The CPG industry continues to push boundaries, unveiling innovative products, strategic partnerships, and impactful acquisitions. This week’s headlines highlight diversification into health-conscious food, functional beverages, and a reshaping of product portfolios. From Alex Cooper’s bold foray into wellness drinks to Constellation Brands offloading a popular spirit brand, these developments demonstrate how companies are staying agile in response to consumer preferences and market shifts.
Alex Cooper, the creator of the Call Her Daddy podcast, has officially launched Unwell, her first venture into the beverage industry. Unwell is a wellness-focused drink brand designed to address common health concerns such as sleep and hydration. Cooper’s brand stands out with bold messaging, targeting millennial and Gen Z consumers who value authenticity and wellness. With her massive social media following and a savvy understanding of her audience, Cooper aims to redefine the wellness category by making it approachable and stylish. Unwell plans to roll out a line of functional beverages nationwide, focusing on natural ingredients and transparency in formulations.
Premier Protein is stepping beyond its traditional shakes with the launch of frozen protein-packed breakfast options. The new lineup includes waffles and mini pancakes, aimed at convenience-focused consumers who prioritize high-protein meals. Each serving boasts 15 grams of protein, catering to health-conscious shoppers and those looking for easy, nutritious options to start their day. With the breakfast category booming, Premier Protein’s move aligns with the growing trend of portable, functional foods that support active lifestyles. These new offerings will initially be available at select retailers in early 2024, with plans for wider distribution later in the year.
Molson Coors has announced the acquisition of Cruz Blanca Brewery, a Chicago-based craft brewer known for its authentic Mexican-inspired beers. This acquisition strengthens Molson Coors’ craft beer portfolio and expands its reach within the growing Hispanic market. Cruz Blanca has gained a loyal following for its innovative flavor profiles and emphasis on high-quality brewing techniques. With this move, Molson Coors aims to leverage Cruz Blanca’s brand equity and tap into the rising demand for culturally inspired craft beer offerings. The acquisition underscores Molson Coors’ strategy to stay relevant in the competitive craft beer segment.
In a major portfolio shakeup, Constellation Brands has agreed to sell Svedka Vodka to Sazerac Company. The decision reflects Constellation’s focus on premium wine and spirits while moving away from value-based brands. Sazerac, known for its vast spirits portfolio, sees this acquisition as a key opportunity to expand its vodka presence. Svedka has long been a staple in the value spirits category, and with Sazerac’s operational scale, the brand is poised for further growth. The deal is expected to close by mid-2024, marking a strategic shift for both companies.
These stories illustrate a broad industry trend toward health, wellness, and cultural relevance. Alex Cooper’s Unwell beverage line taps into the booming functional drinks category, leveraging influencer marketing to gain traction in a crowded market. Similarly, Premier Protein’s expansion into frozen breakfast foods highlights the importance of convenience and nutrition in today’s fast-paced lifestyles.
On the alcohol front, the acquisition of Cruz Blanca by Molson Coors and the sale of Svedka Vodka by Constellation Brands show divergent strategies within the beverage space. While Molson Coors focuses on niche, culturally rich craft beers, Constellation doubles down on premium spirits. These moves underscore the importance of tailoring portfolios to meet specific consumer demands, from craft authenticity to elevated experiences.
Together, these developments show how CPG brands are adapting to shifting consumer priorities while refining their focus to build stronger, more aligned portfolios.
The CPG industry continues to evolve, driven by consumer demand for wellness, convenience, and authenticity. From Premier Protein’s protein-packed breakfasts to Alex Cooper’s entry into functional beverages, brands are finding creative ways to meet the moment. Strategic portfolio adjustments, such as Constellation’s divestment of Svedka and Molson Coors’ acquisition of Cruz Blanca, further demonstrate how companies are rethinking their strategies to remain competitive. As we move into 2024, the CPG landscape promises continued innovation and bold moves to capture the attention of an ever-discerning audience.