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This Week in CPG 04/21/25
🛒 Retail Rollouts
🥣 Nationwide skyr expansion at Sprouts
Norr Organic, led by Daniyar Chukin, has expanded its non-fat probiotic skyr yogurt line to all Sprouts Farmers Market locations nationwide, offering creamy Icelandic-style yogurt in 4.4oz cups and 16oz tubs. This national rollout brings Norr Organic’s full lineup—including flavors like Vanilla, Strawberry & Rhubarb, Mixed Berry & Açai, and classic Plain—to Sprouts shoppers seeking high-protein, probiotic-rich, and organic dairy. The move underscores the brand’s momentum since its 2021 acquisition and commitment to making nutritious skyr more accessible.
🍹 Chainwide MIZO rollout at Publix
MIZO, co-founded by Holly Paul and Chris Tran, has gone chainwide in 1,300+ Publix stores across seven states with their boozy hard juice pouches now stocked across the Southeast. After starting in just 10 test locations last summer, MIZO’s spiked juice pouches quickly won over Publix shoppers, prompting a rapid expansion to full distribution. With beach-friendly packaging and bold flavors, the brand continues scaling with help from strong distributor and manufacturing partnerships.
🍸 Edna’s hits 30 Costco locations in Canada
Edna’s Non-Alcoholic Cocktail Co., founded by Nick Devine, is now available in 30 Costco Wholesale Canada stores with its alcohol-free 12-pack featuring the flagship Mojito. Following a successful roadshow, Edna’s premium non-alcoholic cocktails have officially launched in BC, Alberta, Saskatchewan, and Manitoba, offering consumers a sophisticated and mindful drinking alternative. The brand’s clean-ingredient formulations are designed for anyone looking to enjoy a full-flavor cocktail without the alcohol.
🍄 Om Mushrooms launches functional gummies at Target
Om Mushrooms, co-founded by Dr. Sandra Carter and Steve Farrar, has officially landed in Target with its functional mushroom gummies—Lion’s Mane, Relax, and Master Blend—debuting alongside a refreshed brand identity. This launch marks a key milestone for Om as it taps into Target’s growing wellness category, bringing cognitive, stress-relief, and immune support to a broader audience. Each gummy formula blends clinically studied mushrooms and adaptogens in convenient 40-count jars, expanding Om’s mainstream reach.
🚀 New Product Launch
🍊 New Mandarin Orange flavor at Whole Foods
Sanzo, founded by Sandro Roco, has added Mandarin Orange to its sparkling water lineup, now rolling out nationwide at Whole Foods Market. Building on its mission to spotlight authentic Asian flavors, Sanzo’s newest flavor arrives in partnership with key distribution partners and celebrates cultural heritage through a refreshing twist on citrus. The launch strengthens Sanzo’s presence at a leading natural grocer and introduces more variety to its fan-favorite lineup.
💸 Acquisitions and Investments
💸 Whole Foods invests in four standout brands
🍦 Alec’s Ice Cream (founded by Alec Jaffe), maker of organic regenerative ice cream using grass-fed A2 dairy, 🥟 Jaju Pierogi (co-founded by Casey & Vanessa White), creators of handmade frozen pierogis in traditional and creative flavors, 🫘 Lentiful (founded by Ben Bacon), known for its high-protein, high-fiber lentil-based meal cups, and 🍜 Bowlcut (founded by Crystal Ung), producer of low-sodium, low-sugar Asian sauces, have been named recipients of Whole Foods Market’s latest loan program, highlighting local, emerging brands gaining shelf space and support.
These four founders are the latest to benefit from Whole Foods’ commitment to backing innovative, better-for-you products through funding and shelf space. With new retail momentum and mission-driven products, each brand exemplifies category innovation—from climate-conscious dairy and heritage pierogis to plant-based meal cups and modernized pantry staples.
🎉 News to Celebrate
🍩 Better-for-you donuts take the spotlight
Planet Bake, founded by Kathrin Henon, is redefining better-for-you indulgence with its sugar-free, low-carb, plant-based donuts that support gut health and balanced blood sugar. Designed to serve consumers prioritizing wellness and clean ingredients, Planet Bake’s baked—not fried—donuts are free from gluten, preservatives, sugar alcohols, and artificial additives. The brand positions itself at the intersection of functional food and guilt-free snacking.
🌶️ Afghan heritage in every jar
Tursh, co-founded by Tabi and Meena Hoshmand, is bringing bold, tangy Afghan flavors to modern kitchens with their handcrafted, heritage-driven recipes. Inspired by their mother’s recipes and the Dari word for “sour,” Tursh offers a flavor-packed line of condiments that honor Afghan tradition while using clean, real ingredients. It’s a celebration of culture through food, designed for today’s curious, globally-minded eaters.
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