Express Checkout #97 - the latest in CPG, Retail, and eComm

Hello hello!

Last week, I got to talk to the man who makes the best pizza in the world (according to 50 Top Pizza). Meet Anthony Mangieri—the legend behind Una Pizza Napoletana.

For 30+ years, Anthony has been redefining what it means to make truly great pizza, one handmade dough ball at a time. But now, he’s taken a bold step into a completely different world: the frozen aisle. In our conversation, we explored his journey from a single New York pizzeria to launching Genio Della Pizza—a high-quality frozen pizza line that aims to bring the soul of Una to your home.

A ~spooky~ acquisition, just in time for Halloween 👻

Keurig Dr Pepper (KDP) is brewing up something big—acquiring a 60% stake in GHOST Lifestyle LLC and GHOST Beverages LLC, a rapidly growing energy drink brand, with plans to snag the remaining 40% in 2028.

This is KDP's largest acquisition since the merger of Keurig Green Mountain and Dr Pepper Snapple Group in 2018 for a cool $19 billion, which created the current Keurig Dr Pepper company.

In recent years, KDP has been busy sipping on acquisitions and investments in the beverage space, including:

• Acquisition of Core Hydration water in 2018

• Acquisition of antioxidant drink Bai in 2016 (under Dr Pepper Snapple)

• An $863 million investment in Nutrabolt (C4 Energy) in 2022

• A distribution agreement with premium hydration drink Electrolit in 2023

TL;DR? We’re witnessing a CPG giant climbing the ranks in real time.

This acquisition will boost KDP's presence in the energy drink category—but more importantly? It’ll extend its reach to younger consumers who already love the GHOST brand. Across the industry, the focus is shifting to younger consumers who care about energy and function.

GHOST has demonstrated impressive growth: net sales have more than quadrupled over the past three years, making it one of the fastest-growing brands in the energy space. And now? KDP can better compete with rivals who have made similar investments—like PepsiCo investing in Celsius Holdings and Coca-Cola’s long-term agreement with Monster.

KDP is seeing big growth opportunities here. They’re ready to leverage their extensive distribution network to take GHOST to new heights, and there’s room for even more innovation and expansion into other beverage categories.

🛒 CPG & Consumer Goods

• Is nothing safe anymore?! TreeHouse Foods expanded its recall of frozen waffles due to potential contamination with Listeria monocytogenes, affecting over 800 products sold in the U.S. and Canada. Although there have been no confirmed illnesses linked to the recall, the company's stock price has dropped 9% since the announcement.

  • Some brands who sell frozen waffles, like Brazi Bites, took to social media to alert customers they were not affected.

• Snacks for everyone. Goldfish crackers are temporarily rebranding as “Chilean Sea Bass” to appeal to adult consumers. Everything is literally the same, and the new branding is available online only for a limited time. Check out my thoughts in the CNN article and on my TikTok!

@nate.rosen

@goldfishsmiles is rebranding (for a limted time, don’t worry) to Chilean Sea Bass in order to appeal to a more adult consumer and I love ... See more

• The latest in the world of nonstop protein product launches:

  • Never too early for #gains. Koia, makers of one of the best plant-based protein shakes on the market, launched Koia Kids, a line of protein shakes designed specifically for children. Each shake contains only 4g of sugar, is free of top allergens, and is fortified with essential vitamins and minerals.

    • I think there is so much room for more BFY CPG products marketed, and more importantly formulated, for kids. Want people to eat healthier? Start them earlier!

  • Comfort food gets a high-protein makeover with Kaizen Food Company’s new Mac & Cheese, packed with 24g of protein.

  • ‘Tis the season. Maria Shriver + Patrick Schwarzenegger’s brain health brand, MOSH, launched its limited edition Mint Chocolate Crunch bar with 12g of protein.

• Health > sustainability. Impossible Foods introduced a new health certification label for its Lite Ground Beef, granted by the American Diabetes Association, signaling a shift toward emphasizing health benefits over sustainability efforts.

💻 eCommerce

• Not the place I want to buy tech. TikTok Shop launched its refurbished electronics category in the U.S., following a UK introduction in September 2023. The program offers a 90-day Buyer Protection Program and a one-year warranty on items sold by approved sellers, who must have their products inspected by a TikTok-approved third party.

• Listening to customers > Poshmark reverted to its original fee structure after feedback indicated that recent changes negatively impacted seller earnings. The original fee will be 20% for sales over $15 and $2.95 for sales under $15, and the Buyer Protection Fee will be removed.

