This week’s CPG news reflect a key shift: brands are no longer just chasing scale—they’re redefining how (and where) innovation shows up. From ice cream brands expanding formats to performance founders entering spirits, the boundaries between categories keep blurring. Whether it’s a $5.8M facility, a functional gummy with a famous last name, or an entirely new dosage format, the playbook for growth in food and wellness looks different than it did just six months ago. These are the CPG news stories worth watching.
Nightingale Ice Cream Sandwiches to Open $5.8M Facility
Nightingale Ice Cream is investing $5.8 million in a new facility in Virginia to increase capacity and meet growing demand for its handcrafted ice cream sandwiches. Known for its gourmet ingredients and small-batch production, the brand has seen regional momentum turn into national interest. The new site will allow Nightingale to triple its output and expand wholesale partnerships with retailers and foodservice. The facility is expected to be operational by early 2026.
Tom Brady’s New G.O.A.T. Gummies Hit DTC
Tom Brady has launched G.O.A.T. Gummies, a direct-to-consumer supplement line marketed as a fun, functional take on everyday wellness. The gummies promise benefits tied to energy, sleep, and immune health—and feature tongue-in-cheek branding that plays on Brady’s iconic athletic image. Reviews so far suggest they lean into flavor and approachability rather than clinical intensity. The launch speaks to a broader trend of celebrity-led wellness entering the low-commitment, high-personality product space.
Second Sip: Low-ABV Gin Brand from DRY Soda Founder
Second Sip, a new low-ABV gin company founded by the creator of DRY Soda, has launched with a focus on mindful drinking and culinary pairing. Each expression is built with real botanicals and designed to be enjoyed like wine or sake. The brand targets consumers who want the complexity of craft spirits without the punch of full-strength alcohol. With direct-to-consumer and on-premise rollout planned for summer, it adds another layer to the growing conversation around rethinking alcohol.
Energy Sprays Make a Play for Convenience Channels
A new wave of energy sprays is targeting functional beverage consumers with a more portable, metered delivery format. These oral sprays offer a zero-calorie, quick-dosing alternative to canned drinks—often including caffeine, electrolytes, and B vitamins. With packaging designed for convenience, they’re gaining attention from both fitness and travel retail buyers. Though still early, this microdosing format could signal a new direction in energy delivery for brands looking to break through.
Bubbies Expands Beyond Mochi with New Ice Cream Sandwiches
Bubbies Ice Cream, long known for its mochi products, is moving into a new frozen format with the launch of Mini Ice Cream Cookie Sandwiches. These bite-sized treats are aimed at capturing indulgent snacking occasions and bringing in consumers who may not gravitate toward mochi. The rollout expands the brand’s footprint in frozen novelty while reinforcing its commitment to real ingredients and premium flavor. Retail distribution is starting with key natural and specialty accounts.
think! Introduces Protein Crispy Squares
think!, known for its high-protein snacks, has launched a new line of crispy squares inspired by the classic rice treat. Each square contains 10 grams of protein and is gluten-free, aiming to merge nostalgia with performance. The products are designed for on-the-go snacking and appeal to consumers looking for indulgence with a functional twist. This launch puts think! back into the conversation as protein continues to define competitive advantage in the bar and snack set.
HighPost Capital Invests in Equip Foods
Equip Foods, a real-food supplement company founded by former NFL player Anthony Gustin, has received a significant investment from HighPost Capital. The brand focuses on clean, simple-ingredient products for active and health-conscious consumers. With rising demand for high-protein, additive-free nutrition, Equip is positioned to scale across DTC and retail. The funding will support new product development, channel growth, and team expansion.
What This Means for the CPG Industry
This week’s CPG news highlights how brands are expanding both format and function. From Nightingale and Bubbies building on familiar dessert formats to think! and Equip Foods layering protein into more snackable options, the theme is clear: innovation must be both recognizable and upgraded. Nostalgia alone doesn’t sell anymore—it needs a better ingredient panel and a story consumers can stand behind.
The launch of energy sprays and low-ABV gin adds more evidence that dosage and delivery are becoming just as important as formulation. Convenience, personalization, and moderation are shaping the next wave of beverage innovation—and the brands winning are those that don’t force consumers to compromise.
Celebrity-backed products, like Tom Brady’s G.O.A.T. Gummies, aren’t just about star power. They’re built to convert in low-friction channels and speak a design language consumers already understand. Whether DTC, freezer aisle, or supplement shelf, the brands scaling now are the ones finding alignment between form, function, and channel.
Conclusion
This week’s CPG news prove that great products don’t just need great positioning—they need to fit the way consumers actually live. Whether it’s a better-for-you crispy treat, a mood-enhancing gummy, or a clean-ingredient protein brand ready to scale, each story shows how execution is evolving. If you’re hiring, investing, or launching in this space, now’s the time to think format-first and category-fluid.
