- CPG Weekly News
This Week in CPG 04/06/27
🛒 Retail Rollouts
🍿 Khloud heads to Target
Khloud, founded by Khloé Kardashian, is making its first move beyond popcorn with the nationwide Target launch of its new Protein Chips on April 8, bringing Nacho, Sweet Heat, and Buffalo flavors to shelves as the brand extends its clean-label snacking play into a new category. Made with whole grain, non-GMO corn masa, the chips deliver 7 grams of protein per serving and are also gluten-free, kosher, and free from seed oils, underscoring Khloud’s continued focus on functional, better-for-you ingredients. For a brand that has already expanded into more than 29,000 doors in less than a year, the launch signals an ambitious next chapter as it looks to build on early retail momentum and prove it can stretch beyond its original popcorn identity without losing the attributes that helped it break through in the first place.
🌾 SIMPLi expands regenerative pantry presence
SIMPLi, co-founded by Sarela Herrada, is expanding at Erewhon with eight new Regenerative Organic Certified pantry staples, adding green lentils, black lentils, red lentils, farro, pinto beans, fava beans, and extra virgin olive oils from Spain and Greece to its assortment as the brand continues to push regenerative agriculture into more everyday shopping occasions. The rollout broadens SIMPLi’s presence in a premium, trend-setting retail environment and reflects how regenerative is moving beyond a niche talking point into staple pantry categories that shoppers use on a regular basis. By pairing globally sourced ingredients with a strong sourcing and certification story, the expansion positions SIMPLi to meet growing demand from consumers who want pantry basics that speak not just to quality and flavor, but also to farming practices, traceability, and long-term sustainability.
🍪 Something Sweet lands nationwide at Whole Foods
Something Sweet, co-founded by Kim Cook, Brittney Cook, and Cailin Cook, is rolling its frozen cookie dough into Whole Foods Market stores nationwide in its biggest retail launch yet, giving the family-founded brand a major distribution milestone and a significantly larger stage in the competitive freezer aisle. The rollout marks a meaningful leap from regional momentum to national visibility, placing the product in front of a broader base of natural and premium grocery shoppers who are already primed to discover emerging better-for-you or premium indulgence brands. For Something Sweet, the Whole Foods expansion is more than just a shelf placement win. It is a signal that the brand’s family story, product appeal, and retail readiness are resonating at a much larger scale, setting the stage for the next phase of growth.
🍦 Righteous Gelato adds a new format
Righteous Gelato, led by CEO James Boettcher, is rolling out its new dairy-free frozen bars at retailers including Whole Foods Market and Loblaw across Canada, giving the brand a new handheld format that builds on its existing dairy-free offering while making it easier for shoppers to grab something refreshing on the go. Made with real fruit, nothing artificial, and just 70 calories, the bars bring a simpler, lighter positioning to the frozen novelty set while still carrying the fun, flavor-forward tone that has helped define the brand. The launch also represents a smart format expansion, translating the appeal of Righteous Gelato’s pints into a stick-based product that can travel more easily across seasons, occasions, and retail environments as the rollout continues to reach additional partners across the country.
🚀 New Product Launch
🍅 Michaels of Brooklyn enters pizza sauce
Michaels of Brooklyn, founded by Michael Cacace, has launched a new small-batch pizza sauce that extends the family brand’s cooked-and-packed-at-the-source lineup into a fresh occasion, giving home cooks a restaurant-inspired option made with tomatoes, olive oil, hand-chopped basil, salt, black pepper, and oregano. Positioned as a premium, artisan-style base that will not water down crusts, the sauce leans into the brand’s long-standing Italian restaurant heritage and generations-old recipe credibility while opening the door to a new use case in the home kitchen. Available online and at The Fresh Market, the product gives Michaels of Brooklyn a natural way to deepen its connection with consumers looking to recreate a more elevated pizza experience at home without sacrificing ingredient simplicity or authenticity.
🥤 Lucky Energy leans into slush nostalgia
Lucky Energy Beverage, founded by Richard Laver, has launched SLUSH, a nostalgic three-flavor lineup inspired by the frozen drinks of childhood summers, bringing Blue Razz, Cherry Slush, and Strawberry Slush into the portfolio in the brand’s first permanent 12-ounce sleek can format. While the flavor direction taps into a playful, highly recognizable sense of Americana and convenience-store nostalgia, the formulation stays aligned with the brand’s functional energy positioning by delivering 200 milligrams of caffeine, zero sugar, zero calories, and a blend that includes maca, beta-alanine, taurine, and ginseng. The result is a launch that feels both emotionally familiar and operationally strategic, giving Lucky Energy a fresh format, a broader flavor story, and another way to stand out in an increasingly crowded energy category where branding and taste can matter just as much as performance claims.
