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This Week in CPG 06/02/25
🛒 Retail Rollouts
☕ Oval Coffee Roasters launches in 450+ Sprouts stores
Oval Coffee Roasters, co-founded by Andrew Itzkowitz and Christopher Alspach, is now brewing nationwide with a launch into 450+ Sprouts Farmers Market stores as part of the grocer’s May Innovation Set. The rollout features both whole bean and biodegradable single-serve drip bag formats inspired by East Asian coffee culture. Oval’s blends—including the fruit-forward The Natural, women-farmed Bowling Green, and smooth Riverside Blend—highlight the founders’ deep roots in specialty coffee and retail, promising a sustainable, elevated coffee experience from NYC to coast-to-coast shoppers.
🍹 Better Than Booze hits Walmart in 437 stores
Better Than Booze, founded by Drea Groeschel, has landed in 437 Walmart stores across eight states with its alcohol-free Mocktail Variety 6-Pack, retailing at an exclusive $14.27. The Nashville-based brand is known for reimagining classic cocktails into ready-to-drink, hangover-free sips and aims to make zero-proof options feel celebratory—not limiting. This move marks a significant leap in bringing the alcohol-free lifestyle to everyday consumers.
🍩 Glonuts now available via Misfits Market
Glonuts, co-founded by Kristin Charbo and Grover Light, has officially launched on Misfits Market, making its low-sugar, plant-based donuts available nationwide with a $15 minimum order. Featuring gluten-free, vegan ingredients and just 1 gram of sugar, Glonuts are built for mindful indulgence and now ship direct-to-door, offering convenience without compromise to conscious consumers.
🥣 NUFS Crackers now on Thrive Market
NUFS Crackers, founded by Kristine Tran, have officially joined the Thrive Market platform, bringing their seed oil-free, gluten-free snacks to the digital shelves. The cheeky brand announcement—playfully debating prepositions—signaled not only a grammar lesson but also a major milestone for increasing accessibility to NUFS’ clean-label crackers.
🍫 Mike and Jen’s Hot Cocoa expands in Target
Mike and Jen’s Hot Cocoa, founded by Dean Packingham, will grow its retail presence from 113 to 179 Target stores starting August 3. This expansion highlights continued momentum for the Minnesota-based brand known for its clean-ingredient cocoa mixes and builds on a strong partnership with the national retailer as demand for comfort-driven, family-friendly treats continues to rise.
🍸 Ghia debuts in Paris at Le Bon Marché
Ghia, founded by Mélanie Masarin, has landed in the iconic Le Bon Marché Rive Gauche in Paris for the summer season. From now through August, the retailer will showcase Ghia’s Original Apéritif and Le Spritz flavors as part of the “Tout Beau et Tout Bronzé” exhibition. The launch underscores Ghia’s European inspiration and continued global retail growth, all while introducing French consumers to the brand’s elevated, alcohol-free experience.
🚀 New Product Launch
🧃 Humm Kombucha debuts Nitro Kombucha at Sprouts
Humm Kombucha, co-founded by Michelle Mitchell and Jamie Danek, has introduced Humm Nitro Kombucha—the first of its kind—now available at Sprouts locations nationwide and online starting June 3. With only 5g of sugar and 20 calories per can, this gut-friendly drink combines 2 billion probiotics with 250mg of L-theanine for mood support, all delivered in a smooth, frothy nitrogen-infused format across nostalgic flavors like Orange Dream Pop and Blackberry Vanilla.
🍫 French Squirrel launches Berets 2.0
French Squirrel, founded by Sydney Karmes-Wainer, has released Berets 2.0—a reformulated, shelf-stable version of its signature refrigerated protein bites. The updated single-bite pouches feature fewer ingredients, a smoother texture, and a more palatable dark chocolate coating sweetened with organic cane sugar. Designed for snacking on the go, this relaunch brings years of R&D to fruition and sets the stage for broader national distribution.
🤝 Brand Partnerships
🍦 GoodPop and Gopuff kick off the Summer of YES
GoodPop, founded by Daniel Goetz, has partnered with Gopuff to launch the Summer of YES, a five-day campaign (May 27–31) offering families in select cities free boxes of GoodPop popsicles via instant delivery. The initiative, inspired by the emotional load of constant parenting “no’s,” includes giveaways of YES Kits on social media and an in-person event with MOTHER Mag—encouraging families to embrace simple joys and spontaneous fun.
🎉 News to Celebrate
🔥 Fogo de Chão introduces secret cocktail: Paper Flame
Fogo de Chão debuted its first-ever secret cocktail—Paper Flame—nationwide on May 29 during its Tomahawk & Tequila Bar Experience. Featuring blanco tequila, Aperol, banana liqueur, and a torched flash paper garnish, this tropical concoction offered guests a visual and flavorful thrill. The one-day event paired the drink with premium steak cuts and curated bites, creating an immersive culinary celebration.
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