This week in the CPG industry, we’re tracking major investments, strategic acquisitions, and key shifts in leadership and product development. From GoodSAM Foods securing a $9 million Series A to scale regenerative agriculture to Ben & Jerry’s founders considering buying back the brand from Unilever, the industry is seeing bold moves across the board. Let’s break down the biggest stories shaping the CPG industry.
GoodSAM Foods Secures $9M Series A to Scale Regenerative Food Movement
GoodSAM Foods, a mission-driven food company focused on regenerative agriculture, has raised $9 million in Series A funding to expand its supply chain and product lineup. The funding will help the company scale its operations while continuing its commitment to sustainable sourcing and farmer empowerment. As the demand for ethical and regenerative food production rises, GoodSAM is positioning itself as a leader in the movement. GlobeNewswire
Starface Co-Founders Shut Down Slugging-Focused Skincare Brand Futurewise
Futurewise, the skincare brand centered around the popular slugging trend, is shutting down after just over a year in business. The brand was launched by the co-founders of Starface, known for its acne patches, but struggled to gain long-term traction in a competitive skincare market. The closure reflects the challenges of sustaining niche beauty trends as consumer preferences shift. Beauty Independent
Black Rifle Coffee Reports Q4 Revenue Decline, Refocuses on Energy Drinks
Black Rifle Coffee saw a drop in Q4 revenue, citing retail challenges and shifting consumer behaviors. In response, the company is placing greater emphasis on its energy drink segment, seeing growth opportunities in the high-caffeine, ready-to-drink market. This move aligns with broader industry trends as beverage brands diversify beyond traditional coffee products. BevNET
Boyne Capital Invests in Blue Monkey Beverages
Private equity firm Boyne Capital has made a platform investment in Blue Monkey Beverages, a brand specializing in coconut water and plant-based drinks. The investment aims to scale the company’s distribution and product development as consumer interest in natural hydration solutions continues to grow. PR Newswire
Kevin’s Natural Foods Founders Launch Wild Fox Foods
The team behind Kevin’s Natural Foods is launching a new venture: Wild Fox Foods, a brand focused on clean-label convenience meals. With demand for better-for-you prepared foods on the rise, the founders aim to replicate their previous success by delivering nutrient-dense, chef-crafted options to busy consumers. NOSH
Death Wish Coffee Expands Into Ready-to-Drink with Canned Lattes
Known for its ultra-strong coffee, Death Wish Coffee is now entering the ready-to-drink (RTD) space with a line of canned lattes. Featuring bold flavors and high caffeine content, the product will be available nationwide, aiming to compete with established RTD coffee brands. PR Newswire
Small Brands Are Eating Into Unilever & P&G’s Market Share
Shoppers are shifting away from big-name brands like Unilever and Procter & Gamble, favoring smaller, niche food and beverage brands. This consumer behavior shift is leading to lower profits for legacy CPG giants, as startups and independent brands attract market share with unique offerings and direct-to-consumer strategies. Reuters
Kettle & Fire Secures $43M Investment from Colter Ventures
Bone broth brand Kettle & Fire has secured $43 million in funding from Colter Ventures, positioning itself for major expansion in the functional food space. The investment will fuel increased production, retail expansion, and new product innovation as demand for collagen-rich and gut-health-focused products grows. NOSH
Ben & Jerry’s Founders Explore Buying Back the Brand from Unilever
Ben & Jerry’s co-founders are considering buying back the ice cream brand from Unilever, nearly 25 years after selling it to the conglomerate. The move would give them greater control over the brand’s social mission and product development. While discussions remain preliminary, it signals a broader trend of founders reclaiming ownership in response to corporate shifts. Bloomberg
MNG Brands Acquires WellBeing Brewing Company
MNG Brands has expanded its wellness-focused beverage portfolio with the acquisition of WellBeing Brewing Company, a leader in non-alcoholic craft beer. The acquisition aligns with the rising consumer interest in alcohol alternatives, as more brands enter the booming functional and non-alcoholic beverage space. PR Newswire
CPG Industry Takeaways & Implications
The CPG industry continues to see strong investment activity, particularly in functional foods, regenerative agriculture, and non-alcoholic beverages. Brands like GoodSAM Foods and Kettle & Fire are securing significant funding, reinforcing the demand for better-for-you and sustainability-driven products. Meanwhile, legacy CPG giants like Unilever and P&G are losing market share as consumers favor smaller, independent brands that offer transparency and innovation.
The ready-to-drink beverage space is also heating up, with Death Wish Coffee, Black Rifle Coffee, and MNG Brandsall making strategic moves into RTD coffee and functional beverages. The shift reflects growing consumer preference for convenience without compromising quality.
In M&A, Boyne Capital’s investment in Blue Monkey Beverages and MNG Brands’ acquisition of WellBeing Brewing underscore how investors are betting on natural hydration solutions and alcohol alternatives. Additionally, Ben & Jerry’s potential buyback signals a fascinating trend of founders reclaiming their brands to maintain control over their original vision and mission.
Closing Thoughts on the CPG Industry
With shifting consumer behaviors, increased investments, and founders reclaiming their brands, the CPG industry is evolving rapidly.
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