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[CPG WIRE @cpgwire]

Premium non-alc beer brand Crazy Mountain just added Amazon and Target to its burgeoning retail footprint.

Crazy Mountain has established itself as a key player in the non-alc beer category since launching in March. In addition to nearly 1,000 Target doors, the brand's retail partners include Total Wine & More, Albertsons, Wegmans, BevMo, Gopuff, and ABC Fine Wine & Spirits.

In April, Crazy Mountain announced $15M in seed funding led by CAVU Consumer Partners to support its nationwide rollout.

Coatue and Discovery Land Company also participated in the round.

[CPG WIRE @cpgwire]

Dan-O's Seasoning secured a $25M investment from The Newcastle Network, a consumer-focused private equity firm.

The investment will supercharge Dan-O's next chapter, bringing fans more of the flavors they love, in new formats, and expanding availability across retail and online.

Founded by Dan Oliver in 2015, Dan-O's is one of the fastest-growing seasoning brands in the country, boasting a community of more than 15 million home cooks, and a presence in over 22,000 doors across the country.

The Newcastle Network was founded by L Catterton alum Chris Casgar.

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https://t.co/sWIY6HFdW9

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Nymbl, an indulgent, high-protein French-style ice cream brand, recently debuted and surpassed 200+ stores across New York City.

Founded by Rania Nasis, MD, MBA, Nymbl delivers 15g of protein per serving and 38g per tub. Three flavors are available:

Vanilla
Chocolate
Cookies & Cream

Nymbl is available at Fairway Market, ShopRite, and Key Food across the New York Metro Area.

[CPG WIRE @cpgwire]

Whitebox Cocktails, one of the UK’s fastest-growing spirits brands, just debuted in the U.S. with six canned cocktails:

Spicy Marg
Freezer Martini
Pocket Negroni
Squeezy's Margarita
Straight Up Daiquiri
Espresso Martini

Each cocktail is priced at $4.99 per 100ml serving and Whitebox is initially available across 12 US markets.

The company is now present across eight international markets, including Canada, the Netherlands, Denmark,  Ireland, and the UAE.

[CPG WIRE @cpgwire]

ARMRA is now available nationwide at CVS, expanding the brand's retail footprint by around 3,500 doors.

Alongside ARMRA's Blood Orange Single Serve, CVS shoppers can now find ARMRA Travel Sticks in three flavors: Unflavored, Blood Orange, and Vine Watermelon.

In its second year of retail growth, ARMRA has surpassed 10,000 doors, including Sprouts, Erewhon, Walmart, Whole Foods Market, and The Vitamin Shoppe.

Dr. Sarah Rahal launched the 9-figure colostrum brand in 2020.

[CPG WIRE @cpgwire]

Stars + Honey just tapped Martha Stewart as its first Chief Taste Officer. Stewart will work directly with the company's in-house culinary team to expand the brand's portfolio of 18+ flavors.

Founded in 2023 by Daniel Rainey, Stars + Honey is best known for its flavor-forward protein bars that deliver 15g of protein and grass-fed collagen peptides.

The company offers novel flavors like Cacao Salt Caramel Peanut, Espresso Vanilla Cinnamon, Iced Lemon Cookie, Cherry Chocolate Waffle Cone, and several others.

Stars + Honey is on pace to hit $50M in revenue this year and secured a $24M growth equity investment led by VMG in June.

[CPG WIRE @cpgwire]

Ancient Crunch, the parent company of MASA Tortilla Chips and Vandy Potato Crisps, entered the frozen aisle with the launch of Vandy Classic Steak Fries.

Vandy's frozen fries are made with organic potatoes and cooked in 100% grass-fed beef tallow. Two varieties are available:

🥔Original
🧂Salt & Pepper

The new line will be available exclusively at Sprouts for $12.99 per bag.

[CPG WIRE @cpgwire]

Katie Cirulli, the former President & Chief Emerging Brands Officer at Grüns, was just named CEO of Lineage Provisions.

Before joining Grüns as Chief of Staff in April 2024, Cirulli spent several years at Ruggable, Meta, and McKinsey. She also serves on the Board of Hume Supernatural and as an Advisor to FoodNerd.

