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This Week in CPG 08/18/25
🛒 Retail Rollouts
🍪 Puff Cookies doubles retail footprint nationwide
Puff Cookies has doubled its retail footprint to over 5,500 stores nationwide, adding major retailers like Target, Albertsons, and Safeway to its distribution. This rapid expansion comes on the heels of strong consumer demand for the brand’s light, airy cookie dough formats—including nostalgic flavors like Chocolate Chip and Confetti, plus seasonal cut-outs and its first-of-its-kind Cookie Skillet. Puff Cookies, the fastest-growing cookie dough brand in the U.S., has leaned into innovation and convenience, driving triple-digit year-over-year growth and securing its position as a pantry staple across more American households.
🫖 Chai Diaries expands into 222 Target stores
Chai Diaries, founded by Ami Bhansali, has rolled out its signature Masala Chai premix into 222 Target stores nationwide, bringing bold Indian flavors to a wider U.S. audience. This retail milestone represents a major win for the woman-founded, minority-owned brand, known for its wellness-forward, heritage-inspired teas. The Masala Chai blend—featuring cardamom, ginger, cinnamon, and cloves—is now available in resealable stand-up pouches, offering both cultural connection and convenience to chai lovers everywhere.
🍬 Sugar Bliss launches cookies in 35 Chicago-area Mariano’s
Sugar Bliss, founded by Teresa Ging, will launch its cookie line in 35 Chicago-area Mariano’s stores starting August 20, with in-store demos at each location. The 2 oz. cookies come in three varieties—Rainbow Sugar, Sea Salt Chocolate Chunk, and OMG (a mix of potato chips, pretzels, chocolate chips, and more)—and are packaged sustainably. A portion of proceeds supports women and minority entrepreneurs as well as environmental causes, underscoring the brand’s mission-driven approach.
🍇 GOOD GOOD hits Kroger shelves nationwide
GOOD GOOD, founded by Gardar Stefansson, is now stocked in Kroger and Kroger banner stores nationwide with a lineup including Strawberry Jam and Choco Hazel Spread. The better-for-you brand is sweetening the shelves with its no-sugar-added spreads, and incentivizing shoppers through a receipt upload program that earns them online rewards—helping GOOD GOOD stand out in the jam and jelly aisle.
🥩 PREVAIL Jerky debuts in Whole Foods Market MW & MA
PREVAIL Jerky, co-founded by Ashley Kohn and Glen Kohn, has landed shelf space in Whole Foods Market’s Midwest and Mid-Atlantic regions with further expansion slated for November. PREVAIL’s allergy-friendly Turkey and Original Beef Jerky varieties are tailored for mindful eaters and back-to-school snackers, aligning with the brand’s commitment to clean-label, high-protein snacking.
🍶 Oishii Sake Spritz launches at Total Wine & More in 6 states
Oishii Sake, founded by Buzzy Sklar, is rolling out its all-natural Oishii Sake Spritz into Total Wine & More stores across six states, offering a modern take on Japan’s iconic beverage. Made with premium sake and naturally sweetened with monk fruit, the low-ABV, gluten-free RTD comes in flavors like Lychee Lemon and Mango Yuzu. The rollout is accompanied by in-store tastings throughout the summer, signaling Oishii’s expansion into the better-for-you cocktail space with clean, crisp refreshment aimed at mindful drinkers.
🍰 Magnolia Bakery expands DoorDash offerings with cheesecakes
Magnolia Bakery, founded by Bobbie Lloyd, expands in nontraditional channels with the launch of Vanilla and Red Velvet Cheesecakes now available on DoorDash, building on recent retail partnerships with United Airlines, Gopuff, and Wonder. This strategic move builds on the brand’s momentum from last year’s Banana Pudding and cupcake exclusives, helping Magnolia reach dessert lovers on-demand while growing its wholesale footprint through new regional partnerships.
🚀 New Product Launch
🍯 Steepers Only debuts honey in squeeze bottles with new design
Steepers Only, founded by Angelica Lee, has introduced Lemon and Cranberry Honey in new 12 oz. squeeze bottles with refreshed packaging designed by Company Chicago, Inc. The new packaging and flavors are designed to bring ease and versatility to tea time and beyond, with vibrant label illustrations reinforcing Steepers Only’s playful and premium brand identity. The honey line is the latest extension of the brand’s mission to innovate within the tea and tea-adjacent space.
🍹 Twinings launches cold herbal drink mix for on-the-go refreshment
Twinings, the heritage tea brand, debuts Twinings Refreshers, a fruit-forward, caffeine-free instant drink mix, now hitting shelves at Target, Kroger, Walgreens, and more. Available in Strawberry Raspberry and Peach Mango, the mix features real fruit bits and honeybush herbal tea extract for a café-style taste, signaling the brand’s entry into the wellness hydration space with a convenient, no-brew solution for busy consumers.
🌶️ Fly By Jing launches Chili Crisp Ketchup online
Fly By Jing, founded by Jing Gao, is spicing up condiment culture with the launch of its first-ever Chili Crisp Ketchup, available exclusively online. Blending the brand’s bestselling Sichuan Chili Crisp with a tangy ketchup base, the small-batch condiment offers a nostalgic-yet-bold twist on a classic, created in collaboration with James Beard Award winner Frankie Gaw of Little Fat Boy.
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