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This Week in CPG 10/26/2026
🛒 Retail Rollouts
🥤 MYDRATE Brings Clean Hydration to Los Angeles
MYDRATE, founded by Nicholas Bayley Coen, has launched at Laurel Supply in Los Angeles, introducing its zero-sugar hydration beverage with essential electrolytes and clean energy to more consumers. The retail debut marks another milestone in the brand’s mission to offer a new approach to everyday hydration. Designed for athletes, creators, and consumers seeking functional refreshment, its beverages combine electrolytes and clean energy without sugar or overstimulation. The Laurel Supply launch represents an early step in building a broader community around hydration, wellness, and active lifestyles.
🍪 Gheelish Brings Protein Cookies to Sprouts Nationwide
Gheelish, founded by Darin Alpert, is launching its new gluten-free protein cookies at Sprouts Farmers Market nationwide in November, featuring 10 grams of protein per cookie in Chocolate Chip Sea Salt, Oatmeal Raisin, and Peanut Butter Chocolate Chip flavors. Developed over the past year, the new cookies offer a protein-packed alternative to traditional sweet snacks, with each serving containing 250 calories and 10 grams of protein. Made without gums or seed oils, the gluten-free lineup focuses on recognizable ingredients while delivering familiar cookie flavors. The nationwide Sprouts rollout marks a major retail milestone for the brand as it enters the protein cookie category.
🍟 Vandy Fries Brings Beef Tallow Steak Fries to Sprouts
Vandy Fries, founded by Steven Rofrano, has launched its organic steak fries cooked in 100% grass-fed, grass-finished beef tallow at Sprouts Farmers Market nationwide, offering convenient frozen fries in Original and Salt & Pepper flavors. The product originated from a surplus of organic potatoes following a particularly abundant harvest, inspiring Rofrano and Seth Goldstein to create a convenient frozen food rather than let the potatoes go to waste. The thick-cut fries are designed to deliver a crispy exterior and fluffy interior after approximately 30 minutes in a toaster oven. With two classic flavors available nationwide, the launch turns an agricultural surplus into an accessible dinner staple.
🍓 GOOD GOOD Expands No-Added-Sugar Spreads to Target Nationwide
GOOD GOOD, founded by Gardar Stefansson, has expanded into approximately 1,200 Target stores nationwide with its no-added-sugar Strawberry, Grape, and Choco Hazel spreads, bringing its U.S. retail presence to more than 15,000 locations. The Iceland-founded, Austin-headquartered brand continues to expand its presence in the U.S. spreads category with the Target rollout, which began September 27. Already available through retailers including Sprouts, Kroger, H-E-B, and Whole Foods Market, the brand is building distribution around demand for lower-sugar alternatives. The expansion strengthens its national retail footprint while making its no-added-sugar products more accessible to mainstream shoppers.
🥣 Little Spoon Expands Into 570 Regional Grocery Stores
Little Spoon, co-founded by Ben Lewis and Angela Vranich, is expanding into approximately 570 H-E-B, Wegmans, and Harris Teeter stores this October, introducing 21 to 32 products per retailer following its successful Target debut. After eight years of building its direct-to-consumer kids’ food business, the company is deepening its retail presence through regional grocery partnerships. The expansion follows a strong Target debut and focuses on broad product assortments across different stages of childhood rather than relying on a single flagship product. The new stores span Texas, the Northeast, Mid-Atlantic, and Southeast, with the brand using its consumer data to prioritize markets where it already has established demand.
🥩 Prevail Jerky Reaches Costco Shelves in Texas
Prevail Jerky, founded by Glen Kohn, is expanding into Costco locations in Texas, marking a significant retail milestone and introducing its jerky products to a broader customer base. The move represents an important step in the brand’s growth, requiring larger production runs, inventory commitments, and operational planning to support the wholesale retailer. Kohn highlighted the work involved in securing the opportunity and the importance of executing successfully as the company reaches more shoppers. The Texas rollout gives the brand an opportunity to build trial, repeat purchases, and future retail growth.
