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CPG Industry News Roundup: August 30th - September 5th

In this week’s roundup, we’re spotlighting the latest CPG industry trends, from new product innovations to bold business strategies. Check out some of the top stories from this week

Almave Blanco and Ambar Credit Almave

Pernod Ricard Joins Lewis Hamilton and Casa Lumbre Spirits to Enhance the Success of Non-Alc Blue Agave Spirit Almavé 

Pernod Ricard has teamed up with Lewis Hamilton and Casa Lumbre Spirits to boost the non-alcoholic blue agave spirit Almavé. This partnership aims to capitalize on the growing demand for non-alcoholic options, especially within premium categories, by leveraging Hamilton’s global influence and Casa Lumbre’s expertise in creating innovative spirits. Read more here. 

Devils Reserve Tequila

Cuervo Unveils Devil’s Reserve: A Tequila with a Devilishly Sweet Heat 

Cuervo has launched Devil’s Reserve, a new tequila infused with a unique blend of sweet and spicy flavors. This latest addition to Cuervo’s portfolio is designed for those seeking a mischievous twist on traditional tequila. With a lower ABV, Devil’s Reserve is perfect for both chilled shots and creative cocktails like the Devil’s Soda or Diablito Margarita. The launch will be supported by a nationwide “Raise a Little Hell” tour, featuring custom Devil’s Trucks from West Coast Customs and collaborations with Always Friday Media. Learn more here.  

Create Raises $5 Million

Create Raises $5 Million Amidst Rising Creatine Craze 

Create, a company tapping into the growing popularity of creatine-based products, has secured $5 million in funding. The investment will fuel their expansion into broader markets, reflecting the heightened consumer interest in performance-enhancing supplements. Create aims to differentiate itself with innovative formulations that cater to health-conscious consumers looking for clean, effective supplements. Find out more. 

GoodPop Mini Cans Revamp

GoodPop Revamps Mini Cans After Real-World Testing Reveals Packaging and Taste Challenges 

No matter how compelling the data and pre-launch insights, new-to-world innovation often reveals its nuances only in real-world testing. GoodPop faced this reality when launching its mini cans designed as a healthier alternative to high-sugar kids’ beverages. Consumers were initially confused by the packaging, and kids found the taste underwhelming. After an 8-month refresh, GoodPop reintroduced the product with updated packaging and a new formula, now available in major retailers including Whole Foods Market, H-E-B, and Costco. Read the full story on LinkedIn.

Lemongrass Stir-Fry Kit 

Wynn’s Kitchen Introduces the Lemongrass Stir-Fry Marinade 

Wynn’s Kitchen has launched a new Lemongrass Stir-Fry Marinade, expanding its line of Asian-inspired cooking sauces. The marinade features a blend of lemongrass, garlic, and chili, offering a convenient and flavorful option for home cooks looking to elevate their dishes with authentic Southeast Asian flavors. Available in select retailers, this new product highlights the increasing demand for globally-inspired, ready-to-use sauces. Read more here. 

What This Means for the CPG Industry 

Growing Demand for Non-Alc Options

The partnership between Pernod Ricard and Almavé emphasizes a continued shift toward non-alcoholic premium beverages. This trend reflects broader consumer behavior leaning towards wellness, mindful consumption, and exploring alcohol alternatives that still deliver a sophisticated drinking experience.

Cuervo’s Devil’s Reserve: Bold Flavors and Experiential Marketing Trends

Cuervo’s launch of Devil’s Reserve reflects a growing trend in the beverage industry: the rise of bold, flavor-infused spirits that cater to younger, adventurous consumers. This move highlights how brands are leaning into experiential marketing strategies, like the Devil’s Trucks and the “Raise a Little Hell” tour, to create immersive, memorable experiences that go beyond the bottle. By embracing unique flavor profiles and engaging directly with consumers, Cuervo is setting a new standard for how legacy brands can innovate to capture the attention of the next generation of drinkers, blending tradition with modern, edgy appeal.  

