CPG WIRE

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[CPG WIRE @cpgwire]

Clean personal care brand California Naturals closed an 8-figure Series B round led by Align Ventures. Several existing investors also participated in the round.

Hayden Hiatt, a former exec at Glossier and the COO at California Naturals, will step into the CEO role, replacing founder Shelby Wild.

California Naturals launched its clean haircare line in 2023 with backing from L Catterton, Sandbridge Capital, Midnight Venture Partners, and Elizabeth Street Ventures.

Their retail partners include Target, Ulta Beauty, CVS, H-E-B, and Sprouts.

[CPG WIRE @cpgwire]

@ZachCPG 100%. Wild that Smash Kitchen is competively priced with Kraft Heinz products too

[CPG WIRE @cpgwire]

According to a report from Inc. Magazine, Smash Kitchen is set to surpass $100M in annual retail sales by the end of 2026.

Founded by Sameer Mehta, Sean Kane, and Glen Powell, Smash Kitchen made its debut at Walmart last April with a line of clean condiments.

Since then, the company has expanded into several other categories and launched in nearly 15,000 doors across the U.S.

[CPG WIRE @cpgwire]

https://t.co/joOofquUFp

[CPG WIRE @cpgwire]

High Level Science, a medical-grade supplement brand founded by Ashley Parker Angel and Dr. David Rizik, just launched at more than 1,000 GNC stores across the country.

Several products including High Level Man, a 12-in-1 testosterone support formula, and High Level Heart + Body + Mind are currently available online and in-store at GNC.

[CPG WIRE @cpgwire]

Nestle is buying the remainder of yfood, a German meal replacement specialist, at a reported valuation around €450M. It’s the first acquisition under Nestle’s new CEO, Philipp Navratil.

Founded in Munich by Benjamin Kremer and Noel Bollmann, yfood offers a wide variety of meal replacement products, including RTD shakes, powders, and nutrition bars. Its products are distributed in over 30 countries across Europe.

In 2025, yfood delivered double-digit growth and generated nearly €150M in revenue.

Nestle originally acquired a 49% stake in the company in 2023.

[CPG WIRE @cpgwire]

UK-based Applied Nutrition acquired several assets from Nutrablend for $16M.

The acquisition includes a 107,000-square-foot manufacturing facility in Buffalo and two brands: Basic Supplements and GR8 Lifestyle.

Applied Nutrition's revenue increased 57% to £74.5M in H1 FY26.

[CPG WIRE @cpgwire]

AG1 dropped two new products:

- AG Omega3
- AG Omega3 + CoQ10

Both are sourced from wild-caught fish and rigorously tested.

[CPG WIRE @cpgwire]

The Ryl Company, the owner of fast-growing iced tea brand Ryl Tea, just closed a $20M Series C round led by Purchase Capital.

Founded in 2022 by Blodin Ukella, Ryl Tea recently hit an inflection point, growing 157% year-over-year while the rest of the category declined 1.8%.

Previous investors in The Ryl Company include Palm Tree Crew, Morgan Wallen, Cam Fordham, Leigh Feuerstein, and others.

In 2022, Purchase Capital made a growth investment in OWYN which exited for $280M in 2024.

[CPG WIRE @cpgwire]

VitaHustle, a better-for-you nutrition company created by Kevin Hart and Ron Everline, secured an equity investment from Axum Capital Partners.

VitaHustle offers an all-in-one nutrition shake that contains 20g of plant-based protein, superfoods, probiotics, and adaptogens.

VitaHustle is available via their website, Amazon, QVC, and iHerb.

[Darren Rovell @darrenrovell]

David put $15 pints of ice cream (had to buy six pints for $90) on its website today. It sold out in 28 minutes.

Compared to other protein ice creams:

David — 260 calories, 30g of protein

Protein Pints — 360 calories, 30g of protein

Smearcase — 490 calories, 42g of protein

[CPG WIRE @cpgwire]

Frosh, a kids’ nutrition platform that launched with a functional juice box line, just debuted at 1,650 Target stores.

Frosh was incubated by VO/D and co-founded alongside The LaBrant Family and Ciara & Russell Wilson.

Frosh is designed to support healthy growth and everyday nutrition in a format kids already know and love. Each juice box contains 5g of protein, real fruit juice, and several vitamins & minerals.

Three flavors are currently available:

🌴 Tropical Blast
💪 Power Punch
🍏 Mighty Apple

[CPG WIRE @cpgwire]

Lactalis, the world's largest dairy company, has acquired UK-based Protein Works for an undisclosed sum.

Founded in 2012 and based in Liverpool, Protein Works offers a wide variety of VMS products and generates around $75M in annual sales.

The dairy giants are diversifying into functional nutrition. Earlier this year, Danone shelled out $1.15B to acquire Huel.

[CPG WIRE @cpgwire]

BERO launched a limited-edition shandy line for summer.

The Summer Shandy Collection is crafted with 30% BERO Kingston Golden Pils and 70% lemonade. Four flavors are available:

- Daybreak Shandy: Lemon Lime
- Golden Hour Shandy: Grapefruit
- Sunset Shandy: Elderflower
- Midnight Shandy: Blackberry Yuzu

Pre-sale begins today exclusively for Club BERO members followed by a full online rollout on June 8th.The new line will launch nationwide at Target on June 14th.

[CPG WIRE @cpgwire]

Mommenpop, a Napa Valley-based purveyor of citrus aperitifs, has been acquired by Total Beverage Solution (TBS), a national beer, wine, and spirits distributor.

Founded by winemaker Samantha Sheehan in 2021, Mommenpop has built a loyal following throughout California and is becoming a force in the low-ABV beverage segment. Sheehan will remain involved as TBS takes Mommenpop national.

There have been several “niche” bev alc acquisitions recently:

- TWG acquired St. Agrestis
- High Basin Brands acquired Can-Tini
- Innovatus purchased Sollasa

[CPG WIRE @cpgwire]

https://t.co/3Oklde5krH

[CPG WIRE @cpgwire]

Roadie is a crisp, super light beer with 0.0% alcohol and 0 calories.

Brewed in L.A. with malted barley and hops, Roadie is currently available online and at select independent retailers throughout Southern California.

A 6-pack retails for $13.99 + shipping on their website.

Branding & packaging by LAND.

[CPG WIRE @cpgwire]

Church & Dwight (NYSE: CHD) is acquiring Miss Mouth's Messy Eater for $325M.

Miss Mouth's generated $80M of net sales along with $28M of EBITDA in 2025.

The brand is available at Walmart, Target, and on Amazon.

Church & Dwight has acquired several brands in the past five years, including Touchland, Hero Cosmetics, and TheraBreath.

[CPG WIRE @cpgwire]

Magic Mind just released its newest Sleep Performance Shot.

The new product combines a thoughtful dose of plant-based melatonin with calming ingredients like Lavender, Chamomile, Lemon Balm, Magnesium Glycinate, Ashwagandha. and L-Theanine.

Magic Mind’s new Sleep Performance Shot also comes with a sleep score guarantee: consumers can try the formula for 15 nights and receive a refund if their sleep score does not improve on their preferred sleep tracker.

The new SKU is available online and will launch at Sprouts, H-E-B, New Seasons Market, and Central Market in June.