast consumers through e-commerce and Whole Foods, while its new ShopRite placements provide additional physical shelf presence supported by in-store demos.
🥛 Elmhurst 1925 Expands at Whole Foods
Elmhurst 1925, founded by Brian Theuerkauf, launched its Oat Brown Sugar Creamer and Unsweetened Pistachio Milk at Whole Foods Market nationwide, expanding the brand’s assortment with the retailer. The nationwide rollout puts two additional Elmhurst products on Whole Foods shelves, including its Oat Brown Sugar Creamer and Unsweetened Pistachio Milk. The products received an off-cycle cut-in at the retailer, helping Elmhurst broaden its assortment and continue building its Whole Foods business. Pasted text
🚀 New Product Launch
🍵 Polar Joe Launches Protein Matcha
Polar Joe, founded by CEO Darcy Haggith, launched Molto Matcha, an unsweetened instant protein matcha delivering 20 grams of protein per serving as the functional beverage brand expands its Café Series. Molto Matcha combines pure-grade matcha tea with 20 grams of protein in a ready-to-mix format that can be prepared in about 30 seconds. The virtually lactose-free product joins Café Blanco and Espresso in Polar Joe’s Café Series and comes with 20 servings for $48.99, or about $2.45 per serving, with availability through the brand’s website.
⭐ Little Spoon Moves Into Multivitamins
Little Spoon, founded by Angela Vranich and Ben Lewis, launched Superstar Multivitamins, its first daily multivitamin, featuring 12 essential nutrients from organic whole-food ingredients for children ages 2 and up as the brand expands beyond food. The star-shaped peach and mango gummies are designed to help fill nutritional gaps during children’s picky-eating years and are naturally sweetened with fruit and free from synthetic colors. The USDA Organic product has also received the Clean Label Project Purity Award and comes in plastic-free, biodegradable and compostable packaging, extending Little Spoon’s nutrition offering beyond its core food portfolio.
🤝 Brand Partnerships
🌯 Freebirds World Burrito Turns Up the Heat With Mike’s Hot Honey
Freebirds World Burrito partnered with Mike’s Hot Honey to launch the limited-time Extra Hot Honey Chicken Burrito, featuring Mike’s Hot Honey Extra Hot and additional customization options across burritos, bowls and other entrées. The collaboration combines Freebirds’ customizable menu with Mike’s Hot Honey Extra Hot for a sweet-and-spicy limited-time offering available in sizes ranging from Freebird to Super Monster. Guests can also add the hot honey to burritos, bowls and other entrées or order it on the side, while Freebirds Rewards members receive additional promotional offers tied to the launch.
🫓 Milton’s Gives Crackers a Caviar Upgrade
Milton’s, founded by John Reaves, collaborated with recipe developer and creator Nicole Keshishian of Kale Junkie on “The Perfect Bite,” pairing its Crispy Sea Salt Gluten Free Crackers with The Caviar Co. caviar for an accessible take on the high-low entertaining trend. The collaboration reimagines the traditional caviar-and-blini pairing using Milton’s Crispy Sea Salt Gluten Free Crackers as the base. By working with Keshishian and The Caviar Co., Milton’s is positioning an everyday better-for-you snack within a premium entertaining occasion while tapping into the high-low caviar trend.
🍌 Koia and Perdi’s Reimagine Banana Bread
Koia, led by CEO Christopher Hunter, partnered with Perdi’s, co-founded by Lainie Kates and Lauren Montgomery, to launch an Instant Banana Bread Protein Dessert inspired by Koia’s Banana Creme Protein Shake that delivers 10 grams of protein and can become a mug cake or pudding in under a minute. The single-serve collaboration transforms with the addition of water or milk into either a warm banana bread-inspired mug cake or creamy banana pudding. Made with almond and pea protein, each serving provides 10 grams of protein and 4 grams of fiber without artificial sweeteners, stevia, monk fruit, gums or fillers.
🍸 Paramour Brings Botanical Cocktails to NYFW
Paramour, founded by Raquel Tavares, presented the official after-party for ADVISRY’s Spring/Summer 2027 NYFW show, serving four signature cocktails featuring its botanical apéritif and liqueur expressions as the brand grows its hospitality presence. Held at (sub)mercer in New York City, the after-party featured four cocktails inspired by lines from designer Keith Herron’s “America, Still” collection and incorporating Paramour’s Cara Cara Orange, Elderflower and Lavender Yuzu expressions. The activation accompanies the brand’s growing hospitality presence, which includes placements at Zero Bond, Sartiano’s, Ace Hotel Brooklyn and LDV Hospitality properties.
🎉 News to Celebrate
🥩 Chomps Joins 1% for the Planet
Chomps, led by President and COO Elizabeth Carter, joined 1% for the Planet as the network’s largest snack brand member, committing the equivalent of at least 1% of annual net revenue to eligible impact initiatives while formalizing its environmental and community efforts. The membership creates a formal framework for Chomps’ existing impact initiatives, with qualifying contributions potentially including monetary support, in-kind products and certification or membership fees. In 2025, the company donated 10.3 million meat sticks to communities in need and partnered with 4ocean, which collected 5.6 million pounds of plastic from oceans, coastlines and coastal communities during the year.
🌶️ Kajani Roots Brings African-Caribbean Flavor to the Kitchen
Kajani Roots, founded by Charles Brewer, continues to build its African-Caribbean sauce and seasoning brand around bold, authentic and award-winning flavors designed to bring its culinary heritage to everyday cooking. The brand’s lineup centers on vibrant seasonings and rich sauces created to enhance a variety of dishes and transform everyday meals with African-Caribbean flavors. Its positioning combines authenticity and versatility, giving home cooks approachable ways to incorporate the brand’s award-winning flavor profiles into their kitchens. Pasted text
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