Health Supplements on the Rise 

Create’s funding round aligns with the rising trend of health supplements, particularly those targeting performance enhancement. With consumers more focused on health and wellness than ever, brands tapping into specific needs, like muscle recovery with creatine, are poised to thrive.

Learning from Real-World Consumer Feedback

GoodPop’s experience with its mini cans highlights the critical role of real-world testing in product development. Adjustments based on consumer feedback are essential, illustrating how brands must be agile and responsive to market demands to succeed.

Rise of Global Flavors in Home Cooking

Wynn’s Kitchen’s new marinade shows a growing consumer appetite for global flavors that bring restaurant-quality experiences into the home. The increased availability of diverse, ready-to-use sauces reflects broader trends towards convenience without sacrificing taste or authenticity.  

Overall Trends 

The CPG industry is increasingly shaped by consumer demands for healthier, more sustainable, and globally-inspired products. Brands that can adapt quickly, leverage strategic partnerships, and respond to real-world feedback will continue to lead in this evolving landscape.  

Stay tuned for more updates in our next weekly news roundup! 

Our Impact

In 1995, our founders embarked on a journey that would disrupt the status quo of the executive recruiting industry. We have been transforming companies and lives ever since.

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Brent Albertson

CEO, Zing Zang LLC

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Non-Alcoholic Beverages

“ Our experience with Protis Global has been very positive. They have strong multi-industry CPG experience and understand our business model and standards. They know the difference between an “A-player” and a “B-player” in several functions, and the honesty around that standard helps us move faster. Mike and team set up a great process, especially in early canvassing and vetting that helps our leaders engage at the right time and make decisions fast. ”

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Colin Nolan

Executive Vice President, Mark Anthony Brewing Inc.

Beer, Wine & Spirits
Beer, Wine & Spirits

“Protis Global’s approach to talent acquisition is marked by diligence, transparency, and a genuine dedication to client satisfaction. Their strategic insights and personalized service have made a substantial impact on our organization, ensuring that we always have the best professionals driving our initiatives forward. The team at Protis Global demonstrates a keen ability to identify individuals who not only possess the requisite skills but also align seamlessly with our company culture.”

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Hilal Tabsh

Chief Revenue Officer, Glass House Brands

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“Over the last 10+ years my experience with Michael Bitar and the Protis Global team has been exceptional across multiple industries. Michael and his team work to get to the true needs of my hiring plan and partner with us throughout the process. They understand our business, company culture, what success looks like, and then propose candidates that will produce results while also fitting into our team dynamic. Overall it’s a great team and experience and I would recommend to anyone looking to hire top-notch quality candidates reach out to Protis Global and Michael Bitar.”

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Peter Iglesias

Chief Executive Officer, Bespoken Spirits

Beer, Wine, & Spirits
Beer, Wine, & Spirits

“I highly recommend Protis Global as a top-notch recruiting agency. I have had the pleasure of working with them for the past 15 years, both as a candidate and employer in the Spirits and Wine industry. In my 25 years of experience, I have found Protis Global to be the most efficient and effective recruiting agency I have ever dealt with. Protis Global has consistently come through for me in the clutch, providing exceptional professionalism and execution in job searches and placements. Their dedication to finding the right fit for both candidates and employers sets them apart from other agencies. I have always been impressed by their ability to understand the needs of both parties and successfully connect them in a timely manner.”

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Soley Van Lokeren

SVP, People

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Non-Alcoholic Beverages

“I have been in the field of human resources for over thirty years, in executive level roles both in-house and in outsourced positions. Michael Bitar is my favorite talent acquisition professional with which I have ever worked. He cares deeply about building a relationship with his clients, learning their business, culture, challenges, and truly understanding the needs of a role requisition. His approach is mirrored by the rest of the Protis team, who are courteous, thorough, and who make you feel like you are their only client. Protis successfully delivered hires for our Chief Commercial Officer role and for three key challenging roles (in both Marketing and Sales). They are simply – the best!”