🍪 Tate’s brings spring flavors back to shelf
Tate’s Bake Shop, founded by Kathleen King, is welcoming spring with the launch of new Key Lime Pie Cookies and the return of Blueberry Crisp Cookies, bringing the seasonal lineup to retailers including Whole Foods Market, Sprouts, Walmart, Publix, Albertsons, and more as the brand continues to use limited-time offerings to keep its cookie assortment feeling fresh and newsworthy. Key Lime Pie introduces a new dessert-inspired flavor with bright citrus character and white chocolate chips, while Blueberry Crisp returns as a familiar seasonal favorite that plays into the brand’s signature thin-and-crispy texture. Together, the two offerings show how Tate’s is balancing innovation with proven fan appeal, using seasonal moments not only to drive incremental excitement at shelf but also to reinforce its premium identity and reputation for turning classic dessert inspirations into polished, giftable, everyday indulgences.
🍼 Bovita Health launches with colostrum focus
Bovita Health has officially launched with a premium colostrum-based wellness line that includes Colostrum, Colostrum + Postbiotic, and Colostrum + Creatine, entering the market with a science-forward take on an ingredient that has traditionally sat at the edge of mainstream wellness. By pairing colostrum with additional functional ingredients tied to gut health, recovery, strength, and performance, the brand is positioning itself around a more comprehensive daily nutrition story that spans immune, digestive, cellular, and physical support. The direct-to-consumer debut suggests Bovita Health is looking to help define how colostrum is understood by modern wellness shoppers, framing it less as a niche supplement and more as a foundational everyday product for consumers seeking multifunctional, clinically minded routines.
🤝 Brand Partnerships
☀️ Sun Noodle ties pricing to the weather
Sun Noodle, led by President Kenshiro Uki, is introducing a weather-based pricing campaign with retail and foodservice partners that automatically triggers discounts when skies are clear, using localized weather verification and in-store POS integrations to respond in real time to the way warmer weather can soften demand for hot noodle dishes. The concept is a clever merchandising and operations play, turning a seasonal challenge into a promotional hook while also encouraging both retailers and restaurant partners to rethink how noodle products can show up during spring and summer. In foodservice, the campaign will also support seasonal menu applications such as chilled ramen with soup and ice cubes in the traditional Yamagata style, helping the brand translate its product into warm-weather relevance instead of simply accepting a seasonal slowdown.
💸 Acquisitions and Investments
💰 Create Wellness raises $20 million
Create Wellness, co-founded by Dan McCormick and Sienna McCormick, raised $20 million from Alliance Consumer Growth, Impact Capital Private Equity, and Unilever Ventures, adding significant financial backing to a business that says it is already running at more than $100 million in revenue and has been meaningfully profitable for nearly a year. The fundraise arrives alongside several major growth signals, including a new Creatine + Electrolytes launch in three flavors, a Target expansion from three SKUs to eight this April, and a broader brand refresh spanning packaging, website, and tone of voice. Taken together, the announcements position Create Wellness not just as a fast-growing supplement brand but as a company with ambitions to define the modern creatine category, pairing operational traction and retailer success with a more polished consumer-facing identity and a larger long-term play for category leadership.
🎉 News to Celebrate
💛 Daddy’s Homemade gives back
Daddy’s Homemade LLC, founded by Amber Burr, is donating $10 from every Flavor Trio Gift Pack sold to the Arthritis Foundation ahead of the Colorado Walk to Cure Arthritis on June 7, connecting the brand’s clean-label syrup mission to a cause that is deeply personal for the Burr family. Co-founder Dannie Burr lives with Ankylosing Spondylitis and Osteoarthritis, while his mother, who is also part of the business, faces those same chronic conditions in addition to Rheumatoid Arthritis, giving the campaign a level of emotional weight that goes well beyond a typical cause tie-in. By linking product sales to direct support for the Arthritis Foundation, Daddy’s Homemade is using its platform not only to drive awareness and fundraising, but also to reinforce the values-driven origin story that helped shape the brand from the very beginning.
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