Founded by Paul Saladino and Dr. Anthony Gustin in 2023, Lineage Provisions offers a wide variety of products, including protein bars, supplements, coffee, whole food snacks, and pantry staples.

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Forward Consumer Partners is acquiring Welly, a leading first-aid and bandage brand, from Unilever for an undisclosed sum.

Created in 2018 by serial entrepreneur Eric Ryan, Welly was acquired by Unilever in 2021 for an undisclosed sum. For Ryan, Welly was his second exit to Unilever, following OLLY in 2019.

Welly marks Forward’s eighth investment since its inception in 2023. The firm's other investments include Firehook, Justin's, Bar Keeper's Friend, Xochitl, Kodiak, and several others.

[CPG WIRE @cpgwire]

Backflip is on a roll at Target. After selling nearly 500,000 units in its first 60 days, Backflip is now the No. 2 cereal brand at Target behind Honey Nut Cheerios.

Additionally, 75% of Backflip shoppers are new to the cereal aisle.

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The Ade category is on pace to surpass six million cases after just 18 months.

Super Lyte and SpikedAde are the clear category leaders according to national scan data, and SpikedAde exited to Constellation Brands last week for up to $353M.

Happy Dad is entering the category early next year and Good Boy Vodka is launching its LYTE line in the near future.

Mark Anthony Group, the owner of White Claw and The Finnish Long Drink, is bringing RefreshAde to market soon too.

[CPG WIRE @cpgwire]

Smood Sweets expanded its fast-growing Candy Dates line with two new flavors:

Sour Green Apple
Blue Raspberry

The whole-fruit snack brand also expanded its retail presence, rolling out at Fresh Thyme Market, Better Health Market, and Good Earth Market. Smood Sweets will also debut at Hy-Vee toward the end of the year.

Smood Sweets launched at 300 Target stores in late 2025 and expanded to 1,900 doors earlier this year.

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Rho Nutrition, the liquid supplement brand focused on optimal absorption, just launched a new SKU: High Absorption Omega-3.

Delivering 470mg of EPA and DHA per serving, the formula combines absorption technology with an unflavored liquid format designed to minimize the fishy taste associated with traditional fish oil supplements.

Rho's new Omega-3 SKU uses AquaCelle, a delivery system that breaks omega-3 oil into tiny droplets, which demonstrated 7.1 times greater total omega-3 absorption over a 24-hour period.

Rho was founded by supplement industry veterans Ryan Bishop and George Padilla in 2022.

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https://t.co/a9sRQlvxbE

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STACK Society just launched a sparkling supplement stack in a can.

Each 16 oz serving delivers 5g of encapsulated creatine, BCAAs, electrolytes, and HBCD performance carbs. Two of their flavors also contain 120mg of caffeine.

STACK Society debuted with four flavors:

🍭Candy Cluster
🍒Cherry Limeade
🥥Frosted Piña Colada
🍑Peaches N' Cream

Brand identity and packaging were done by The Young Jerks.

[CPG WIRE @cpgwire]

According to data from Ibotta + Mintel, Jams is expanding the category as 54% of its buyers are new to the category.

The category has accelerated considerably since Jams debuted:

+15.9% over 52 weeks
+25.3% over 26 weeks
+37.0% over 13 weeks
+47.4% over L4W

[CPG WIRE @cpgwire]

New Zealand-based skincare brand Milou expanded into ingestible beauty with Beauty Electrolytes.

Each stick delivers 3000mg of collagen peptides, 100mg of hyaluronic acid, vitamin C, and a blend of essential electrolytes.

Milou currently offers two flavors:

🍋Pink Lemonade
🍍Pineapple Crush

Milou was founded by Libby Boxall, a US-based Nutritionist & Naturopath who previously founded Dose & Co (acquired by Vector Consumer).

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https://t.co/ujbAKTF9Yn

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TWNTY Snacks, a female-founded protein bar brand, has officially launched.

Founded by Patricia Bermúdez and based in Miami, each TWNTY bar delivers 20g of protein, 9g of fiber, and no seed oils or added sugar.

TWNTY debuted with one flavor: Fudgy Brownie.