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This Week in CPG 12/08/25
🛒 Retail Rollouts
🧈 Buttery Expansion Into National Retail
Churn Foods, founded by Michael Tashman, just landed national distribution at Whole Foods Market, bringing their Four Herb and Anchovy & Lemon butters to dairy aisles coast to coast. Churn Foods, known for its chef-crafted compound butters, is now officially nationwide at Whole Foods Market. Founder Michael Tashman celebrated the launch of their Four Herb and Anchovy & Lemon SKUs, which are now rocking the shelves across the country. With holiday cooking season in full swing, the brand’s growth into a national footprint marks a major moment for the small but mighty Churn team.
🚀 New Product Launch
🍪 Snackable Innovation In Gluten-free Indulgence
Whoa Dough, founded by Todd Goldstein, introduced Two Count Cookie Dough Snack Packs in three nostalgic flavors, expanding their gluten-free lineup into the convenience and travel snacking category. Whoa Dough, the gluten-free snack brand founded by Todd Goldstein, just launched Two Count Cookie Dough Snack Packs in Chocolate Chip, Sugar Cookie, and Brownie Batter. These portable packs are safe to eat raw and cater to quick cravings with a fun format designed for convenience and travel retail. The launch kicks off at Grocery Outlet on the West Coast and will expand to 2,500+ retail doors in 2026, with Whoa Dough continuing to grow its allergen-friendly indulgence platform.
🤝 Brand Partnerships
🧥 A Bold Beverage Collab With Rockstar Vibes
Puffin Drinkwear, founded by Tyrone Hazen, dropped a rock ’n’ roll-inspired limited-edition collaboration with Liquid Death, founded by Mike Cessario featuring five bold, insulated designs that keep your drink cold and your vibe loud. Puffin Drinkwear announced a limited-edition collaboration with Liquid Death, featuring five rock-inspired drinkwear designs like the Death Rider biker jacket and Death Core Hoodie. Designed with Puffin’s signature insulation and playful aesthetic, the collection includes premium materials, non-slip bottoms, and conversation-starting style. Tyrone Hazen shared that the collab captures both brands’ rebellious spirit while keeping beverages colder longer—available now on both brand websites.
🍫 Crunch Meets Candy In A Sweet, Salty Remix
The Matzo Project, founded by Ashley Albert and Kevin Rodriguez, teamed up with Fatty Sundays to launch a whimsical chocolate-drenched matzo chip collab, available now in limited edition sprinkle and buttercrunch flavors. Ashley Albert and Kevin Rodriguez of The Matzo Project joined forces with Fatty Sundays to unveil a playful treat: matzo chips drenched in creamy milk chocolate and topped with rainbow sprinkles or crunchy buttercrunch bits. The limited-edition drop fuses nostalgia with indulgence and is now available on both brands’ websites and Faire storefronts. With bold flavor and whimsy, the collab brings a joyful twist to the unleavened snack game.
🎉 News to Celebrate
🥤 RTD Coffee With Standout Shelf Performance
Laurel’s, founded by Isabel Washington, is now #3 in incrementality at Whole Foods after just three months, outpacing legacy brands with its innovative RTD coffee line. In just three months, Laurel’s has risen to #3 in incrementality at Whole Foods, outperforming legacy RTD coffee brands like Pop & Bottle and Chamberlain Coffee. Isabel Washington, who launched the brand to bring a more exciting and functional experience to the cold case, shared that Laurel’s is now in over 1,000 doors with 4,000 more committed for 2026. With strong velocity and best-in-class incrementality, the brand’s growth signals strong consumer demand for innovation in the RTD space.
🫙 New Bottles, Same Kombucha, More Sustainability
Wild Bay, founded by Sid Sharma, unveiled new 16 oz aluminum bottles—resealable, sustainable, and designed to keep kombucha colder for longer. Sid Sharma’s Wild Bay is making a packaging leap with the launch of new 16 oz aluminum bottles. Designed to be resealable, more sustainable, and better at keeping beverages cold, the upgrade enhances both functionality and shelf appeal. The sleek new bottles are rolling out over the next few weeks as the brand continues innovating in the kombucha space.
🍫 Big Honors For Small-batch Oat Bars
LEXINGTON BAKES, founded by Lex Evan, earned a NOSH Best Product award for its oat bars, marking a major milestone less than a year after launch. LEXINGTON BAKES, the oat bar company founded by Lex Evan, took home the NOSH Best Product award, building on a Good Housekeeping award earlier this year. Evan, a self-taught chef and formulator, credited his ingredient partners and team for the recognition. The honor celebrates both the quality of the product and the momentum of a brand that didn’t exist one year ago.
☕ Local Love Fuels Coffee Shop Pride
Bauer’s Brew, founded by Mike Bauer, took home “Best Coffee in Suffolk County” at the 2025 Local’s Choice Awards, celebrating strong local love and support. Mike Bauer’s Bauer’s Brew was voted “Best Coffee in Suffolk County” at the 2025 Local’s Choice Awards by Going Local Long Island. The honor, driven by community votes, highlights the loyalty and support the brand has built since launch. Bauer expressed deep gratitude to his customers and team, underscoring how much this recognition means for a growing local business.
💪 Clear Protein Founders Earn National Spotlight
SEEQ, founded by Ben Zaver and Hannah Perez, was named to Forbes 30 Under 30, celebrating their mission to put clear protein in the spotlight. SEEQ founders Ben Zaver and Hannah Perez were named to Forbes 30 Under 30 for their innovative work in the clear protein space. What began as a small operation out of Zaver’s parents’ basement has grown into a brand on a mission to become the face of transparent, flavorful protein. The duo credits relentless dedication and a tight-knit team for the milestone recognition.
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