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This Week in CPG 05/05/25
🛒 Retail Rollouts
🍫 KIND launches recyclable wrapper pilot at Whole Foods
KIND, founded by Daniel Lubetzky, has launched its first curbside recyclable paper wrapper pilot at select Whole Foods locations across the U.S., setting a new bar for sustainable snack packaging. KIND’s new wrapper, made with pulpable paper and pre-qualified by How2Recycle, marks the brand’s second wrapper trial and its first in physical retail. Rolling out from May to October in cities across New York, California, Texas, and beyond, the packaging houses KIND’s best-selling Dark Chocolate Nuts & Sea Salt bar and builds on the brand’s 2030 recyclability goals. Developed with Printpack, the wrapper is part of KIND’s science-driven packaging strategy focused on both innovation and scale, and is praised by Whole Foods for pushing the boundaries of sustainability in snacking.
🧉 Uncle Waithley’s expands East Coast footprint
Uncle Waithley’s Beverage Company, founded by Karl Williams, has expanded to over 225 Whole Foods stores and partnered with Dora’s Naturals and Skurnik Wine & Spirits for widespread retail and on-premise growth. The Caribbean-inspired brand signed an exclusive Northeast distribution deal with Dora’s Naturals, joined UNFI’s UpNext accelerator, and now reaches bars and restaurants via Skurnik’s new non-alcoholic division. With additional hires across sales, creative, and product, Uncle Waithley’s is fueling momentum and inviting fans to invest through a Wefunder campaign as it scales both on- and off-premise.
🥣 Aahana’s hits New England Whole Foods
Aahana’s, founded by Sonal Khakhar, is now available in all New England Whole Foods stores with fresh branding and boosted plant-based protein. The updated line of sprouted, shelf-stable meals offers 18g of complete plant protein, 12–14g of fiber, and a clean ingredient deck, reflecting feedback from the brand’s loyal customer base. With gratitude for the support of the LEAP team at Whole Foods, Khakhar celebrates the milestone as a major step forward in delivering nutrient-rich, culturally inspired meals to conscious consumers in the Northeast.
🍹 Mizo lands chainwide at Raley’s
Mizo, co-founded by Holly Paul and Chris Tran, is now on shelves chainwide at Raley’s across Northern California with their ready-to-drink spiked juice pouches. Available in over 100 locations including Raley’s, Nob Hill, and Bel Air, Mizo brings fun, nostalgic energy to the alcohol aisle with its adult juice-box format. For co-founder Holly Paul, the retail launch is a full-circle moment rooted in her childhood shopping trips to Nob Hill, and marks a major milestone for the brand’s retail presence in its home state.
🍊 Sanzo launches Mandarin Orange in Whole Foods nationwide
Sanzo, founded by Sandro Roco, has launched its new Mandarin Orange flavor nationally at all Whole Foods Market locations. This rollout strengthens Sanzo’s commitment to sharing authentic Asian flavors and comes with support from distribution partners Rainforest, UNFI, and Green Spoon Sales. The sparkling water brand continues to grow its national footprint while staying focused on its mission to bridge cultures through taste.
🚀 New Product Launch
🍧 Hint debuts Summer Classics Variety Pack
Hint Water, founded by Kara Goldin, is celebrating summer with the launch of a limited-edition Summer Classics Variety Pack featuring nostalgic, refreshing flavors. The variety pack includes four seasonal water flavors inspired by frozen treats and is now available at select retailers including Walmart.com, Wegmans, and Hy-Vee, as well as online through Hint’s website and Amazon. With no sugar, sweeteners, or calories, the product brings a fresh spin to hydration just in time for warmer weather.
🥤 Gutzy Organic launches prebiotic protein smoothies
Gutzy Organic, founded by David Istier, has debuted its new line of Prebiotic Plant Protein Smoothies with no added sugar and gut-healthy benefits. Each smoothie pouch contains 7g of plant protein, 7–8g of prebiotic fiber, and fewer than 110 calories, offering a clean, functional snack designed to support digestive health. The launch reflects Gutzy’s focus on convenience, nutrition, and gut-forward innovation.
🍗 The New Primal launches Rotisserie Chicken Meat Stick
The New Primal, founded by Jason Burke, is bringing rotisserie flavor on the go with the launch of its Rotisserie Chicken Meat Stick, now available on Amazon. Inspired by the classic American rotisserie chicken, the new meat stick is high in protein, low in sugar, and aims to bring savory, juicy flavor to the shelf-stable snack aisle. Burke calls it one of the brand’s boldest and most craveable innovations to date.
🍿 Khloé Kardashian's Khloud debuts protein popcorn
Khloud, co-founded by Khloé Kardashian and Kris Jenner, has entered the better-for-you snack aisle with the launch of Khloud Protein Popcorn—now available online and at Target. With 7g of complete protein per serving and a focus on clean ingredients like non-GMO corn and olive oil, Khloud combines function with fun through clever branding and pastel packaging. While early reviews are mixed, the brand’s high-profile debut and focus on the fitness-conscious shopper offer fresh energy to the popcorn category.
🎉 News to Celebrate
🏆 Chasin' Dreams Farm wins Naturally San Diego Pitch Competition
Chasin’ Dreams Farm, founded by Sydney Chasin, took home the top prize at Naturally San Diego’s Pitch Competition, Naturally Rising, celebrating its mission to clean up the snack aisle. The brand, known for corn-free, seed-oil-free puffed snacks, impressed a panel of industry leaders with its vision and values. Chasin credited the Naturally Network for championing mission-driven founders and called the experience a dream come true for her and her small but mighty team.
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