Glanbia Sells SlimFast, Alice Mushrooms Raises $8M 🍄

Author

CPG WIRE
September 18, 2025

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

  • Gallo buys Whiny Baby 🍷

  • General Atlantic backs OSEA 🌊

  • Supergut expands fiber portfolio 💩

  • Wandering Bear launches RTDs ☕️

  • Kona Big Wave continues to cook 🍺

Deals 💰

Mergers & Acquisitions 

  • Glanbia is selling SlimFast U.S. to Heartland Food Products Group, the Indiana-based owner of Splenda. Glanbia originally acquired SlimFast in 2018 but deemed it a non-core brand earlier this year. Glanbia did $3.8B in revenue in 2024 and owns a variety of performance nutrition brands like Isopure, Optimum Nutrition, Amazing Grass, and Think Products. Food Business News

  • Whiny Baby, a California-based wine brand, has been acquired by Gallo for an undisclosed sum. Jess Druey launched Whiny Baby in 2020. While most of the major spirits players have been divesting brands or sitting on their hands, Gallo has been juicing up its portfolio. Their recent acquisitions include Bev, Waterbird Spirits, Fishers Island Lemonade, Hahn Family Wines, and a number of minority investments. LinkedIn

Fundraising

  • Alice Mushrooms, a functional mushroom chocolate brand, raised $8M in Series A funding to support its nationwide retail expansion. The round was led by NewBound Venture Capital with additional funding from Unilever Ventures and Tiesto. Alice Mushrooms was founded in 2022 by Lindsay Goodstein and Charlotte Cruze. After adding 1,300 new retail doors later this year, Alice expects to be an 8-figure brand. Instagram

  • Ocean-inspired skincare brand OSEA scored a strategic growth investment from General Atlantic. Malibu-based OSEA launched in 1996 and revenue is reportedly in the $100M range. CAVU Consumer Partners, which invested in OSEA in 2020, will fully exit its position after the transaction closes. General Atlantic

  • Amaani, a Dubai-based company that’s building new-age beauty & wellness brands in the Middle East, raised $3M in seed funding from Peak XV Partners. Amaani will use the funding to scale AÏZA, a premium skincare and haircare brand. Amaani was founded by Shubham Poddar, a former investor at Sequoia India. Beauty Independent

  • Former Laker and current Milwaukee Buck Kyle Kuzma invested in MARGIN, a performance personal care brand for men. The Toronto-based brand offers a variety of products including deodorant, cologne, body wash, and serums. Business of Fashion

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What’s New 🤩

Apparel, Cosmetics, and Wellness

  • Supergut continues to solidify itself as the fiber brand of the future. The company, which is best known for its fiber-infused GLP-1 Booster range, just launched its Foundational Daily Fiber line. Each serving offers 6g of prebiotic fiber and three flavors are available. They nailed the branding too. Instagram

  • Realm is a new brand in the air care category. The company offers air & fabric fresheners that are free from toxic ingredients like benzene, formaldehyde, and phthalates. The sleek, minimalist packaging works really well. Bullish on this brand. Realm

  • Blu & Green, the sustainable haircare brand founded by celebrity hairstylist James Pecis, unveiled two new products: Daily Conditioner Concentrate and Daily Shampoo Concentrate. WWD

  • Osmé is a new luxury fragrance brand from serial entrepreneurs Craig & Julia Noik. The brand launched with three scents — Obsidian, Piryte, and Turmali — which are available online and at Credo Beauty. Osmé

Food, Beverage, and Alcohol

  • New York-based Wandering Bear Coffee is betting on RTDs with a new functional latte range. Each 8 oz. can contains 11g of protein, 5-6g of natural cane sugar, 140mg of caffeine, and only 100 calories. Three flavors — Vanilla Latte, Mocha Latte, and Double Latte — are available exclusively at Whole Foods Market. PR Newswire

  • Roxii Supercube is a startup that’s reimagining wellness routines with nutrient-packed ice cubes. The Minneapolis-based startup will launch later this year with four products: Chill, Glow, Hydration, and Immunity. Roxii Supercube is a lot like Cometeer but instead of specialty coffee, they’re delivering active wellness ingredients. This is a super interesting form factor. Naked Rivals, an Australian purveyor of frozen citrus cubes, was acquired earlier this year. BevNET

  • Jeff Rubenstein, the former Chief Growth Officer and President of Poppi, is taking over as the CEO of Khloud Protein Popcorn. Rubenstein aims to turn Khloud’s early momentum into long-term growth. PR Newswire

  • Señor Smoke is a new player in the THC cocktail category. Each can contains 10mg of THC and 5mg of CBD. Three flavors are available: Apple Pie, Grape Ape, and Margarita. The branding was designed by Cue, a Minneapolis-based branding studio. Señor Smoke

  • Protein Pints expanded its lineup with two new flavors: Cookies & Cream and Coffee. The new flavors are available at Kroger banners on the west coast. Instagram

  • LALO Tequila released its second limited-edition product: 2025 High Proof Blanco. The new expression is available in 41 states in limited quantities. The Spirits Business

  • Tyson Foods (NYSE: TSN) will stop using high-fructose corn syrup in its branded products by end of year. The Arkansas-based meatpacking giant also said it will drop sucralose, BHA, and titanium dioxide (a food coloring). WSJ 

Data 🖥️

  • Kona Big Wave is now the 9th most popular draft handle in the U.S. and the brand has more than doubled in size over the past 5 years. For AB InBev, Kona Big Wave is their fastest-growing premium beer brand. LinkedIn

Distribution News 🚚

  • BEZI is now available at Whole Foods Market in the northeast.

  • Brami launched its protein pasta line in six Costco regions.

  • Laoban launched 5 SKUs at Giant Food.

  • ByHeart is now available online at Sam’s Club.

  • Norr Organic is now available storewide at Natural Grocers.

  • EATABLE launched at Whole Foods Market in Canada.

  • Krack’d Snacks launched at 52 Raley’s stores.