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This Week in CPG 02/10/25
🛒 Retail Rollouts
🛁 W expands into grocery stores, reaching 2,000+ new locations
W, the men’s personal care brand founded by Jake Paul, Woodie Hillyard and Geoffrey Woo, expands into over 2,000 grocery stores, including 1,900 Kroger and 126 H-E-B locations, furthering its retail-first growth strategy. After launching nationally in Walmart in June 2024, W continues to grow its presence, ensuring its lineup of body wash, deodorant, body spray, and shampoo is readily available to young male consumers—and the parents who shop for them. Co-founder and CEO Woodie Hillyard emphasized that grocery store placement is a critical next step for the brand as it seeks to dominate the men’s personal care market.
🍜 Lotus Foods debuts Organic Brown Udon Rice Noodles in Walmart
Lotus Foods, co-founded by Ken Lee and Caryl Levine, launches its Organic Brown Udon Rice Noodles in over 1,100 Walmart stores, aligning with rising consumer demand for healthier, gluten-free alternatives. Made with just organic brown and white rice, these noodles cater to shoppers seeking a clean-label, versatile option for soups, stir-fries, and salads. This expansion strengthens Lotus Foods’ reputation as a leader in heirloom and regenerative rice-based products while making their noodles more accessible nationwide.
🍩 Glonuts expands its better-for-you donuts to H-E-B stores
Glonuts, co-founded by Kristin Charbo and Grover Light, rolls out to 153 H-E-B stores in Texas following a successful limited launch of their clean-ingredient, better-for-you donuts. What started as a cold brew pairing at a Los Angeles coffee pop-up has transformed into a celebrity-loved wellness treat designed to provide the indulgence of a donut without the sugar crash. The brand’s expansion underscores the growing demand for nostalgic treats made with functional, blood sugar-friendly ingredients.
🥣 My Better Batch lands in Sprouts' Innovation Section
My Better Batch, founded by Lindsay Hancock, secures national placement in Sprouts Farmers Market’s Innovation Section, making its premium baking mixes available to a wider audience. Known for its gourmet, non-GMO cookie mixes that require just butter and an egg, the brand offers a shortcut to homemade-tasting treats without artificial ingredients. “Sprouts is known for introducing customers to emerging better-for-you brands, and we’re thrilled to be part of their Innovation Set,” said Hancock.
🌱 Tiny Sprouts Foods brings functional kids’ nutrition to Whole Foods
Tiny Sprouts Foods, co-founded by Tina Rajani and Kim Pabla, launches its Organic Superseed Boosters at select Whole Foods Market stores, offering parents a nutrient-packed solution for kids. The brand’s seed-forward products, including its Digestion Booster + Probiotics and Brain Booster + DHA, provide an easy way to add fiber, protein, and essential nutrients to any meal—helping address the 90% of children who fall short of daily nutrient needs.
🍪 Spritzal Cookie Company joins Walmart Marketplace
Spritzal Cookie Company, co-founded by Taylor and Jody Walker, launches on Walmart Marketplace, expanding access to its clean-label shortbread cookies while working toward in-store placement. This move not only increases online availability but also provides valuable insights from Walmart shoppers, potentially paving the way for a future in-store rollout. The brand’s signature cookies, made with simple, high-quality ingredients, are gaining traction among consumers looking for a better-for-you take on traditional shortbread.
🥤 Koia’s plant-based protein shakes arrive at Target
Koia, led by Christopher Hunter, debuts its top three plant-based Protein Shake flavors at Target nationwide, bringing its high-protein, low-sugar drinks to a broader audience. Featuring an almond milk base and a blend of pea, brown rice, and chickpea proteins, Koia’s shakes deliver up to 18g of protein per bottle. This expansion into Target strengthens the brand’s presence in the retail space, making it easier for health-conscious shoppers to find nutritious, grab-and-go protein options.
🚀 New Product Launch
🍬 Rotten unveils Gummy Cruncheez, a crunchy twist on gummies
Rotten, founded by Michael Fisher, introduces Gummy Cruncheez—gummy rings with a crunchy, tart candy coating—now available online and in select retailers, including Costco, Foxtrot, and Safeway. With 60% less sugar than competitors and 7g of prebiotic fiber per serving, the candy aims to disrupt the non-chocolate sweets category, which has seen steady growth in recent years. As Rotten’s popularity skyrockets, industry watchers are already wondering whether it could challenge the dominance of Nerds Gummy Clusters.
🎉 News to Celebrate
🍯 Daddy’s Homemade gets the spotlight on 9News
Daddy’s Homemade, founded by Amber Burr, is featured on 9News, highlighting its journey from a small family kitchen to a thriving natural syrup brand loved by coffee shops and food enthusiasts. What started as a passion project to create a healthier alternative to artificial syrups has evolved into a beloved brand known for its pure cane sugar-based syrups. The TV feature celebrates not only the brand’s success but also the power of small businesses in bringing people together through simple, high-quality ingredients.
🎙️ Curious Elixirs launches ‘The Stay Curious Show’ podcast
Curious Elixirs, founded by JW Wiseman, celebrates its 10-year anniversary with the launch of The Stay Curious Show, a podcast exploring the sober-curious movement with industry leaders and influencers. The show features guests like Athletic Brewing’s Bill Shufelt and Sober Curious author Ruby Warrington, diving into the cultural shift toward alcohol-free lifestyles. With episodes dropping biweekly, the podcast expands the brand’s mission of making mindful drinking more mainstream.
🥜 Daily Crunch Snacks named a finalist in Albertsons’ Innovation Launchpad
Daily Crunch Snacks, co-founded by Diane, Laurel Orley and Dan Stephenson, is named a finalist in the Albertsons Companies Innovation Launchpad competition, gearing up to present at Expo West in March. The competition highlights emerging brands with innovative products, and Daily Crunch’s sprouted nuts and trail mixes are gaining recognition for their unique crunch and health benefits. The brand is excited to connect with industry leaders and compete for prizes that could propel its growth even further.
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