OFRM Goes Public, Gallo Acquires Four Roses Bourbon 🥃

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CPG WIRE
February 10, 2026

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

  • TRUBAR goes private in $173M deal 🍫

  • Willie’s Remedy+ grabs $15M 🤠

  • Cocokind collabs with OLIPOP 🥤

  • Nurri expands offering 🥛

  • Ferrero delivers solid growth 📈

Deals 💰

Mergers & Acquisitions 

  • Kirin Holdings is selling Four Roses Bourbon to Gallo for up to $775M. Four Roses was founded in Kentucky in 1888 and Kirin acquired the brand in 2002 for a reported $165M. Gallo has been aggressively expanding its brand portfolio in recent years. Recent acquisitions and investments include Fishers Island Lemonade, Bev, Whiny Baby, Montucky Cold Snacks, Condesa Gin, Waterbird Spirits, and many others. VinePair

  • Canadian PE firm Westcap announced a significant investment in Fit Foods, a Vancouver-based manufacturer of nutritional supplements. Founded in 1996 by CEO Jim McMahon, Fit Foods owns several VMS brands like Mutant, Pure Vita Labs, North Coast Naturals, and Whey Gourmet. The company operates a 200,000-square-foot production facility and sells its products in more than 100 countries. Newswire Canada

  • Tastee Apple, an Ohio-based manufacturer of candy apples, has acquired cotton candy specialist Art of Sucre for an undisclosed sum. Art of Sucre launched in 2016 and pivoted to retail-ready cotton candy in 2020. The company has a huge following on TikTok and Instagram. NOSH

  • Global snacking company ETi Gıda completed its $173M acquisition of BFY nutrition bar brand TRUBAR. Founded in 2019, TRUBAR is available in over 21,000 doors and gross revenue reached nearly $100M in 2025. Business Wire

Fundraising

  • According to an SEC filing, functional beverage brand Happy Being secured $5.1M in equity funding from undisclosed investors. The company specializes in RTD teas that are packed with active ingredients like polyphenols, vitamin C, elderberry, and turmeric. You can find their website here. SEC

  • Once Upon a Farm listed on the NYSE on Friday and raised $198M in its IPO. The organic baby food maker priced its IPO at $18 per share and their share price surged to over $25 yesterday. The IPO is another big win for CAVU as well as other investors like S2G, Access Capital, Beechwood, and Cambridge SPG. With Bachan’s exiting for $400M and Once Upon a Farm successfully listing, it’s been a great few weeks for the CPG ecosystem. CNBC

  • Fast-growing beverage brand Willie’s Remedy+ secured $15M in Series A funding. Left Lane Capital led the round while Second Sight Ventures followed on. The THC beverage brand is a joint venture between JuneShine Brands and country icon Willie Nelson. In less than a year since launch, Willie’s Remedy+ has sold more than 400,000 bottles and forecasts $80M in FY sales. In 2026, Willie’s Remedy+ will double down on retail by leveraging JuneShine’s established distribution network. PR Newswire

  • Good Guys Bakehouse, a UK-based better-for-you snack company, closed a £300K funding round. David Wagstaff, the former CEO of premium baked goods firm St. Pierre Group, invested in the round and joined the company as a Non-Executive Director. Just Food 

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What’s New 🤩

Apparel, Cosmetics, and Wellness

  • Brain health brand Graymatter Labs expanded its Superfood Cognitive Support line with a new flavor — Cacao. Founded by Jim Phillips and Novisa Petrusich, Graymatter aims to make cognitive supplementation the next daily ritual. The company closed a $1.3M seed round in early November. Instagram

  • Cocokind and OLIPOP collaborated on a soda-inspired lip balm collection. The limited-edition collection features three flavors: Cherry Cola, Strawberry Vanilla, and Cream Soda. The packaging is excellent. WWD

  • Arrae expanded its wellness portfolio with Arrae Inositol. The vanilla-flavored drink mix contains inositol, lactoferrin, and folate to support cravings, PMS, and mood. Arrae

  • Sol de Janeiro unveiled its latest innovation: Jelly Perfume Balm. The solid fragrance product rolls onto the skin and delivers a concentrated scent that can last up to 10 hours. Three scents are available. Cosmetics Business

Food, Beverage, and Alcohol

  • UK-based Wolfson Brands announced the launch of Good Salt, a new functional hydration brand. Good Salt differentiates from other electrolyte brands by focusing on different moods e.g. Focus, Move, and Chill. Focus, for example, contains electrolytes and other active ingredients like zinc, green tea extract, and B vitamins. LinkedIn

  • Santo Spirits, the agave spirits brand co-founded by Sammy Hagar and Guy Fieri, added longtime beverage exec David Szydlik as President & CEO. Prior to joining Santo Spirits, Szydlik served as COO at Two Sons Imports and previously owned Cantera Negra Tequila. BevNET

  • General Mills and GHOST expanded their protein cereal collaboration with two new SKUs: Cinnamon Toast Crunch and Lucky Charms. Each serving delivers 17g of protein and the branding is very fun. General Mills

  • Heineken is doubling down on its Heineken 0.0 range with two new non-alcoholic flavors: Cold Pressed Lime and Nectarine Juniper. The new flavors are beginning to roll out across the U.S. PR Newswire

  • Nurri, the fast-growing RTD protein shake brand, is entering a new category with a line of protein creamers. Each serving contains 5g of protein and only 1g of sugar. Three flavors are hitting shelves at Walmart soon: Salted Caramel, Sweet Cream, and Chocolate. Honestly, kind of a smart play. Stack3d

  • Iowa-based THC beverage producer Climbing Kites is launching a THC soda brand called Bubz in March. The company also appointed longtime beverage operator Chris Herron as CEO. Brewbound 

  • The anti-trust lawsuit filed against David has been dismissed by District Judge Victor Marrero. After David acquired EPG supplier Epogee in May 2025, three Epogee customers filed suit claiming that David acquired the business in order to exclude competitors and create an artificial monopoly. AgFunderNews

Data 🖥️

  • According to CEO Chad Janis, Grüns is now the #1 greens brand in retail and on Amazon. Grüns made its retail debut early last year and is quickly becoming a force in the natural, mass, and club channels. LinkedIn

  • Ferrero Group’s annual turnover increased 4.6% to €19.3B. The Italian confectionery giant has made several moves to ensure future growth like acquiring WK Kellogg and Power Crunch, a leading wafer protein bar brand in the U.S. It’ll be interesting to see what Ferrero does with WK Kellogg’s iconic cereal portfolio — they have a history of maximizing IP. Ferrero Group

Distribution News 🚚