O Positiv Hires Bankers, Umbo Grabs Funding 🍄

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

• Advent chases Reckitt 💰

• Kenvue looks to divest brands 📉

• Fable & Mane drops new SKU 🆕

• Arrae releases clear protein 👀

• Fruit Riot gets spicy 🌶️

Deals 💰

Mergers & Acquisitions 

• Women’s health brand O Positiv has hired Jefferies as the company explores a possible sale. Founded in 2018 and based in LA, the omnichannel VMS brand expects revenue to hit $275M this year, up from $225M in 2024. O Positiv could be valued at $1B. Reuters

• Global private equity firm Advent International is in talks to acquire Reckitt’s Essential Home division. Brands included in the transaction would be Air Wick, Mortein, Calgon, and Cillit Bang. Reckitt may choose to keep a minority stake in the business. Reuters

• Kenvue, the former consumer healthcare division of Johnson & Johnson, is looking to sell a handful of underperforming skincare brands like Clean & Clear, Maui Moisture, and Neostrata. Reuters

Fundraising

• Umbo, a Denver-based producer of functional mushroom supplements, secured just over $1M in funding. The company was co-founded by former NFL quarterback Jake Plummer. Umbo offers a wide variety of supplements, nutrition bars, and beverages. SEC

Scale Profitably On Amazon 📈

REViVE is an operator-first Amazon agency that helps high-growth CPG brands scale profitably on Amazon.

Founded by Nik Hall, the creator of Vitafive — a gummy vitamin brand that scaled to eight figures and was acquired by a $2B strategic buyer — REViVE brings insights only a true operator can offer.

Nik worked with seven different Amazon agencies while growing Vitafive. The result? A 15% drop in sales over two years. So he took Amazon in-house and scaled it 450% in just three months.

Now, Nik and the REViVE team help other brands do the same:

• Realsy: 10x growth on Amazon in under 9 months

• Daily Crunch: 300%+ revenue lift

• Buoy: From $10K/month to over $400K/month

REViVE isn’t just managing ads — they’re scaling brands with strategy, data, and operator insights that most agencies can’t offer.

Learn more about REViVE here or schedule a call with Nik here.

What’s New 🤩

Apparel, Cosmetics, and Wellness

• London-based haircare brand Fable & Mane just dropped a new dry shampoo called Root Refresh. The new product is available at Sephora, Cult Beauty, and via their website. Instagram

• Fast-growing wellness brand Arrae just launched a Clear Protein line. The product contains 15g of protein, grass-fed collagen, and electrolytes. Only one flavor, Raspberry Yuzu, is currently available. Arrae has been on a heater. Arrae

• SKN TO SKN is a newish pregnancy-safe skincare brand from London. The company was founded by former music industry exec Sara Stokes. SKN TO SKN offers four SKUs that will hit shelves at Boots next month. The Industry

• Zara Home and Belgian architect Vincent Van Duysen released their fourth furniture collection. The collection features a leather daybed, a chrome coffee table, a modular sofa, a sleek lounge chair, and a handful of other pieces. Wallpaper*

Food, Beverage, and Alcohol

• Fruit Riot continues to expand beyond sour flavors. The fast-growing frozen novelty brand just launched its newest flavor — Spicy Mango Chili Lime. Fruit Riot built a loyal following with their sour coated frozen fruit products, but since collaborating with OLIPOP in April of this year, they’ve been going beyond sour. Instagram

• Adrafül is a new energy drink that’s formulated with a low dose of caffeine and a combination of nootropics. The brand’s key active ingredient is Adrafinil, a wakefulness-promoting pharmaceutical product. Adrafül is positioning itself as a beverage for enhanced focus and increased productivity. Interesting. Adrafül

• Une Femme Wines released two great-looking new canned wines: Chardonnay and Red Wine Blend. The new SKUs are available exclusively online. Instagram

• Lemon Perfect appointed industry vet Mari Lee as its new Chief Marketing Officer. Prior to joining Lemon Perfect, Lee was CMO at High Brew Coffee and Senior Vice President at Nutrabolt (C4 Energy). PR Newswire

• Liquid Death launched another mocktail-inspired sparkling water called Pina Killada. Looks like the new flavor might be a Target exclusive. Twitter

• Slice, the recently revived better-for-you soda brand, just dropped a new flavor — Cherry Cola. PR Newswire

• Starbucks is hoping that Protein Cold Foam will reverse a decline in foot traffic and sales. Their new cold foam contains 15-18g of protein. Axios

Data 🖥️

• Plant-based milk sales might be on the decline but the clean label sub-category is growing 40% year-over-year. MALK happens to be responsible for a lot of that growth. I go through 4 bottles of MALK per week and it’s hard to be more clean label than them. Twitter

Distribution News 🚚

• Yaza Labneh is launching at Costco in the northeast.

• Alt milk brand PKN launched at Target in nine states.

• Protein bar brand Rise launched at Costco in six states.

• Refrigerated dough brand Jus-Rol is launching at Target.

• Supplement brand Seed launched nationwide at Sprouts.