What a week in CPG! We have caffeinated energy bars & clown collabs, plus premium vermouth acquisitions. This week in CPG brand strategy is anything but predictable. Brands are rethinking how they position, who they partner with, and what stories they tell. Whether it’s Waterloo turning to Guy Fieri for flavor credibility or Harry’s evolving into Mammoth Brands, the underlying current is clear: consumer attention is fragmented, and brands are diversifying their playbooks to stay sticky.
Let’s break down the most compelling moves across CPG this week.
Clif Bar introduced a new caffeinated line of energy bars aimed at delivering sustained energy with a functional kick. Each bar includes 65mg of caffeine sourced from green tea, alongside the brand’s usual mix of carbs, fat, and protein. The launch includes flavors like Chocolate Chip and Caramel Macchiato.
Liquid Death partnered with artist collective Brain Dead on a limited-edition drop that merges the brand’s irreverent tone with horror-themed visuals. The clown-heavy campaign includes exclusive merch and cans designed to shock and delight their Gen Z base.
Harry’s Inc. has officially rebranded as Mammoth Brands to reflect its expanding portfolio beyond shaving. The company now owns several personal care and wellness brands and says the new identity signals broader ambitions across CPG.
Seed Oil Safe, a certification initiative focused on eliminating industrial seed oils, announced eight new brand partners this week. The campaign is gaining momentum as consumers increasingly seek transparency and cleaner labels.
Happy Egg is expanding its product lineup with the launch of pasture-raised eggs. This move complements their existing free-range offerings and responds to increasing demand for higher animal welfare standards and premium options.
Feastables, the chocolate brand founded by YouTuber MrBeast, announced that all cocoa in its products is now Fairtrade certified. The move strengthens the brand’s ethical positioning while aligning with growing consumer concern around sustainable sourcing.
Pernod Ricard has taken full control of the Spanish vermouth brand St. Petroni, deepening its premium aperitif portfolio. The acquisition gives the company more leverage in European markets and the upscale cocktail segment.
Diageo and Main Street Advisors completed a stake swap, with Diageo giving up part of Ciroc in exchange for increased investment in Lobos 1707 Tequila. The move reflects shifting demand from vodka to tequila and agave spirits.
Waterloo teamed up with Guy Fieri to launch three limited-time flavors: Lemon Italian Ice, Huckleberry Cobbler, and Spiced Mango Sorbet. The collab leans into nostalgia and boldness to spark trial.
Simply Good Foods reported increased revenue in its fiscal Q2, driven by strong performance from its Atkins and Quest brands. The company continues to see tailwinds from high-protein snacking and DTC momentum.
This week’s stories reflect how brand strategy is evolving to match consumer complexity. We’re seeing legacy brands like Clif and Happy Egg expand functional and ethical positioning in parallel. Clif’s new caffeinated bars aren’t just about energy; they speak to a more nuanced need state: sustained energy plus cognitive focus, without reaching for coffee. It’s a signal that snack brands are moving into supplement-adjacent territory, especially in the natural set.
Meanwhile, the Mammoth Brands rebrand shows how identity shifts are necessary as portfolios grow. It’s not just a name change—it’s a permission slip to enter new aisles. Expect more holding companies to follow suit as brand incubation becomes a core growth strategy.
On the other end of the spectrum, collabs like Liquid Death x Brain Dead and Waterloo x Guy Fieri show how attention is the new margin. These aren’t marketing gimmicks—they’re cultural plays designed to generate relevance faster than any ad campaign could. They also offer tactical lessons: partner with talent that fits the tone, not just the reach.
Certification and sourcing also remain front and center. Feastables and Seed Oil Safe highlight how third-party validation is becoming a consumer shortcut to trust. Especially for digitally native or creator-led brands, mission clarity can drive velocity when shelf space is tight.
Finally, the Pernod Ricard and Diageo moves show that spirits companies are reshaping their portfolios to mirror changing demand. Vodka is flat; tequila and vermouth are ascendant. These aren’t flavor bets—they’re cultural bets, and they reflect how global players are tuning into niche movements before they hit mass adoption.
Final Thoughts
The best brand strategies this week weren’t the loudest—they were the most aligned. Whether through certifications, collabs, or category shifts, CPG companies are building for a more fragmented, value-driven consumer. The question heading into next week: How do you stay focused while staying flexible?