Astō Bets on Oats Overnight, Encore Secures $350M 💰

GM and Happy Saturday, folks. Here’s what we’re covering this morning:

• Stiller’s Soda raises $3.5M 🥤

• Good Bacteria closes seed round 💊

• Lemme teases Kylie Cosmetics collab 👀

• Sprouts debuts in New York 🌱

• Mateina lands at Costco Canada 🍵

Deals 💰

Mergers & Acquisitions 

• Total Beverage Solutions, a U.S. wine & spirits importer, has acquired aloe-based liqueur brand Chareau for an undisclosed sum. Launched in 2013 and produced in Santa Barbara, Chareau is distributed nationally at Whole Foods Market and Total Wine & More. Just Drinks

Fundraising

• Oats Overnight secured a $45M growth equity investment from Astō Consumer Partners. Founded in 2016 by former professional poker player Brian Tate, Oats Overnight is a vertically integrated producer of overnight oats with manufacturing facilities in Arizona and Ohio. Revenue surpassed $200M in 2025 and the company retails at 12,000 doors across the U.S. Oats Overnight also has an impressive +300K active monthly DTC subscribers. Instagram

• Milliways, a UK-based plastic-free chewing gum brand, raised another $3M in equity funding to support growth in the U.S. Mehmet Yüksek, the former CEO of Perfetti Van Melle North America, and Leon Amram, the former owner of Intergum, participated in the round alongside several angel investors. In the U.S. Milliways retails at Sprouts, Hy-Vee, Meijer, and a handful of other chains. PR Newswire

• Good Bacteria secured $3.2M in seed funding from investors like BrandProject, BAM Ventures, RiverPark Ventures, and Listen. Founded late last year by Anabel González, Good Bacteria offers a 28-day rotating system that aims to “rewild” the microbiome. You can find their products at Pop Up Grocer and Happier Grocery in NYC. Beauty Independent

• According to an SEC filing, Stiller’s Soda raised just over $3.5M in fresh equity funding. Ben Stiller and Alexander Doman launched the better-for-you soda brand in September 2025. Their retail partners include Walmart, Whole Foods, and Target. SEC

• Encore Consumer Capital, a San Francisco-based private equity firm, raised $350M for Fund V. Current and former investments include Supergoop, Tarte Cosmetics, Love Wellness, 4505 Meats, and a number of others. Encore

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What’s New 🤩

Apparel, Cosmetics, and Wellness

• Wizard Wellness is an elevated allergy care brand founded by longtime beauty exec Lorne Lucree. The company launched on Thursday with several products including sinus rinses, nasal sprays, nasal sticks, and oral strips. Wizard Wellness reminds me of Wonderbelly and OLLY which elevated mundane categories via sleek branding and packaging. According to WWD, the brand will be available on Amazon, TikTok Shop, and it will hit shelves at Walmart in August. Wizard Wellness

• Fast-growing VMS brand Lemme just teased an upcoming collaboration with Kylie Cosmetics. Details are scarce but the collab will be revealed tomorrow so stay tuned. Instagram

• Hugh Jackman just joined AG1 as a global brand ambassador. Jackman has been an investor in AG1 since 2021. AG1

• Functional fragrance brand Vyrao opened a pop-up at the Harvey Nichols flagship in London. The space was designed by Dutch architecture firm OMA and will be open until April 1st. Instagram

• Ethique, the sustainable personal care brand that Bansk Group acquired in 2020, is returning to Target with 14 SKUs and retail-optimized branding and packaging. Beauty Independent 

Food, Beverage, and Alcohol

• Cadence continues to level up with athlete partnerships. The fast-growing hydration brand just added runner Charlie Lawrence to its roster of Cadence Athletes. Lawrence is an extreme distance runner and the 50 Mile World Record Holder. Instagram

• RAW Nutrition is returning to the protein bar category with a reformulated product. The company will launch four protein bar SKUs which contain 18-21g of protein and 1-5g of added sugar. The company’s energy drink line, BUM Energy, has been on a roll and recently launched at Walmart. Stack3d

• Sparkling Ice, the quietly massive beverage brand with more than $1B in annual sales, expanded its licensed flavor range with four Life Savers SKUs: Green Apple, Pineapple, Wild Cherry, and Strawberry. Sporked

• Jiant, a purveyor of hard tea and hard kombucha, just launched an innovative non-alc beverage: Tropical Citrus Hop Tea. It sounds like a more flavorful hop water due to the splash of real fruit juice. It’s also a great-looking can. Instagram

• Sprouts Farmers Market finally opened its first New York store. The new store officially opened yesterday and is located in Centereach on Long Island. In January Sprouts opened new stores in Haymarket, VA and New Braunfels, TX. Progressive Grocer

Data 🖥️

• Church & Dwight’s recent acquisitions continue to pay off. TheraBreath, which Church & Dwight acquired in 2021, is now doing $258M in revenue, up from $86M in 2021. Hero Cosmetics, which was acquired the following year, is now doing $345M in revenue, up from $115M in 2022. Touchland is also cooking as well. Twitter

Distribution News 🚚

• Mateina just launched a variety pack at Costco Canada.

• Dally launched three SKUs at Stater Bros.

• Caliwater partnered with Gordon Ramsay Restaurants.

• Oyna Natural Foods launched at Whole Foods in NorCal.

• Plant Up added 150+ Sam’s Club doors.