- CPG Weekly News
This Week in CPG 06/10/25
🛒 Retail Rollouts
🍪 Massive retail expansion for ancient grain breakfast brand
Olyra, founded by Yannis Varellas Ouzounopoulos, has officially launched in 1,300+ Target stores nationwide, bringing its ancient grain breakfast biscuits and soft-baked bites to the breakfast bar aisle. This major retail milestone marks a pivotal step for Olyra as it pushes better-for-you ancient grain snacks into the mainstream. Shoppers can now find four of Olyra’s best-selling SKUs—Dark Chocolate Crème and Vanilla Crème Breakfast Biscuits, plus Apple Cinnamon and Strawberry Soft Baked Bites—at Target stores across the country. Varellas Ouzounopoulos thanked the Target team for supporting the brand’s mission, calling it a celebration-worthy moment that reflects the grit and heart of the Olyra team.
🥤 Filipino-inspired latte brand debuts in Whole Foods
Narra, co-founded by Miggy Reyes and Victoria Reyes, has expanded into Whole Foods Market locations across SoCal, Arizona, Nevada, and Hawaii, debuting its first Filipino flavor, Ube Vanilla Latte, exclusively in-store. The expansion marks a dream-turned-reality moment for the founders, who highlighted the significance of launching a culturally-rooted flavor with a partner aligned in values. Found in the refrigerated beverage section, the Ube Vanilla Latte is Narra’s first Filipino flavor and a major step forward for cultural representation in the ready-to-drink latte category.
🥣 Midwest loves a good dip — Maazah lands in Whole Foods
Maazah, founded by Yasameen and Sheilla Sajady, just rolled out its popular Lentil Dips to Whole Foods Markets across the Midwest, covering 15 states from Minnesota to Kentucky. Known for its bright, bold flavors inspired by Afghan family recipes, Maazah’s growing fanbase can now grab tubs of their signature dip across a wide swath of the U.S. From tailgates to potlucks, the brand is positioning its dips as a fridge staple with regional flair and wide cultural appeal.
💧 Better-for-you beverage brand joins a values-aligned platform
All Phenoms, founded by Cristina Kown and Christian Gerloff, is now available on Thrive Market, making its whole-body functional beverages more accessible to health-conscious shoppers nationwide. Built around clean ingredients and daily wellness support, All Phenoms’ presence on Thrive represents a perfect match in mission and audience. The founders expressed excitement at joining a platform that champions transparency and sustainability, inviting their community to discover the brand with exclusive Thrive discounts.
🍌 Heritage snack brand enters 2,200 Kroger doors
Chifles, founded by Tony Rivas Jr., has landed in over 2,200 Kroger stores nationwide during Hispanic Heritage Month, marking a major expansion for the 60-year-old family-run plantain chip brand. With plantain chips growing over 50% in the past three years, Chifles is riding the wave of consumer demand for multicultural, better-for-you snacks. The nationwide Kroger rollout brings the brand’s signature Original Plantain Strips to even more households, expanding their footprint to over 15,000 retail points of sale across the U.S.
🚀 New Product Launch
🍿 Peanut butter brand breaks out of the jar
One Trick Pony, co-founded by Lucy Dana, Andrew Dana, and Daniela Moreira, has launched Caramel Crunch Peanut Butter Popcorn — its first product beyond the jar — as a DTC test before expanding. Staying true to their peanut-butter-only mission, the team is testing this sweet, crunchy snack through their ecommerce channel, where 50% of their sales happen. If the online community bites, expect to see it in broader distribution soon — and more peanut butter adventures ahead.
🥄 Better mayo with a meaningful mission
Fresh Vintage Farms, co-founded by Tommy and Tara Tickenoff, has introduced a clean-label Almond Oil Mayo made from cold-pressed California almonds, with a charitable tie-in to Breast Cancer Awareness Month. Free from seed oils and preservatives, this heart-healthy pantry staple is not only an innovation in clean condiments but also part of a fundraiser supporting Pink Ribbon Good. The personal connection to the cause adds depth to the launch, which has already garnered media coverage and landed on Trend Hunter’s Top 100 Food Trends list.
🎉 News to Celebrate
🌶️ Hot sauce favorite enters next chapter with new CEO
Yellowbird, founded by George Milton and Erin Link, has named Michael Woolard as its first external CEO, signaling a bold new chapter for the hot sauce brand as it prepares for its next wave of growth. After scaling Yellowbird from a homemade sauce to a nationally recognized brand, Milton is handing the operational reins to Woolard, a seasoned CPG exec who previously helped scale a natural brand from 3,000 to 30,000 retail doors. Milton will remain focused on innovation and new projects (plus maybe frisbee golf).
🍫 Female-led protein brand earns Newsweek spotlight
Elavi, co-founded by Michelle Razavi and Nikki Elliott, was featured in Newsweek as part of the wave of female-led brands reshaping the protein category, with its protein brownies fast-tracked into Whole Foods and selling out online within hours. The founders emphasized how Elavi bridges indulgence with functionality — offering nostalgic treats like brownies with 11g of protein and clean ingredients that resonate with modern female consumers. Their early success led to retail wins few brands achieve this quickly.
🍊 Mocktail brand ranks #3 nationwide for flavor and form
Edna’s, founded by Nick Devine, clinched the #3 spot on The Takeout’s canned mocktail ranking for its Non-Alcoholic Paloma, praised for its balance, color, and versatility. Crafted with real grapefruit juice, lime, and tequila extract — but zero alcohol — the Paloma earned accolades for taste and flexibility, usable as-is or mixed into low-ABV cocktails. The award builds on Edna’s previous wins at the 2024 Proof Awards.
🥒 Pickle brand that “shouldn’t scale” hits $50M anyway
Grillo’s Pickles, founded by Travis Grillo, hit $50M in sales, proving skeptics wrong about scaling fresh pickles without preservatives and becoming a national powerhouse in refrigerated snacks. After starting with a wooden cart and a family recipe, Grillo’s carved out a niche by refusing to compromise on freshness. Now available in over 15,000 stores, the brand’s journey is a masterclass in staying true to your product and letting taste lead the way.
Other News
- CPG Weekly News
- CPG Weekly News
- CPG Weekly News
