- CPG Weekly News
This Week in CPG 07/20/2026
🛒 Retail Rollouts
🍅 Sababa Foods Saturday Sauce Spreads Across the Northeast
Sababa Foods, founded by Amy Dell, is expanding its Saturday Sauce into Fairway Market, Union Market, and DeCicco & Sons stores across the Northeast this summer, offering Mild and Slightly Spicy varieties of its Middle Eastern-inspired take on Italian Sunday sauce. Available in 16-ounce jars, Saturday Sauce draws from the flavors and culinary traditions of Dell’s childhood and is designed to work as a sauce, dip, condiment, accompaniment, or marinade. The retail expansion gives more East Coast shoppers access to the versatile product across several prominent regional supermarket chains.
🍬 Häppy Candy Gummies Land at Whole Foods Market
Häppy Candy, founded by Maxi Heidenblut, has launched at select Whole Foods Market stores across California, Arizona, Nevada, New York, New Jersey, and Connecticut through the retailer’s LEAP program, bringing its 70%-less-sugar gummies to shoppers in two regions. Selected as one of 10 LEAP brands from more than 1,600 applicants, the women-owned company offers destination-inspired varieties including Italian Summer and The Big Apple. Its gummies are made with real sugar, contain no alternative sweeteners or artificial dyes, and are free from the top nine allergens.
🍤 Just Shrimp Shrimp Nuggets Enter Harris Teeter
Just Shrimp, founded by Lee Edmondson, is debuting its shrimp nuggets in hundreds of Harris Teeter stores, introducing a frozen seafood format made with North American coastal shrimp and no artificial flavors, colors, fillers, or preservatives. The 12-ounce frozen packages contain approximately four servings and carry a suggested retail price of $11.99. By sourcing shrimp from North American coastal waters, the brand aims to shorten its supply chain while offering shoppers a familiar nugget format made with straightforward ingredients.
🚀 New Product Launch
🌶️ JANGIN Gochujang Made for Every Kitchen
JANGIN, co-founded by Nadia Cho and Chef Mingoo Kang, has launched with Chogochujang finishing sauce and BBQ Gochujang cooking sauce, introducing traditionally fermented, ready-to-use gochujang products designed for Korean and global cuisines. Rooted in recipes from the founders’ cookbook, Jang: The Soul of Korean Cooking, the sauces are made with non-GMO ingredients and contain no corn syrup. Chogochujang delivers a sweet, sour, and spicy profile for dipping and finishing, while BBQ Gochujang offers a smoky, savory option for marinades, noodles, braises, and grilled dishes.
🥤 Koia Protein Pop Bubbles Into New York
Koia, led by CEO Christopher Hunter, is releasing Protein Pop in Sour Squeeze, Pink Twist, and Capri Splash at Pop Up Grocer in New York City, offering a soda alternative with 10 grams of plant-based protein, four grams of prebiotic fiber, and two grams of sugar. The launch brings the plant-based protein brand into the better-for-you soda space with three colorful flavor options. Each beverage is formulated without artificial sweeteners, dyes, or fillers while combining protein and fiber in a familiar carbonated format.
🧴 Humanrace Recovery Care Moves Beyond Skincare
Humanrace, founded by Pharrell Williams, has launched a Smoothing Body Scrub and Recovery Body Lotion, expanding beyond premium skincare into performance-focused bodycare designed to support movement, recovery, and daily renewal. The scrub combines physical and chemical exfoliation to refine and renew the skin, while the lotion is the brand’s first performance-led bodycare product intended to comfort the body after movement. Together, the products broaden Humanrace’s positioning from skincare into a wider system of daily performance and recovery care.
