- CPG Weekly News
This Week in CPG 06/23/25
đź›’ Retail Rollouts
🥛 Norr Organic expands distribution
Norr Organic, led by Daniyar Chukin, is now available in all 70 Fresh Thyme stores across the Midwest with six skyr SKUs, marking a major step in their mission to make nutritious organic skyr more accessible. This rollout includes varieties like 16oz Whole Milk Plain, 16oz Nonfat Plain, 4.4oz Whole Milk Vanilla, 4.4oz Nonfat Vanilla, 4.4oz Nonfat Mixed Berry, and 4.4oz Whole Milk Raspberry—making it easier than ever for Midwest shoppers to find clean, high-protein dairy options following Norr Organic’s continued growth since its 2021 acquisition.
🥣 The Real Cereal Company gains new retailers
The Real Cereal Company, co-founded by Tom Binder and Daniel Abramovich, just launched their cereals in Gelson’s Markets, Nugget Markets, and New Seasons Market. The brand’s shelf expansion into these popular grocery retailers signals continued momentum in the better-for-you breakfast category, with more shoppers now able to access their clean-label, ingredient-forward cereals.
🍫 Elavi lands in more Costco locations
Elavi, co-founded by Michelle Razavi and Nikki Elliott, has brought its protein brownies to Costco locations in LA, Orange County, and Hawaii. Previously a Southeast favorite, the 11g protein, 12g fiber, date-sweetened, vegan brownies are now available in the founders’ home city, celebrated by the Elavi team and their loyal Costco shoppers for their clean label and on-the-go nutrition.
🥤 Corpse Reviver launches at Walmart
Corpse Reviver, founded by Anna Zesbaugh, is now officially on shelves at Walmart, surpassing forecasted sales in its early weeks. The launch represents a major leap into conventional grocery for this emerging functional beverage brand, following a rigorous onboarding process and strong early consumer reception.
🚀 New Product Launch
🧋 Explorer introduces cold brew oat lattes
Explorer, founded by Cason Crane, has debuted Cold Brew Draft Oat Lattes in three caffeine levels as a limited run, blending smooth cold brew with creamy oat milk for a bold, plant-based indulgence. The new lineup—Daydreamer (decaf), Seeker (half-caff), and Classic (full-caff)—caters to every energy need, offering the signature Explorer cold brew flavor and velvety oat milk in a satisfying, ready-to-drink draft latte format while supplies last.
🍠Beekeeper’s Naturals launches kids’ fiber pops
Beekeeper’s Naturals, founded by Carly Kremer, launched Kid’s Prebiotic Fiber Pops—a category-first children’s digestive health snack made with honey and propolis—now available on their website, Amazon, and at Whole Foods nationwide. These doctor-formulated pops deliver 3g prebiotic fiber and 2g sugar per serving, aiming to help close the fiber gap for kids while offering fun, natural flavors, and are backed by educational content from a celebrity-studded medical board.
🍕 Di Fara rolls out vodka sauce frozen pizza
Di Fara, founded by Di Fara, is shaking up the froz“en aisle with its first-ever Vodka Sauce Frozen Pizza, combining a creamy house-made vodka sauce with premium ingredients for a Brooklyn-inspired innovation. This new product, joining Di Fara’s classic frozen lineup, features San Marzano tomatoes, a proprietary cheese blend, and a signature dough, aiming to deliver the pizzeria’s 60-year legacy to freezers nationwide as distribution ramps up.
🎉 News to Celebrate
🍯 LEXINGTON BAKES wins snack awards
LEXINGTON BAKES, founded by Lex Evan, earned Good Housekeeping’s 2025 Snack Award for both its Maple Brown Butter Chilled Oat Bar and Hazelnut Crunch Brownie, recognizing their clean ingredients and exceptional taste. The Oat Bar—made with sprouted oats and zero refined sugar—and the Hazelnut Crunch Brownie—grain-free and inspired by classic gianduja—stood out for their nutrition and flavor, reflecting LEXINGTON BAKES’ radical ingredient transparency and commitment to “No Naughty Ingredients.”
🥗 Baked by Melissa brings viral salad to Wonder
Baked by Melissa, founded by Melissa Ben-Ishay, has launched her viral Rainbow Kale Salad and mini cupcakes at Wonder food halls, making her beloved recipes available for the first time beyond home kitchens. After racking up over 40M TikTok views, the salad joins menus at Wonder locations across NYC, NJ, Philly, and CT, giving fans a new way to enjoy Melissa’s creations alongside her signature mini cupcakes.
🍿 Argires Snacks named top popcorn in Chicago
Argires Snacks, founded by George Argires, was named the #1 Popcorn Brand in Chicago, a testament to their local sourcing and flavor commitment. The honor reflects the company’s focus on freshness and passion for quality, cementing their status as a Windy City snacking staple.
🍪 My Better Batch earns Good Housekeeping recognition
My Better Batch, founded by Lindsay Hancock, received Good Housekeeping’s 2025 Sweet Snack Award for its Chocolate Chunk Cookie Mix, highlighting its rising popularity and scratch-quality convenience. Launched in 2024 by a former KIND exec and single mom, My Better Batch has quickly become a crowd favorite for its simple, three-step process and premium taste, now available across Amazon, Thrive Market, and select retailers.
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