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This Week in CPG 08/04/25
🛒 Retail Rollouts
🐟 Fishwife makes nationwide Target debut with bold back-to-school rollout
Fishwife, co-founded by Becca Millstein and Caroline Goldfarb, has officially launched nationwide in 1,800 Target stores with a dedicated sidecap just in time for back-to-school season. This milestone cements Fishwife’s growing presence in mainstream retail and gives customers across the U.S. easier access to its premium tinned seafood, including fan favorites like smoked salmon and sardines. The sidecap feature also increases visibility during a key seasonal shopping moment.
🍫 Elavi protein brownies land in Whole Foods across SoCal and beyond
Elavi, co-founded by Michelle Razavi and Nikki Elliott, is now available in Whole Foods Market stores across Southern California, Hawaii, Nevada, and Arizona. Known for their high-protein, fiber-rich brownies with clean ingredients and no added sugar, the brand celebrates a major milestone fueled by years of persistence and innovation in the better-for-you snack space.
🌰 B.T.R. NATION expands retail footprint across the Carolinas and Pacific Northwest
B.T.R. NATION, founded by Nickelsen, has rolled out its superfood nut butter bars in all Lowes Foods locations across North and South Carolina and in Market of Choice and Metropolitan Market stores across the Pacific Northwest. The expansion builds on the brand’s momentum in functional snacking, offering shoppers convenient nutrition with adaptogenic benefits.
🍫 Mike and Jen's Hot Cocoa heads to 200 Target stores nationwide
Mike and Jen’s Hot Cocoa, founded by Dean Packingham, is expanding into 200 Target locations following a successful test run. What began in a Minnesota family kitchen now reaches major metro markets across the U.S., bringing the brand’s simple, clean-label cocoa mix to a national retail audience.
🌌 Nebula Snacks crosses 100-store threshold with new Southwest retail partners
Nebula Snacks, founded by David Jacobowitz, has landed shelf space at Market Street and United Supermarkets across Texas and New Mexico, bringing the brand past the 100-store milestone. The launch, supported by KeHE Distributors, marks a significant regional expansion for the better-for-you chocolate brand.
🦠 GoodBelly launches reformulated probiotic shots in Whole Foods nationwide
GoodBelly, co-founded by Todd Beckman and Steve Demos, has launched its newly reformulated Wellness Shots nationwide in Whole Foods Market stores, tapping into the booming 230% year-over-year growth in the probiotic shot category. The 2oz shots feature prebiotic fiber, clinically studied DE111® probiotics, and essential vitamins—all while being vegan, organic, and allergen-friendly.
🚀 New Product Launch
🧃 Cann launches Naked Roadie: a zero-sugar THC boost for any beverage
Cann, founded by Jake Bullock, has launched Naked Roadie, a zero-sugar, unflavored THC liquid packet designed to turn any drink into a cannabis-infused “wocktail.” Each 5mg packet offers a hangover-free buzz with just 0 calories and no taste impact, making it a versatile option for cannabis consumers. Available in 12-, 24-, and 36-packs exclusively on drinkcann.com.
🍫 Mike and Jen’s Mocha Latte mix debuts with espresso-meets-cocoa blend
Mike and Jen’s Hot Cocoa, founded by Dean Packingham, has launched a Mocha Latte mix that combines their original cocoa with instant espresso to deliver a six-ingredient instant mocha drink. Designed for convenience and flavor, the new blend offers a cozy caffeine kick with the same simplicity that defines the rest of their product line.
🍓 BamJam enters functional jam market with collagen-packed fruit spreads
BamJam, founded by Cristian Gaggi, is gearing up to launch this fall with a better-for-you take on classic jams, delivering 8g of collagen protein, 0g added sugar, and bold flavor in Strawberry, Grape, and Raspberry. Developed over two years with clean ingredients like monk fruit, chia seeds, and real fruit, BamJam blends childhood nostalgia with adult nutrition goals.
🤝 Brand Partnerships
🛍️ Fila Manila partners with XRC Ventures and SHOPLINE to boost e-comm
Fila Manila, founded by Jake Deleon, has partnered with XRC Ventures and SHOPLINE to relaunch its e-commerce platform, aiming to elevate the online experience for a business that currently accounts for nearly half of its total revenue. The move signals a strategic shift toward digital scalability as the Filipino sauce and condiment brand continues to grow its national presence.
🎉 News to Celebrate
🥧 Rolling Pin Bakehouse now ships gluten-free pie mixes nationwide
Rolling Pin Bakehouse, founded by Natalie Warner, is now offering nationwide shipping on its easy-to-make pie filling mixes, including its signature sugar cream and chocolate cream varieties. Originally sold from a roadside stand, the brand has evolved into a shelf-ready product with a loyal following, and customers can now enjoy these homemade-style desserts from anywhere in the U.S.
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