RX3 Backs Truvani, Heineken Bets on Energy ⚡️

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CPG WIRE
May 01, 2025

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

  • GORGIE grabs $24.5M 💰

  • Don’t Quit closes in on $15M 💪

  • Prose launches scalp serum 💈

  • Mondelēz and GHOST break up 👻

  • Vita Coco delivers strong Q1 🥥

Deals 💰

Mergers & Acquisitions 

  • Heineken acquired a minority stake in TENZING, a natural energy drink brand from the UK. TENZING will retain operational independence but will benefit from Heineken’s distribution network. Huib Van Bockel launched TENZING in 2016 after spending nearly a decade at Red Bull. Lately multinational brewers like Heineken and Molson Coors have been chasing growth in non-alc categories like energy and premium mixers. Molson Coors recently acquired a majority stake in ZOA Energy and purchased 8.5% of Fever-Tree. Global Drinks Intel

  • French beauty retailer Oh My Cream has purchased UK-based clean beauty e-tailer Naturisimo for an undisclosed sum. Oh My Cream entered the UK market in 2022 and now operates three stores there. WWD

Fundraising

  • RX3 Growth Partners made a strategic growth investment in Truvani, a leading clean label nutrition brand. Truvani sells a variety of products including protein powder, nutrition bars, and a variety of supplements. The investment marks Truvani's first external funding since launching in 2017. Truvani will use the funding to support growth at Target, Walmart, Sprouts, and Whole Foods Market. RX3's other investments include Therabody, Orgain, Super Coffee, Mack Weldon, and others. PR Newswire

  • Wellness-forward energy drink brand GORGIE raised $24.5M in Series A funding. Investors in the round include Notable Capital, Coefficient Capital, Jason Cohen, and Yossi Nasser. GORGIE was founded by Michelle Cordeiro Grant in 2023 and the brand recently debuted at 1,900 Target stores. Their other retail partners include Sprouts, Ralphs, Bristol Farms, and Erewhon. PR Newswire

  • Clean sports nutrition brand Don’t Quit is in the midst of closing a $15M funding round led by Solyco Capital. Don’t Quit currently sells RTD protein shakes and energy drinks but will launch a protein soda line later this year. Solyco’s previous consumer investments include SOS Hydration and Kemo Sabe Mezcal. Sports Business Journal

  • London-based skincare brand Skin Rocks secured a strategic investment from JamJar Investments and Redrice Ventures. Founded in 2022 by Caroline Hirons, an aesthetician and influencer, Skin Rocks has carved out a unique niche by focusing on science-backed formulas and simple routines. LinkedIn

What’s New 🤩

Apparel, Cosmetics, and Wellness

  • Fast-growing skincare brand Tower 28 is launching a mineral sunscreen for sensitive and acne-prone skin. SOS FaceGuard Broad Spectrum SPF 30 will make its online debut on May 19th. The mineral sunscreen will then hit retailers like Sephora and Sephora at Kohl’s on May 22nd. WWD

  • Liquid I.V. joined forces with Formula 1 to launch a Mystery Flavor Hydration Multiplier. The packaging is out of this world. Twitter

  • Onnit (owned by Unilever) just released a gummy version of its popular Alpha Brain SKU. The gummy spinoff is available exclusively at Walmart and a 42-count bottle retails for just under $12. Stack3d

  • Custom hair and skincare brand Prose launched its first-ever scalp serum. The Custom Scalp Serum is packaged in a 100% recyclable glass bottle and costs $56 for a one-time purchase. Trend Hunter

Food, Beverage, and Alcohol

  • GHOST Energy will no longer collaborate with Mondelēz on licensed flavors like Sour Patch Blue Raspberry or Swedish Fish. According to GHOST Energy founder Dan Lourenco, Mondelēz pulled the plug on the partnership. Twitter

  • UK-based supplements brand Legion is entering the better-for-you breakfast space with a new protein cereal line. Each serving contains 17g of protein, 7g of fiber, and 170 calories. Legion has been casting a wide net recently. Their recent launches include an RTD energy drink line and a creatine gummies line. Stack3d

  • Fly By Jing refreshed its noodles packaging as it seeks to connect with a broader audience in mass retail. The latest iteration is cleaner, tamer, and less quirky than Fly By Jing’s previous packaging. Quirky can win hearts & minds in the natural channel but it often repels customers in conventional grocery 👇 Fast Company

  • Archer (FKA Country Archer Provisions) launched a variety of new flavors as it chases $300M in FY sales in 2025. The new flavors include Pepperoni, Beef Taco, and Prime Rib. PR Newswire

  • Uncrustables is launching its first limited edition flavor with Peanut Butter & Mixed Berry. The new SKU will begin hitting shelves at select retailers this summer. Food Business News

  • Relaxation beverage brand Recess released a new SKU — Recess Mood Orange Vanilla. Great-looking product. Instagram

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Data 🖥️

  • Vita Coco had a strong Q1 with net sales increasing 17% to $131M. Net income also improved to $19M. Vita Coco Coconut Water was responsible for $86M in sales while private label generated $21M in sales. Vita Coco’s other brands (PWR LIFT and Ever & Ever) only generated around $5.2M. Vita Coco

  • Red Bull sold a whopping 12.6 billion cans last year. Stack3d

Distribution News 🚚