Campari Group Scotch Whisky Campari Group Scotch Whisky

CPG Industry News Roundup: September 13th – September 19th

The consumer packaged goods industry continues to showcase its resilience and adaptability with a flurry of new developments. This week's roundup features a mix of innovative product launches, strategic acquisitions, and market expansions that are shaping the future of CPG. From non-alcoholic beverages to snack foods, companies are pushing boundaries and responding to changing consumer preferences. Let's examine the top stories making an impact in the industry. 

Bacardi Coke Cocktail

The Coca-Cola Company and Bacardi Limited Announce Plans to Debut BACARDÍ & Coca-Cola Ready-To-Drink Cocktail 

The Coca-Cola Company and Bacardi Limited have announced a new partnership to launch BACARDÍ rum and Coca-Cola as a ready-to-drink (RTD) pre-mixed cocktail. This product will initially be available in select European markets and Mexico in 2025. The collaboration aims to tap into the growing alcohol RTD market, leveraging the iconic status of both brands to offer a convenient, high-quality cocktail experience. 

Seed Health Target

Seed Health Expands into Target Stores Nationwide 

Seed Health, a leading microbiome science company, has announced its expansion into Target stores across the United States. This move marks Seed's first entry into mass retail, featuring their award-winning DS-01® Daily Synbiotic and PDS-08® Pediatric Daily Synbiotic. Additionally, Seed is launching an exclusive product, DS-01® 14 Day Gut Reset, designed for rapid gut recovery. This expansion follows Seed's successful entry into Amazon earlier this year. 

C4 Hersheys

C4 Unveils New Flavor-Packed Collaboration with The Hershey Company 

Nutrabolt, the owner of C4, has partnered with The Hershey Company to introduce a range of energy drinks, pre-workout supplements, and protein powders inspired by Hershey's iconic confections. The collaboration will feature flavors like Jolly Rancher Candy, Bubble Yum Bubble Gum, Reese's Peanut Butter, and Hershey's Milk Chocolate. The new products will roll out this fall, with additional flavors planned for 2025. 

Poppi Post Malone

poppi Announces Post Malone as Latest Partner & Investor 

The popular prebiotic soda brand, poppi, has partnered with musician Post Malone, who has recently made a lifestyle change by giving up traditional soda. poppi is launching a custom 12oz can of Wild Berry flavor, labeled "Posty's Soda," exclusively at Kroger stores. This partnership aims to revolutionize soda for the next generation, offering a healthier alternative with only 5 grams of sugar and 25 calories per can. 

Campari Group Scotch Whisky

Campari Group Buys into Scotch Whisky Group CVH Spirits 

Campari Group has acquired a 14.6% stake in Capevin Holdings, the owner of CVH Spirits, for EUR82.6 million (US$91.8 million). CVH Spirits is known for its single malts like Bunnahabhain, Deanston, Ledaig, and Tobermory, as well as blended brands like Black Bottle and Scottish Leader. This acquisition enhances Campari's presence in the scotch whisky market, complementing its existing portfolio, which includes The Glen Grant single malt. 

2024 US Open Honey Deuce

U.S. Open Sells $12.8 Million of Honey Deuce Drinks in 2024 

The USTA announced that it sold 556,782 Honey Deuce signature cocktails during the 2024 U.S. Open, generating more than $12.8 million in revenue. This represents a 26% increase over 2023. The Honey Deuce, a Grey Goose vodka-based cocktail made with lemonade, Chambord, and honeydew melon pieces shaped like tennis balls, has become synonymous with the U.S. Open fan experience. The drink's popularity has soared, with sales nearly doubling from 2017 to 2022 and continuing to rise.  

Alcoholic Beverage Innovation 

The partnership between Coca-Cola and Bacardi, along with Campari's acquisition, underscores the continued growth and sophistication of the alcoholic beverage market. Consumers are seeking high-quality, convenient options, creating opportunities for brands to innovate in this space. 

Strategic Acquisitions and Partnerships 

Campari's acquisition and Nutrabolt's collaboration with Hershey demonstrate how companies are leveraging partnerships and acquisitions to expand their product offerings and production capabilities. This trend is likely to continue as brands seek to diversify and scale quickly. 

Health and Functionality Focus 

Seed Health's expansion into Target and Poppi's partnership with Post Malone reflect the growing consumer demand for functional beverages with health benefits. CPG companies that can offer products with added nutritional value or specific health claims may find increased opportunities in the market. 

Retail Channel Diversification 

Seed Health's entry into Target and Poppi's exclusive launch at Kroger highlight the importance of exploring different retail channels for growth. Brands that can successfully navigate various retail environments, from specialty stores to mass retailers, may be better positioned for long-term success. 

Packaging Innovation 

The introduction of new formats, such as Seed Health's 14 Day Gut Reset and Poppi's custom Wild Berry can, shows how packaging can play a crucial role in product differentiation and market expansion. CPG companies should consider how packaging innovations can help them reach new consumers or occasions. 

Conclusion 

As the CPG industry continues to transform, companies that can adapt to changing consumer preferences, leverage strategic partnerships, and innovate across products and packaging will be well-positioned for growth. The stories highlighted in this roundup demonstrate the dynamic nature of the industry and the exciting opportunities that lie ahead for brands willing to push boundaries. 

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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.

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Brent Albertson

CEO, Zing Zang LLC

Non-Alcoholic Beverages
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“ 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. ”

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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.”

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Hilal Tabsh

Chief Revenue Officer, Glass House Brands

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“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.”

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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.”

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Soley Van Lokeren

SVP, People

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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!”

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Brian Kuz

Chief Sales Officer

Food & Snacks
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“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.”

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Chris Hall

CEO, poppi

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“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.”

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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.”

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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.”

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Kathleen Hutchison

Senior National Account Manager at Arla Foods

Food & Snacks
Food & Snacks

Kayla was awesome and very thorough in her vetting of candidates. She understood our brief as we were looking for candidates and helped to weed through those who were not a good fit for the role. 

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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.”

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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. 

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Shashank Gaur

VP of Product Technology & Innovation

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Non-Alcoholic Beverages

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

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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!

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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! 

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Don Stohrer Jr.

CEO, Arla Foods USA

Food & Snacks
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“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.”

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