- CPG Weekly News
This Week in CPG 04/14/25
🛒 Retail Rollouts
🍯 Max Sweets lands Walmart placement with functional marshmallows
Max Sweets, founded by Shari Leidich, has launched their gut-friendly, collagen-infused Max Honey Mallows online and at select Walmart locations. Created by Shari’s daughter during her battle with Crohn’s disease, Max Honey Mallows are made with wildflower honey, bovine collagen, and MCT oil for a guilt-free sweet treat that supports gut and brain health. The marshmallows are now available for shipping via Walmart.com, offering a low-sugar, functional alternative for health-conscious snackers.
🍫 HARKEN Sweets goes national with Sprouts launch
HARKEN Sweets, founded by Katie Lefkowitz, has rolled out nationally in all Sprouts Farmers Market stores with their Lil Ones chocolate treats. Less than a week into their national launch, HARKEN’s better-for-you chocolate bites have already sold out in some locations, signaling strong demand. The brand’s feature in Sprouts’ “New For You” innovation set is a major win for Katie and her team, who credit the collaboration with Sprouts staff and partners for making this milestone happen.
🧃 TUYYO launches Agua Fresca mixes in Whole Foods
TUYYO Foods, founded by Stefanie Garcia Turner, has launched its instant Agua Fresca mixes at select California Whole Foods and all Rocky Mountain region locations. TUYYO’s placement through the Whole Foods LEAP program marks a significant milestone for the brand, offering one of the first clean powdered drink mixes in the juice aisle. With flavors rooted in Latin American tradition, the launch is both a personal and professional full-circle moment for founder Stefanie.
🐾 Bundle x Joy debuts in Costco with allergy-friendly salmon treats
Bundle x Joy, founded by Jessica Berger, has launched 2lb Wild-Caught Salmon Jerky Dog Treats at select Costco warehouses across the Southwest. This exclusive Costco launch is the result of an 18-month journey that included multiple roadshows and a mission to deliver clean, functional treats for dogs with food sensitivities. Jessica emphasized that community support and customer feedback were instrumental in getting Bundle x Joy to this retail milestone.
🌿 Kuli Kuli expands nationwide in Target
Kuli Kuli Foods, founded by Lisa Curtis, is now on shelves at Target stores nationwide with its rebranded moringa-based wellness products. Twelve years after its founding, Kuli Kuli hits a major stride with national Target distribution of their gummies, gut bliss powder, and pure moringa. Lisa credits persistence, her passionate team, and retail partners for bringing the vision of accessible plant-based wellness to life.
🍹 JAS lands shelf space in SoCal’s Bristol Farms
JAS Live Free Inc, co-founded by Cecilia Rios Murrieta and Jaymee Mandeville, is now stocked at seven Bristol Farms stores in SoCal with their alcohol-free Paloma Libre and Mojito Fresco cocktails. Inspired by Latin American flavors and crafted with functional botanicals like Ashwagandha and Yerba Mate, JAS’s placement in Bristol Farms brings sophisticated, wellness-forward mocktails to a high-end retail audience looking for indulgence without alcohol.
👶 Lil’ Gourmets launches in 1,200+ Walmart stores
Lil’ Gourmets, founded by Shibani Baluja, has expanded nationwide with its fresh, veggie-first baby meals now available in over 1,200 Walmart stores—the largest retail commitment to fresh baby food to date. This major milestone brings the Chicago-based brand’s globally inspired, organic baby meals to families across the U.S., featuring recipes like Sweet Potato Curry and Moroccan Squash & Carrots—all crafted to deliver 100% of a baby’s daily vegetable intake in each pouch. Positioned in Walmart’s Fresh Baby Coolers within the baby aisle, this expansion supports the brand’s mission to inspire healthy and adventurous eating habits from the start. Founder Shibani Baluja and Head of Marketing Danica Matulis praised Walmart for its speed and passion in transforming the baby food aisle with fresher, more nutrient-dense options.
🚀 New Product Launch
🍗 Sunbird Poultry launches premium all-natural chicken line
Sunbird Poultry, co-founded by Evan David and Chef Michael Saperstein, has debuted a premium line of all-natural, humanely raised chicken products available via Meat n Bone and online. Raised without antibiotics and fed a non-GMO vegetarian diet, Sunbird’s chickens are slow-grown in Pennsylvania and air-chilled to preserve quality and flavor. With a variety of cuts available—from airline breasts to chicken livers—the brand focuses on transparency, taste, and traditional farming methods.
🍦 Alec’s Ice Cream introduces single-serve probiotic Culture Cup
Alec’s Ice Cream, founded by Alec Jaffe, launched Culture Cup—a single-serve probiotic ice cream made with regenerative A2/A2 dairy—now in Whole Foods and rolling out nationwide. Combining gut-healthy probiotics with creamy indulgence, Culture Cup is made with regenerative organic dairy and contains less sugar than many Greek yogurts. Each 160-calorie serving is free of seed oils and artificial additives, delivering a sweet treat you can feel good about.
🌈 Supernatural debuts clean-label rainbow nonpareils
Supernatural Inc, founded by Carmel Hagen, has launched a new natural nonpareils sprinkle made with plant-based color and no artificial additives, available on Amazon and soon at King Arthur Baking Company. These nostalgic rainbow sprinkles skip the titanium dioxide and artificial dyes in favor of clean ingredients and are ideal for low-moisture applications like chocolate coatings or buttercream. The launch adds a vibrant new option for bakers seeking natural decorating alternatives.
🥨 CADOOTZ unveils kid-friendly protein cracker line
CADOOTZ, founded by Rachel Mansfield, has soft launched Cadootz Crunchiez, their first-ever line of veggie-packed, protein-rich crackers, ahead of a back-to-school 2025 debut. Developed by parents Rachel Mansfield and Jordan Carpenter, the new line features savory flavors, 5g of protein, and 3 hidden veggies per serving—made without seed oils or gluten. Launching DTC and on Amazon this fall, Cadootz aims to be the go-to snack brand parents trust without checking the label.
☕ Anjali’s Cup expands chai and turmeric elixirs into foodservice
Anjali’s Cup, founded by Anjali Bhargava, is expanding into the foodservice channel with its Resilience Turmeric Elixir and Chai Concentrate for innovative use in cocktails, desserts, and wellness drinks. Already popular in cafés like Joe Coffee and Café Grumpy, Anjali’s ultra-concentrated elixirs are being adopted for creative applications such as chai martinis and turmeric margaritas. As restaurant and hospitality menus trend toward wellness, the brand is capitalizing on its versatility and bold flavor profiles to grow its footprint.
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