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  • 3G Capital Buys Skechers for $9.4B, Unilever Invests in Mexico🧴

3G Capital Buys Skechers for $9.4B, Unilever Invests in Mexico🧴

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CPG WIRE
May 06, 2025

Welcome back to This Week in CPG, folks. Here’s what we’re covering this morning:

  • Valeo buys Italian sweets maker 🎂

  • Hims & Hers makes major hire 💊

  • Hiya expands into hydration 💧

  • Jeni’s unveils new range 👀

  • Habiza heads to NYC 🍎

I’m also excited to reveal the five finalists for the Era VC x CPG Wire Pitchslam:

  • Nimbi - the world’s first plastic-free shaving system

  • OVA - clinically proven fertility supplements for men & women

  • Moo’d Up - healthier chocolate milk from a leading food influencer

  • Mikuna - ultra clean, high performance plant protein

  • Dr Glitter - supplements delivered in novel crystalline form

If you want to watch the virtual pitch competition at 4pm ET tomorrow, you can register for the event here.

Deals 💰

Mergers & Acquisitions 

  • 3G Capital is acquiring footwear brand Skechers for just over $9.4B. Robert Greenberg launched Skechers in 1992 and built it into the third largest footwear company in the world. The 85-year-old Greenberg will continue to lead the company as CEO and Chairman. JPMorganChase will provide $5B in debt to finance the deal. 3G Capital made its name in the early 2010s by acquiring stakes in Burger King, Kraft Heinz, Restaurant Brands International, and AB InBev. Shares in competitors like Birkentock and Crocs popped due to the Skechers acquisition. CNBC

  • Valeo Foods, an Irish multinational food producer, has acquired Italian sweets manufacturer Freddi Dolciaria for an undisclosed sum. Luigi Freddi founded the business in 1949 which produces a variety of products like sponge cakes, Swiss rolls, and other sweets. Food Business News

Fundraising

  • We have more details on Casalú’s $3.5M raise. The round was led by Tom Reeg, the CEO of Caesars Entertainment, and included Steven Grasse (the creator of Hendrick’s Gin), Tom Baker (the founder of Mr Black), and Rodney Williams (the former CEO of Belvedere Vodka). Twitter

What’s New 🤩

Apparel, Cosmetics, and Wellness

  • Hims & Hers just appointed Nader Kabbani as its Chief Operations Officer. Kabbani spent nearly 20 years at Amazon and built the operational backbone for flagship offerings like Amazon Logistics, Amazon Flex, Amazon Kindle, and others. Business Wire

  • Unilever is investing $1.5B into Mexico to increase its beauty and personal care production capacity. The consumer goods giant will open a new manufacturing facility in Nuevo Leon which will create 1,200 new jobs. Business of Fashion

  • Amoureux is a new high-performance skincare brand designed for sensitive skin. The company was founded by Jeanine Mojum, a former analyst at Goldman Sachs and program manager at Amazon. Amoureux launched with two SKUs: The Soft Serum and The Cozy Cream. Beauty Independent

  • Children’s nutrition brand Hiya released a daily hydration supplement. The product is made with real fruit, coconut water, and Himalayan pink salt. USANA acquired a majority stake in Hiya for $205M last year. Instagram

Food, Beverage, and Alcohol

  • Jams is a better-for-you player in the PB&J category. Their products are free of seed oils and contain 10g of protein per serving. Jams will make its retail debut at a nationwide chain in July. The brand is backed by a number of well-known athletes and creators. Chubby Snacks, another better-for-you player in this category, sadly shut down in January. Instagram

  • Jeni’s launched its first-ever ice cream bar line. Four unique flavors are available: Chocolate Churros & Cream, Vanilla Caramel Sundae, Dark Chocolate Bombe, and Passion Fruit Dreamsicle. The new line is available at Whole Foods Market, Harris Teeter, and select Target stores. PR Newswire

  • Heyday Canning Co. just released its new Perfectly Seasoned Beans line. The good-looking new line is available at select Whole Foods Market stores. Instagram

  • Tide Cocktail Co. just launched a new line of non-carbonated vodka cocktails with real juice. Three flavors are available: Orange, Pineapple, and Cranberry. Tide Cocktail Co. is available for purchase in Alberta and British Columbia. Non-carbonated cocktails continue. Tide

  • Maison Linotte, a French producer of luxury baked goods, is launching a plant-based butter for chefs. The butter is made with organic ingredients and is free of palm oil, additives, and major allergans. Vegconomist

  • Ragu (owned by Mizkan America) partnered with Palermo Villa to launch a frozen pizza line. The new line is available at select retailers and will retail anywhere from $4.99 - 6.99. GlobeNewswire

  • Peruvian hot sauce brand Tari released three new flavors: Zesty Verde, Smoky Heat, and Tropical Kick. Great-looking labels. Trend Hunter

  • Organic chocolate brand Hu launched a Dark Chocolate Bites line. Three flavors are available: Hazelnut Butter, Cashew Butter with Vanilla Bean, and Creamy Coconut. Baking Business

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Data 🖥️

  • Hims & Hers had a massive Q1 with revenue surging 111% year-over-year to $586M. Their subscriber base also jumped 38% YoY to 2.4 million. The company’s gross margin dipped to 73% but free cash flow exceeded $50M, up from $11 in Q1 of 2024. CNBC

Distribution News 🚚