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This Week in CPG 12/15/25
🛒 Retail Rollouts
📦 LEXINGTON BAKES lands in Central Market across Texas
LEXINGTON BAKES, founded by Lex Evan, has launched its award-winning Maple Brown Butter Chilled Oat Bars in Central Market stores across Texas, expanding its footprint in clean-label desserts. The bars, inspired by British flapjacks, are made with organic ingredients and radical transparency—free from gluten, refined sugar, seed oils, and common allergens. This launch comes on the heels of a standout year for the brand, including winning a 2025 Best of NOSH Award and two Good Housekeeping Snack Awards.
🌈 SprinkleBites makes its Thrive Market debut
SprinkleBites, co-founded by Rachel Kane and Nicole Baros, is now available on Thrive Market with 8-packs of Cocoa and Blue Berry Protein Sprinkles, offering a joyful, zero-sugar snack for health-conscious families. Created by two moms looking to make nutritious snacks fun and functional, the shelf-stable sprinkles are plant-based, gluten-free, and pack 5g of protein—designed to be eaten straight from the pouch or as a topping. The Thrive Market debut marks a major milestone for the startup following strong DTC momentum.
🌽 Maïzly rolls out refrigerated Corn Milk in New York
Maïzly, co-founded by Marcel van der Merwe and Tim Leclercq, has rolled out its refrigerated Corn Milk in New York retailers, moving from niche innovation to everyday plant-based staple. This marks the brand’s first chilled product offering, featuring updated packaging and the same allergen-friendly formulation powered by non-GMO corn fiber. Already in over 1,000 stores nationwide and gaining traction in cafés, Maïzly plans to expand its refrigerated line across the U.S. in 2026.
🍫 Elavi enters 250+ H-E-B stores across Texas
Elavi, co-founded by Michelle Razavi and Nikki Elliott, has placed its protein-packed brownies in over 250 H-E-B stores across Texas, landing in the Healthy Living section. The founders marked the milestone with a Texas visit and shared their excitement over joining a retailer known for deep customer loyalty and community roots. Elavi’s functional treats—crafted with clean ingredients and indulgent flavors—continue to gain shelf space in major grocers.
🧋 KACE Tea joins Whole Foods Market in 120 locations
KACE Tea, co-founded by Kyle Gillaspy and Ashley Yao, is now stocked in 120 Whole Foods Market locations across CA, NV, AZ, and HI with its fruit juice–infused Taiwanese teas. Brewed in Taiwan and blended with real fruit juice, the teas are known for their vibrant taste, minimal sweetness, and striking design. The launch builds on growing consumer demand for more elevated ready-to-drink tea experiences and adds another milestone to KACE’s retail presence.
🍲 Lentiful celebrates Whole Foods opening and funding
Lentiful, founded by Ben Bacon, helped open Whole Foods’ new Golden, CO location and secured founder-friendly financing to scale its line of lentil-based meals. Already carried nationwide by the retailer, Lentiful continues to benefit from its close relationship with Whole Foods, with founder Ben Bacon thanking key buyer and lending partners for their longstanding support. The new investment fuels growth and reflects the brand’s increasing traction in plant-based convenience.
🚀 New Product Launch
☕ Twin Engine Coffee releases annual Family Reserve
Twin Engine Coffee, founded by Andrea Woolverton, has released its once-a-year Family Reserve—a specialty Nicaraguan mountain-grown coffee made 100% At The Source. Grown organically on the country’s highest farm and crafted in small batches, the Family Reserve reflects the brand’s commitment to sustainable sourcing and high-impact local production. The annual release underscores Twin Engine’s mission to create world-class coffee while generating four times the positive impact of traditional Fair Trade models.
🎉 News to Celebrate
🧇 Evergreen named one of Inc.’s Best Challenger Brands
Evergreen, founded by Emily Cole Groden, was named one of Inc. Magazine’s “Best Challenger Brands” and celebrated her recognition as one of 25 “Business Leaders of the Year.” The accolades mark a major moment for the founder, who left corporate law to reinvent waffles with cleaner ingredients and bold entrepreneurial spirit. From law school to freezer aisles, Evergreen’s journey shows how passion and persistence can reshape even the most established CPG categories.
🎅 Supernatural Inc sells 12K Christmas Softies on Amazon
Supernatural Inc, founded by Carmel Hagen, sold 12,000 units of Christmas Softies in one week on Amazon, highlighting the platform’s potential for holiday-driven sales in niche inner-aisle categories. Carmel shared performance data comparing Amazon sell-through rates to traditional retail, urging fellow founders to prioritize the platform in 2026 for both cashflow efficiency and storytelling. Her takeaway: Amazon isn’t just logistics—it’s a high-converting discovery engine for the right brands.
🍹 Ghia brings its brand to life with NYC holiday pop-up
Ghia, founded by Mélanie Masarin, hosted a festive NYC Holiday Market pop-up with Shopify and Quarters, transforming a seasonal bar takeover into a high-touch brand discovery experience. Visitors sipped Ghia cocktails, explored the product line through QR codes, and claimed gifts via Shopify’s seamless integration. The four-day event drew thousands and blended commerce with community, reinforcing Ghia’s reputation for creating elevated alcohol-free moments both online and off.
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