• This Week in CPG
  • Posts
  • JamJar Backs TrueStart Coffee, Maeva Officially Launches 💊

JamJar Backs TrueStart Coffee, Maeva Officially Launches 💊

Author

CPG WIRE
January 29, 2026

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

  • More meat snack M&A 🥩

  • General Mills sells another brand 🥫

  • KilgourMD expands offering 🧪

  • Absolut x Tabasco collab 🌶️

  • Happy Coffee launches at Sheetz ☕️

Deals 💰

Mergers & Acquisitions 

  • Western Smokehouse Partners, a large-scale producer of better-for-you meat snacks, has acquired Junior’s Smokehouse for an undisclosed sum. Founded in 1985 and based in El Campo, TX, Junior’s Smokehouse produces a wide variety of craft meat snacks. By the end of 2026, Western Smokehouse Partners wil be able to process over 160 million pounds of meat products annually. Food Business News

  • General Mills just sold organic tomato sauce brand Muir Glen for an undisclosed sum. The buyer is Violet Foods, a New Jersey-based producer of premium tomato products, which is owned by Amphora Equity Partners. This is the latest divestment from General Mills which sold its North American yogurt biz for $2.1B at the end of 2024. Food Dive

  • David Vitale, the founder of Australian spirits brand Starward Whisky, has bought out shareholders like Distill Ventures (Diageo) and others. Starward Whisky is once again entirely owned by Vitale. Whisky Monkeys

Fundraising

  • UK-based TrueStart Coffee closed a Series A funding round led JamJar Investments. Founded in 2015 by husband-and-wife team Simon & Helena Hills, TrueStart offers a wide variety of coffee products in four different strengths: Strong, Smooth, Low Caf, and Decaf. DLF Venture and a number of strategic angels also participated in the round. The Business Desk

Slash Shipping Costs With PackPost 📦

PackPost is a logistics expert that specializes in reducing small parcel shipping costs for fast-growing consumer brands.

PackPost is helping several companies save 10–35% on small parcel shipping — all without needing to change your warehouse, logistics provider, or tech stack.

PackPost was created by Packable, an omnichannel logistics and fulfillment provider with 20+ warehouses across North America. By leveraging Packable’s national scale and industry relationships, PackPost is able to identify network savings opportunities and deliver optimized shipping solutions.

Interested in saving money? Connect with PackPost here.

What’s New 🤩

Apparel, Cosmetics, and Wellness

  • Fast-growing scalp care brand KilgourMD just launched a biotech-driven shampoo & conditioner range. Both products feature biotech actives and the line is designed to be used in conjunction with KilgourMD’s serum system. The new SKUs are available exclusively online for $49 each. In October, KilgourMD raised $5M led by Willow Growth Partners. PR Newswire

  • Maeva is a new metabolic wellness brand designed specifically for GLP-1 users. While 30 million adults in the U.S. already take GLP-1 medications, most users aren’t prepared for the second order effects of appetite suppression e.g. muscle loss and nutrient imbalance. Maeva exists to bridge that nutrition gap with protein and key micronutrients. The company was founded by Dean & Steven Neiger who previously co-founded Sky Organics. Maeva 

  • BYOMA just named Tara Loftis as Global President & Chief Brand Officer. Most recently, Loftis served as Global President of Dermatological Skincare at Galderma. Prior to Galderma, Loftis spent a decade in beauty at LVMH. PR Newswire

  • Professional Hair Labs officially rebranded as GHOSTBOND. The new name and brand identity are both major improvements. Trend Hunter

Food, Beverage, and Alcohol

  • 7-Eleven just released a list of emerging brands participating in its Brands with Heart showcase. The program is in its 7th year and connects challenger brands with distribution opportunities at 7-Eleven, Speedway, and Stripes. Participating brands include Focus Fuel, Hormbles Chormbles, Smash Foods, BUM Energy, Low and Slow Snacks, and so many others. PR Newswire

  • The United Center in Chicago will begin selling THC-infused beverages at select live events in the very near future. The following brands will be available at the arena: Rhythm and Senorita. This is wonderful news for tortured Bulls fans. CNBC

  • Pernod Ricard just released an Absolut Vodka x Tabasco collab. The collab is already available at bars and retailers across the U.S. It’s a great-looking bottle and label 👇 PR Newswire

  • Amazon is shuttering all of its non-Whole Foods grocery and convenience stores. In all, 57 Amazon Fresh stores and another 15 Amazon Go stores will close. Whole Foods Market, on the other hand, will open 100+ new stores in the next few years. Grocery Dive

  • Painterland Sisters, a mission-driven regenerative dairy brand, just announced a partnership with the USA Olympic Women’s Curling Team. The collaboration brings together two sister-led teams. PR Newswire

  • BERO remains very bullish on the on-premise channel. The premium non-alc beer brand announced a nationwide partnership with Thompson Hotels. BERO will be available in participating Thompson Hotel bars and the two will collaborate on activations over the next year. Instagram

  • Lundberg Family Farms launched a dessert-inspired snack line called Sweet Cakes. The mini rice cakes are USDA Organic and come in three flavors: Salted Caramel, Birthday Cake, and Apple Pie. NOSH

Data 🖥️

  • Despite the endless stream of protein pastas hitting the market, Brami sales have surged 440% to nearly $15M thanks to its protein pasta range. As an aside, Brami recently collaborated with Sauz on some killer co-branded endcaps at Target. Instagram

  • The Wine & Spirits division of LVMH continues to struggle. Organic revenue dipped 5% in FY 2025 while profit took an even larger hit. The biggest culprit, unsurprisingly, was Hennessy Cognac. The Spirits Business

Distribution News 🚚