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Daily Crunch Raises $4M, MrBeast Takes on Lunchables đŸ„Ș

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CPG WIRE
September 17, 2024

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

  • Deliciously Ella acquired đŸ„Ł

  • Gainful scores Series B funding đŸ’Ș

  • Flamingo Estate breaks into skincare 🍯

  • JuneShine launches non-alc booch đŸč

  • Electrolit stays hot 📈

Deals 💰

Mergers & Acquisitions 

  • Deliciously Ella, a UK-based purveyor of plant-based snacks and beverages, was acquired by Hero Group, a diversified Swiss food group. Since hitting stores in 2016, Deliciously Ella has sold more than 100 million products. British entrepreneur and food blogger Ella Mills launched the brand in 2012. The Independent

  • Oriental Brewery (OB), a South Korean brewery and a subsidiary of AB InBev, is acquiring South Korean soju brand Jeju. OB is acquiring the brand from Shinsegae L&B. The soju category in the U.S. has doubled over the past 5 years. Just Drinks

Fundraising

  • Daily Crunch, the #1 sprouted nut brand in the U.S. with over 16,000 points of distribution, raised $4M in Series A funding. The round was led by Launch Tennessee, a state-backed VC firm, and included a number of founders and strategic individuals. Daily Crunch launched in 2020 and retails at CVS, Meijer, Target, and many other stores. Forbes

  • NĂ€ak, a Canadian producer of nutrition products for endurance athletes and outdoor enthusiasts, raised $5M in Series A funding. The round was led by Investissement QuĂ©bec. William Walcker and Minh-Anh Pham launched NĂ€ak in 2016. Twitter

  • Personalized performance nutrition brand Gainful secured an undisclosed amount of Series B funding in a round led by District Ventures Capital. Other investors include BrandProject and Round13 Capital. Gainful was founded in 2017 and is a YCombinator alum. Twitter

  • Prebiotic soda brand Poppi announced that Post Malone is their newest investor and brand partner. Poppi also released a co-branded can alongside Post Malone. PR Newswire

  • Inspiro Tequila, a woman-owned ultra-premium tequila brand, raised a $1M convertible note from undisclosed investors on September 2nd. SEC

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What’s New đŸ€©

Apparel, Cosmetics, and Wellness

  • Beloved lifestyle brand Flamingo Estate is expanding into skincare with their Manuka Rich Cream. The product features Manuka honey, hemp, shea butter, and Calendula flower. Instagram

  • Carolyn Aronson, the co-founder of It’s a 10 Haircare, has launched a new mass haircare brand called CLOUD. The brand will roll out at CVS and Walmart early next year. Each SKU will retail for $11.99. PR Newswire

  • OLLY, the VMS brand that Unilever acquired in 2019, launched their first-ever menopause supplement. OLLY Mellow Menopause was formulated to relieve hot flashes and other symptoms. WWD

  • Clean beauty retailer Credo Beauty launched a private label skincare line — Credo Skincare — which is focused on hydration. The private label assortment features six products. Store Brands

Food, Beverage, and Alcohol

  • MrBeast has teamed up with Logan Paul and KSI to launch a competitor to Lunchables. Dubbed Lunchly, the grab-and-go food boxes contain classic lunchtime snacks along with products from Feastables and PRIME. This category is bound to get disrupted but I’m not sure if Lunchly will be the one to do it. The Hollywood Reporter

  • JuneShine, the San Diego-based beverage brand that’s best known for its hard kombuchas and canned cocktails, launched a range of non-alcoholic kombuchas. Love the packaging. Brewbound

  • Peepal People, the South Asian pantry staples brand that launched in 2020, just unveiled a stellar brand refresh. They nailed it. Instagram

  • David, the protein bar brand co-founded by Peter Rahal and Zach Ranen, officially launched yesterday. David

  • Luxury California whiskey brand Wolves released a 5-year-old American Single Malt Whiskey. Like all of their other products, it’s a beauty. PR Newswire

  • Mount Gay, the premium rum brand that’s owned by RĂ©my Cointreau, released the second installment of its Single Estate Series. Just over 5,000 bottles were produced which will retail for $400. VinePair

  • Fody Foods, a Canadian producer of low FODMAP condiments and pasta sauces, launched a range of high fiber snack bars. Each bar contains 6g of fiber which is 20% of your daily value. Instagram

  • Cheeky Cocktails, a Brooklyn-based producer of premium cocktail mixers, launched a new Decaf Espresso Syrup. PR Newswire

Data đŸ–„ïž

  • Despite a slowdown in the RTD hydration category — Gatorade, BodyArmor, and PRIME are all losing momentum — Electrolit continues to post impressive month-over-month growth. Twitter

Distribution News 🚚

  • Kanpai Foodz launched at 1,700 Target stores.

  • Truly Indian launched their frozen naan at Whole Foods.

  • LA-based snack brand Joydays launched at Gelson’s.