- CPG Weekly News
This Week in CPG 05/04/2026
🛒 Retail Rollouts
🥨 CRISP POWER Builds Regional Retail Momentum
CRISP POWER Protein Pretzels, founded by Gilad Zilberberg, is ramping up retail momentum with spring launches across Fresh Thyme, Wegmans, Market Basket, H-E-B, and Hy-Vee in new flavors, sizes, and displays. The multi-chain expansion marks a strong spring push for the better-for-you snack brand, with new 1.75 oz and 7 oz formats rolling out across core flavors like Everything, Sea Salt, Sesame, Cheddar, and Flamin’ Crunch. The broader shelf presence points to growing retailer confidence in protein-forward savory snacks, especially as consumers continue to seek bold flavor, crunch, and meaningful nutrition in the center store.
💧 No Days Wasted Expands Across Canada
No Days Wasted, founded by Nishal Kumar, is expanding nationally across Loblaws in Canada with five hydration SKUs and 10 facings, bringing its Daily Hydration and Active Hydration lines to more everyday shoppers. The launch includes Daily Hydration in Watermelon Lemonade, Lemon Lime, and Loblaws-exclusive Strawberry Kiwi, alongside Active Hydration in Sour Raspberry and Salty Grapefruit. The expansion marks a major milestone for the brand as it builds a broader omnichannel presence and brings science-backed hydration and wellness products to more consumers across North America.
🔥 Burn Pit BBQ Lands in Walmart
Burn Pit BBQ, founded by Greg Fischer, is hitting 70 Walmart stores across Wisconsin, marking a major milestone for the veteran-owned seasoning brand. The rollout gives the Wisconsin-based company a larger platform to introduce shoppers to its clean, no-nonsense approach to backyard grilling. As a veteran-owned brand rooted in bold flavor and simple ingredients, the Walmart launch represents a meaningful step in expanding its retail footprint and reaching more home cooks across the state.
🍓 Vitaminis Brings Mini Drinks to Walmart
Vitaminis, founded by Leslie Danford, is launching its first retail 4-packs at more than 400 Walmart stores nationwide with Gut Health and Daily Greens mini drinks in the digestive health aisle. The new multipacks bring a food-based, pill-free option to a section traditionally dominated by capsules, powders, and gummies. With Gut Health offering fiber and probiotics and Daily Greens delivering plant-based nutrients in a convenient mini drink format, the launch supports the brand’s mission to make daily wellness feel simple, enjoyable, and easy to maintain.
🌽 Maïzly Pushes Corn Milk Further Into Grocery
Maïzly, co-founded by Marcel van der Merwe and Tim Leclercq, is expanding into Central Market in Texas and Winn-Dixie in the Southeast as it pushes corn milk further into mainstream grocery. The expansion brings Original and Chocolate shelf-stable cartons to Winn-Dixie, while Central Market will carry Maïzly Original in the refrigerated dairy set. With distribution now spanning specialty and conventional grocery, the high-fiber alt-milk brand is continuing to build momentum as a cleaner, creamier, and allergen-friendly dairy alternative.
🌮 Siete Foods Grows Its Tortilla Portfolio
Siete Foods is expanding its gluten-free tortilla lineup with Maíz Organic Yellow Corn Tortillas and Sourdough Style Tortillas at Whole Foods Market, Target, and Sprouts. The new offerings reflect the brand’s focus on inclusive Mexican-American foods that honor tradition while meeting modern dietary needs. Rolling out in late April, the tortillas broaden Siete’s gluten-free portfolio with options designed to bring both heritage-inspired flavor and ingredient-conscious innovation to more shoppers nationwide.
🚀 New Product Launch
🥚 Utopihen Farms Raises the Bar for Eggs
Utopihen Farms, founded by Ephraim Byler, is launching a Pasture-Raised Organic Soy & Corn-Free Egg in August 2026 as shoppers pay closer attention to both hen welfare and feed quality. The new SKU builds on the brand’s existing Pasture Raised Soy & Corn Free Non-GMO line and reflects a shift in how consumers evaluate premium eggs. As “pasture-raised” becomes more of a starting point than a final answer, Utopihen Farms is leaning into transparency around what hens eat and positioning soy- and corn-free feed as an emerging expectation.
🌶️ Fly By Jing Turns Down the Heat
Fly By Jing, founded by Jing Gao, is launching Mild Crunchy Garlic Sichuan Chili Crisp, its first non-spicy chili crisp, nationwide at Whole Foods Market and online. The new flavor keeps the brand’s signature savory depth while dialing down the spice and dialing up the crunch. Built around toasty garlic, crispy bits, and layered umami flavor, the launch makes chili crisp more approachable for every level of heat tolerance while still delivering the bold, transformational flavor Fly By Jing is known for.
