This week’s CPG news features a mix of category expansion, brand repositioning, and bold co-branded moves. Whether it’s protein brands shifting formats, skincare companies sharpening leadership strategy, or beverage giants banking on nostalgic flavor or heat, the throughline is clear: brands are looking for new ways to connect with customers who demand more from every product experience.
Here are the moves that stood out.
Raw Nutrition co-founded by Chris Bumstead, is officially launching its first-ever protein bar. Each bar delivers 20g of protein with a build that focuses on taste-first formulation—starting with Chocolate Brownie and Peanut Butter Toffee Crunch, with more flavors coming soon.
Known for its premium sports nutrition products and athlete-led brand voice, Raw’s entry into bars shows continued movement from powders to convenience formats. The launch follows the playbook of other performance brands expanding into high-velocity snack SKUs—but the Raw team is aiming for distinct positioning around clean build, texture, and “earned indulgence” branding.
In one of the week’s most fun launches, Sparkling Ice has partnered with Lifesavers to introduce two candy-inspired sparkling water flavors: Cherry and Raspberry. The zero-sugar drinks are rolling out nationally now, bringing a wave of nostalgic crossover energy to the flavored water aisle.
This move is less about function and more about feeling—playing into Gen Z and Millennial memories of shelf-stable candy in a bubbly format. It also marks another example of classic candy brands moving into adjacent categories through licensing or co-branded innovation.
Byoma the Gen-Z skincare brand known for barrier-boosting formulas and colorful packaging, has named Marisa Drew as its new Global President and Chief Brand Officer. Drew, who most recently led brand strategy at Glow Recipe, brings a depth of experience in DTC, prestige beauty, and community-led marketing.
The hire signals Byoma’s intent to sharpen its voice, mature its brand, and prepare for deeper international expansion. With the skincare space as crowded as ever, leadership alignment around community, education, and accessibility could be the differentiator that pushes Byoma past early-phase growth.
In a flavor-forward spirits collab, Absolut and Tabasco have launched a co-branded spicy vodka, just in time for Super Bowl season and Bloody Mary brunch menus. The product aims to capture the rise in spicy flavor demand, especially among younger consumers looking for bold sensory experiences.
This is the first spirits product to carry the Tabasco brand name, and Absolut is backing the launch with creative built around “party-ready” versatility—from brunch cocktails to game day shots. With heat continuing to trend across food and beverage, this collab is a smart way to grab share of voice in an otherwise flavor-stagnant vodka aisle.
There’s no shortage of flavor this week—both literal and strategic. Sparkling Ice and Lifesavers are tapping into nostalgia to earn shelf space in a saturated category. Absolut and Tabasco are leaning into bold sensory cues to drive trial in a low-growth spirits segment. And Raw Nutrition’s move into bars continues the broader industry push toward more accessible, grab-and-go formats with fitness credentials.
But the biggest long-term signal might be Byoma’s leadership shift. As early-stage skincare brands seek longevity, success will hinge less on viral packaging and more on operational and brand strategy alignment.
The thread tying it all together? Familiar names showing up in new ways. Whether through talent, partnerships, or format shifts—brands are betting that deeper relevance will win out over novelty.