Monogram Raises $350M, Perelel Scores Growth Funding 🧪

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CPG WIRE
November 25, 2025

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

  • Once Upon a Farm delays IPO 📊

  • Danone sells Swedish juice brand 🍊

  • Elle Sera launches liposomal collagen 👀

  • Liquid Death Sparkling Energy debuts 💀

  • Athletic Brewing hits key milestone 📈

Since Thursday is Thanksgiving we’ll be back in your inbox on Tuesday, December 2nd.

Deals 💰

Mergers & Acquisitions 

  • According to a LinkedIn post, Once Upon a Farm has scrapped its IPO until 2026. The delay was primarily attributed to the government shutdown and a backlog of filings at the SEC’s Division of Corporation Finance. Another reason, albeit secondary, was a reluctance to list during the holiday season. LinkedIn

  • Non-alcoholic beverage brand Proxies has acquired select assets from Avec, a Brooklyn-based purveyor of canned mocktails. Proxies will leverage Avec’s category expertise to launch a new line of canned mocktails in 2026. Proxies

  • Danone agreed to sell Swedish probiotic juice brand ProViva for an undisclosed sum. The buyer is fellow French dairy company Lactalis. A manufacturing facility in southern Sweden was included in the transaction. FoodBev

  • Campari is reportedly looking to sell three Italian liqueur brands: Averna, Braulio, and Zedda Piras Mirto Rosso. Lately Campari has divested a number of non-core assets like Howler Head and Cinzano. Just Drinks

Fundraising

  • Consumer-focused PE firm Monogram Capital Partners secured $350M for Fund III. Founded in 2014 by Jared Stein and Oliver Nordlinger, Monogram is an investor in OLIPOP, Archer, Koia, 4th & Heart, D.S. & Durga, and a number of other brands. PR Newswire

  • Perelel, a research-backed prenatal vitamin brand that evolved into a comprehensive women’s health company, raised $27M in growth funding from Prelude Growth Partners. Existing investors like Selva Ventures, Unilever Ventures, and Willow Growth also participated in the round. 2025 has been a huge year for Prelude Growth. More info at the link. LinkedIn

The Art of Seeding & Gifting 🎁

One of the most underrated growth levers in influencer marketing is seeding and gifting.

Seeding and gifting simply involves sending free product to creators with no strings attached. It’s an art form when done well, and the best brands treat it like relationship building, not free marketing.

Seeding (when done the right way) becomes a top-of-funnel flywheel that fuels both organic reach and paid social content. It’s how you discover your next wave of brand fans and your next batch of paid creators.

Josh Durham and the team over at Aligned Growth Management just dropped a free guide breaking down everything you need to know about building and scaling a seeding program.

Aligned Growth Management has worked with brands like Ghost Energy, OWYN, Bachan’s, Electrolit, Divi, and countless others.

You can access the free guide here.

What’s New 🤩

Apparel, Cosmetics, and Wellness

  • Loewe Perfumes opened a garden-inspired pop-up at Rockefeller Center in NYC. The pop-up will be open until January 31st. For LVMH, the Rockefeller Center pop-up is Loewe Perfumes’ first standalone presence in the U.S. WWD

  • Haeckels, a natural skincare and home fragrance brand from the UK, officially rebranded as Dulcie. The Industry

  • British supplement brand Elle Sera entered the collagen category with a liposomal product. The liposomal collagen product uses tripeptide technology — ultra-small amino acid chains — which increases the bioavailability of the collagen. Beauty News Daily

Food, Beverage, and Alcohol

  • Liquid Death launched its energy drink range a little early. Instead of arriving early next year, Liquid Death Sparkling Energy just debuted on Amazon with four flavors. Each can contains 100mg of caffeine, 5 calories, and 0 sugar. It’ll be interesting to see if Liquid Death can carve out a niche in the better-for-you energy space. Instagram

  • Tractor Beverage Co. is tapping into the retail channel with Haymaker, a new line of apple cider vinegar-based sparkling tonics. Four flavors will debut at Sprouts Farmers Market in January of 2026. This is a big step for Tractor as the company has focused entirely on its foodservice business since launching in 2015. PR Newswire

  • Country singer Riley Green partnered with The Silent Group and Morningside Brands to launch Duck Club Bourbon. The new bourbon brand will be available in seven Southern states this year and will expand across the U.S. in 2026. Duck Club currently offers two Bourbon varieties. Business Wire

  • BUM Energy is gearing up for a big 2026. After growing more than 800% year-over-year, BUM Energy added a number of key sales hires like Mark Sherer, Tyler Larkin, Teyo Branwell, and Frank Williams. The brand will be in 24,000 doors by Q3 after adding Target, Walmart, and Costco next year. LinkedIn

  • UK-based matcha brand PerfectTed is tapping into the viral pistachio trend with its latest product: Pistachio Matcha Powder. The new SKU launched at 685 Tesco stores across the UK. LinkedIn

  • Quince, the affordable luxury goods platform, expanded into gourmet food & wines with a new marketplace of premium, giftable items from speciality producers. PR Newswire

  • UK-based Devil’s Botany Distillery launched what it claims is the first-ever absinthe RTD cocktail. FoodBev

  • Boostcous is a new protein-packed couscous brand. Each box delivers 46g of protein and 13g of fiber. The branding is very solid and the product is gluten-free. Boostcous

Data 🖥️

  • Little Spoon is cooking at Target and has already eclipsed a number of incumbent brands at the retailer. Within only four weeks of launching at Target, Little Spoon had a number of the top-selling SKUs in multiple categories. Much more at the link. Instagram

  • Athletic Brewing is on pace to exceed 500K barrels in 2025, up from just under 400K in 2024. This is particularly impressive given a) the number of new brands in the space and b) the number of new non-alc beer SKUs from the multinational brewing giants. Brewbound

Distribution News 🚚