🐟 Maev Nordic Fish Joins the Dog Bowl
Maev, founded by Katie Spies, has introduced its limited-edition Nordic Fish dog food featuring whole pieces of certified haddock, cod, and salmon, providing an omega-3-rich alternative protein exclusively through its website. The complete and balanced recipe uses wild-caught Marine Stewardship Council-certified haddock and cod alongside Aquaculture Stewardship Council-certified salmon. Developed over more than a year, the minimally processed formula is designed to support skin, coat, mobility, energy, and overall health through visible whole-food ingredients.
🤝 Brand Partnerships
💧 Hint Hydration Meets Assisted Stretching
Hint, led by CEO Michael Pengue, has partnered with Stretch Zone to provide complimentary flavored-water samples at 100 studios nationwide throughout the summer, connecting post-stretch recovery with convenient hydration. The national activation includes participating locations in Southern California, New York City, and Miami, where members and guests can receive Hint after practitioner-assisted stretching sessions. The partnership positions hydration as a simple extension of the studio experience and a practical everyday wellness habit.
🥔 Khloud Protein Snacks Take the Soccer Field
Khloud, founded by Khloé Kardashian, partnered with Gotham FC for its first sports activation during the record-setting Queens Classic, distributing more than 5,000 bags of protein snacks and creating custom jerseys with artist Mirchi by Kim. The brand supported the Citi Field event with sidewalk stenciling along the 7 train route, a gameday suite experience, branded scarves, and Protein Chips and Popcorn. Khloud also planned a TikTok giveaway featuring the custom collaboration jerseys for fans unable to attend the match.
💸 Acquisitions and Investments
🧃 FAVE Seed Funding Fuels a National Sprouts Launch
FAVE, founded by Ryan Raish, raised a $1 million seed round led by Supernatural Ventures and launched nationally in nearly 500 Sprouts Farmers Market stores, expanding access to its certified-organic nostalgic drink mixes. The funding round also included the Angel Group, Great Circle Ventures, and CPG founders and executives connected to several established brands. FAVE’s launch lineup includes Lemonade, Fruit Punch, Strawberry Lemonade, and Tangy Orange, each made with organic ingredients, six grams of cane sugar, and no artificial colors, flavors, or preservatives.
🎉 News to Celebrate
🍃 SweetLeaf Fresh Packaging Supports Its Next Chapter
SweetLeaf has refreshed the packaging across its stevia portfolio and formally introduced SweetLeaf Ingredients Solutions, strengthening its consumer and wholesale businesses around zero-sugar, clean-label, and prebiotic-fiber sweetening products. The redesigned packaging uses a pistachio-green color palette and highlights attributes including zero calories, zero sugar, zero erythritol, and prebiotic fiber. Through Ingredients Solutions, the company is also expanding visibility around its work supplying stevia and natural sweetening ingredients to food, beverage, wellness, and personal-care manufacturers.
🍝 Kidfresh Family Mealtime Priorities Keep Evolving
Kidfresh, founded by Matt Cohen and led by CEO Michael Allen, identified protein-forward foods, convenience, flexible eating routines, practical nutrition, and value-conscious shopping as the family mealtime trends gaining momentum in the second half of 2026. The frozen kids’ food brand says parents increasingly expect convenient products to deliver balanced nutrition, familiar flavors, and affordability at the same time. Kidfresh also sees households moving toward smaller meals, snack-style eating, and realistic nutrition habits that help reduce stress and fit around work, travel, school, sports, and other activities.
🥤 Mitra9 Functional Beverages Build H1 Momentum
Mitra9, co-founded and led by CEO Dallas Vasquez, reported double-digit growth across key channels in the first half of 2026, including 23% seltzer growth and 27% shot growth, while preparing further East Coast distribution and new e-commerce launches. Seltzers represented approximately 89% of the company’s product sales during the period, while Florida’s direct-store-delivery and wholesale channel grew 28% and its eastern region posted triple-digit growth. For the second half of the year, Mitra9 plans to expand East Coast distribution, deepen retail partnerships, and introduce its Kava by Mitra9 gummies through e-commerce and Amazon.
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