• Subscription…furniture? Wayfair launched a paid loyalty program with a $29 annual subscription that offers 5% back in rewards and free shipping on orders.

• Nothing like a makeover. Amazon is redesigning its homepage (once again) to enhance the shopping experience with personalized recommendations, a refreshed design, and a consolidated Buy Again hub for easier repeat purchases.

• Everyone and their mother is building a retail media network…

  • Ulta is partnering with Rokt to enhance its retail media network, UB Media, by introducing AI-driven non-endemic ads (AKA ads that promote non-Ulta products). This collaboration allows companies outside the beauty industry, such as Hulu and PayPal, to reach Ulta's 44 million loyalty members.

  • Vroom Delivery partnered with DIGITS to create a Retail Media Network for convenience retailers set to launch in early 2025, enabling retailers to earn advertising revenue through their online channels.

…and here’s why: According to a recent State of Digital Grocery report, Retail media networks in the U.S. grocery sector are currently valued at $8.5 billion! 70% of grocers plan to adopt in-store media solutions within the next 18 months.

🛍 Retail

• Remember Papyrus? The Paper Store is celebrating its 60th anniversary with a $60 million growth plan to modernize and expand its locations across the Northeast and into new markets.

• On track for growth. Swiss sports brand On expanded its US presence with two new flagship stores in NYC—On’s largest to date—and Chicago. These stores will serve as community hubs, hosting events and running clubs.

  • If you somehow don’t know On, I highly recommend checking out this CNBC Make It video on the founder.

• “Calories, shmallories” - Kroger, probably. Kroger just partnered with bitewell to launch the FoodHealth Score for products across their stores and digital platforms. The system looks beyond calories to assess nutrient density, ingredient quality, and processing levels.

• This is making me crave a Slushee. 7-Eleven plans to open 600+ stores in North America by the end of 2027, featuring a larger product assortment and expanded food offerings.

• Grocery at Amazon is all over the place. Amazon is expanding its presence in Phoenix with a new Whole Foods Market and plans for a drone delivery program set to launch by the end of 2024.

🏭 Supply Chain

• Fighting costs. Amazon is shutting down its same-day delivery service called Amazon Today, which allowed deliveries from brick-and-mortar retailers.

  • This decision is part of Amazon's broader cost-cutting efforts, which have included significant layoffs and the cancellation of various projects.

• Plant-based mayo to milk to…perfume?! NotCo, a food tech company that uses AI to create plant-based alternatives to animal products, launched its Generative AI Fragrance Formulator in partnership with Cramer—some wild tech that allows for the rapid development of unique scents.

💸 Funding news

• 7 Mile Brands invested $3 million in Drumroll, a refrigerated low-sugar, high-protein donut brand—and one of my favorite high-protein treats.

• Molly Sims' Yse Beauty secured investment from Willow Growth Partners to expand its prestige skin care brand for Gen X women.

• Tupperware reached an agreement with a group of secured lenders to form The New Tupperware Company (wow creative name), aiming to revitalize the brand. The new company will focus on a digital-first strategy.

• Rethink Food acquired Wellfare, a nonprofit that provides premium groceries to food-insecure families in NYC. Cole Riley, the founder of Wellfare, will join Rethink Food as Director of Corporate Partnerships:

• MeliBio, a Californian food tech startup, secured a pre-Series A funding round of approximately $10M to expand its vegan honey product, Mellody, across the U.S.

• Second Nature Brands announced its acquisition of the Voortman cookie brand from The J.M. Smucker Co. in an all-cash transaction. This acquisition expands Second Nature Brands' portfolio, which includes several premium snack brands, including Brownie Brittle and Sahale Snacks.

🧐 Interesting reads + data

• Our past + future on the same plate. The ADM 2025 Flavor and Color Outlook report highlights four main trends in consumer preferences:

  • Revisit & Reinvent (favoring nostalgic flavors with a modern twist)

  • Adaptive Eating (prioritizing affordability, satiety, and stable taste in healthy options)

  • Euphoric Wellness (exploring mood-enhancing foods)

  • Made For [You] (focused on personalization and unique, unexpected flavor combinations)

😋 Brands and things I’ve tried this week

Pastrami Ice Cream is real…and it’s delicious. Salt & Straw landed in NYC and to celebrate they made some fun NYC themed flavors! And I had to get a classic pastrami on rye…in ice cream. (And a cup for Ginger)

See ya next week,

Nate :)

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