P&G Buys Wonderbelly, Coco5 Grabs $10M 🥥

Author

CPG WIRE
January 24, 2026

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

  • CLX acquires Purell for $2.25B 🧴

  • Humble Growth backs simplyFUEL 💪

  • Drink Hippie expands into energy 🍄

  • GURU brings it in Q4 📈

  • Ripi launches at Whole Foods 🍝

Deals 💰

Mergers & Acquisitions 

  • P&G has acquired Wonderbelly, a purveyor of clean-label alternatives to Tums and Gas-X. Brothers Lucas & Noah Kraft launched Wonderbelly in 2023 and quickly secured distribution at Target, Walmart, CVS, and Kroger. Investors in Wonderbelly include Loft Growth Partners, Silas Capital, Elizabeth Street Ventures, AF Ventures, and L Catterton. Instagram

  • Metagenics, a nutritional supplement company owned by Gryphon Investors, has acquired UK-based Symprove for an undisclosed sum. Symprove is a leader in liquid probiotic solutions and has been a portfolio company of bd-capital since 2020. The acquisition is another big swing for Gryphon Investors who purchased Spindrift in early 2025. The Industry

  • The Clorox Company (NYSE: CLX) is acquiring GOJO Industries, the parent company of Purell, for $2.25B. GOJO Industries is based in Akron and the company does nearly $800M in annual sales. Their hand sanitizer solutions are #1 in both the B2B and retail channels. WSJ

  • Cawston Press, a UK-based producer of pressed juices and fruit-forward sparkling beverages, has acquired non-alc beer brand LOAH for an undisclosed sum. LOAH was co-founded by Hugo Tapp and William Hedley in 2020. For Cawston Press, this is their first foray into the non-alc beer space. Just Drinks 

  • Creations Foods, the parent company of Moon Cheese and HighKey, is merging with Get Real Foods to form a vertically integrated better-for-you snack platform. Get Real Foods is a producer of various cookie products that are free from gluten, grains, corn, soy, dairy, and eggs. NOSH

Fundraising

  • Coco5, a coconut water-based sports drink brand, secured $10M in funding from longtime backer Loop Capital. The beverage company also added former Liquid I.V. exec Marc Doggett as CEO and Costco specialist Scott McCarron as VP of Sales. Coco5 is backed by current & former NBA stars like Devin Booker and Charles Barkley. BevNET

  • Protein snack brand simplyFUEL announced a strategic partnership with Humble Growth, a growth equity firm that previously backed Momentous and Salt & Stone. Renowned sports dietician Mitzu Dulan launched simplyFUEL in 2016 and the brand now retails at Costco, Sam’s Club, Walmart, and Target. PR Newswire

  • Rising Tide Ventures just backed Dr. Bombay Ice Cream, an ice cream brand that Snoop Dogg and Sam Rockwell (no, not that one) co-founded in Summer 2023. Dr. Bombay’s key retail partners include Walmart and 7-Eleven. LinkedIn

  • London-based beverage brand Punchy added actor Ncuti Gatwa as an investor. Gatwa is best known for his work in Doctor Who and Sex Education, an underrated Netflix series. Punchy is a purveyor of canned hydration beverages and drink mixes. Instagram

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What’s New 🤩

Apparel, Cosmetics, and Wellness

  • e.l.f. Beauty is launching a fragrance line for the first time in company history. The limited-edition fragrance range is a collaboration with H&M and launches on January 29th. Three scents will be available at launch and each will retail for $29.99. The packaging works pretty well. WWD

  • Henry Rose, the clean fragrance brand that Michelle Pfeiffer launched in 2019, just launched a scent called London 1983. The new fragrance is available via their website and at Sephora and Nordstrom. Instagram

  • Creator-led skincare brand CYKLAR released a great-looking hand cream line with 4 SKUs: Sacred Santal, Naked Neroli, Bergamot Bond, and Vanilla Verve. CYKLAR has been cooking ever since they partnered with The Center, the beauty incubator behind Naturium and PHLUR (both exited). Instagram

Food, Beverage, and Alcohol

  • Drink Hippie, a functional beverage platform best known for its THC drinks, just unveiled a clean energy drink line called Hippie Energy. Each can delivers 75mg of caffeine, 500mg of functional mushooms, and several other active ingredients like magnesium, potassium, and L-Theanine. Three flavors are available via presale: Citrus Groove, Watermelon Getaway, and Peach Party. Instagram

  • Once Upon a Farm is gearing up to launch in the UK market in March. The children’s nutrition specialist will launch six SKUs exclusively at Whole Foods Market in London. With an IPO reportedly in the works, Once Upon a Farm seems eager to show international growth. PR Newswire

  • Little Sesame just dropped a new flavor, Tomato Basil Hummus, and they opened a new manufacturing facility. The 23,000-square-foot facility is located in Capitol Heights, MD and will increase annual output from 4 million pounds to around 20 million pounds. NOSH

  • Fast-growing THC beverage brand Nowadays has appointed Christopher Forster-Smith as Director of Regulatory Affairs. Forster-Smith joins Nowadays from the TTB where he focused on alcohol regulation and compliance. PR Newswire

  • MANCHAS is a new purveyor of seed oil-free tortilla chips from Mexico. The branding is solid and the ingredient list is super short: Nixtamalized white corn, 100% grass-fed beef tallow, and sea salt. MANCHAS

  • Beloved Texas ice cream maker Blue Bell teased a protein ice cream line with five flavors. The protein count ranges from 33-35g with 0g of added sugar. Instagram

Data 🖥️

  • Canadian organic energy drink brand GURU had a killer Q4 with net revenue rising over 41% to $10.1M. The company also delivered two consecutive profitable quarters. GURU partially attributed its success to the club and e-commerce channels. LinkedIn

Distribution News 🚚