This week in CPG, we’re seeing major moves across categories—new product innovations, leadership shake-ups, and strategic acquisitions. From Bloom Nutrition’s foray into the soda category to Keurig Dr Pepper’s $225 million distribution rights deal, here’s what’s shaping the industry this week.

Bloom Nutrition Unveils Bloom Pop, Disrupting Modern Soda Category

Bloom Nutrition is expanding beyond supplements with the launch of Bloom Pop, a functional soda aiming to disrupt the beverage category. With prebiotics, vitamins, and low sugar content, the brand is positioning itself as a challenger to better-for-you soda brands like Poppi and Olipop. The launch marks a significant step in Bloom’s evolution, tapping into the wellness-driven beverage trend. Bloom Nutrition

Ithaca and Graza Team Up for Olive Oil & Sea Salt Hummus

Premium hummus brand Ithaca has partnered with Graza, a direct-to-consumer olive oil brand, to introduce a limited-edition Olive Oil & Sea Salt Hummus. The collaboration brings together Graza’s signature extra virgin olive oil and Ithaca’s clean-label hummus, offering a rich, smooth texture and flavor. This launch highlights the growing trend of premium, ingredient-focused partnerships in the CPG space. The Dieline

Ex-Jack Daniel’s President Joins Uncle Nearest

Former Jack Daniel’s President Larry Combs has taken on a leadership role at Uncle Nearest, a fast-growing whiskey brand honoring the legacy of Nearest Green, the first-known African American master distiller. Combs' extensive industry experience signals a strategic push for Uncle Nearest as it continues to scale. The Spirits Business

Crystal Light with First-of-Its-Kind Vodka Refreshers

Crystal Light is making its first foray into the alcohol market with the launch of Crystal Light Vodka Refreshers, a ready-to-drink cocktail with 77 calories, zero sugar, and an ABV of 3.8%. Available in Wild Strawberry and Lemonade, these lightly carbonated drinks cater to the growing demand for lower-calorie, lower-alcohol beverages. With nearly one-in-five Crystal Light fans already using the product as a mixer, this launch leverages an established consumer behavior. The brand aims to disrupt the hard seltzer category while offering an alternative to traditional vodka sodas. Crystal Light Vodka Refreshers will debut in the Northeast U.S. this month, with expansion plans set for 2026. PR Newswire

General Mills Shutters G-Works Innovation Unit, Pauses 301 Inc. VC Arm

General Mills is stepping back from its in-house innovation model, shutting down G-Works, a division dedicated to incubating new food brands. Additionally, the company is pausing investments from its venture capital arm, 301 Inc., which had backed several emerging CPG brands. This signals a shift in General Mills’ approach to innovation, potentially impacting startup funding in the space. Just Food

New Water Capital Acquires Dutch Gold Honey

Private equity firm New Water Capital has acquired Dutch Gold Honey, a leading supplier of natural honey products. The deal includes its related businesses, further consolidating the honey market and expanding New Water’s footprint in the natural sweeteners category. PR Newswire

Supergut Raises Capital, Hires New CEO Amid GLP-1 Nutrition Boom

Supergut, a brand focused on gut health and functional nutrition, has raised additional funding and appointed a new CEOto position itself within the growing GLP-1 nutrition trend. With demand rising for metabolic health solutions, Supergut is aiming to become a category leader in digestive wellness. AgFunder News

Celsius Holdings Appoints Eric Hanson as President & COO

Celsius Holdings has named Eric Hanson as its new President and Chief Operating Officer. Hanson previously held leadership roles at Monster Energy and PepsiCo, bringing deep industry experience to Celsius as the brand continues its rapid growth in the functional energy space. Business Wire

Poppi & Olipop See Significant Volume Growth Amid Price Cuts

Poppi saw a 118% increase in volume with a 5.9% average price drop, while Olipop's volume rose 15.7% with a 5.8% price cut over four weeks through February 8, according to NielsenIQ data. The price adjustments suggest increased competition in the better-for-you soda category. Beverage Insights

MALK Organics Expands With Coconut and Soy Milk Launches

MALK Organics is expanding its plant-based milk portfolio with the launch of coconut and soy-based SKUs, diversifying beyond its almond and oat offerings. This move positions MALK to compete with larger non-dairy brands while maintaining its clean-label commitment. PR Newswire

Monster Energy’s Growth Trajectory Over Two Decades

Monster Energy has seen explosive growth in case volumes:

• 2002: 17.6M cases

• 2011: 164.7M cases

• 2021: 613.4M cases

• 2024: 846.7M cases The data highlights Monster’s dominance in the energy drink category. TSOH Investing

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Keurig Dr Pepper Pays $225M for Ghost Energy Distribution Rights

Keurig Dr Pepper will pay $225 million to acquire distribution rights for Ghost Energy from Anheuser-Busch InBev. This deal is expected to strengthen KDP’s position in the rapidly growing energy drink segment. Beverage Insights

Industry Takeaways & Implications

The beverage industry continues to see aggressive innovation and competition, particularly in the better-for-you segment. Poppi and Olipop’s volume surges, alongside Bloom Nutrition’s new soda launch, reinforce consumer demand for functional beverages with lower sugar and digestive health benefits. Meanwhile, the debut of Crystal Light Vodka Refreshers marks a strategic move by Kraft Heinz into the ready-to-drink alcohol market, tapping into the demand for lighter, lower-calorie cocktails.

Mergers and acquisitions remain a dominant force in the industry, with New Water Capital acquiring Dutch Gold Honey. These deals reflect a growing consolidation trend, where brands are looking to scale through strategic investments rather than organic growth alone. Keurig Dr Pepper’s $225 million acquisition of Ghost Energy distribution rights further signals major players reinforcing their positions in the highly competitive energy drink space.

At the same time, leadership transitions and corporate restructurings indicate shifts in strategy for some of the biggest names in CPG. General Mills’ decision to shutter G-Works and pause 301 Inc. investments suggests a more cautious approach to innovation spending, which could reshape how startups secure funding. Similarly, Celsius Holdings' appointment of a new president and Uncle Nearest bringing in an ex-Jack Daniel’s executive highlight how companies are prioritizing experienced leadership to drive growth in evolving categories.

As these developments unfold, the CPG sector is undergoing a significant transformation, with brands doubling down on innovation, consolidation, and leadership moves to stay ahead in an increasingly competitive marketplace.

Closing Thoughts

With innovation, acquisitions, and leadership changes driving industry shifts, the CPG landscape continues to evolve. Which of these moves do you think will have the biggest impact? Let us know your thoughts.