Quite Nice Raises $1M, Supergoop Founder Departs ⛱️

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CPG WIRE
April 24, 2025

Welcome back to This Week in CPG, folks. We have a lot to cover today so let’s dive right in:

  • Dame buys another brand 👀 

  • Caddis secures $3.4M 👓

  • Waterboy refreshes packaging 💧

  • BelliWelli kills bar line 🚫

  • OLIPOP bets on c-stores 📈

Deals 💰

Mergers & Acquisitions 

  • French beauty & wellness retailer Oh My Cream has acquired Atelier Nubio, a purveyor of organic nutritional supplements and collagen bone broth. Atelier Nubio was founded as a clean beauty brand in 2014 before pivoting to wellness in 2019. Despite being a retailer, Oh My Cream has been expanding its portfolio of brands lately. In 2023, they purchased Combeau, a sleek supplements brand that launched in 2020. WWD

  • Sexual wellness brand Dame has acquired Chakrubs, an intimacy wellness brand that offers products made from pure crystal. Lately Dame has been on a buying spree as it transitions from brand to sexual wellness platform. In 2024, they purchased Emojibator for an undisclosed sum. Business Wire

Fundraising

  • Quite Nice, a creator of clinically backed foods for better gut health, secured $1M in a funding round led by Sweet Spot Capital. Other investors include Cistern VC and SuperAngel Fund. Quite Nice debuted with a line of high-protein, prebiotic oatmeals. Twitter

  • According to an SEC filing, Salt Lake City-based corrective eyewear brand Caddis raised $3.4M in equity funding from undisclosed investors. The brand launched in 2016 and last raised funding in 2022 ($16.7M). Previous investors include Canter Capital, Provenance, and Atlas Capital Ventures. SEC

  • London-based supplements brand Puresport raised £3.6M in funding to accelerate growth. Investors in the round include Five Seasons Ventures and Redrice Ventures. Puresport was founded in late 2018 by Grayson Hart and Adam Ashe, two professional rugby players. The company sells a variety of supplements focused on hydration, recovery, cognitive performance, and sleep. LinkedIn

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What’s New 🤩

Apparel, Cosmetics, and Wellness

  • Zero sugar hydration brand Waterboy just unveiled a bold packaging refresh. The Austin-based brand enlisted the talented folks at Interact Brands to take their packaging to the next level. Waterboy also just launched two SKUs at Target. LinkedIn

  • Holly Thaggard, the founder of Supergoop, is officially stepping away from the suncare brand. The former teacher launched the brand in San Antonio in 2005 then sold a majority stake to Blackstone Growth in late 2021. In 2022, Supergoop sales jumped 65% year-over-year to $250M. Cosmetics Business

  • Cymbiotika launched what it claims is the first-ever liquid colostrum. The benefit of taking colostrum in liquid form is a) convenience and b) increased bioavailability. PR Newswire

  • Haircare brand Amika collaborated with Ellis Brookyln on a new product — Perk Up Miami Nectar Dry Shampoo. The dry shampoo is infused with Ellis Brooklyn’s popular Miami Nectar fragrance. Happi

  • Women’s personal care brand Billie is running a clever out-of-home advertising campaign near Penn Station. The brand is showcasing its newest deodorant scent via massive scratch-and-sniff posters. Hypebae

Food, Beverage, and Alcohol

  • Khloe Kardashian is launching Khloud Protein Popcorn on April 29th. The better-for-you snack brand will debut with three popcorn SKUs that contain 3x more protein than regular popcorn. The packaging is pretty fantastic IMO. The company raised $12M from the likes of K5 Global, Serena Ventures, Shrug Capital, and others. Khloud will be available exclusively at Target. Food & Wine

  • Robert F. Kennedy Jr. and the FDA announced that they’re cracking down on a number of synthetic food dyes like Red 40 and Yellow 5. It’s not a ban but rather a voluntary phase-out of synthetic dyes. This is a win if food giants like Mondelez, Mars, and Kraft-Heinz actually comply. The Atlantic

  • Organic yerba mate brand Mateina reformulated its RTD range to remove cane sugar. Moving forward Mateina will use stevia as its sweetener. BevNET

  • Mexican pantry staples brand Xochitl (pronounced “so-cheel”) just dropped a sleek new brand identity. Forward Consumer Partners acquired a 50% stake in Xochitl last year and the cleaner packaging ought to make the brand appeal to a wider audience. Xochitl also launched a licensed Cholula flavor which is a clever way to connect with younger consumers and reconnect with lapsed customers. Their products are terrific so I’m glad they’re investing in brand. Twitter

  • Chobani is investing $1.2B to open a state-of-the-art dairy processing facility in Rome, New York. The 150-acre stretch of land — formerly Griffiss Air Force Base — will be home to a 1.4 million square-foot facility that will create over 1,000 jobs. Chobani also invested $500M to expand its Twin Falls, Idaho plant last month. PR Newswire

  • BelliWelli is killing its nutrition bar line in order to focus on its higher margin, higher priced fiber supplement range. NOSH

  • Yo Mama’s Foods released its newest product, Four Cheese Marinara Sauce. The product is made with a blend of Parmesan, Romano, Asiago, and Fontina. Instagram

  • A new protein bar brand called Jacked Granny is launching soon. The brand claims to be the cleanest protein bar on planet earth. Each bar contains 16g of protein and only four ingredients. Jacked Granny

Data 🖥️

  • RTD cocktail brand Surfside continues to post massive growth gains. According to Shanken News Daily, Surfside is now the fastest-growing spirits brand worldwide. Who would’ve guessed that a small distillery based in Philly would create the fastest-growing spirits brand in the world? I will say…Surfside’s retail merchandising abilities are next level. LinkedIn

Distribution News 🚚

  • David just launched at Wegmans.

  • OLIPOP launched at 7-Eleven, Circle K, Casey’s, Love’s and other c-stores.

  • Smearcase launched at Whole Foods Market.

  • Freestyle Snacks launched at over 1,200 CVS Pharmacy stores.

  • SipMARGS is now available in New Jersey.

  • THC beverage brand Wynk launched in AL, AR, KY, and WI.