XOXO Soda Grabs Funding, Cadence Unveils Collab 🔥

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CPG WIRE
April 12, 2025

Welcome back to This Week in CPG, folks. Thursday & Friday were slower news days so today’s edition is going to be a quick one. Anways, let’s dive in:

  • Müller buys Biotiful Gut Health 🐮

  • Producer Mezcal grabs $1M 🍹

  • Perfumer H opens Shanghai store 👃

  • Desort Door x Tecovas partnership 🤠

  • JuneShine launches at Alfred Coffee ☕️

If you missed it on Thursday, CPG Wire is partnering with Era VC on a $100K pitch competition for emerging brands. The winning brand will receive a $100K equity investment along with complementary services from firms like And Rising, Giannuzzi Lewendon, and others. More info here.

Deals 💰

Mergers & Acquisitions 

  • Müller, one of the largest dairy suppliers and distributors in the UK, has acquired Biotiful Gut Health, a producer of dairy-based food and beverage products. Biotiful is currently the top-selling kefir brand in Great Britain. Müller is reportedly shelling out $150M for Biotiful which will give it a foothold in the functional dairy category. Dairy Reporter

  • Topgolf Callaway Brands (NYSE: MODG) is selling Jack Wolfskin, an outdoor apparel brand, to Chinese sportswear giant ANTA for $290M in cash. Jack Wolfskin does an estimated €325M in revenue and €12M in adjusted EBITDA. PR Newswire

Fundraising

  • UK-based prebiotic soda brand XOXO raised £4M in a funding round led by Lever VC and Slingshot Ventures. Last summer, XOXO secured £2.5M in funding from JamJar Investments and a number of strategic angel investors. The Grocer

  • According to an SEC filing, Producer Mezcal raised $1M in equity funding from undisclosed investors. The spirits brand launched in 2020 and music producer Swizz Beatz is a partner. The bottles and labels are pretty slick. SEC

  • Habitual, a tech-enabled purveyor of meal replacement shakes and other dietary supplements, secured £1M in a funding round led by Lexham Partners. The London-based company was founded in 2019 by Napala Pratini and Ian Braithwaite. Lexham Partners is led by Dominic Perks, the founder of VC firm Hambro Perks. Sky News

What’s New 🤩

Apparel, Cosmetics, and Wellness

  • London-based fragrance brand Perfumer H opened a new store in Shanghai. The stunning store occupies a 4-story lane house on Julu Road in Downtown Shanghai. This is Perfumer H’s first store in mainland China. WWD

  • Sporty & Rich released a new collaboration with ‘47 that’s a tribute to collegiate sports style. Hypebae

  • Fragrance brand Skylar released a scented sunscreen product called Boardwalk Delight Scent-Screen Mist. Good-looking product. Instagram

Food, Beverage, and Alcohol

  • Beverage incubator L.A. Libations just launced a bottled water brand called L.A. Libations Water. The alkaline water is enhanced with electrolytes and is available via Stone Distributing throughout Southern California. The labels contain thermochromic ink so the palm trees turn green when the bottle is chilled. A very nice touch. Instagram

  • Cravings by Chrissy Teigen unveiled a stellar brand refresh. The updated packaging is more lively, a lot more legible, and contains superior product photography. Great work. NOSH

  • Desert Door Texas Sotol announced an exciting new partnership with Tecovas, a fast-growing westernwear brand. Moving forward, Desert Door will be available at all 30 Tecovas retail locations. This is a win-win for two great brands. Twitter

  • Thanks to Stack3d we have our first look at the RAW Nutrition x Cadence collaboration. The two companies are releasing a co-branded Watermelon Mojito electrolyte beverage. Stack3d

  • A2 dairy ice cream brand Alec’s launched a new product line called Culture Cups. The pre & probiotic ice cream is free from refined sugars, gums, and seed oils. The packaging is terrific 👇 Instagram

  • Better-for-you candy brand Hormbles Chormbles is launching on Monday, April 14th. The company, founded by Jared Smith (RXBAR co-founder) and Tom Melcher (former COO at Feastables), produces chocolate bars that contain 10g of protein and 0g of sugar. Instagram

  • UK-based protein bar brand TRIBE partnered with Wildfarmed to release the first regeneratively farmed oat bar. Love it. The Grocer

Data 🖥️

  • According to Meticulous Research, the global non-alc beer market is projected to be worth nearly $35B by 2032. PR Newswire

Distribution News 🚚