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CPG News Roundup: January 9 – January 16

 

This Week’s CPG News at a Glance

The first full news cycle of 2026 came in fast. From private equity moving deeper into high-protein dairy to early Dry January wins in hemp-infused beer, this week’s CPG news reveals two core themes: proven trends getting institutional backing, and emerging categories refining their storytelling.

We saw a protein-fueled dairy deal, a bold women’s wellness launch, and a next-gen body care brand double down at Sephora. And on the retail side? Mass-market meets premium positioning, as brands test just how far they can stretch their origin stories.Beauty Skincare Photo

Good Culture Sells Majority Stake to L Catterton

Good Culture has sold a majority stake to private equity firm L Catterton in a deal valuing the brand at over $500 million, according to sources cited by Reuters and The Wall Street Journal. The move comes as consumer demand for high-protein dairy accelerates—cottage cheese alone is up 20% in retail sales YoY.

The investment will fund expanded manufacturing, increased distribution, and a deeper push into the protein-forward lifestyle positioning that’s fueled the brand’s fourfold sales growth over the last three years. With a portfolio that already includes Kodiak, L Catterton adds another high-protein brand to its stack—and signals ongoing conviction in clean-label, functional dairy.

Lemme Launches Creatine Gummies for Women

Lemme the wellness brand founded by Kourtney Kardashian Barker, launched a new creatine gummy aimed specifically at women. The NSF-certified formula includes 5g of micronized creatine monohydrate and AstraGin® for absorption—designed to support strength, recovery, and cognitive health.

While creatine has long been a staple in sports nutrition, women have often been underserved in the category. Lemme is positioning this launch as both a performance and lifestyle solution—bringing strength support into a daily gummy format that aligns with the brand’s broader wellness aesthetic.

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Float House Debuts World’s First THC Nitro Brew

Float House continues to redefine the hemp beverage space with the release of THC NITRO, the world’s first nitro-infused THC brew. Available in 3mg and 10mg doses, the seasonal “highrish” stout-style beverage delivers the cascading pour and creamy body of a classic dark beer—without the alcohol.

As consumers blend Dry January with low-dose experimentation, Float House is carving a clear lane for beer-style THC drinks. With distribution in CT, RI, NJ, and online, the brand is building a portfolio around ritual, not just function—and establishing itself as a category leader in infused brews.

Bubble Launches New Balm at Ulta, Expands Globally

Bubble the Gen-Z skincare brand known for its affordable, dermatologist-backed products, dropped a new multi-use balm this week—designed to treat dryness and redness. The product launched both online and in-store at Ulta, with Target rollout in February and Walmart/Amazon to follow.

International expansion is also underway, with new launches scheduled across the UK, Denmark, and Canada through March. The balm continues Bubble’s track record of pairing social-first marketing with accessible innovation—and strengthens its position as a global mass-market skincare disruptor.

Elm Biosciences Drops Next-Gen Retinoid Night Cream

Elm Biosciences known for its science-forward positioning in skincare, unveiled its A3O Elemental Night Cream, a precision-formulated retinoid paired with the brand’s proprietary A3O Complex. Designed for nightly use, the cream targets fine lines and skin texture without the irritation typically associated with retinoids.

While this is a quieter launch, Elm continues to build credibility through biotech formulations and minimalist branding—a combination that’s gaining traction in premium skincare channels.

Horizon Organic Launches Real Dairy Creamers

Horizon Organic is entering the creamer category with a new line of Real Dairy Creamers made from just four ingredients: organic milk, cream, cane sugar, and natural flavors. Available in Homestyle Vanilla, Chantilly Sweet Cream, and Golden Caramel, the products aim to meet demand for clean-label coffee rituals at home.

With refrigerated creamers leading dairy category growth and 71% of U.S. coffee now consumed at home, the timing is smart. The brand is backing the launch with an ad campaign, influencer partnerships, and a giveaway in collaboration with Counter Culture Coffee and Loftie.

What This Week’s CPG News Means for the Industry

Institutional capital is betting on proven trends. High-protein dairy, clean-label wellness, and functional beverage formats aren’t emerging—they’re scaling. Good Culture’s deal with L Catterton is a signal: retail performance and narrative clarity now lead to real exits.

Meanwhile, we’re seeing thoughtful innovation at both ends of the spectrum. Lemme’s creatine launch expands what performance nutrition can look like—especially when designed for underrepresented consumers. And Float House proves that even niche beverage formats (like nitro stout) have room for reinvention when tied to occasion and experience.

On the retail side, brands like Bubble and Horizon are navigating mass distribution with precision—balancing accessibility with brand equity. And Elm? They’re proving that biotech doesn’t need to shout—it just needs to deliver.

The throughline this week: focus. Whether it’s raising capital, expanding SKUs, or entering a new channel, the strongest brands are choosing their next move with intention.

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At Protis Global, we help consumer brands grow by placing the leadership teams that can execute in moments like these—when strategy, retail, and innovation collide.

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Brent Albertson

CEO, Zing Zang LLC

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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
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“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

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“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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“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

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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

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“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

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“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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Thomas Frisch

Chief People Officer at IJW Whiskey

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“The team worked quickly and efficiently to find a unique position.”

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Kim Nguyen

VP of Supply Chain at Lallemand

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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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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

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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

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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

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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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Alaa Selim

VP of HR, Solaris Paper

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“Many thanks to the team, not only for identifying and placing excellent candidates but also for the Protis Global team’s professionalism and efficiency in the overall sourcing process. The platform you gave us access to and the candidate summary you provided were always on point and accurate. 

You made us feel you were part of the team.

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