.svg)
.svg)
Search
This week’s CPG news highlights just how wide the growth strategies have spread—from billion-dollar factory builds and global acquisitions to branding bets and executive hires with viral potential. Across food, beverage, skincare, and alt-protein, brands are rewriting the rules on what scale, identity, and leadership look like in 2025. Whether it’s a legacy divestment or a TikTok-era launch event, the throughline is the same: bold decisions now, long-term positioning later.
Conagra Divests Van de Kamp’s and Mrs. Paul’s
Conagra Brands has announced the sale of its Van de Kamp’s and Mrs. Paul’s frozen seafood brands to High Liner Foods, marking another step in the company’s portfolio simplification strategy. The divestiture reflects a shift away from legacy frozen categories in favor of higher-growth segments. High Liner will assume full brand rights and production, reinforcing its position in North American seafood. The deal is expected to close in the first half of fiscal 2025.
Lucky Energy Names Former AriZona Exec as President
Lucky Energy, a rising player in the better-for-you energy space, has hired a former AriZona Iced Tea executive as its new president. The new hire brings decades of experience in distribution, operations, and retail strategy—especially in DSD and mass. The brand has been gaining momentum on social media and in regional retail, positioning itself as a more approachable, functional alternative to traditional energy drinks. This leadership move signals an intent to scale fast with serious retail ambitions.
Grillo’s Pickles to Build $54M Indiana Factory
Grillo’s Pickles has broken ground on a $54 million production facility in Indiana. The new site will double the brand’s output and serve as its central manufacturing hub as demand for chilled pickles continues to grow. The move allows Grillo’s to bring more production in-house while improving supply chain efficiency and cost structure. It’s a major signal of confidence from the once-small brand known for farmer’s market roots and cult following.
L’Oréal Acquires Majority Stake in Medik8
L’Oréal has agreed to acquire a majority stake in Medik8, a science-backed skincare brand focused on retinol and vitamin C treatments. The deal aligns with L’Oréal’s push to expand its active dermatology portfolio and reach a more clinical, ingredient-conscious customer base. Medik8 will retain its leadership and branding while gaining global scale through L’Oréal’s R&D and distribution power. This marks yet another high-profile acquisition in the skincare category, which continues to attract M&A attention across beauty and wellness.
SAUZ Raises $12M for Salsa-First Brand Platform
SAUZ, a flavor-forward food startup, has raised $12 million to grow its portfolio of bold condiments and expand into new retail channels. The brand has gained traction with its culturally driven product storytelling and differentiated positioning within the hot sauce and salsa category. Investors say the brand’s voice and packaging resonate particularly well with younger consumers seeking authenticity and edge. The funding will go toward hiring, product development, and national expansion.
Nowadays Joins Palm Tree Crew with Miami Residency
Nowadays, an emerging non-alcoholic aperitif brand, has partnered with Palm Tree Crew to launch a year-long brand residency at the Palm Tree Club in Miami. The collab makes Nowadays the first-ever beverage sponsor for the venue, blending experiential marketing, nightlife culture, and alt-bev visibility in one activation. The move reflects a new kind of placement strategy: less about retail doors, more about high-context moments. It also plays into the brand’s identity as a premium, chill-forward alternative to alcohol.
Modelo Launches NA Beer with Design Buzz
Modelo has launched a new non-alcoholic beer that’s already making waves—not for the taste, but for its branding. The label design, which pairs heritage cues with a stripped-down modern aesthetic, is drawing praise from design circles and retail buyers alike. The launch reinforces the trend of design as a growth lever, especially in saturated NA categories. It also gives Modelo more room to compete in the fast-growing non-alc space while keeping brand equity intact.
What This Means for the CPG Industry
This week’s CPG news reflects a mix of traditional scale plays and new-world brand building. Conagra’s seafood divestment and L’Oréal’s Medik8 acquisition both point to portfolio rebalancing—one company leaning out of dated categories, another leaning into science-forward skincare. These moves aren’t just about margin—they’re about future relevance.
At the same time, brands like Grillo’s and SAUZ are proving that scale and edge aren’t mutually exclusive. Whether it’s breaking ground on a factory or raising $12 million to own a flavor niche, these companies are betting big on control, narrative, and brand clarity. Even beverage players like Nowadays are rewriting the rulebook, swapping traditional retail growth for strategic culture placement.
And design continues to matter. Modelo’s NA play isn’t just a product launch—it’s a case study in how aesthetics can drive discovery and elevate a familiar brand in a new format. The rise of design as strategy—not just surface—is one of the clearest signals emerging in 2025.
Conclusion
The stories this week aren’t random—they’re reflections of where growth is coming from and what execution looks like when it’s done well. Whether it’s a new logo or a $54M facility, every move tells you something about brand priorities. The best teams aren’t just reacting to trends—they’re shaping them. And if you’re hiring or building in CPG, these are the moves worth paying attention to.
