CPG Industry News Roundup: December 13 -December 19
CPG Industry News Roundup: December 12 - December 19
As we approach the end of 2024, the beverage and CPG industries continue to showcase significant strategic movements and innovations. This week's developments, coupled with emerging consumer trends for 2025, paint a picture of an industry actively evolving to meet changing consumer preferences and market dynamics.
Coca-Cola and Pepsi Prepare Prebiotic Soda Launches
Both beverage giants are preparing to enter the functional soda category with prebiotic offerings planned for 2025. This strategic move reflects growing consumer interest in functional beverages and digestive health benefits, while maintaining the familiar soda format consumers enjoy.
Virtue Cider's Founder Reclaims Brand from AB InBev
Gregory Hall has repurchased Virtue Cider from Anheuser-Busch InBev's US arm. This buyback represents a growing trend of founders reclaiming control of their craft brands, potentially signaling a shift in the craft beverage landscape.
Nourish Launches First Instant Chia Protein Pudding
A Latina doctor-founded brand has introduced an innovative protein delivery format, creating an instant chia pudding with 22g of plant-based protein per serving. This launch represents the intersection of several key consumer trends: convenience, protein-rich offerings, and culturally-inspired innovation.
Dirty Shirley Reports Explosive Growth
The ready-to-drink cocktail brand has reported 934% growth year-to-date in 2024, with distribution expanding to approximately 3,500 doors. This remarkable growth demonstrates the continued consumer interest in nostalgic flavors and premium ready-to-drink cocktails.
C4 Energy Expands Format Options
Cellucor has launched C4 Performance Energy in stick pack format exclusively at Walmart, adapting their successful energy drink formula for a more convenient, portable option. This expansion shows how established brands are innovating in format and distribution to meet consumer needs.
Industry Impact and Analysis
These developments reveal several key industry dynamics. The functional beverage category continues to expand, with major players and startups alike focusing on health-conscious offerings that don't sacrifice taste or familiarity. The success of brands like Dirty Shirley highlights how nostalgia and premium positioning can drive significant growth in the ready-to-drink category.
The return of Virtue Cider to its founder's control reflects a maturing craft beverage market where entrepreneurs are increasingly able to navigate both independence and strategic partnerships. This movement could signal new opportunities for innovative brand building in the craft beverage space.
The innovation in protein delivery formats, as demonstrated by Nourish, reflects the broader trend of consumers seeking protein-rich options that fit their lifestyle while delivering on taste and texture preferences. This trend is particularly relevant as consumers increasingly focus on protein content and functional benefits in their food and beverage choices.
Looking Ahead
As we move into 2025, these developments suggest several key areas of focus for the industry. The continued expansion of functional benefits in traditional beverage categories indicates a need for innovation teams that can balance familiar formats with new health-focused attributes. The success of culturally-inspired brands and nostalgic flavors highlights the importance of authentic storytelling and emotional connection in product development and marketing.
The industry continues to demonstrate its ability to adapt and innovate, with successful brands finding ways to align with evolving consumer preferences while maintaining strong market positioning. Companies that can effectively balance innovation with accessibility, while delivering on both functional benefits and emotional connection, appear well-positioned for success in the coming year.