Liquid Death Expands Lineup, BeatBox Scales Fast 📈

Author

CPG WIRE
July 19, 2025

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

  • Norah Jones backs Maison Wessman đŸ·

  • Ami ColĂ© shuts down 💄

  • MUD/WTR launches protein line đŸ’Ș

  • Patagonia Provisions bets on meat sticks đŸ„©

  • Mooski Snacks lands at Kroger đŸ«

Deals 💰

Mergers & Acquisitions 

  • Australian toy company Moose Toys has acquired Bananagrams, the iconic word building game that’s sold in more than 30 countries. Since launching its games division just three years ago, Moose has built a $100M business through a combination of acquisitions, licensing, and partnerships. PR Newswire

  • Advent International is buying a majority stake in Reckitt’s Essential Home division in a deal that values the unit at up to $4.8B. The British consumer goods company is selling the division — home to brands like Air Wick and Bang — to focus on its power brands like Lysol, Dettol, and Strepsils. WSJ

Fundraising

  • Singer Norah Jones invested in French wine producer Maison Wessman. The two parties previously collaborated on a range of wines and now the singer is on the cap table. Global Drinks Intel

What’s New đŸ€©

Apparel, Cosmetics, and Wellness

  • Ami ColĂ©, a beauty brand designed for melanin-rich skin, is sadly shutting down in September. Founded by Diarrha N’Diaye-Mbaye in 2021, Ami ColĂ© retailed at Sephora was backed by the likes of L’Oreal and True Beauty Ventures. WWD

  • Coty just launched a mass fragrance brand called ORIGEN. The brand launched with five signature scents which will hit shelves at Walmart in the near future. Each scent is inspired by global destinations and their olfactive stories. Business Wire

  • Coffee alternative brand MUD/WTR just launched its Nourish protein powder line. Each serving contains 25g of protein, 1000mg of lion’s mane, 1000mg of cordyceps, and a number of other active ingredients like vitamin D and prebiotic fiber. Packaging looks clean too. Twitter

Food, Beverage, and Alcohol

  • Liquid Death is launching an energy drink line early next year as the brand continues to evolve into a beverage platform. Liquid Death’s energy line will be positioned as a better-for-you option with an approachable 100mg of caffeine and no sugar or artificial sweeteners. Four flavors will be available: Tropical Terror, Scary Strawberry, Orange Horror, and Murder Mystery. This will be an interesting one to watch. Liquid Death clearly has the marketing and distribution chops to compete in this category, but it’ll be an uphill battle. WSJ

  • Fishwife officially launched its tinned mussel line. Two flavors are available: Basil Pesto and Sweet Pepper & Garlic. The branding is terrific which isn’t a big surprise. Instagram

  • Lifestyle and cannabis brand Cookies is launching an RTD tequila cocktail brand called Adios. The cocktails are formulated with tequila from Casa Rica and real fruit juice. Adios is expected to launch at retailers in the middle of August. Adios

  • Coffee concentrate brand Jot dropped a Protein Coffee powder which contains 25g of protein, 170mg of caffeine, and only 1g of sugar. Instagram

  • THC-infused beverage brand Magic Cactus released a new flavor: Wild Black Cherry. Instagram

  • My/Mochi launched a pretty novel new product line: Mochi Ice Cream Sandwiches. It’s basically mochi ice cream between two soft cookies. PR Newswire

  • Patagonia Provisions is launching a line of grass-fed and finished bison meat sticks next week. Looks like two flavors will be available at launch. These are gonna sell. Instagram

  • Thrive Candy is a new plant-powered protein gummies brand. The brand was founded by four college students at UCLA. Two flavors are available and each serving contains 10g of protein, 6g of net carbs, and only 100 calories. Stack3d

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Data đŸ–„ïž

  • According to a report from Beer Business Daily, RTD cocktail brand BeatBox will sell more than 12 million cases this year. That translates to over $250M in sales. With RTD cocktail sales exploding and Sazerac acquiring BuzzBallz early last year, BeatBox looks like it could be the next big spirits deal. Twitter

Distribution News 🚚