Express Checkout #117

Hello hello!

It’s starting to feel like every week is an utter roller coaster of emotions in CPG and retail. For every massive win (see below: Poppi’s acquisition), there’s something equally—or more—crushing, (tariffs, mass layoffs, rescinded opportunities…). So for every founder, brand operator, or industry partner out there battling motion sickness right now, just know you’re not alone.

As you navigate this strange time, we’re here as a resource to bring you all the news you need to know—so you can step away from doom scrolling for two seconds (please, we beg of you) ((so does your therapist)) while staying informed.

That being said: We’re looking to bring on an Advisor (or a few… 👀 ) to help us continue sharing the news + insights you need to know. Check out Nate’s LinkedIn post and comment/message us if you or someone you know would be a good fit.

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News From the Week

Here we go folks…the first of the two better-for-you soda juggernauts has been scooped up.

PepsiCo is officially acquiring Poppi, the prebiotic soda superstar that went from its Shark Tank to internet darling, for a cool $1.95 billion.

PepsiCo’s pursuit of Poppi highlights its big bet on the better-for-you (BFY) beverage and snacking scene. After scrapping its own prebiotic soda, Soulboost, Pepsi’s clearly decided it’s smarter to buy proven winners than to tinker in-house. This isn’t a one-off—it’s part of a calculated spree to beef up its BFY lineup:

• Siete Foods: PepsiCo snagged this BFY snack brand offering tortillas, salsas, and cookies, for $1.2 billion—a clear play for the health-conscious snack crowd.

• Sabra Takeover: For $244 million, Pepsi bought out Strauss Group’s 50% stake in Sabra (and Obela too), locking down a hummus empire pulling in nearly $400 million a year. All reinforcing its foothold in BFY dips.

Beyond PepsiCo, the CPG sector has seen a huge wave of recent BFY acquisitions:

• Flowers Foods & Subsidiaries acquired Simple Mills for $795 million.

• Lakeview Farms acquired noosa yogurt from the Campbell Soup Company.

• Ferrero Group acquired Power Crunch, bringing BFY to the iconic sweets brand.

And this wave of acquisitions is significant for two key reasons:

• Shifting consumer preferences: Modern shoppers are moving away from traditional products toward health-conscious, sustainable options—for premium prices.

• Legacy brand evolution: Major companies like PepsiCo and Coca-Cola are using acquisitions to quickly enter trending markets…without having to innovate themselves.

It’s a wild time to watch this unfold. Even with inflation, supply chain headaches, and now tariffs, CPG giants are still opening their wallets, betting on brands they can turbocharge with their massive reach.

So what’s next? Eyes are on Olipop now—will it IPO, or get courted by another giant like Coca-Cola (who’s already testing the waters with Simply Pop)? This deal could kick off a feeding frenzy in BFY snacks and beverages.

• For CPG, it’s a clear sign: innovation’s hot, consumers want options alongside their classics, and the M&A engine’s revving up to deliver. Stay tuned—this soda saga’s just getting started.

CPG & Consumer Goods

• Cold coffee is hot. Cold coffee dominates 75% of Starbucks sales and shows no signs of cooling off:

  • Florence By Mills Coffee, founded by actress Millie Bobby Brown, launched a line of ready-to-drink (RTD) iced lattes exclusively at Walmart.

    • Why this is a smart move: With RTD coffee growing 12% annually and Gen Z driving the trend, Millie’s celebrity appeal—paired with Walmart's massive distribution—creates a powerful entry into the $8B cold coffee market.

  • Jordan's Skinny Mixes launched Skinnyccino™, its first RTD coffee beverage available in Vanilla and Caramel flavors. Each 12-ounce bottle contains 110 calories, no added sugar, and 8 grams of protein.

  • Death Wish Coffee Co. launched a new line of Fair Trade Certified™ canned lattes with as much caffeine as 1.5 cups of coffee—available in select retailers (including Walmart and Albertson’s) nationwide.

• Gluten-free, high-protein, and delicious? UNBUN Foods launched a new line of Complete Protein bread, which is gluten-free, grain-free, and contains 22 grams of protein and two net carbs per slice…and guess what? It tastes great too. I got to try it at Expo West, and it’s seriously good.

• Sustainable menstrual solutions FTW. Viv For Your V is launching its sustainable menstrual discs in nearly 500 Whole Foods Market stores, becoming the retailer's first-ever menstrual disc provider.

  • Since its inception (in founder Katie Diasti’s Boston College marketing class), the brand has focused on an education-first approach, which Diasti says played a huge role in this Whole Foods win.

