Ty Haney Returns, Huel Expands Lineup 👀

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CPG WIRE
July 29, 2025

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

  • LVMH shops Marc Jacobs 👜

  • Dr Will’s grabs funding 🌭

  • Breath Death officially launches 😮‍💨

  • Milo’s expects to surpass $1B 📈

  • Wavers expands retail presence 🥔

Deals 💰

Mergers & Acquisitions 

  • LVMH is looking to dump Marc Jacobs which could fetch as much as $1B. The luxury goods firm is in advanced talks with ABG, Bluestar Alliance, and WHP Global on a possible deal. LVMH reported a 4% decline in H1 2025 sales and is eager to streamline its portfolio. WSJ

Fundraising

  • UK-based clean condiments brand Dr Will’s secured £500K in fresh funding. Investors include Kliro Capital Partners, ATG Ventures, and Kem Cetinay of Love Island fame. Dr Will’s launched in 2017 and thus far has raised £3M in funding. The brand retails at Tesco, Sainsbury’s, Waitrose, Ocado, and a number of other chains. Their minimalist branding works well especially in such a noisy category. Just Food

  • UK-based aperitif brand Beesou raised £500K to support its expansion efforts. The investor is an undisclosed private equity firm. Beesou produces all-natural and ethically-sourced honey aperitifs. The Spirits Business

What’s New 🤩

Apparel, Cosmetics, and Wellness

  • Ty Haney has returned to Outdoor Voices to lead product, brand, and creative. Outdoor Voices also unveiled a new brand identity and is really leaning into founder-led content which is a no-brainer. Excited to see the first drop. Vogue Business

  • Celebrity makeup artist Mary Phillips is launching a beauty brand called M.Ph on August 15th. The brand will launch with a variety of makeup products exclusively at Sephora. Roshini Greenwald, who previously worked at L’Oreal, is the brand’s president. WWD

  • Heights, a London-based purveyor of brain and gut health supplements, launched a hydration supplement that’s formulated with four key electrolytes and Cognizin. The flavors are pretty unique: Peach Spritz, Lime Margarita, and Mango Ginger Mule. Nutra Ingredients

  • M.O.Y. (Moment of Youth) is launching a range of skincare products for outdoorsy types. Their debut products include a moisturizing balm stick and a pre-soaked pad that hydrates and strengthens the skin barrier. Instagram

  • Unilever opened a state-of-the-art fragrance lab in Connecticut. The consumer goods giant is investing €100M into its fragrance unit to bring more fragrance capabilities in-house. Cosmetics Business

  • Hollister, a division of Abercrombie & Fitch, is reissuing a number of Y2K staples to celebrate its 25th anniversary. WWD

Food, Beverage, and Alcohol

  • Huel is launching an RTD Daily Greens line with three novel flavors. The branding is pretty sleek and they do a great job of communicating the value proposition without cluttering the can. Listing the active ingredients is a nice touch too. Given Huel’s brand equity and distribution, I imagine this could be a very big line for the brand. Twitter

  • Breath Death is a new creator-backed mints brand that launched just the other day. The branding and brand universe are both compelling and the mint category is so stale that a creator-led play might actually work. Breath Death is backed by Logan Paul, Jake Paul, Adin Ross, Lil Yachty, and a number of other creators. Breath Death

  • Tyson Foods got the protein memo and launched a line of high-protein chicken nuggets. Tyson is touting the line as a high-protein, simple ingredient option for the whole family. Two flavors are available — Original and Spicy — and each serving contains 23g of protein. GlobeNewswire

  • Wave is a new canned water brand for children. The brand currently offers two SKUs — Cold Activated and Sun Activated — which change colors and reveal hidden messages when exposed to different elements. Wave

  • The Marzetti Company expanded the scope of its partnership with Buffalo Wild Wings by launching a new hot sauce line. Four flavors are available exclusively on Amazon: Original, Chipotle, Habanero, and Blazin. Marzetti is the specialty food division of Lancaster Colony Corp, a publicly traded producer of condiments, sauces, and dressings. Business Wire

  • Functional beverage brand Holy! Water launched four new flavors: Blackberry Lemonade, Lemon Lime, Classic Cola, and Tropical Citrus. Their beverages are formulated with 13,000mg of adaptogens, nootropics, and ketones. Instagram

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Data 🖥️

  • Milo’s, an Alabama-based producer of iced tea and lemonade, expects to surpass $1B in retail sales by 2027. Milo’s was founded in 1989 as an offshoot of restaurant chain Milo’s Hamburgers. As of 2022 it was the 4th largest manufacturer of iced tea in the U.S. BevNET

  • Hershey is raising prices by double digits due to skyrocketing cocoa prices. Since cocoa prices have barely abated since late 2022, look for Hershey to buy more non-chocolate confectionery brands like Sour Strips. Food Dive

Distribution News 🚚

  • Wavers launched on Gopuff and at BevMo.

  • Beauty brand Moroccanoil is launching at 800 Ulta Beauty stores.

  • CVT Soft Serve launched at Sendik’s in Wisconsin.

  • Hydration brand Punchy launched on British Airways.

  • Realsy launched at select Intelligentsia cafes.