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This Week in CPG 05/19/25
🛒 Retail Rollouts
🥤 Positive Beverage expands into Harvest Foods in Washington
Positive Beverage, founded by Shannon Argyros, expanded its West Coast retail presence with the addition of all 18 Harvest Foods locations in Washington, continuing momentum from its Southern California and Oregon rollouts this year. The brand’s health-forward Positive Hydration and Positive Energy lines are now available in over 2,100 stores nationwide, supported by distribution through UNFI. Grass Roots Marketing helped secure the Washington expansion, which aligns with growing consumer demand for clean-label, functional beverages free from sugar, artificial sweeteners, preservatives, and dyes.
🧼 Blueland launches sustainable cleaning lineup in Target stores nationwide
Blueland, co-founded by Sarah Paiji Yoo and Syed Naqvi, reached a milestone by launching eight of its plastic-free cleaning products in Target stores nationwide. The collection includes new fragrances like Fresh Dew Laundry Tablets and Lemon Zest Dishwasher Tablets, and marks a massive step toward mainstream accessibility, now reaching over 75% of the U.S. population with a retail presence.
🍔 Actual Veggies launches refrigerated burgers at Whole Foods
Actual Veggies, co-founded by Hailey Swartz and Jason Rosenbaum, introduced its new line of protein-packed refrigerated veggie burgers at Whole Foods Market, marking a significant expansion beyond its frozen offerings. With 18g of protein per patty, these thick-cut burgers are designed for grilling and made from real, visible vegetables—meeting the growing demand for clean-label, plant-based options.
🚀 New Product Launch
🎂 Diana’s launches Birthday Cake Banana Bites at Target
Diana’s, led by CEO Neil Cox, debuted its new Birthday Cake Banana Bites—featuring upcycled bananas dipped in white chocolate and topped with naturally colored sprinkles—exclusively at Target. The brand also expanded its Whole Foods lineup with Dark Chocolate Caramel Crunch and White Chocolate Cinnamon Granola Crunch, continuing to grow its range of nostalgic, better-for-you frozen treats.
🧁 CRUMBS launches Colossal Cupcake nationwide at Kroger
The Original CRUMBS Bakeshop, co-founded by Jason and Mia Bauer, unveiled its new CRUMBS Colossal Cupcake—a cake-sized cupcake designed to serve a party—at The Kroger Co. Family of Stores across 22 states. Available in Vanilla Birthday Cake and Cookies & Cream flavors, this oversized treat offers a bakery-style centerpiece alternative for celebrations.
🌾 Ollin launches heritage grain cake mixes online and for retail
Ollin, founded by Alyssa Fernandez, debuted its new heritage grain cake mixes—Golden Hour Yellow and Anyday Chocolate—made with stone-milled Texas-grown wheat like TAM 105. Available DTC and to retailers via Faire, the brand champions traditional milling practices and local agriculture to offer a richer, more digestible alternative to modern wheat flours.
🍶 Oishii Sake unveils all-natural sake spritz in four states
Kintsugi Sake, founded by Buzzy Sklar, introduced the Oishii Sake Spritz, an all-natural ready-to-drink sake cocktail available in Mango Yuzu, Watermelon Lime, Lychee Lemon, and Coconut Lemongrass. Brewed in the U.S. with zero added sugar and less than 3g carbs, the gluten-free, kosher spritzes target better-for-you beverage drinkers and will expand nationally in Q3 2025.
🍗 Cookstix debuts instant chicken stock powders online
Cookstix, co-founded by Valerie Zweig and Taryn Pellicone of Chix Soup Co., launched a line of instant chicken stock powders in flavors like Classic Roasted Chicken, Chili-Cumin Lime, and Coconut-Ginger. Available in 4-packs and 8-stick cartons online and on Amazon, Cookstix offers a flavorful, clean-label alternative to boxed broths and bouillon.
🍓 kencko introduces Fruit Snaps made from real fruit and fiber
kencko, founded by Tomás Froes, launched Fruit Snaps, a chewy new snack made from just 4–5 real ingredients and packing 2.5 cups of fruit and 6–8 grams of fiber into each 1 oz bag. Available in Strawberry, Mango, Pineapple, and Raspberry, the snacks reinforce kencko’s mission to make healthy eating more accessible and enjoyable.
🥛 Marin Living Foods releases shelf-stable almond milks
Marin Living Foods, founded by Gaina Lieu, introduced ambient almond milks in Cocoa Maca and Cinnamon flavors, packaged in convenient, sleek cans. The shelf-stable format delivers bold flavor and creamy texture without refrigeration, making it ideal for on-the-go lifestyles.
🫐 LiveMore Superfoods debuts new smoothie cups in Target
LiveMore Superfoods, co-founded by Julia and Brian Klein, launched its newest smoothie cups—including Acai Berry Dragon Fruit and a revamped Strawberry Sunrise—in select Target stores across the country. The launch celebrates the brand’s one-year anniversary at Target and reflects its mission to make nutritious, accessible foods inspired by personal health journeys.
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