- CPG Weekly News
This Week in CPG 03/30/2026
🛒 Retail Rollouts
🍓 That’s it. brings Fruitola into Costco
That’s it., founded by Dr. Lior Lewensztain, is entering Costco’s Midwest and Southeast granola aisle with Strawberry Fruitola Fruit Granola, bringing its fruit-first, four-ingredient approach to a new breakfast occasion. The new Costco launch marks a category expansion for the brand, which is best known for its fruit bars, and introduces a granola made with just four ingredients, no added sugar, 7 grams of fiber from fruit, and 16 grams of plant-based protein per bowl. The move opens up a new usage occasion in breakfast and snacking while leaning into strong consumer demand for protein, fiber, simple ingredients, and clean labels.
🍯 Wisdom Natural Brands lands Drizzle in Sprouts nationwide
Wisdom Natural Brands, led by CEO Aaron Henderson, has expanded Drizzle Honey into 477 Sprouts Farmers Market stores nationwide, giving the raw and superfood honey line a major new retail footprint. The Sprouts placement significantly broadens the brand’s U.S. reach following Wisdom’s acquisition of Drizzle in 2024 and puts several varieties in front of natural channel shoppers nationwide. The expansion also comes as raw honey continues to outperform conventional options, helping position the line at the intersection of functional wellness, natural sweetening, and sustainable sourcing.
🍨 Frozen One expands into Target and new chains
Frozen One, co-founded by Conner Mennig and Alan Chen, is rolling out its high-protein ice cream to Fresh Thyme, Raley’s, Market Basket, and Target nationwide in April as better-for-you indulgence keeps gaining steam. The rollout builds on the company’s rapid early traction, expanding a product that delivers 40 grams of protein and 380 calories per pint while aiming to preserve the taste and texture of traditional ice cream. With new placements across both regional banners and Target, the brand is accelerating its push into mainstream retail as consumers increasingly seek indulgent foods with stronger nutritional credentials.
🚀 New Product Launch
🍵 Haru Foods makes matcha easier at home
Haru Foods, founded by Robyn DeFina, launched a ceremonial-grade matcha oat milk latte mix that makes café-style matcha at home as easy as adding water. Created to close the gap between café-quality matcha and convenient at-home options, the new mix blends ceremonial-grade Japanese matcha with oat milk, MCT oil, and a touch of cane sugar for a smooth, balanced latte. The product is positioned as an affordable daily ritual at roughly $1.30 per serving and is already available through the brand’s website, Amazon, TikTok Shop, and select retail partners.
🍞 Gerry’s debuts low-carb breads in the U.S.
Gerry’s, led by CEO Marius Fermi, has officially entered the U.S. market with Better Bread and Seed Bread, bringing its low-carb, high-protein loaves from New Zealand to health-focused American shoppers. The launch introduces two flagship breads that tap into growing demand for better-for-you baked goods, with Better Bread featuring 16 grams of protein and just 1 gram of net carbs per serving, while Seed Bread adds extra fiber from flaxseed and sunflower seeds. After building a presence in New Zealand retail, the company is entering the U.S. through direct online sales with an initial focus on California consumers looking for clean-label, functional staples.
🍍 Chee Hoo Treats turns protein into a tropical pop
Chee Hoo Treats, founded by Tracy Sjogreen, introduced Protein Pops, a tropical frozen snack line with 12 grams of protein, no added refined sugar, and a phased retail rollout planned through the first half of 2026. The new line extends the brand’s island-inspired platform with flavors like Pineapple Breeze, plus upcoming Mana Chocolate and Island Coffee, all made with simple ingredients such as banana, pineapple, coconut milk, and coffee. Available now for direct shipping across the continental U.S., the launch gives the company a better-for-you frozen product that bridges snacking, post-workout recovery, and dessert.
💸 Acquisitions and Investments
🥤 Huel joins Danone in a billion-dollar deal
Huel, founded by Julian Hearn and led by CEO James McMaster, was acquired by Danone in a deal valued at about $1.1 billion, signaling a big bet on complete nutrition and functional meal replacement. The acquisition pairs Huel’s digital-first model, loyal customer base, and presence in more than 25,000 retail locations with Danone’s global infrastructure, R&D capabilities, and distribution network. It also reflects broader momentum behind convenient, high-protein, and functional nutrition products as consumers continue to rethink traditional meal habits in favor of efficiency, satiety, and wellness.
🍺 HOPWTR gets a growth boost from Constellation
HOPWTR, co-founded by Nick Taranto and Jordan Bass, has struck a deal to be acquired by Constellation Brands, opening the door for the non-alcoholic beverage brand’s next phase of national growth. The deal marks a major milestone for the six-year-old brand, which has grown from hand-delivered early cases into a nationally distributed player in the non-alcoholic beverage space. With Constellation already involved in the company’s growth since 2021, the acquisition gives HOPWTR a larger platform to scale as consumer interest in alcohol alternatives continues to rise.
🎉 News to Celebrate
🧊 Just Ice Tea earns a top Whole Foods honor
Just Ice Tea, co-founded by Seth Goldman and Spike Mendelsohn, was named a Whole Foods Market 2025 Supplier All-Star, a major nod to the brand’s product quality, innovation, and long-running retail partnership. The recognition places the tea brand among 16 suppliers honored by Whole Foods for excellence in quality, dependability, teamwork, and innovation across 2025. The award also arrives alongside a national April promotion at Whole Foods, adding momentum to the brand’s continued expansion in organic and Fair Trade tea.
🏆 Whole Foods Market celebrates 16 standout suppliers
Whole Foods Market spotlighted its 2025 Supplier All-Star Awards, recognizing Aaji’s, Abe’s Muffins, Calyan Wax Co., Fishwife, Just Ice Tea, Kinder’s Premium Quality Seasonings & Sauces, Mark Foods, Marksbury Farm Market, MaryRuth’s, NestFresh Eggs, Niman Ranch, Oppy, Organic Valley, Row 7 Seed Company, Tsar Nicoulai Inc, and U.S. Waffle Company for standout quality, innovation, dependability, and teamwork. The 14th annual awards celebrate a wide mix of emerging and established suppliers that Whole Foods says are helping raise the bar across the food system. Spanning multiple categories and shelf tenures from three to 36 years, this year’s honorees reflect the retailer’s emphasis on sourcing, partnership, and meaningful product innovation.
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