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Post Acquires 8th Avenue, Throne Refreshes Packaging ☕️

Author

CPG WIRE
June 05, 2025

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

  • Next in Natural buys another brand 🧜‍♂️

  • Chef’s Life lines up debt 🍳

  • AmplifyeP24 officially launches 🥩

  • Supergut expands range 📈

  • MUSH bets on protein 💪

Deals 💰

Mergers & Acquisitions 

  • Cereal & pet food giant Post Holdings has acquired 8th Avenue Food & Provisions, a manufacturer of branded and private label food products. The acquisition serves a few purposes. First, it enables Post Holdings to internalize manufacturing of Peter Pan Peanut Butter. Second, it enables them to enter the dry pasta category and the fast-growing granola category. Post will pay $880M for 8th Avenue and extinguish all outstanding net debt. PR Newswire

  • Another beverage acquisition for Next in Natural…the Brooklyn-based investment firm has acquired Rowdy Mermaid, a functional beverage brand from Boulder, Colorado. According to Reddit, Rowdy Mermaid disappeared from retailers earlier this year due to a cash crunch. The acquisition is very in line with Next in Natural’s existing portfolio. In addition to Rowdy Mermaid, they also own Aura Bora, Sound, and Lavva. LinkedIn

Fundraising

  • Chef’s Life, a San Diego-based purveyor of restaurant-quality cooking oils, secured $555K in debt financing. The company was co-founded by Brian Malarkey, a Food Network host and Top Chef contestant. Chef’s Life retails at Kroger, Publix, and Whole Foods Market. SEC

  • Other Half, a Boston-based producer of veterinarian-formulated supplements for dogs, raised an undisclosed amount of funding from Willow Growth Partners and Habitat Partners. Other Half was founded roughly 8 months ago by two CPG veterans: AJ Patel and Mike Watts. LinkedIn

What’s New 🤩

Apparel, Cosmetics, and Wellness

  • AmplifyeP24, the biotech startup that claims it can 2x protein absorption via a proprietary enzyme, offically launched its flagship product. The company also announed $18.5M in funding from Magdalena, UC Investments, and Astanor Ventures. This is either a genius brand name or an engineer came up with it. Too early to tell. PR Newswire

  • Two-year-old Australian fragrance brand Smooch Body is launching in the U.S. via a partnership with Revolve. Beauty Independent

  • Supergut expanded their GLP-1 Booster range with three new flavors: Blood Orange, Watermelon Lime, and Raspberry Lemon. The new flavors look great. Instagram

  • Freaks of Nature, the newish suncare brand from Kelly Slater and Squared Circles, launched their first proper skincare product — Barrier Balancing Cleanser. The packaging is killer. Instagram

Food, Beverage, and Alcohol

  • MUSH expanded its RTE overnight oats range with a protein variety. Nine flavors are available and each serving contains 15g of protein. MUSH is a fantastic product and launching a high-protein option is a no-brainer. Excited for this. Trend Hunter

  • Firehook, a top-selling cracker brand in the U.S., has appointed Becca Millstein to its Board of Directors. Based on Firehook’s recent collaborations with Graza, TRUFF, and Fly By Jing, the company is eager to connect with younger consumers. Millstein, the co-founder & CEO of Fishwife, ought to help make that happen. Business Wire

  • South Korean ramen maker Samyang Foods is relaunching Tangle, a high-protein instant pasta brand, in the U.S. Four flavors are available and each serving contains 15g of protein and 4-7g of fiber. PR Newswire

  • Even Purely Elizabeth is getting in on the protein craze with a new protein oatmeal line. Three flavors are currently available. Food Business News

  • Throne Sport Coffee reformulated their functional cold brew range and updated their packaging. The white backdrop is a better vehicle for their branding. Instagram

  • Japanese snack maker Calbee is launching Weston’s Family Farms, an organic salty snack brand. Three flavors will hit retailers nationwide in September. PR Newswire

  • Wip is a new brand that’s putting caffeine in oral pouches (think ZYN but caffeinated). Each pouch contains natural caffeine, B vitamins, and chromium. Wip is available via Amazon, Uber Eats, and select retailers. PR Newswire

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Data 🖥️

  • Brown-Forman is forecasting a drop in annual revenue and profit. Their share price dipped 15% on the news. Reuters

Distribution News 🚚