🧀 Big Mozz Expands Nationwide at Target With Sauz Collaboration
Big Mozz, founded by Matt Gallira, is launching its Original Mozzarella Sticks at Target stores nationwide alongside an exclusive collaboration with Sauz pairing its mozzarella nuggets with Creamy Calabrian Vodka sauce. The nationwide expansion brings the brand’s frozen mozzarella sticks, made with 100% whole milk mozzarella and simple ingredients, to a broader audience seeking convenient comfort food. Alongside the rollout, Big Mozz is introducing an exclusive Target collaboration with sauce brand Sauz, combining its mozzarella nuggets with Creamy Calabrian Vodka sauce. Together, the launches expand the brand’s presence in the freezer aisle while offering shoppers new ways to enjoy its cheese-focused products at home.
🍜 Ramen Bae Brings High-Protein Ramen to Target Nationwide
Ramen Bae, founded by Jonathan Lam, has launched its Protein Ramen and Dried Ramen Toppings at most Target stores nationwide, marking its largest retail expansion yet with protein-packed noodles delivering up to 28 grams of protein per serving. Founded in 2023, the bootstrapped Bay Area brand began with dried ramen toppings before expanding into better-for-you noodles in December 2025. Its Target-exclusive three-packs feature four Protein Ramen flavors, while its Seafood and Spicy Garlic dried toppings offer quick ways to upgrade meals. With more than 400,000 customers served, the brand expects to reach approximately 2,500 retail doors by the end of 2026 and plans additional retail partnerships in 2027.
🍪 Elavi Brings Cookie Dough Protein Blondies to Costco
Elavi, founded by Michelle Razavi, has introduced its Cookie Dough Protein Blondies at more than 140 Costco locations across select U.S. regions, offering a date-sweetened snack packed with protein and fiber. The soft-baked blondies combine the texture of cookie dough and brownies while emphasizing real ingredients and reduced sugar. According to the brand, the product delivers half the calories, one-quarter of the sugar, twice the protein, and five times the fiber of a regular cookie. Following launches in Costco’s Southeast, Los Angeles, and Hawaii markets, the flavor is also available nationwide through Elavi’s website, with an Amazon launch planned.
🍓 CHUZA Returns to Costco With Spiced Strawberries
CHUZA, founded by Daniel Schwarz, has returned to Costco with its spiced strawberry snacks across the San Diego region, including Southern California, Arizona, Nevada, Colorado, and New Mexico. The regional Costco rotation brings the brand’s strawberry snacks, which combine natural fruit sweetness with its signature spices, back to warehouse shoppers across five states. The rollout represents another opportunity to introduce its fruit-based snacks to Costco members while strengthening its presence in the region.
🍎 Purposefuel Expands Into All DeCicco & Sons Markets
Purposefuel, founded by Charbel Mawad, has launched its clean-label snacks in all DeCicco & Sons Markets locations, offering three flavors made with real-food ingredients and reinforcing its mission to make everyday eating healthier and simpler. Drawing on his background in healthcare, Mawad created the brand around the belief that everyday food choices play a meaningful role in health. Its snacks emphasize real-food ingredients and a straightforward approach to nutrition, aligning with DeCicco & Sons Markets’ focus on quality food. The rollout makes all three flavors available across the grocery chain’s locations, marking an important step in the brand’s retail growth.
🚀 New Product Launch
🥤 Blume Introduces Cranberry Orange SuperBelly at Costco Canada
Blume, founded by Karen Danudjaja, has launched its first limited-edition Cranberry Orange SuperBelly flavor at Costco Canada, marking a new seasonal addition to its functional beverage lineup. The launch introduces a new flavor to the SuperBelly lineup while giving the brand a prominent presence on Costco warehouse floors. As its first limited-time offering in the range, Cranberry Orange represents a new product milestone for Blume and an opportunity to reach more consumers through Costco’s Canadian retail network.
🧁 Kidfresh Expands Into Breakfast and Snacks With Four New Products
Kidfresh, founded by Matt Cohen, has launched four new frozen breakfast and snack products at Target this October, including Egg Bites & Potato Tots, Mac & Cheese Bites, and two Mini Muffin varieties featuring hidden vegetables and protein. The new lineup expands the brand beyond lunch and dinner to offer convenient options throughout the day. Egg Bites & Potato Tots provide 14 grams of protein per serving, while Mac & Cheese Bites deliver 10 grams alongside hidden butternut squash and fava beans. Blueberry and Chocolate Chip Mini Muffins each provide 5 grams of protein per serving and contain less sugar than the leading brand, according to the company. The Target launch brings the brand’s hidden-vegetable approach to more breakfast and snacking occasions.
