The latest CPG news from across the industry reveal a clear pattern: investment is flowing into functional products, acquisitions are accelerating, and brands are looking to win on shelf by tightening their positioning—whether through design, formulation, or distribution strategy. From reimagined breakfast favorites to protein-enhanced indulgences and bold new entrants in pasta, the race to redefine “everyday” continues. Here’s the CPG news that stood out this week and what it signals about the kinds of talent, teams, and execution brands will need to compete in the second half of 2025.
Post Holdings to Acquire 8th Avenue Food & Provisions
Post Holdings has agreed to acquire the remaining ownership interest in 8th Avenue Food & Provisions, giving the company full control over the private label and branded food manufacturer. 8th Avenue produces a range of consumer staples including nut butters, dry pasta, and bars. This deal is expected to streamline Post’s operational oversight and drive synergy across product development and manufacturing. The acquisition comes alongside an updated FY25 outlook that reflects cautious optimism amid ongoing supply chain recalibration.
Tangle Launches Protein Pasta in U.S. Market
Tangle, a new player in the plant-based protein space, has debuted its protein pasta in the U.S. with 25 grams of protein per serving. Unlike traditional pasta, Tangle uses a proprietary blend of fava beans, yellow peas, and wheat to deliver satiety and better nutrition with familiar texture and taste. The launch positions the brand as a disruptor in both the better-for-you and comfort food categories. Initial DTC and Amazon availability will be followed by retail expansion later this year.
Sartori Cheese Acquires Rumiano Cheese Company
Sartori Cheese, a fourth-generation Wisconsin-based cheesemaker, has acquired California-based Rumiano Cheese Company. The move strengthens Sartori’s foothold in premium and organic cheese and deepens its presence in the natural grocery channel. Both companies share a focus on artisanal production methods, family ownership, and sustainability practices. The integration plan will emphasize continuity for existing customers and employees while scaling up innovation capacity across product lines.
Bulletproof Rebrands with New Mission and Look
Bulletproof has revealed a full rebrand, moving away from its keto-centric roots toward a broader functional wellness platform. The refresh includes a new visual identity and updated messaging focused on “coffee that lifts you up,” signaling a more inclusive wellness angle. Bulletproof plans to expand its RTD and supplement lines while appealing to consumers who value cognitive and mood benefits alongside energy and focus. The rebrand reflects an effort to remain relevant in a functional beverage category that’s evolving beyond strict diet tribes.
Taste Tomorrow Ventures Launches $30M Fund, Invests in Just Ice Tea
Té Company USA, which owns Harmless Harvest and is backed by Verlinvest, has launched Taste Tomorrow Ventures, a $30 million fund to invest in sustainable and functional beverage innovation. The fund’s first bet is Just Ice Tea, a brand co-founded by the family of late activist and entrepreneur Seth Goldman. The tea line offers organic, fair-trade products with clean labels and accessible flavor profiles. The investment reflects growing appetite for mission-aligned beverage brands that combine scale potential with strong ethics and ingredient integrity.
Ghost Launches Cinnamon Toast Crunch Protein Cereal
Ghost has partnered with General Mills to launch a new Cinnamon Toast Crunch-flavored protein cereal. The co-branded product delivers 17 grams of protein per serving while tapping into nostalgia and indulgence. It follows the success of Ghost’s RTD and supplement lines and leverages the cultural cachet of a well-known cereal to stand out in the increasingly competitive functional food space. Initial availability will be online with retail rollout expected in Q3.
Laoban Expands with Crunchy Bites in Whole Foods
Laoban Dumplings has launched a new line of Crunchy Bites, a snackable dumpling-inspired product aimed at driving incremental growth in the frozen aisle. Rolling out at Whole Foods, the line represents Laoban’s first major expansion beyond its core dumplings. The brand is positioning the new SKU as an answer to consumer demand for elevated frozen snacking that doesn’t compromise on flavor, texture, or clean ingredients. This expansion aligns with Whole Foods’ interest in unique, globally inspired frozen options.
Sweet Gains Debuts Protein Ice Cream
Sweet Gains, a new functional dessert brand, has launched a high-protein ice cream containing 20 grams of protein per pint with zero added sugar. The product is formulated to appeal to macro-tracking consumers who still want indulgence in their routines. With early retail interest and a brand voice geared toward gym-goers and wellness consumers alike, Sweet Gains joins a crowded but still-growing category of protein-enhanced frozen treats. Flavors include Chocolate Brownie, Mint Chip, and Vanilla Swirl.
What This Means for the CPG Industry
This week’s CPG news shows that nearly every brand is on offense—but not all using the same playbook. Post Holdings’ 8th Avenue buy reflects a trend toward owning more of the supply chain. For legacy brands, it’s about speed and control—less reliance on outside partners. Meanwhile, newcomers like Tangle and Sweet Gains are winning by being focused. They stay sharp on product, brand, and audience—and it’s working.
Across food and beverage, protein continues to be the anchor around which innovation is built.
Brands are using protein to connect indulgence and wellness. This now defines much of center store—across cereal, pasta, and dessert. Ghost x Cinnamon Toast Crunch shows how nostalgia fits modern macros. Laoban’s Crunchy Bites prove frozen brands can stretch without losing focus.
This week’s capital activity—especially Taste Tomorrow Ventures backing Just Ice Tea—shows investors still want purpose-driven beverage brands. It’s not just about trends. Expect to see more funds emerge that focus less on hypergrowth and more on ethical scale and long-term brand loyalty. Meanwhile, rebrands like Bulletproof remind us that staying relevant often requires hard pivots, not just minor facelifts. Especially in functional categories where the science, claims, and consumer priorities shift quickly.
Conclusion
This week’s CPG news makes one thing clear: growth isn’t about going viral. It’s about clear positioning in flavor, function, or values. Emerging brands are focused on fit and identity, while bigger players double down on integration and innovation. For teams hiring in this space, the challenge isn’t just finding talent—it’s finding people who can build brands with staying power in a category where the bar just keeps rising. Be sure to subscribe to stay up to date on the all the latest CPG news.
