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This Week in CPG 07/14/25
🛒 Retail Rollouts
🛒 Raley’s has launched its first-ever Innovation Set, "Get Curious," across 52 Northern California and Nevada stores
The two-month program brings a fresh mix of discovery and storytelling to traditional shelves, powered by distribution partners UNFI and Pod Foods. The curated lineup includes Aleo Tallow, Barker Wellness, Bawi, Boopie’s Magic Moo Tallow, DRAM, El Nacho, Gorgie, Kace, My Neighbor’s Tallow, Noon, Nuero, Sarilla, Sati Soda, S’noods, SoWell, Tantos, Tasty Nate’s, True Sea Moss, Vybes, Woodstock, and Yammy—each independently owned and resonating with next-gen consumers. According to Product Innovation Manager John Lane, the rotating display is designed to fuel shopper engagement and performance insights, marking a broader trend of large retailers investing in early-stage brands.
🥙 Cedar Valley expands to over 1,400 Shoppers Drug Mart locations across Canada
Cedar Valley, co-founded by Ameen Fadel and Surria Fadel, has officially launched its better-for-you Pita Chips in over 1,400 Shoppers Drug Mart and Pharmaprix locations nationwide—a milestone more than a year in the making and a major leap for the Canadian snack brand’s visibility and growth.
☕ Mike and Jen’s Hot Cocoa returns to retail shelves following production reset
After months of being out of stock, Mike and Jen’s Hot Cocoa—founded by Dean Packingham—is back on shelves at Meijer, Target, Hy-Vee, and other retailers, following a packaging update and a co-packer transition that set the stage for a stronger retail comeback.
🚀 New Product Launch
🍫 Moka Origins launches organic chocolate baking line at Whole Foods Mid-Atlantic
Moka Origins, co-founded by Jeff Abella and Ishan Tigunait, has introduced a line of organic chocolate baking ingredients—including cocoa nibs, cocoa powder, and chocolate chips—now shipping to Whole Foods Market stores across the Mid-Atlantic, offering a clean-label upgrade to the baking aisle.
🍝 Hero Bread is launching Low Carb Penne on July 21—its first pasta product
Hero Bread, founded by Cole Glass and backed by Tom Brady and Kevin Durant is known for reinventing flour-based staples like bread, bagels, and tortillas, Hero Bread is now entering the pasta category with a low-carb penne that delivers the texture and chew of traditional noodles—minus the carbs. The launch answers strong consumer demand for a satisfying, dinner-friendly alternative and positions Hero as the first brand to reimagine every major carb category. The noodles will be available DTC and on Amazon this summer, with more pasta shapes and a retail rollout planned for 2026.
💧 VUUM relaunches sparkling plant protein drink with VUUM 2.0
VUUM, co-founded by Valentino Sinacola and Matt Forsey, has reintroduced its sparkling plant protein drink in a newly refined version—featuring a cleaner stevia blend, updated fruit-forward flavors, simplified ingredients, and revamped packaging aimed at making protein beverages crave-worthy and accessible.
💸 Acquisitions and Investments
🍪 Lexington Bakes nears $1M fundraise milestone
Lexington Bakes, founded by Lex Evan, announced that it has raised nearly $1 million—with just 8% left to close—marking a major moment of momentum for the feel-good dessert brand, as shared in a celebratory Fourth of July weekend post.
🥨 Sunnie secures investment from Santatera Capital to power clean snacking mission
Sunnie, co-founded by Katy Tucker and Lisette Howard, has landed a strategic investment from Santatera Capital to accelerate its mission of bringing nutritious, allergen-friendly, and plant-based snacks to families across the U.S., positioning the brand to lead in the booming kids’ food category.
🥗 Wellfound acquired after 12-year run in fresh food access
After 12 years of operation, Wellfound—founded by Sarah Frimpong—has been acquired, capping off a decade-long journey during which the company scaled fresh, ready-to-eat meals to over 100 locations while championing better food systems.
🥞 Evergreen awarded Whole Foods Market loan to support national launch
Evergreen, founded by Emily Cole Groden, celebrated a major milestone with a Whole Foods Market Local Producer Loan to support its national waffle rollout—marked by a high-energy store opening in St. Charles, IL and a big-check moment with the retailer’s local forager team.
🎉 News to Celebrate
🥛 Willa’s Oat Milk wins national Good Food Award for Best Beverage
Willa’s Oat Milk, co-founded by Christina Dorr Drake, Elena Dorr Zienda, and Russell Drake, has won the 15 Years of Good Food Award for Best Beverage with its Organic Raaka Chocolate Oat Milk—earning top honors across all beverage categories for its clean-label ingredients and outstanding taste.
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