Olipop 12oz Can Olipop 12oz Can

CPG Industry News Roundup: February 14 - February 20

The consumer packaged goods (CPG) industry is undergoing significant transformations, with major brands making strategic leadership changes, launching new product categories, and securing critical funding to fuel expansion. This week, we examine the latest developments—from beverage giants doubling down on prebiotic sodas to high-profile partnerships reshaping the retail space. We also break down what these moves signal for the future of the industry and how businesses can position themselves for sustained growth in an increasingly competitive market.

Olipop Ambitions Mel Landis

Mel Landis Named President of Olipop

Olipop has appointed Mel Landis as its new President. The prebiotic soda brand, which recently secured a $1.85 billion valuation, is looking to scale operations and expand its footprint in the functional beverage space. Landis brings extensive experience from his tenure at major beverage companies and aims to solidify Olipop’s position in the category.

London Lifestyle 2048x1365

Oatly Projects First Full Year of Profitability in 2025

Oatly reported strong revenue growth and anticipates its first full year of profitability in 2025. The oat milk company has faced significant operational challenges in recent years but has streamlined its production and distribution network, leading to increased efficiency and financial stability.

Nike Skims Web Image

Nike and Skims Join Forces for New Brand

Nike is collaborating with Kim Kardashian’s Skims to launch a new brand. This strategic partnership aims to blend Nike’s expertise in performance apparel with Skims’ reputation for comfort and inclusivity. The move highlights the growing intersection of athleisure, shapewear, and mainstream apparel.

Simply Pop Family Stacked

Coca-Cola Introduces Simply Pop Prebiotic Soda

Coca-Cola has entered the prebiotic soda market with Simply Pop, a direct competitor to Olipop and Poppi. The product aligns with increasing consumer demand for gut-health-focused beverages, signaling a potential shake-up in the functional soda space.

Chicas Divertidas Tequila

Megan Thee Stallion Launches Premium Tequila Brand

Megan Thee Stallion has introduced Chicas Divertidas, a new premium tequila brand offering Blanco and Reposado varieties. The move follows the continued trend of celebrity-backed alcohol brands and aims to position itself within the high-end tequila market.

Esi Seng Headshot

Truff Appoints New CEO to Lead Growth

Truff, known for its luxury hot sauces and truffle-infused condiments, has named a new CEO. The appointment is expected to drive expansion efforts and product innovation as the company continues scaling its presence in the premium food segment.

Aura Bora Groups Large

Aura Bora Exits Amid Tough Market Conditions

Aura Bora, a sparkling water brand, is exiting the market, citing challenging conditions for food and beverage startups. Despite building a strong niche following, the brand struggled with funding and scaling efforts in an increasingly competitive industry.

Olipop Prebiotic Soda Funding

Olipop Hits $1.85 Billion Valuation in Funding Round

Olipop secured a new funding round, bringing its valuation to $1.85 billion. The investment underscores the explosive growth of the prebiotic soda category and positions Olipop for further expansion.

What These Moves Mean for the CPG Industry

Functional Beverages Continue to Dominate

The launch of Simply Pop and Olipop’s funding success confirm that functional beverages—particularly those focused on gut health—are more than a trend; they are now a core category in the beverage industry. With Coca-Cola entering the space, expect increased competition, broader consumer awareness, and innovation in probiotic and prebiotic formulations.

The Celebrity Play in Alcohol Keeps Growing

Megan Thee Stallion’s tequila launch follows a well-established pattern of celebrities investing in premium spirits. With past successes like Casamigos (George Clooney) and Teremana (Dwayne “The Rock” Johnson), Chicas Divertidas will need to differentiate itself through branding, taste, and distribution to carve out a niche.

Plant-Based Brands Are Shifting to Profitability

Oatly’s projected profitability in 2025 marks a turning point for plant-based brands, many of which have struggled with supply chain inefficiencies and operational hurdles. Investors will likely be watching closely to see if other plant-based companies can follow suit, making financial sustainability a top priority.

Retail Partnerships Are Expanding Beyond Apparel

Nike and Skims’ collaboration reflects a broader trend where traditional retail giants are aligning with digitally native brands to capture new audiences. These partnerships offer legacy brands access to younger, engaged consumers while allowing modern brands to scale faster through established distribution channels.

The Mid-Tier Market is a Tough Place to Be

Aura Bora’s exit highlights the struggles mid-tier beverage startups face. Without deep pockets or legacy backing, brands must secure significant funding or establish strong retail relationships early to survive in a category dominated by large players like Coca-Cola, PepsiCo, and Nestlé.

Leadership Shifts Indicate Strategic Pivots

Both Olipop and Truff’s leadership changes signal strategic shifts aimed at navigating growth and potential market challenges. As brands scale, experienced leadership will be critical in guiding expansion, securing retail partnerships, and maintaining product differentiation.

Final Thoughts

This week’s news reinforces key themes in the CPG industry: the rapid rise of functional beverages, the growing influence of celebrity-backed brands, and the intense pressure on mid-sized startups to either scale fast or face acquisition or closure. With new funding rounds, leadership changes, and market expansions happening at a fast pace, the industry is set for another dynamic year.

For companies looking to stay competitive, the focus should be on innovation, strategic partnerships, and understanding shifting consumer preferences. Stay tuned for more updates as the landscape continues to evolve.

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.

Frame 1000004239-May-16-2024-12-16-32-9170-PM

9,395

First Round Interviews

Frame 1000004239-May-16-2024-12-17-23-0672-PM

3,000+

Total Placements

Frame 1000004239-May-16-2024-12-18-06-3937-PM

47%

Diversity Placements

Frame 1000004239-May-16-2024-12-18-38-1485-PM

$700M

Economic Impact

zz-logo

Brent Albertson

CEO, Zing Zang LLC

Non-Alcoholic Beverages
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. ”

mark-anthony-brewing-1-1

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.”

Glass_House_Brands_Inc__Glass_House_Brands_Reports_Record_Second

Hilal Tabsh

Chief Revenue Officer, Glass House Brands

Cannabis
Cannabis

“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.”

bespoke-logo

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.”

Zevia new logo

Soley Van Lokeren

SVP, People

Non-Alcoholic Beverages
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!”

vitamin_logo-4

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.”

poppi-testimonial

Chris Hall

CEO, poppi

Non-Alcoholic Beverages
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.”

spindrift-logo

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.”

mark-anthony-brewing-1-1

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.”

ijw-testimonial

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.”

lallemand-testimonial

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. 

poppi-testimonial

Shashank Gaur

VP of Product Technology & Innovation

Non-Alcoholic Beverages
Non-Alcoholic Beverages

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

arla-testimonial

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!

coppali-testimonail

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! 

arla-logo

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.”

Need Top CPG Talent?

Whether you're hiring or job-seeking, we've got you covered.