- CPG Weekly News
This Week in CPG 09/14/2026
🛒 Retail Rollouts
🍦 'ndulge Ice Cream Hits Target
‘ndulge, founded by Chris Spencer, launched its high-protein ice cream bars in 200+ Super Target stores nationwide on September 8, marking a major retail milestone for the January 2026-launched brand, whose bars deliver 10g of protein, 110–160 calories, 4g of sugar or less, probiotics, and real mix-ins. The rollout marks another major step for the young frozen dessert brand, which was created to bring more indulgence to the high-protein category. Founded by Spencer, who also co-founded Keto Pint, ‘ndulge pairs its protein content with real mix-ins and gut-friendly probiotics while keeping sugar at 4g or less per bar. Its arrival in more than 200 Super Target locations significantly expands national access just months after the brand’s January launch.
🍿 Khloud Pops Into Canada
Khloud, founded by Khloé Kardashian, is expanding beyond the U.S. for the first time with a Canadian launch of its Protein Popcorn across Costco, Walmart, Circle K, Loblaws, and Starbucks, following growth to more than 32,000 U.S. retail doors in just over a year. The Canadian expansion marks Khloud’s first move into an international market after rapidly building its U.S. retail footprint. Shoppers will find the brand’s White Cheddar and Sweet & Salty Kettle Corn Protein Popcorn across participating retailers, with formats and rollout timing varying by chain. The launch follows the brand’s expansion to more than 32,000 U.S. retail doors in just over a year.
☕ Oval Brews Up Midwest Expansion
Oval Coffee Roasters, co-founded by Andrew Itzkowitz and Christopher Alspach, is launching all six of its retail coffee products at Fresh Thyme Market across the Midwest, including whole bean and single-serve pour-over formats spanning its Bowling Green Women-Grown, The Natural Natural Process, and Riverside Half Caffeine coffees. The Fresh Thyme launch brings Oval’s full retail assortment to Midwest shoppers, with each coffee offered as both whole bean and single-serve Pour Over Coffee. Roasted light to light-medium, the lineup emphasizes clarity, sweetness and approachability, while the pour-over format requires only hot water and a mug. The placement grew from a relationship that began at the Specialty Food Association’s 2025 Summer Fancy Food Show, with a purchase order following Fresh Thyme’s 2026 coffee-category review.
🍞 Kooshy Expands Its Pantry Footprint
Kooshy, founded by Matt Wachsman, has expanded its Panko Breadcrumbs and Stuffing into Stop & Shop and Giant Food, bringing two of its fastest-growing pantry products to more shoppers across the Northeast and Mid-Atlantic. The new retail placements expand availability for two products Kooshy identifies as among its fastest-growing offerings. Panko Breadcrumbs and Stuffing are now reaching shoppers through Stop & Shop and Giant Food, giving the brand greater exposure across the Northeast and Mid-Atlantic while continuing its push into everyday pantry categories.
🌱 tarwi Takes Over the Aisle
tarwi, founded by Catarina Gorgulho, launched its largest retail activation to date at Auchan Retail, featuring protein powder-focused gondola displays supported by promotions and weekend tastings over a two-month period. The two-month activation puts tarwi’s protein powder at the center of prominent top-to-bottom supermarket displays as consumers return to work, school and everyday routines. The campaign also includes a special promotion and weekend tasting sessions designed to give shoppers the chance to sample the product, making it the brand’s biggest retail activation to date.
🥤 Blume Brings SuperBelly to Costco Canada
Blume, founded by Karen Danudjaja, has brought SuperBelly to Costco Wholesale Canada warehouses nationwide, supporting the launch with more than 500 demos, over 1 million digital ad impressions, and more than 3 million influencer and organic social impressions. The nationwide Costco Canada rollout has been backed by a broad sampling and marketing campaign aimed at introducing SuperBelly to more consumers. Blume has completed more than 500 demos featuring its top two flavors, generated over 1 million digital ad impressions with a 7.71% outbound click-through rate, and recorded more than 3 million additional impressions through influencer and organic social content.
🚀 New Product Launch
🥨 Sfizi Turns Up the Heat
Sfizi, co-founded by Joe Fiorenzo and Sheela Prakash, launched Spicy, its fourth taralli flavor, combining crushed peperoncino with sweet garlic for a fiery, fragrant addition to the lineup. The new flavor expands Sfizi’s taralli portfolio with a combination of crushed peperoncino, or red chili pepper, and sweet garlic. Designed to deliver both heat and fragrance, Spicy becomes the brand’s fourth flavor and can be enjoyed on its own or paired with snacks and drinks such as salted nuts and a Negroni.
🍚 Maruchan Moves Beyond Ramen
Maruchan nationally launched Maruchan Instant Rice on August 22 with new distribution through Albertsons Companies, expanding the brand beyond its core ramen portfolio with another convenient pantry offering. Launched nationally on August 22, Maruchan Instant Rice gives the brand another entry point into convenient meal solutions beyond its established ramen business. New distribution through Albertsons Companies broadens the product’s grocery presence while offering shoppers another quick and easy pantry staple from the brand.
🤝 Brand Partnerships
🍑 Yogurtland Gives Peach a Beauty Makeover
Yogurtland partnered with Too Faced to launch the limited-time Sweet Peach Tart frozen yogurt flavor, inspired by the beauty brand’s new Peach Collection and available at participating locations nationwide through September 27 with Too Faced Gummy Sweet Peach Rings as a topping. The collaboration translates Too Faced’s peach-inspired beauty collection into a limited-time frozen dessert experience. Sweet Peach Tart combines juicy peach sweetness with a tangy finish and can be topped with Too Faced Gummy Sweet Peach Rings. Available at participating Yogurtland locations nationwide from September 7 through September 27 while supplies last, the partnership connects the beauty brand’s revived Peach Collection with Yogurtland’s customizable frozen yogurt format.
🎉 News to Celebrate
💊 Astadaily Earns Clean Label Recognition
Astadaily, founded by Dr. Alvin Cheng, became the first astaxanthin supplement brand to earn the Clean Label Project Purity Award for Astaxanthin Pure following independent testing for heavy metals, pesticide residues, plasticizers, and other chemicals of concern. The recognition provides third-party validation of Astadaily’s focus on purity and product quality. Astaxanthin Pure underwent independent testing for a range of contaminants and chemicals of concern before earning the award, making Astadaily the first astaxanthin supplement brand to receive the distinction. The product is made in Canada using natural astaxanthin derived from microalgae.
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