Unwell Bets on Protein, Celsius Names New CMO ⚡️

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CPG WIRE
September 09, 2025

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

  • Diageo sells another brand 🍸

  • JAS wins TDA grant 🌱

  • Caldera + Lab reveals new look 💯

  • Happy Dad collabs with Realtree 🔥

  • Lifeway announces creatine drink 💪

Deals 💰

Mergers & Acquisitions 

  • Le Philtre, a French organic vodka brand, has been acquired by Spiribam, a global spirits producer and distributor. Le Philtre was co-founded by Frédéric Beigbeder, a writer and literary critic, in 2020. The co-founders will remain involved as creative and strategic advisors. Just Drinks

  • Kristin & Eric Rogers reached an agreement to re-acquire cannabis beverage brand LEVIA from Ayr Wellness. The couple originally launched LEVIA in 2017 and sold it to Ayr Wellness in 2022. The company produces cannabis-infused seltzers and water-soluble drink drops. Business Wire

  • Diageo continues to dump non-strategic brands. The global spirits firm just sold Sheridan’s Coffee Layered Liqueur for an undisclosed sum. The buyer is Portugal-based Casa Redondo who acquired Safari Liqueur from Diageo last summer. Global Drinks Intel

Fundraising

  • Non-alcoholic beverage brand JAS was awarded a grant from the Texas Department of Agriculture to support its launch at Whole Foods Market. LinkedIn

  • Habitat Partners invested in Sincerely Yours, the skincare brand co-founded by 15-year-old creator Salish Matter. Sincerely Yours launched with four SKUs that are available online and at 400 Sephora stores across the U.S. LinkedIn

What’s New 🤩

Apparel, Cosmetics, and Wellness

  • Ulta Beauty, the largest beauty retailer in the United States, officially opened its first stores in Mexico. The company plans to open a total of nine stores in Mexico by the end of 2025. International is a key priority for Ulta Beauty. In addition to launching in Mexico, Ulta Beauty acquired UK-based beauty retailer Space NK in early July. Space NK operates a network of 83 stores across the UK and Ireland. Business Wire

  • The future of WYN Beauty by Serena Williams is in jeopardy after its strategic partner, India’s Good Glamm Group, shuttered earlier this year. WYN Beauty reportedly wasn’t performing well at Ulta Beauty and several executives have already departed the company. Beauty Independent

  • Magic Molecule just released its newest innovation: Hydrogel Spray. The product delivers a stronger dose of its key active ingredient — hypochlorous acid — in a stay-put, soothing gel format. Trend Hunter

  • Caldera + Lab, a performance skincare brand for men, unveiled a new brand identity ahead of its launch at Ulta Beauty. The company also released two new products: The Great, an anti-aging serum, and The Hydro Layer, a moisturizer.The updated branding is a big improvement. Instagram

Food, Beverage, and Alcohol

  • Unwell Hydration, the beverage play from podcaster Alex Cooper and Nestlé, just launched an electrolyte + protein line. Each beverage contains 10g of protein, 740mg of electrolytes, and only 2g of sugar. Three flavors are available: Watermelon Strawberry, Raspberry Melon, and Peach Tangerine. This is an interesting play for Unwell Hydration. Protein2o does $60M in annual revenue, so there’s clearly demand for hydrating protein beverages. Instagram

  • Happy Dad teamed up with Realtree, an iconic brand in the outdoor lifestlye and camouflage space, on a range of drinks. The first co-branded product is a lemonade flavor that will debut in Winter 2025, while the second will launch nationwide in Spring 2026. Happy Dad also announced that it’s now available in all 50 states. Instagram

  • Lifeway Foods (Nasdaq: LWAY) launched Muscle Mates, a functional beverage line with 20g of protein and 5g of creatine. The product also contains 12 active probiotic cultures. The new line will begin hitting shelves nationwide by year-end. PR Newswire

  • Celsius Holdings just appointed Rishi Daing as its new Chief Marketing Officer. Prior to joining Celsius, Daing held senior marketing roles at PepsiCo, Tata Consumer Products, and Mark Anthony Brands. Daing spearheaded the launch of Mas+ by Messi at Mark Anthony Brands. Business Wire

  • Functional food & beverage brand Bulletproof just launched a High Protein Iced Coffee line. Two flavors are available — Original and Mocha — and each serving contains 12g of whey protein. The packaging is terrific. PR Newswire

  • Easy Street is shaking up the poultry section with a line of pre-diced and pre-seasoned chicken. The packaging is really compelling. Each SKU will retail for $5.99 and will be available at ALDI, Giant Eagle, Market Basket, Weis Markets, and a number of other chains. Progressive Grocer

  • Graza is teaming up with BjornQorn to launch a popcorn product later today. It looks like the product will be available exclusively via Graza’s website. Instagram

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Data 🖥️

  • Some interesting data on adult non-alc beverage sales. Non-alc beer commands the largest slice of the pie with 83% of the market, while non-alc wine sits at 11%. All the NA subcategories are experiencing double-digit growth per NIQ Brandbank. LinkedIn

Distribution News 🚚

  • No Cap Soda Pop expanded its presence at Albertsons.

  • Yerbaé is now available at Costco in AZ, CO, NV, NM, and UT.

  • Sweet Logic is now available nationwide at Whole Foods Market.