☕ Mingle Mocktails Introduces Limited-Edition Espresso Martini
Mingle Mocktails, founded by Laura Taylor, has introduced a limited-edition non-alcoholic Espresso Martini for the holiday season, building on more than 15,000 retail doors and revenue growth exceeding 50% year over year. Launched October 1, the new flavor responds to consumer demand for a more indulgent non-alcoholic cocktail with an added caffeine lift. The Espresso Martini expands the brand’s offering for holiday entertaining, gifting, and social occasions while staying aligned with its mission to make celebrations more inclusive for people who choose not to drink alcohol. The introduction follows significant retail and revenue growth as the brand continues to expand its presence in the non-alcoholic beverage category.
🤝 Brand Partnerships
🥤 PRODA Welcomes Justin Timberlake and Jessica Biel as Co-Founders
PRODA, co-founded by Matthew Postlethwaite and Jeff Church, has welcomed Justin Timberlake, Jessica Biel, and Joey Gonzalez as new co-founders to accelerate creative strategy, product innovation, and national expansion for its zero-sugar protein soda brand. The additions bring entertainment, fitness, and operational experience to the growing functional beverage company. Timberlake and Biel will contribute to creative strategy, flavor innovation, product development, and cultural partnerships, while Gonzalez, executive chairman of Barry’s, brings experience in fitness and business operations. Each 12-ounce soda delivers 10 grams of complete protein with zero sugar, and the seven-flavor lineup has already launched nationally at Sprouts Farmers Market alongside online sales. The expanded founding team aims to build on that momentum across grocery, club, and direct-to-consumer channels.
🍫 Chopin Vodka and Sugarfina Reunite for Holiday Espresso Martini Collection
Chopin Vodka has partnered with Sugarfina for its fourth collaboration, introducing a holiday Espresso Martini collection featuring vodka-infused chocolate truffles, a keepsake cocktail shaker, and a three-piece candy gift box. Following three sold-out collaborations, the two luxury brands have reunited for a holiday gifting collection inspired by the Espresso Martini cocktail. The assortment includes vodka-infused Espresso Martini Truffles presented in a keepsake cocktail shaker, along with a three-piece Espresso Martini Candy Bento Box. Launched October 13, the gift set is available through Sugarfina for $53 through November 3 before increasing to $59, with individual products also offered separately.
🎉 News to Celebrate
🌭 Amylu Foods Names New COO Amid Rapid Growth
Amylu Foods, led by CEO Steven Zoll, has appointed Doug Bame as chief operating officer amid 107% year-over-year retail sales growth, a $125 million capacity expansion investment, and plans to reach approximately 130,000 points of distribution by the end of 2026. Bame brings more than 30 years of food industry experience, including leadership roles at Crown Bakeries, Hormel Foods, and Columbus Craft Meats. In his new position, he will oversee manufacturing, supply chain, food safety, and quality operations across facilities in Chicago, Milwaukee, and Los Angeles. The appointment comes as the chicken sausage brand prepares for substantial distribution growth, with its planned $125 million investment aimed at expanding production capacity to keep pace with demand.
🥣 everbowl Celebrates 10 Years and More Than 5 Million Bowls Sold
everbowl, founded by Jeff Fenster, is celebrating its 10th anniversary with more than 100 locations across 33 states and over 5 million bowls sold, commemorating the milestone with a limited-edition Anniversary Bowl and plans for more than 100 additional locations. Since opening its first San Diego location in 2016, the superfood bowl brand has grown into a nationwide franchise business. To celebrate the anniversary, it introduced a limited-edition bowl featuring açaí and seasonal ube, topped with gluten-free granola, fresh fruit, and peanut butter, available October 11–25. Loyalty members were also offered the Anniversary Bowl for $8 on October 16, reflecting the brand’s original 2016 pricing. With more than 100 additional locations in development, everbowl enters its second decade focused on reaching more communities across the country.
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