This week in the CPG industry, we’re seeing exciting developments across various sectors, from strategic acquisitions and new product launches to the rise of influential partnerships. Brands are continuing to adapt to consumer demands for innovation, convenience, and functionality, while big players make significant moves to expand their market share. Let’s dive into the key stories from the week of October 18–24.
Second Nature Brands has officially acquired Voortman, a well-known maker of cookies and wafers. This acquisition allows Second Nature Brands to expand its product portfolio and strengthen its presence in the growing snacking sector. Voortman’s range of sugar-free and better-for-you snacks aligns well with Second Nature’s focus on providing healthier snack alternatives, making this acquisition a strategic move to cater to evolving consumer preferences for mindful eating.
Keurig Dr Pepper is set to acquire Ghost, an energy drink maker, in a deal worth over $1 billion. The acquisition is part of Keurig Dr Pepper’s ongoing strategy to diversify its beverage portfolio and capture a larger share of the booming energy drink market. Ghost is known for its strong branding and loyal customer base, particularly among younger consumers. This deal positions Keurig Dr Pepper to compete more aggressively in the highly competitive energy drink space.
Neuro Gum has gained a high-profile investor in Steve Aoki, who is backing the brand as it continues to disrupt the mental performance market. Known for its gum and mints designed to enhance focus and cognitive function, Neuro Gum’s partnership with Aoki is expected to further boost its brand visibility. Aoki’s involvement brings significant influence, especially with younger, health-conscious consumers seeking functional products to improve daily performance.
TikTok influencer Dana Hasson has launched her own baking mix brand, which focuses on convenience and customizability. The brand allows consumers to create their own unique baking mixes, catering to a younger audience that values personalization in their food choices. Hasson’s brand is a direct response to the growing demand for easy-to-use, flexible baking products, with the added appeal of social media influence to drive initial brand awareness and adoption.
STōK Cold Brew has introduced a new energy brew designed to offer a bold caffeine kick. The product is aimed at consumers looking for a combination of cold brew coffee and energy drink benefits. With a high caffeine content and a smooth cold brew flavor, this new launch aligns with the ongoing trend of hybrid beverages that provide both functional benefits and indulgent experiences for the consumer.
BelliWelli, a brand known for its gut-friendly snack bars, has successfully raised funds to fuel its expansion, including a rollout into Walmart. Initially popularized on TikTok, BelliWelli has built a strong community by focusing on fiber-rich snacks that cater to consumers with digestive issues. The new funding will be used to support the brand’s growth strategy, enabling broader distribution and increased visibility in major retail stores.
The acquisition of Voortman by Second Nature Brands and Keurig Dr Pepper’s move to acquire Ghost highlight the competitive nature of the CPG industry, where larger players are strategically acquiring niche brands to strengthen their market positions. These acquisitions suggest a growing focus on expanding product portfolios to meet consumer demand for both indulgence and functionality, such as energy drinks and health-conscious snacks.
Dana Hasson’s entry into the baking mix space underscores the power of influencers in today’s market. As more consumers turn to social media for product recommendations and inspiration, brands are increasingly looking to influencers to drive product launches and boost credibility. This trend signals a shift in how brands are introduced and scaled in the CPG industry.
With STōK Cold Brew’s new energy brew and Neuro Gum’s continued growth, the focus on functional beverages shows no signs of slowing down. Consumers are seeking products that offer more than just great taste—they want beverages that provide tangible benefits, whether that’s a caffeine boost, mental performance enhancement, or digestive health.
The success of brands like BelliWelli and Voortman illustrates the increasing consumer interest in health-focused and functional snacks. As these brands expand into larger retailers like Walmart, it’s clear that consumer demand for healthier, gut-friendly, and customizable food options continues to grow, providing opportunities for brands that can meet these evolving preferences.
This week’s roundup highlights the importance of innovation, strategic acquisitions, and the influence of social media in shaping the future of the CPG industry. Brands that can adapt to consumer demands for functionality, convenience, and health are well-positioned to succeed in this competitive landscape.