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Brian Kuz

Chief Sales Officer

Food & Snacks
Food & Snacks

“Protis is unique in their go-to-market strategy in that they not only find the right candidate for the role, but they find the right opportunity and company for the candidate. Protis Global looks for people who are ready to make a change...I will continue to recommend Protis Global as one of the best placement agencies in the World, as I have worked on every continent and have dealt with the big executive placement firms and the boutique ones. Protis shines above all, and as long as I am hiring, I will continue to go to Protis Global first, if not exclusively.”

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Chris Hall

CEO, poppi

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Non-Alcoholic Beverages

“Partnering with Protis Global has been a game-changer for poppi. They understood our vision and the unique challenges we faced as a rapidly growing brand. Their expertise in executive search helped us find the right leaders who not only fit our culture but also brought the skills and passion needed to drive accelerated growth. The Protis Global team actively took our feedback and adapted the search so that we could focus on what we do best – creating innovative, healthy beverages that our customers love. They’ve truly become an extension of our team, and we couldn’t imagine achieving our success without the team members they helped us to bring aboard.”

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Chad Palma

President of Sales, Spindrift

Non-Alcoholic Beverages
Non-Alcoholic Beverages

“Michael Bitar and the Protis team have been such a pleasure to work with over the years. Not only do they do amazing work with recruiting but we have also developed a partnership between our two companies. Michael and his team provide a crucial role in reviewing my hiring needs at the beginning of each year. Once the review is complete, Michael begins searching for quality candidates that fit the role and culture for Spindrift. He and his team do an outstanding job of finding the right candidates for the position in need. I highly recommend Michael and the Protis team for your hiring needs.”

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John Sacksteder

President, Mark Anthony Brewing Inc

Beer, Wine & Spirits
Beer, Wine & Spirits

“From the start, the relationship with Protis Global was different than other recruiting firms.  The team had a deeper level of commitment and desire to learn about our business than I had experienced with other firms. Our company was experiencing a time of exponential growth and our staffing needs were complex. We needed very experienced people across every possible function in the Operation and Supply Chain Teams and we needed them in a hurry. The Protis Global Team mobilized quickly and established a methodology to identify strong candidates and work them through the interview process in a professional and timely manner. Their grit, determination, understanding our needs and culture, sense of urgency and drive to exceed our expectations set them apart from the pack.”

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Kathleen Hutchison

Senior National Account Manager at Arla Foods

Food & Snacks
Food & Snacks

Kayla was awesome and very thorough in her vetting of candidates. She understood our brief as we were looking for candidates and helped to weed through those who were not a good fit for the role. 

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Thomas Frisch

Chief People Officer at IJW Whiskey

Beer, Wine & Spirits
Beer, Wine & Spirits

“The team worked quickly and efficiently to find a unique position.”

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Kim Nguyen

VP of Supply Chain at Lallemand

Beer, Wine & Spirits
Beer, Wine & Spirits

Everyone involved was extremely helpful - Gary, Michael, Ben - thank you!! The team didn't only search for candidates based on the job description, but also the qualities that I look for in candidates. 

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Shashank Gaur

VP of Product Technology & Innovation

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Non-Alcoholic Beverages

The interview process was smooth and extremely professional. Ben and team represented me as much as they represented the company. 

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Jeremy Schulman

Regional Business Manager - Foodservice

Food & Snacks
Food & Snacks

Consistent communication, updates, and detailed knowledge of the client. The whole experience was top notch!

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Blake T. Bermingham

Supply Chain Manager

Beer, Wine, & Spirits
Beer, Wine, & Spirits

Very simplistic process finding the right role for the right candidate...keep up the great work! 

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Don Stohrer Jr.

CEO, Arla Foods USA

Food & Snacks
Food & Snacks

“We’ve been a Protis Global client for eight years, and during this time have always appreciated the thoroughness of the recruitment process, as the candidates brought to us have been well-vetted, not only from a competency perspective, but more importantly from a [cultural] fit dynamic. Mike and the team have always been highly engaged to ensure they bring us candidates that match our culture. That’s been critical to the success of the candidates that have landed here by way of our relationship with Protis.”

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