This week in CPG, we’re tracking major acquisitions, product innovation, and high-profile partnerships that are reshaping the industry. From Grove Collaborative acquiring 8Greens to Next Century Spirits teaming up with Kenny Chesney, the momentum behind brand expansion and collaboration continues to accelerate. Meanwhile, 80g protein pasta sauce is making waves, and non-dairy RTD milk tea is pioneering a new category in NYC. Here’s what’s making an impact this week.
News Stories
Grove Collaborative Acquires 8Greens
Sustainable consumer goods company Grove Collaborative has acquired 8Greens, a brand known for its effervescent greens tablets packed with superfoods. The acquisition will help Grove expand its wellness portfolio, tapping into the booming demand for functional nutrition products. This move aligns with a broader industry shift toward nutrient-dense, convenient wellness solutions. Business Wire
Next Century Spirits Joins Forces with Kenny Chesney, Acquires Blue Chair Bay Rum
Country music star Kenny Chesney’s Blue Chair Bay Rum has been acquired by Next Century Spirits, signaling a strategic play in the premium rum category. With celebrity-backed spirits continuing to dominate, this acquisition positions Next Century Spirits to further scale the brand while leveraging Chesney’s deep fan base. PR Newswire
Paija Tea Co. Introduces Premium Non-Dairy RTD Milk Tea in NYC
NYC-based Paija Tea Co. is pioneering the non-dairy RTD milk tea category with a new premium, plant-basedalternative to traditional milk tea. As consumer demand for dairy-free beverages continues to surge, Paija is positioning itself as a first-mover in this space. BevNET
Peloton’s Alex Toussaint Partners with Throne Sport Coffee
Fitness influencer and Peloton instructor Alex Toussaint has joined forces with Throne Sport Coffee, a brand designed to fuel performance and endurance. This partnership reflects a broader trend of fitness personalities endorsing functional beverages that combine caffeine with athletic benefits. PR Newswire
Les Brasseurs du Nord Acquires Sober Carpenter
Quebec-based Les Brasseurs du Nord, known for its Boréale beer, has acquired Sober Carpenter, a leading non-alcoholic craft beer brand. This acquisition strengthens its position in the growing NA beer category, reflecting the continued demand for premium alcohol alternatives. Newswire
Lo Siento Launches Caliente, a Cinnamon-Infused Tequila to Rival Fireball
Tequila brand Lo Siento is taking direct aim at Fireball with the launch of Caliente, a cinnamon-infused tequila. The release taps into the spicy spirits trend, targeting consumers who want a bolder alternative to traditional flavored whiskeys. BevNET
Scott’s Protein Balls Unveils New Branding & Reformulated Recipes
Scott’s Protein Balls has rebranded and reformulated its recipes, aiming for a cleaner, more modern aesthetic while improving taste and texture. The brand is leaning into the high-protein, clean-label snack movement, catering to consumers who prioritize on-the-go nutrition. NOSH
Lightstrike: A New RTD Energy Drink Enters the Market
A new player in the RTD energy drink space, Lightstrike, has officially launched, bringing a performance-focused formulation to the category. Positioned as an alternative to mainstream energy brands, Lightstrike aims to differentiate with cleaner ingredients and functional benefits. PR Newswire
80g Protein in Pasta Sauce is Crazy?!
A new high-protein pasta sauce is making waves, delivering a massive 80g of protein per jar. With consumers seeking creative ways to boost protein intake, this product could signal a new frontier for functional pantry staples. The buzz around this innovation highlights the increasing demand for unexpected sources of protein in everyday meals. Karine Hsu on X
Industry Takeaways & Implications
The CPG industry continues to evolve through strategic acquisitions, functional product innovations, and brand partnerships. The high-protein trend is expanding beyond traditional categories, with 80g protein pasta saucedemonstrating how brands are finding new ways to pack nutrition into everyday staples. Meanwhile, the plant-based and non-dairy beverage movement continues to gain ground, with Paija Tea Co. launching premium dairy-free RTD milk tea and Sober Carpenter joining Les Brasseurs du Nord to scale non-alcoholic craft beer offerings.
The RTD category remains a hotbed for innovation, with Lightstrike entering the energy drink space and Lo Siento Caliente challenging Fireball in flavored spirits. Next Century Spirits’ acquisition of Blue Chair Bay Rum also underscores the continued demand for celebrity-backed alcohol brands, leveraging star power to drive sales.
Functional beverages and wellness-focused acquisitions are another key trend, as seen with Grove Collaborative acquiring 8Greens and Alex Toussaint partnering with Throne Sport Coffee. The line between sports nutrition and mainstream beverages is blurring, with more brands targeting performance-conscious consumers.
Ultimately, the brands that will win in 2025 are those that anticipate consumer preferences, embrace functional benefits, and make bold moves through acquisitions and partnerships.
Closing Thoughts
As the industry shifts, companies need top-tier talent to stay ahead of evolving trends and consumer expectations. Whether you’re growing your team or looking for leadership that can navigate this fast-changing market, Ace Talent Curators can help. Learn more here.
