Giannis Backs IM8, Khloud Expands Offering ☁️

Author

CPG WIRE
April 04, 2026

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

  • APG partners with Dossier 📈

  • Snif unveils cereal-inspired line 🥣

  • BrüChew anonymously launches 👀

  • Liquid I.V. collabs with Grillo’s Pickles 💧

  • Something Sweet lands at Whole Foods 🍪

Deals 💰

Mergers & Acquisitions 

  • Keurig Dr Pepper officially closed its $18B acquisition of European coffee giant JDE Peet’s. As previously announced, after an interim operating period, Keurig Dr Pepper will split into two independent, US-listed companies: Beverage Co. and Global Coffee Co. JDE Peet’s generated €9.9B of total sales in 2025 while KDP’s revenue is north of $16B. FoodBev

Fundraising

  • NBA legend Giannis Antetokounmpo has taken a minority equity stake in IM8, one of the fastest-growing supplement brands in the world. Founded in late 2024 by Prenetics (NASDAQ: PRE) and David Beckham, IM8 reached $100M in ARR in 11 months and the company anticipates over $180M in revenue in 2026. Several other athletes like Aryna Sabalenka and Ollie Bearman are investors in IM8. Athletech News

  • American Pacific Group (APG), a Bay Area-based private equity firm, announced a stratregic investment in Dossier, a New York-based fragrance brand best known for duping luxury scents. The founder & CEO of Dossier, Sergio Tache, will continue to lead the brand through its next phase of growth. APG has made several consumer investments including Coterie and Alete Active Nutrition. Business Wire

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What’s New 🤩

Apparel, Cosmetics, and Wellness

  • Snif continues to cook and the New York-based fragrance brand is launching a nostalgic cereal-inspired collection on April 10th. Users of the Ulta Beauty app will have access to the collection on April 5th. The collection includes three scents: Crunch Time, Streak, and Frooty Call. Instagram

  • Folly, a London-based hair supplement company, announced the global launch of its “pill-strength” hair health gummy. The company developed a proprietary delivery system, dubbed Folly Microspheres, that helps stabilize sensitive actives during digestion. Folly is backed by Khosla Ventures. PR Newswire

  • Lemme is launching a weight maintenance supplement called Lemme Metabolism on April 7th. The product is powered by Akkermansia which has been shown to support weight maintenance and help strengthen the gut barrier. Instagram

Food, Beverage, and Alcohol

  • An exited founder anonymously launched BrüChew, a mushroom coffee gummies brand. Each serving of BrüChew delivers 50mg of caffeine and 1g of functional mushrooms, including Lion’s Mane, Cordyceps, Reishi, and Turkey Tail Extract. The mushroom coffee space is booming — Everyday Dose and RYZE are both reportedly 9-figure brands — so why not make a gummy version? The team behind BrüChew is killer and the anonymous founder angle is a great marketing gimmick. Instagram

  • Jessica Kwong, the founder & CEO of plant-based snack brand Jack & Friends, recently launched a caffeinated nutrition bar brand called Moka Energy. The coffee-inspired bars contain 90mg of caffeine and three flavors are available: Vanilla Latte, Caramel Cappuccino, and Dark Roast Coffee. Moka Energy

  • After selling Mela to the parent company of Calypso Lemonade in April 2025, Dom Purpura and Nick Spiekhout are back in the beverage game with Chiarella, a luxury mineral water brand from Italy. The seasoned beverage operators partnered with Acque Minerali Val Menaggio S.r.l. to secure the North American rights to the brand. Instagram

  • Khloud, the fast-growing snack brand founded by Khloe Kardashian, just unveiled a Protein Chip line with three flavors: Sweet Heat, Nacho, and Buffalo. Each serving contains 7g of protein and the product is both gluten and seed oil-free. The new line will debut at Target on April 8th. PR Newswire

  • The Coconut Cult is releasing a Probiotic Coconut Froyo line in the near future. Details are scarce but we definitely know about one flavor — Passion Fruit. Instagram 

  • Liquid I.V. did April’s Fool the right way by actually launching a wild product. The hydration specialist partnered with Grillo’s Pickles to release a limited-edition Dill Pickle Hydration Multiplier. Trend Hunter

  • Fast-growing functional beverage brand Protein2o is launching P2X, an advanced hydration line that’s powered by 20g of protein, electrolytes, and other active ingredients. The new line will launch at Target later this month. Protein2o is also partnering with Orange Theory to spread the word about P2X. BevNET

  • Bobo’s recently refreshed its Oat Bites & PB&J packaging. The more premium packaging features a bolder color system, improved product photography, and clearer flavor cues. Mertz Design Studio nailed the refresh. Instagram

Data 🖥️

  • Functional wellness shots are on a tear in the UK as the category grew 54% year-over-year to £63M. NIQ expects the category to be worth £115M by 2027. LinkedIn

  • According to a report from Forbes, Chomps is on track to top $900M in annual revenue this year, up from $660M last year. LinkedIn

Distribution News 🚚

  • Something Sweet launched nationwide at Whole Foods Market.

  • Hydrogen water brand oHy launched at Meijer.

  • Noot launched its functional beverage line at Sprouts.

  • Opopop launched nationwide at Walmart.

  • Legally Addictive is now available on JetBlue flights.