- CPG Weekly News
This Week in CPG 06/09/25
🛒 Retail Rollouts
🍜 Fly By Jing spices up shelves at Whole Foods
Fly By Jing, founded by Jing Gao, brings its bold new noodle line exclusively to Whole Foods Market, promising a fiery, pantry-friendly meal in minutes. These ready-to-make noodles deliver the brand’s signature Sichuan heat and flavor with convenience in mind—catering to both culinary enthusiasts and time-strapped foodies. This marks Fly By Jing’s first foray into the grocery noodle aisle, and Whole Foods is the exclusive national retail partner.
🥤 Huxley hits Costco for summer roadshow tour
Huxley, founded by Simon Solis-Cohen, kicks off a 10-city Costco roadshow across the Midwest, starting in Eden Prairie, MN this week to demo its better-for-you drink variety packs. The brand will sample its beverages at warehouses through September, offering customers a chance to try the lineup firsthand while expanding its retail footprint. The move comes as Huxley aims to prove velocity at scale and attract national buyer attention.
🧀 LesserEvil launches Cheezmos at Whole Foods and Kroger
LesserEvil, led by Charles Coristine, debuts its new Cheezmos cheese puffs at Whole Foods this month, with a Kroger launch set for September. Made with organic avocado oil and real organic cheddar, Cheezmos come in two flavors—Cowboy Cheddar and Blazin’ Hot Cheddar—and promise a nostalgic crunch with none of the junk. This marks LesserEvil’s first foray into cheese snacks as the brand continues expanding its better-for-you portfolio.
🫒 Freestyle Snacks lands at Target in national expansion
Freestyle Snacks, founded by Nikki Seaman, launched in 280 Target stores nationwide on June 8, bringing its bold, no-brine olive pouches to shelves as part of a major retail expansion following 121% YoY growth. Known for making olives cool again, the brand reimagines marinated Greek olives in single-serve, no-pit, no-mess packs that are easy to snack on anywhere. The launch includes three top-selling flavors—Lemon Garlic, Green Olive Original, and Kalamata—at an accessible $1.79 per pouch. Already in over 4,500 doors including Whole Foods, Sprouts, Erewhon, CVS, and even Delta flights, this move into Target marks another key milestone in Freestyle’s mission to modernize savory snacking.
🚀 New Product Launch
🦑 The Hermit introduces premium calamari jerky
The Hermit, founded by Steven Shonts, officially launches its premium calamari jerky in three chef-crafted flavors, delivering a high-protein, low-impact alternative to traditional meat snacks. Available now online, each jerky pack is made from 100% American wild-caught squid, offering 28–29 grams of protein, Omega-3s, and collagen without added sugars. Flavors include Italian Herb, Thai Chili Lime, and Ginger Scallion—all designed with the chew and satisfaction of classic jerky but with a cleaner footprint.
🥜 Brass Roots debuts Incan Seed Butter
Brass Roots, founded by Aaron Gailmor, drops its Incan Seed Butter—a school-safe, probiotic-rich spread with more protein and Omega-3s than peanut butter. Designed to taste just like PB but without allergens, the new launch taps into growing demand for functional, gut-friendly pantry staples that don’t compromise on flavor or versatility. The formulation supports immune health and digestion while staying kid-friendly and classroom-safe.
🍫 French Squirrel relaunches fan-favorite Berets
French Squirrel, founded by Sydney Karmes-Wainer, relaunches its Berets protein bites as “Berets 2.0” with improved taste, shelf stability, and single-serve portability for on-the-go snacking. Originally developed as a homemade snack during her days working at Erewhon, the upgraded Berets now feature fewer ingredients, a touch of organic cane sugar, and a longer shelf life—making them more accessible for mainstream retail while staying true to their functional, whole-food roots.
💸 Acquisitions and Investments
💸 Recoup Beverage wins $200K at San Diego Angel Conference
Recoup Beverage, co-founded by Susan Buckwalter Hartman and Siwat Siengsanaoh, secures a $200K investment from the San Diego Angel Conference following a competitive pitch and due diligence process. Chosen from over 120 applicants, Recoup stood out for its national growth trajectory, strong financials, and acquisition potential. The functional beverage brand, known for its ginger-powered hydration line, sees this win as a catalyst for further expansion.
🎉 News to Celebrate
🍲 Beck’s Broth celebrates $1M in revenue
Beck’s Broth, co-founded by Beckie Prime and Domenique Mastronardi, hits $1 million in revenue, marking a major milestone for the gut-nourishing broth brand. The team credited their growth to perseverance, team collaboration, and believing in their mission of bringing clean, functional comfort food to market. The milestone follows a bold declaration made last fall that they would cross the million-dollar mark within a year.
🍬 Harken Sweets wins NielsenIQ Pitch Slam
Harken Sweets, founded by Katie Lefkowitz, wins the NielsenIQ Pitch Slam at C360, earning recognition as one of the most promising emerging food brands. Beating out over 150 brands, the better-for-you candy startup impressed a panel that included Shark Tank’s Daymond John with its mission to reinvent candy without compromise. The win solidifies Harken’s spot among breakout brands to watch in the functional treat space.
☕ Sip Herbals co-founder honored by Tory Burch Foundation
Sip Herbals co-founder Orleatha Smith is named a 2025 Tory Burch Foundation Fellow, joining a cohort of 50 women entrepreneurs making waves in business. The fellowship recognizes Smith’s leadership in creating caffeine-free, gut- and hormone-friendly coffee alternatives that also support regenerative agriculture. Smith joins a powerhouse community working to generate $1B+ in economic impact by 2030.
Other News
- CPG Weekly News
- CPG Weekly News
- CPG Weekly News