• Narrowing focus. Hims & Hers Health announced the discontinuation of Apostrophe, its personalized acne treatment dermatology business it acquired in 2021 for $131 million.

• The new Tate’s? 👀 Fancypants launched its crispy cookie brand in 57 Costco stores in the Northeast with a new 14 oz bag for their Salted Caramel flavor. The company is now in over 3,000 retail locations, and has sold 6.5 million cookies since its launch in January 2024.

eCommerce

• What’s Ulta’s next move? Ulta Beauty reported a 2% decline in net sales during its first quarter, marking the first time the company lost market share in the beauty sector. CEO Kecia Steelman is implementing a turnaround plan that includes launching a marketplace (on Mirakl).

  • They’re joining other major retailer that have been launching or expanding third-party marketplaces, like Best Buy, Walmart, Target, and Sephora.

• Temu > Amazon. A recent survey showed that only 16% of U.S. consumers use Amazon Haul at least monthly, trailing behind competitors Shein (23%) and Temu (28%). Despite Amazon's strong reputation, it struggles to attract shoppers to its low-cost eCommerce platform, Amazon Haul, which launched late last year.

Retail

• The future of Wayfair is retail. The company laid off 340 employees from its tech team and plans to close its Technology Development Center in Austin—all part of a broader shift in the company’s strategy as it prioritizes its growing retail presence.

  • Wayfair initially ventured into brick-and-mortar in May 2019, and is now continuing its retail expansion the announcement of a 150,000-sq.-ft., large-format store in Atlanta, Georgia, set to open in 2026.

  • Meanwhile, Wayfair exited the German market in January 2025 after 15 years, unable to secure widespread brand recognition there. Will this new era of IRL growth make the difference for the US market?

• Damn, retail media is ripping! Ahold Delhaize is enhancing shopper engagement through new in-store advertising solutions across its grocery banners, including Food Lion and Stop & Shop. The initiative, in partnership with Inmar Intelligence, aims to integrate digital incentives with in-store ads to drive visibility and encourage purchasing decisions.

  • Retail media is a real revenue driver for grocers these days, Walmart's retail media network for example, Walmart Connect, has experienced significant growth, with its global ad revenue reaching $4.4 billion in 2024, marking a 27% year-over-year increase. It’s expected to reach a cool $6 billion+

• The prodigal son returns. Foxtrot, after closing all 35 of its locations in 2024, has begun reopening stores, starting with 10 in Chicago. Founder Mike LaVitola aims to refocus the brand on community and curation, streamlining operations and enhancing the customer experience.

• Canadian retail takes a hit. Hudson’s Bay Co., which operates department stores in Canada including Saks Fifth Avenue and Saks Off 5th stores, has filed for bankruptcy, citing the impact of Trump-era tariffs and a challenging post-pandemic retail environment.

Funding news

• Is rum the next big spirit? Next Century Spirits has acquired Blue Chair Bay Rum, founded by country star Kenny Chesney. Chesney will remain a significant owner.

• Moving beyond cleaning. Grove Collaborative has acquired 8Greens, a wellness company known for its daily greens supplements.

• A sad day for startup bevs. Diageo is pulling out from the Distill Ventures accelerator program, resulting in job losses, as it will no longer bring new brands into the initiative. Distill Ventures helped start-up brands, leading to Diageo acquiring six brands over the years.

  • It seems that this overall came as a shock to brands and the industry.

Weekly Pickups

Nate:

RSP x Hot Girl Pickles collab. Though this sounds kinda gross right off the bat, I actually loved it. Pink lemonade and pickles go surprisingly well together

If you know me personally, you know I love fruity candy and dried fruit. Like a lot. So when Pulpito asked if they could send over their fruit bites I was PUMPED. And they’re so addicting.

Jenna:

Resist Bars: I was way too excited to find the new formula of Resist at a local Austin market on my way home from a workout class! These bars—crafted for women’s hormone health—have been my go-to for years. They’re not overly sweet, pack in protein + fiber, and are actually filling.

Pistakio: Though I’m embarrassingly late to the game, I finally got my hands on Pistakio, which was the daily sample at Austin’s Pop Up Grocer! And, as the kind staff member accurately prefaced, “this stuff is crack”—incredibly smooth, the perfect mix of sweet + salty, and a rich pistachio flavor.

• IMO, pistachio was a silent Expo trend. I saw so many pistachio-related products, like multiple new pistachio milks (fave was Whole Moon) and several other pistachio butter/spreads. And yes, I definitely think we have the viral Dubai chocolate trend to thank for this pistachio boom.

See ya next week!

Nate + Jenna :)

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