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This Week in CPG 09/29/25
🛒 Retail Rollouts
🥤 Koia doubles down on Elite Protein after Whole Foods success
Koia, led by CEO Chris Hunter, is expanding its Elite Protein line with new Coffee and Cookies ’N Creme flavors and rolling out Chocolate, Vanilla, and Coffee to Target stores nationwide after a strong Whole Foods debut. Following a standout performance at Whole Foods earlier this year—where its Elite Chocolate and Vanilla protein shakes quickly outpaced sales of Koia’s core line—the brand is building on momentum with the launch of two new Elite flavors: Coffee and Cookies ’N Creme. These better-tasting, high-protein options are designed to deliver both functionality and crave-worthy flavor. In tandem with the flavor expansion, Koia is rolling out its Elite line to Target’s refrigerated aisles nationwide this month, marking a major step in its retail growth strategy.
🌽 Corn milk brand Maïzly expands in the Northeast
Maïzly, co-founded by Marcel van der Merwe and Tim Leclercq, has secured shelf space at ShopRite, Hannaford, Redner’s, Albertsons United, and Market Street, continuing its rapid retail growth for its non-GMO corn milk. Maïzly is making moves across the Northeast corridor, landing in major retail chains just months after its U.S. debut. Known for its creamy texture, gut-friendly benefits, and innovative use of non-GMO corn, the plant-based milk alternative is gaining traction as consumers seek new dairy-free options. The expanded footprint includes ShopRite, Hannaford, Redner’s, Albertsons United Supermarkets, and Market Street, significantly broadening Maïzly’s U.S. reach.
🍞 Kooshy breadcrumbs now in Costco's Midwest region
Kooshy, co-founded by Jonathan W. and Matt Wachsman, has launched its new Sourdough Panko Italian Breadcrumbs at all Midwest Costco locations, joining their croutons for a double pantry presence this fall. Kooshy is bringing its signature sourdough twist to the breadcrumb aisle with the launch of its new Sourdough Panko Italian Breadcrumbs at Midwest Costco warehouses. Packaged in a standout 35oz can and made without GMOs, seed oils, or added sugar, the breadcrumbs join Kooshy’s existing sourdough croutons on shelf. This marks Costco’s first breadcrumb listing and highlights the retailer’s growing interest in clean-label pantry staples. The launch is being celebrated as a key moment for Kooshy’s continued collaboration with Costco.
🥄 Molly Baz brings bold mayo to Costco roadshow
Ayoh, founded by Molly Baz, is bringing its bold, chef-crafted mayos to Costco through a Los Angeles Roadshow from Oct. 2–12, offering fan-favorites like Dill Pickle Mayo and Hot Giardinayo at two-for-$10.79 in Culver City and Huntington Beach. Ayoh, the condiment brand from cookbook author and chef Molly Baz, is taking its “mayos gone wild” to Costco in a 10-day roadshow across two Southern California locations. Shoppers at the Culver City and Huntington Beach warehouses will have the chance to sample and purchase crowd favorites like Dill Pickle Mayo, Hot Giardinayo, and Tangy Dijonayo at a Costco-only deal of two bottles for $10.79. The roadshow marks a major milestone for Ayoh, signaling a broader retail push while bringing chef-driven creativity and bold flavor to home cooks through one of America’s most influential retailers.
🚀 New Product Launch
🧪 A functional shot for the hangover era
Mary & Jane, co-founded by Laura Roos and Rachael Dillon, has debuted Revive, a Pineapple Ginger microdose shot packed with THC, electrolytes, and calming herbs to fight “hangxiety” after a night out. Tapping into the growing sober-curious and low-alcohol movement, Mary & Jane has introduced Revive, a 2oz Pineapple Ginger recovery shot designed to help ease the next morning’s hangxiety. The women-led brand blends hydration, energy, and calming ingredients like lemon balm and turmeric, alongside a microdose of THC (1mg) for a gentle edge-takeoff. With just 18 calories and no added sugar, Revive is available online and at select retail locations, offering a clean, plant-powered ritual for the modern drinker.
💧 Japan’s boldest bubbles land in the U.S.
MTN WTR, founded by Masa Kinemuchi, is bringing Japan’s “EXTRA STRONG” carbonation culture to the U.S. with a double-bubbled sparkling water sourced from Mt. Fuji and designed for cocktail lovers. MTN WTR is shaking up the U.S. sparkling water market with the launch of EXTRA STRONG, a high-carbonation water inspired by Japan’s whisky highball culture. The new product delivers 4.0–4.5 volumes of CO₂—double the fizz of standard sparkling waters—alongside the purity of Mt. Fuji’s naturally alkaline spring water. Offered in a 500-mL can, EXTRA STRONG caters to both sparkling water fans and mixology enthusiasts, making it the first U.S. brand to offer dual carbonation levels.
🍹 Something & Nothing introduces its first variety pack
Something & Nothing, founded by Olly Dixon, has dropped “The Travelcase,” its first 12-can DTC multipack, offering a flavor-forward variety of sparkling drinks like Pineapple & Pink Grapefruit and Ginger & Key Lime. Designed for fans who crave variety and shareability, The Travelcase is a new 12-can mixed pack from sparkling beverage brand Something & Nothing. Sold through its DTC site, the pack features vibrant flavors like Orange & Mandarin, Sicilian Lemon Iced Tea, Pineapple & Pink Grapefruit, and Ginger & Key Lime. It marks the brand’s first-ever multi-flavor format, delivering convenience for consumers and broadening its digital presence.
🍄 Truffle Ghee joins Whole Foods shelves for fall
4th & Heart, founded by Raquel Tavares, has launched a premium Truffle Ghee infused with black truffle and truffle salt at Whole Foods nationwide, blending indulgence with functionality in a lactose-free format. Adding an elevated twist to its clarified butter line, 4th & Heart is now offering a luxurious Truffle Ghee across Whole Foods Market stores nationwide. Made with grass-fed butter and infused with black truffle and truffle salt, the product delivers a rich, savory boost for everyday cooking—without the lactose. Priced at $12.99, the new SKU meets demand for premium pantry staples that balance flavor, functionality, and clean ingredients.
🤝 Brand Partnerships
🥜 Confusion Snacks and Kolkata Chai bring back chai & snack nostalgia
Confusion Snacks, founded by Aadit Patel, has teamed up with Kolkata Chai Co. to co-launch masala-spiced peanut packs, celebrating the classic South Asian pairing of snacks + chai with a modern, nostalgic twist. In a cultural mashup fueled by shared heritage and mutual admiration, Confusion Snacks and Kolkata Chai Co. have partnered to release a co-branded pack of masala dry-roasted peanuts. Designed to pair perfectly with chai, the collaboration pays homage to a timeless South Asian tradition and reflects both brands’ commitment to flavor, community, and cultural storytelling. For founder Aadit Patel, the launch is also full-circle—he once pitched a chai brand himself and drew inspiration from Kolkata Chai’s early rise in NYC.
🎉 News to Celebrate
🌰 Pistakio featured in Linktree’s Times Square campaign
Pistakio, co-founded by Francine Voit and Nicola Buffo, was selected by Linktree to represent the Food & Bev category in its latest campaign—now live in Times Square—highlighting the brand’s social-first ethos. Pistakio, the plant-based brand putting pistachios at the center of snack culture, just earned a high-profile spotlight thanks to Linktree. The tech platform featured Pistakio in its latest campaign—shown in none other than Times Square—highlighting how the brand uses its link-in-bio strategy to build strong community ties. The moment celebrates both the product and the people-first values behind the brand’s growth.
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