- CPG Weekly News
This Week in CPG 05/12/25
🛒 Retail Rollouts
🥐 Incredifulls brings all-day brioche bites to Target
Incredifulls, formerly The Pizza Cupcake and founded by Andrea Meggiato and Michelle Jimenez, is launching its Egg & Cheese Breakfast Cups nationwide at Target this May following a bold rebrand and debut at Expo West.
The cult-favorite frozen snack brand is entering a new chapter, evolving from a single pizza-based product into a broader lineup of craveable, brioche-based eats made for any time of day. Debuting at Natural Products Expo West, the newly minted Incredifulls introduced its first new offering: Egg & Cheese Breakfast Cups—flaky, golden brioche bites filled with cage-free eggs and rBST-free cheese, seasoned with everything spice, and made without artificial ingredients. With a 150-calorie profile and air fryer–friendly convenience, the cups reflect the brand’s move toward clean-label, on-the-go comfort foods that deliver flavor and simplicity. The nationwide rollout at Target (MSRP $5.99) makes these indulgent yet wholesome snacks widely accessible as the brand officially steps into its next phase.
🍜 Fly By Jing noodles land at Whole Foods in retail debut
Fly By Jing, founded by Jing Gao, brings its fan-favorite noodles to retail shelves for the first time at Whole Foods Market, with new packaging, a lower price point, and reduced sodium.
With a goal of making its chili crisp and flavor-forward pantry essentials more accessible, Fly By Jing now offers a 12g-protein noodle meal that’s ready in six minutes. The new retail format includes a simplified recipe, 30% price reduction from DTC pricing, and bolder branding designed to attract everyday shoppers.
🥣 The Real Cereal Company makes retail debut at New Seasons Market
The Real Cereal Company, co-founded by Tom Binder and Daniel Abramovich, has officially debuted at New Seasons Market with an eye-catching in-store display.
Focused on bringing transparency and better-for-you ingredients to breakfast aisles, the brand’s bold launch is already generating buzz thanks to its clean labels, nostalgic appeal, and bright retail presence.
🧆 Hummus Goodness now in all Meijer locations
Hummus Goodness, founded by Hannah Awada, is now available at all Meijer locations, marking a major retail milestone for the brand.
Starting from a church kitchen in 2019, the brand’s expansion across all Meijer stores is a testament to its mission of providing real, small-batch hummus made with simple ingredients—and a lot of heart.
🍪 Fancypants expands into Harris Teeter and Whole Foods Mid-Atlantic
Fancypants, co-founded by Maura Duggan and Justin Housman, has expanded into 230 Harris Teeter stores and 38 Whole Foods Mid-Atlantic locations with its crispy cookie line.
The brand continues to grow its retail footprint with top-performing flavors like Chocolate Chip, Salted Caramel, and Oatmeal Raisin, made with non-GMO ingredients and now available at new, more accessible price points.
🥜 Fortune Favors adds 142 Whole Foods locations and new flavor
Fortune Favors, co-founded by Eric Rupert, Jess Benish, and Sam McDaniel, is expanding to 142 more Whole Foods Market locations and adding its Mesquite BBQ flavor to all current stores.
With a unique mix of indulgent and nutritious pecan-based snacks, the brand’s “Year of the Pecan” campaign fuels continued national momentum, now reaching nine Whole Foods regions and offering five SKUs coast to coast.
🥤 Huel launches in U.S. retail for the first time at GNC
Huel, founded by James McMaster, brings its high-protein Black Edition powdered meals to GNC stores nationwide, marking its first-ever U.S. retail debut.
With 40g of plant-based protein, 27 essential vitamins, and easy prep, the launch offers a streamlined, performance-driven option for busy consumers looking for balanced meals on the go.
🚀 New Product Launch
🧃 Raw Generation introduces kids’ cold-pressed juice line
Raw Generation, founded by Jessica Rosen, has launched Little Sippers, a cold-pressed juice line designed for kids and packed with 40 fruits and vegetables across seven vibrant flavors.
Addressing the rise in childhood obesity and ultra-processed food intake, each 4oz bottle is designed to deliver nutrition without added sugars or artificial ingredients—making it an easy daily habit for busy parents and picky eaters alike.
☕ Dry Brew launches patented waterless coffee chews
Dry Brew, founded by John Schade, has introduced waterless coffee chews made from real coffee and non-dairy creamer, offering caffeine in a convenient bite-sized format.
Aimed at on-the-go consumers, these shelf-stable, chewable coffee bites are crafted using proprietary technology, allowing users to energize without brewing, water, or compromise on flavor.
🤝 Brand Partnerships
🦖 Little Spoon teams up with Mattel for Barney-themed smoothies
Little Spoon, co-founded by Angela Vranich and Ben Lewis, teamed up with Mattel to launch limited-time Barney-themed organic smoothies that blend 90s nostalgia with modern nutrition.
Featuring characters like Baby Bop and Billy, each smoothie pouch combines real fruits and veggies in custom dinosaur shapes with zero added sugar—designed to delight both millennial parents and their kids.
🐾 Fancypants and Polkadog launch dog cookies made from upcycled flour
Fancypants, co-founded by Maura Duggan and Justin Housman, has partnered with dog treat brand Polkadog to release an Apple & Cinnamon dog cookie using upcycled oat milk flour.
The Boston-based collab delivers a crunchy, all-natural pet treat while showcasing innovation in food waste reduction and locally sourced production.
🎉 News to Celebrate
🌱 ICA Fund reveals 2025 Accelerator cohort with 24 impact-driven brands
ICA Fund welcomed 24 small businesses to its 2025 Accelerator cohort—supporting diverse Bay Area entrepreneurs across green tech, apparel, education, and CPG—including:
🧱The Accelerator Track:
- Abstinence Spirits | Ranwei Chiang & Delta Croudace
- Dorian Webb | Dorian Webb
- EVmatch | Heather Hochre
- KARDA, Inc. | Armando Torres
- Mama Teav’s | Christina Teav-Liu & Anthony Teav
- Osorio Training Center | Robert Osorio
- Pricklee Cactus Water | Yuange Yang, M.B.A., & Kun Yang
- Swings and Wings | Sadiya Kazi-Koya
🌱 The Lab Track:
- Aam The Label | Neha Samdaria
- Bonjerk | Anica Wu
- COCOACENTRIC | LaToya McInnis
- Doughpamine | Jessica Entzel Nolan
- Fly Wines | Stephanie Franklin
- Gourmonade LLC | Vicktor Stevenson
- Grand & Graham Pets | Elizabeth Irwin
- Hella Dac Biet Foods | Joe Ngo BAMF
- Hey!Hunger | Shireen Khera
- Mighty Mallow Crispie Treats | Nicole Milliner
- Malibu’s Burgers | Darren Preston
- Nokki Farm | Nikky Do
- Paleta Planeta | Gabriel & Luis Salazar
- Project Pet | Marshall Williams & Michael Garcia
- The Daisy Refillery | Karen Chaw
- The Giving Pies | Voahangy Rasetarinera
These founders are building locally rooted brands that prioritize community resilience, sustainable business, and shared wealth—fueled by ICA’s mentoring, growth capital, and community support.
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