Parade Acquired 🩲

GM and welcome back to This Week in CPG, folks. Hope you all had a relaxing weekend and a productive Monday.

Here’s what we have on the docket this morning:

• Parade finds new owner 🩲

• Beloit Kombucha lands funding 💰

• Millie Bobby Brown pushes into fragrance 🆕

• Monster to enter hard tea category 🧌

• BelliWelli heads to Target 🎯

If you’d like to receive This Week in CPG Premium on Thursdays & Saturdays, you can sign up here!

Deals 💰

Mergers & Acquisitions 

• Parade, the popular underwear brand founded in 2019 by Cami Téllez, has been purchased by Ariela & Associates International for an undisclosed sum. Ariela is the largest women-owned intimates player in the U.S. and an established manufacturer. They also own plus-size lingerie brand Curvy Couture and affordable intimates brand Smart&Sexy. Parade was last valued at $200m in August of last year although the rumor is that Parade exited at a considerably lower valuation. PR Newswire

• Arcadia Biosciences, the owner of better-for-you pasta brand GoodWheat, has hired Lake Street Capital Partners to explore possible M&A options. Food Business News

Fundraising

• Beloit Kombucha (BK&Co), a Wisconsin-based producer of powdered kombucha products, secured $800K in pre-seed funding led by Grey Collar Ventures. Battle Born Venture and gener8tor also participated. Beloit Kombucha will use the funding to expand production capacity, add new flavors, and increase marketing efforts. PR Web

• Native Pet, a clean label pet supplements brand, closed their $11m Series B round led by CAVU Consumer Partners. Native will use the funding to expand their product offering and retail presence. PR Newswire

• London-based prebiotic soda brand XOXO landed £1.5m in funding from APX Ventures and NEXTBLUE. You can find XOXO at Equinox, Whole Foods Market, and Urban Outfitters across the UK. Twitter

• UK-based Clean Food Group raised £2.3m in funding from Doehler Group, Alianza Team, Agronomics, and SEED Innovations. Thus far the startup has raised £10m to date. Clean Food Group leverages fermentation to produce sustainable versions of traditional oil and fat ingredients. FinSMEs

• Wavey Ice, a Northern Irish maker of alcoholic ice pops and ready-to-drink cocktails, raised over £450K on crowdfunding platform Seedrs. The beverage firm expects to reach £600K in total and will use the funding to expand their retail presence and to push into new markets. The Spirits Business

• Rosé All Day Cosmetics (RADC), an Indonesia-based Halal beauty brand, is reportedly on the cusp of closing a $6m funding round led by DSG Consumer Partners. DealStreetAsia

A Message From Numeral

E-commerce sales taxes are an absolute nightmare and utter headache.

That’s why Numeral exists. We’re the most comprehensive sales tax compliance solution for ecommerce brands. Brands spend less than five minutes a month thinking about sales tax once Numeral is implemented.

Let Numeral turn sales tax compliance into an afterthought instead of an anxiety-inducing undertaking.

If you’d like to see Numeral in action, you can schedule a demo here.

What’s New 🤩

Apparel, Cosmetics, and Wellness

• Florence By Mills Beauty, the beauty brand founded by Millie Bobby Brown, launched its first-ever fragrance which is called Wildly Me. The fragrance was developed in collaboration with Givaudan. PR Newswire

• Function of Beauty is launching a new line of bond-building haircare products later today. The line, which they’re currently hyping up on Instagram, will be available at Sephora. WWD

• South Korean fragrance brand NONFICTION expanded into haircare with the launch of its Rose Pale Shampoo & Conditioner set. Love the elegant label. Twitter

• Luxury skincare brand Tata Harper collaborated with fragrance brand Nette on a limited edition candle that’s inspired by Tata and Henry Harper’s organic skincare garden. Gorgeous. Nette

Food, Beverage, and Alcohol

• Sweetgreen and Siete Foods collaborated on a new product — SG x Siete Green Goddess Ranch Potato Chips with a Hint of Poblano. The new product is now available nationwide at Sweetgreen. Cannot wait to try this one. Business Wire

• It appears that energy drink brand Monster is preparing to expand its alcohol offering by launching a line of hard teas called Nasty Beast. Twitter

• Non-alcoholic wine & spirits brand ISH introduced a new still white wine made from chardonnay grapes called Chateau Del ISH White. Instagram

• BloxSnacks has expanded beyond juice with the launch of FruitBlox, a line of better-for-you fruit snacks. Fun packaging. Twitter

• Plant-based meat brand SIMULATE launched their alternative chicken breast. Curious who’s actually buying this product? Instagram

Data 🖥️

• Ole Smoky Distillery, the Tennessee-based producer of flavored moonshine & whiskey that merged with Tanteo Spirits last week, has been growing very fast. They’ve posted three-year revenue growth of 160%. Business Wire

Distribution News 🚚

• Gut-friendly snack bar brand BelliWelli is launching at Target next month.

• AVALINE, the organic and additive-free wine brand founded by Cameron Diaz and Katherine Power, is now available nationwide at Whole Foods Market.

• Adaptogenic nutrition brand Spacegoods launched nationwide at Holland & Barrett.

• Non-alcoholic brewer Partake is now available at select Costco stores across Canada.