Estee Lauder Buys Deciem, KDP Strengthens DSD Network 🚚

CPG WIRE
June 04, 2024

Welcome back to This Week in CPG, folks. A lot has transpired in CPG over the past week so we better just dive in:

Deals 💰

Mergers & Acquisitions

The Estee Lauder Companies, the beauty giant that owns Bobbi Brown Cosmetics, Dr. Jart+, Jo Malone, Le Labo, and many others, has acquired the remainder of DECIEM for $860M. DECIEM is a multi-brand beauty company that owns The Ordinary and NIOD. Estee first invested in DECIEM in 2017, increased its stake to become majority owner in 2021, and recently exercised its option to buy the remaining 24%. Business Wire
Keurig Dr Pepper has acquired Kalil Bottling Company, a leading beverage distributor in Arizona. Kalil operates one production facility and two sales & distribution centers throughout the state. The company services 7.4M customers and 4,500 retail doors. PR Newswire
Hamdi Ulukaya, the founder & CEO of Chobani, purchased Anchor Brewing Company and will revive the iconic craft brewery. Anchor Brewing debuted in San Francisco in 1896 but closed last year. Terms of the deal were not disclosed. Ulukaya is no stranger to the beverage biz. He acquired a majority stake in La Colombe Coffee Roasters in 2015, then Chobani acquired La Colombe outright last year. Business Wire
BFY beverage firm Suja Life has acquired Slice, the iconic soda brand that debuted in the 1980s but was discontinued. Suja Life plans on relaunching Slice in 2025 as a clean label soda. Business Wire

Fundraising

Squared Circles, a consumer-focused venture studio, secured $40M in Series A funding. L Catterton led the round. Thus far Squared Circles has incubated or invested in a number of consumer brands like Algae Cooking Club, Ghetto Gastro, Freaks of Nature, Nutrafol, Magic Molecule, and others. Business of Fashion
Non-alcoholic wine brand Surely closed an equity funding round led by Pure Ventures. Surely launched in retail in 2023 and did revenue of $1.8M in that channel. Just Drinks

Apparel, Cosmetics, and Wellness

Vacation launched a new body oil called Shimmer Oil SPF 30. The fragranced product features argan, marula, coconut, and jojoba oil. The packaging is terrific. Vacation
Sarah Creal, a longtime beauty product developer who worked with the likes of Bobbi Brown, Tom Ford, and Victoria Beckham, launched a luxury makeup and skincare brand for women over 40. WWD
TikTok star Monet McMichael has partnered with Snif to release a new fragrance. Dubbed Rose Era, the new scent will be available on June 13th. Instagram
Julia Tissot-Gaillard is turning 150-year-old Altesse Studio from an artisan hairbrush maker into a luxury haircare powerhouse. Cosmetics Business

Food, Beverage, and Alcohol

Mas+ by Messi, the new RTD hydration brand from Lionel Messi and Mark Anthony Brands, is launching on June 14th. It looks pretty good IMO 👇Instagram

BFY soda brand Poppi is facing a class-action lawsuit over its gut health claims. The lawsuit claims that Poppi has been misleading consumers since its dosage of agave inulin fiber wouldn’t meaningfully impact gut health. NBC News
Low-alcoholic spirits brand Quarter has rebranded as Quarter Proof due to various legal challenges. Their original packaging was kinda iconic so this feels like a downgrade. The Spirits Business
Sour Strips launched a new line of party packs. They’re available exclusively at Target. These guys are killing it. Twitter
Inside L.A. Libations, the beverage incubator behind BodyArmor, Chamberlain Coffee, PLEZi, and many other brands. Food Dive

Culture POP is now available at Sprouts Farmers Market.
Chamberlain Coffee launched their RTD oatmilk lattes at Target.
818 Tequila launched in India.
Wonderbelly is now available at CVS.
Mushroom gummies brand Fungies launched at Walmart.
Glossier is launching at Mecca in Australia & New Zealand.
S’NOODS launched at Fairway Market, Gourmet Garage, and select ShopRite stores.