Khloud Grabs Another $15M, Loonen Lands at Sprouts 🦆

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

• Heartland doubles down ☕️

• Campo Grande raises $4M 🥩

• Framar collabs with Diet Coke 👀 

• Zevia expands C-suite 🥤

• Chomps debuts at 7-Eleven 📈

Deals 💰

Mergers & Acquisitions 

• Heartland Food Products Group, the owner of Splenda and a manufacturer of low calorie sweeteners, has acquired the Americas business of Whole Earth Brands and its broad portfolio of sweeteners. Heartland now owns a diversified sweetener portfolio, including brands like Equal, Swerve, Whole Earth, Chuker, and Splenda. PR Newswire

Fundraising

• Khloud, the functional snack brand created by Khloe Kardashian, secured $15M in equity funding from undisclosed investors. Since launching early last year, Khloud has landed at more than 29,000 doors, including Target, Walmart, Sprouts, and Starbucks. Jeff Rubenstein, the former President & Chief Growth Officer at Poppi, took over as Khloud’s CEO in September. LinkedIn

• True Beauty Ventures invested $1M into Sleep or Die, a new sleep wellness brand. PepsiCo and Google alum Lauren Sudeyko founded Sleep or Die in 2025 with a line of sleep tape. Today, the company is best known for Sleep Strips, a cleverly packaged sleep aid in the form of a dissolvable oral strip. Instagram

• Campo Grande, a New York-based purveyor of premium pork products, secured $4M in funding from existing investor Valor Equity Partners. Spacestation Investments, Supernatural Ventures, and Pete Maldonado also participated in the round. Nosh

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What’s New 🤩

Apparel, Cosmetics, and Wellness

• Framar, a family-owned producer of hair tools & accessories for the professional stylist channel, just released a collaboration with Diet Coke. The Diet Coke Collection includes a hairbrush, gator grips, hair foil, and several other products. Instagram

• Tati Westbook, an OG beauty influencer with 8 million subscribers on YouTube, launched a new wellness brand called Unfair Advantage. The company’s debut product, Go Go Juice, is formulated with 75mg of natural caffeine along with various phytonutrients, prebiotics, and B12. Beauty News Daily

• Olivier Creed, the sixth generation perfumer behind House of Creed, passed away at the age of 82. Olivier is credited with transforming House of Creed from producing 1,000 bottles per year into a global luxury powerhouse. Business of Fashion

• Ballerina Farm refreshed its electrolyte packaging and released two new flavors: Lemon Lime Basil and Grapefruit Ginger. The new look highlights the brand’s roots as a working farm in the Kamas Valley. Instagram

Food, Beverage, and Alcohol

• James Watt is getting back into the beer business after BrewDog imploded due to mounting debt and losses. The new brand, cleverly named Second Best Beer, will be more focused on quality than volume. More importantly, crowdfunders who got burned by BrewDog’s collapse will be able to claim equity in the new beer venture. The first iteration of the branding is solid. LinkedIn

• Zevia just appointed beverage exec Brian Bousley as Chief Commercial Officer. Prior to joining Zevia, Bousley served as Chief Commercial Officer at Yerba Madre and President at Pabst Brewing. Zevia posted strong results in Q1 with net sales rising 21% to over $46M. Business Wire

• Protein snack maker WILDE opened a 130,000-square-foot manufacturing facility in Kentucky. The new facility will 6x capacity and support the company’s expansion into new categories. Their newest product, WILDE Protein Crackers, officially launched and will roll out at Costco, Target, and Sprouts. Nosh

• Lotza is a new modern soda brand from Wisconsin. Each can contains 6g of sugar along with functional ingredients like adaptogens, electrolytes, and antioxidants. Three fruit-forward flavors are available online and at retailers like Total Wine, Woodman’s, and Festival Foods in Wisconsin. Lotza 

• Cob, the better-for-you snack brand co-founded by Novak Djokovic, recently launched a corn-free tortilla chip line. The gluten-free chips are made with sorghum, organic avocado oil, and Himalayan salt. Cob

• Evolution Fresh just refreshed its soda branding. The new look is a considerable upgrade and the beverages are available at Whole Foods and Sprouts. Instagram

• Three Wishes refreshed and reformulated its BFY granola range. The upgraded packaging is cleaner and emphasizes the protein, fiber, and sugar callouts. The new line is available on Amazon. Instagram

Data 🖥️

• Go Brewing, an Illinois-based producer of non-alcoholic beer, more than doubled production to over 21,000 barrels in 2025. For context, Athletic Brewing added 80,000+ barrels in the same period. Beer Insights

Distribution News 🚚

• Loonen launched nationwide at Sprouts Farmers Market.

• Chomps is now available at select 7-Eleven stores.

• Tallow & Stone launched nationwide at Sprouts Farmers Market.

• Grüns launched nationwide at Whole Foods Market.

• Konsoom is now available on Misfits Market.