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This Week in CPG 06/30/25
🛒 Retail Rollouts
🍫 Spritzal Cookie Company expands into Kroger with brownie-inspired bites
Spritzal Cookie Company, co-founded by Taylor & Jody Walker, just rolled out its new Brownie Chocolatey Chip Cookie Bites to 850 Kroger stores nationwide. Blending the fudgy richness of brownies with Spritzal’s signature buttery shortbread base, this newest treat aims to satisfy chocolate lovers with a melt-in-your-mouth experience. The national Kroger rollout marks a major retail milestone for the brand and introduces a craveable new flavor profile to cookie aisles coast to coast.
🥬 realsy hits 1,500+ Kroger stores in key retail test
realsy, co-founded by Sophia Karbowski and Austin Patry, has launched in over 1,500 Kroger stores across eight banners, with hopes of securing permanent placement through a test run. Featured in shipper displays within the produce section, this rollout includes chains like Ralphs, King Soopers, and Fred Meyer, with a 2-for-$5 launch promo and a BOGO partnership with Aisle to boost trial. The brand is calling on its community to “take shelfies” and prove demand for real-food snacks in a high-stakes test.
🚀 New Product Launch
🍓 Welch’s launches Juicefuls® Fusions™ with dual-flavor centers
Welch’s Fruit Snacks, led by CEO Michael Rosenberg, debuted Welch’s® Juicefuls® Fusions™ in bold two-flavor combos, now available on Amazon and rolling out to major retailers including Walmart, Target, and Kroger. This 2025 debut introduces an inside-out flavor fusion, with chewy exteriors and juicy centers in combos like Green Apple & Peach and Blueberry & Raspberry. Targeting families and snackers looking for bold taste experiences, this launch brings new energy to the fruit snack aisle.
🎂 Sweet Loren’s debuts Hello Kitty® Birthday Cake cookie dough
Sweet Loren’s, founded by Loren (Brill) Castle, launched a limited-edition Hello Kitty® Birthday Cake Cookie Dough, available at Target, Publix, Meijer, and more. This festive collab celebrates both brands’ shared love of fun and inclusivity, featuring a nostalgic flavor packed with rainbow sprinkles and vanilla cake notes. Fans can find it in refrigerated aisles or shop direct from Sweet Loren’s website.
🥮 Dar Baklava updates look and flavor lineup with bold new Mediterranean snacks
Dar Baklava, founded by Sherif Badawy, unveiled a fresh brand look and added new Mediterranean-inspired flavors to its Snacklava® lineup. The updated packaging reflects the brand’s mission to deliver better-for-you versions of traditional treats using cleaner ingredients and less sugar. In addition to the rebrand, Dar Baklava has expanded into new snack territory beyond baklava, introducing 14 total varieties including Mini Cookie Rings, Pistachio Kunafa, and Sesame Crackers — a move that honors Mediterranean roots while innovating for modern snackers.
🤝 Brand Partnerships
🍵 B.T.R. NATION partners with Blue Bottle for Matcha Honey Crispy Treat
B.T.R. NATION, founded by Ashley Nickelsen, teamed up with Blue Bottle Coffee to launch a Matcha Honey Crispy Treat, now available at cafes nationwide. Made with clean ingredients and a nod to nostalgic crispy rice snacks, the new treat delivers a crunchy, lightly sweet matcha experience. The collab is also a strategic placement win, putting the functional snack brand directly into premium coffee retail locations.
💸 Acquisitions and Investments
🌿 MAKA opens community investment round on Wefunder
MAKA, founded by Brian Hill, launched a successful community investment campaign on Wefunder to fuel its next stage of growth. The organic, plant-based energy drink brand — powered by wheatgrass and yerba mate — is inviting customers and fans to own a piece of the company, which has already crossed $1M in lifetime sales. Early traction has pushed the campaign past its initial minimum goal.
Join the raise: http://wefunder.com/maka
🍯 SANS Meal Bar acquired by Bearded Brothers with new leadership
SANS Meal Bar, co-founded by Nathan Gordon and Corey Caffrey, has been acquired by Bearded Brothers, with Nick Meyer stepping in to lead the brand forward. The acquisition aligns two real-food snacking brands under one umbrella, and SANS is expected to return to shelves by mid-July. Gordon will stay on as an advisor, supporting a seamless transition and continued growth.
🎉 News to Celebrate
🥤 OLIPOP drops 5¢ PR boxes and unveils nostalgic motel experience
OLIPOP, founded by Ben Goodwin, kicked off summer with 5¢ PR boxes on Amazon and a nostalgic motel takeover in Austin, complete with retro-themed rooms and an all-expenses-paid fan giveaway. The influencer-style PR boxes feature summer essentials like a Bluetooth speaker, puffer tote, popsicle molds, and OLIPOP sodas. Meanwhile, the Austin Motel experience includes three immersive rooms based on Cherry Cola, Strawberry Vanilla, and Cream Soda — each styled to match pop culture vibes from 1986, 1995, and 2002.
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