🍌 Alden’s Organic Goes Bananas
Alden’s Organic is celebrating National Banana Day with Banana Cookie Crumble, a new organic ice cream flavor rolling out online and at select retailers. The new flavor blends organic banana ice cream with crunchy cookie crumbles for a nostalgic dessert inspired by classic homemade banana treats. Available in 48 oz sqrounds, Banana Cookie Crumble is USDA Organic certified, Non-GMO Project Verified, and made without artificial flavors, colors, or preservatives.
🍍 PHX Adds a Tropical Energy Boost
PHX Hydration Energy, founded by Daniel Blake, is launching a zero-sugar Pineapple flavor with electrolytes, natural caffeine, and a Hawaii giveaway tied to its “Pineapple Time Off” campaign. The new flavor features 700mg of electrolytes, 200mg of natural caffeine, 100% daily value of eight essential vitamins, and just 10 calories. With its tropical profile and summer-timed campaign, PHX is leaning into consumer demand for refreshing, functional drinks that deliver both hydration and energy without sugar.
🥤 OLIPOP Drops Two Berry Flavors
OLIPOP, founded by Ben Goodwin, is dropping Raspberry Sherbet and the returning fan-favorite Blackberry Vanilla just in time for summer. Raspberry Sherbet brings a bright, tangy, ice cream-inspired flavor with creamy vanilla notes, while Blackberry Vanilla returns after becoming one of the brand’s most-requested limited editions. To support the launch, OLIPOP is giving away 1,000 cases through its playful “Berry Sipport Center” campaign.
🍄 Hifas da Terra Enters the U.S. Market
Hifas da Terra, founded by Catalina Fernández de Ana Portela, has officially launched in the U.S. with clinically supported mushroom supplements across wellness needs like immunity, cognition, digestion, sleep, and energy. The European supplement brand brings more than 25 years of family heritage and scientific expertise to the American wellness market. Its mushroom-based formulas are built around traceable ingredients, third-party testing, and clinical research, offering targeted support across a wide range of whole-body health needs.
🥔 Little Latke Adds Two New Crisp Flavors
Little Latke, founded by Taylor Blue, is expanding its shelf-stable potato latke crisps with Garlic Parm and Spicy Honey Dijon flavors this May. The new flavors build on the brand’s mission to turn a traditional comfort food into a lighter, everyday snack made with Non-GMO potatoes, avocado oil, and clean-label spices. Garlic Parm offers a savory roasted garlic and aged parmesan profile, while Spicy Honey Dijon taps into the growing appetite for sweet-heat snacks.
🫧 Hint Refreshes Sparkling Hydration
Hint Water is refreshing its Sparkling with Electrolytes lineup with Peach Raspberry, Cherry Vanilla, Guava Lychee, and Huckleberry & Cream. The updated flavor portfolio leans into layered, unexpected combinations that push beyond traditional sparkling water profiles. Made without sugar, sweeteners, calories, or artificial ingredients, the line brings Hint’s flavor-first approach to hydration into a crisp, sparkling format with electrolytes added for taste.
🤝 Brand Partnerships
🍿 Garrett Popcorn and Mike’s Hot Honey Bring the Heat
Garrett Popcorn, led by CEO Lance Chody, has teamed up with Mike’s Hot Honey, founded by Mike Kurtz, to launch a ready-to-eat sweet-and-spicy popcorn that pairs Garrett’s signature caramelized kettle crunch with Mike’s chili-infused honey heat. The collaboration brings together two independent, family-owned brands known for creating standout food moments: Garrett with its iconic sweet-and-savory popcorn mix and Mike’s Hot Honey with the original hot honey movement. The new popcorn is crafted using two distinct cooking methods, combining a kettle-folded batch with hot honey and seasoning and a dry-shaken batch with hot honey seasoning for a slow-building flavor that starts sweet and finishes with warm chili heat.
💸 Acquisitions and Investments
🧇 Superb Bakehouse Brings Production In-House
Superb Bakehouse, founded by Stacie Skinner, is opening a nearly 10,000-square-foot production facility in Columbus to bring waffle manufacturing in-house and support up to $50 million in annual production. The new facility marks a major growth step for the frozen waffle brand, which has expanded to nearly 1,000 retail locations. By vertically integrating production, Superb Bakehouse can maintain tighter control over ingredient sourcing, quality, and manufacturing methods while scaling its whole-ingredient approach.
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