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CPG Weekly Roundup: July 11 – July 17, 2025
This Week’s CPG News at a Glance
From refrigerated hummus and high-protein granola to genderless fragrance and global hair care rollouts, this week’s CPG news highlights a fast-moving mix of capital raises, category expansion, and cross-industry plays. The brands making noise aren’t just launching new SKUs—they’re building experiences, scaling globally, and signaling major talent needs across ops, retail, and experiential.
Let’s take a look at what happened—and why it matters.
Little Sesame Raises $8.5M to Scale Retail and Ops
Little Sesame, the organic hummus brand, just closed an $8.5 million Series A round led by Armonia and S2G Ventures. After growing its store count by 10x in the past year, the company is now in over 2,000 retail doors. The funding will help expand distribution, improve operational infrastructure, and fuel brand awareness campaigns. With a cold-pressed, chef-driven product and a strong sustainability message, Little Sesame is positioning itself as a category-defining player in refrigerated dips.
Cymbiotika Brings Supplements to the Strip
Functional wellness brand Cymbiotika is opening a branded wellness café inside the Fontainebleau Las Vegas. The space will serve smoothies, adaptogenic lattes, and functional foods made with Cymbiotika’s own supplement line. Part retail experience, part hospitality concept, the café reflects a larger shift: wellness brands using physical spaces to deepen consumer connection and drive lifestyle integration.
Lemme Expands with Daily Greens Gummy
Lemme, the supplement brand founded by Kourtney Kardashian Barker, is adding a new Daily Greens gummy to its lineup. Made with 20 fruits and vegetables, the formula targets digestion, energy, and immunity—offering a chewable alternative to greens powders. The launch plays into consumer demand for functional wellness in fun, portable formats.
COOLA Alum Debuts Genderless Fragrance Brand HAYVN
Former COOLA CMO Sennen Pamich has launched HAYVN, a clean, genderless fragrance brand focused on portability and sustainability. The line features five refillable scents designed for on-the-go use and lifestyle alignment. With a direct-to-consumer focus and plans for boutique retail partnerships, HAYVN is tapping into the fragrance-as-wellness trend gaining momentum in beauty circles.
Typebea Scales Globally with Textured Hair Care Line
A year after its debut, Jasmine Brown’s textured hair care brand Typebea is expanding internationally, with new launches across the U.K. and Asia. Backed by incubator Beach House Group, Typebea has combined strong influencer credibility with inclusive formulations and sleek branding. The company plans to continue building both DTC and retail distribution as it grows its product portfolio.
Catalina Snacks Launches High-Protein Granola Line
Keto-friendly brand Catalina Snacks is moving beyond cereals and snack mixes with a new line of protein-packed granola. Each serving delivers 11g of protein and only 1g of sugar, aiming to win over consumers looking for low-carb breakfast options that don’t sacrifice taste or texture. It’s the brand’s latest play to stay competitive in the high-growth better-for-you snack segment.
Athletic Brewing Extends Arsenal Partnership
Non-alcoholic beer pioneer Athletic Brewing is doubling down on its sports marketing strategy by extending its partnership with Premier League football club Arsenal. The multi-year agreement includes expanded brand visibility across Emirates Stadium and Arsenal digital channels. For Athletic, it’s a move that reinforces its ambition to dominate the global non-alc category by embedding itself into mainstream sports culture.
What This Means for the CPG Industry
This week’s stories make one thing clear: winning in today’s CPG environment means thinking beyond the product. Little Sesame’s funding signals investor confidence in fresh, refrigerated brands with cultural relevance and category whitespace. Cymbiotika’s Las Vegas café shows that the future of wellness isn’t just digital—it’s experiential, physical, and immersive.
Celebrity-driven brands like Lemme and Typebea continue to gain traction, but they’re doing more than leveraging star power—they’re creating stickiness through format innovation and global expansion. HAYVN’s debut shows that even in crowded categories like fragrance, there’s still room for modern, minimalist positioning that challenges legacy formats.
Functional benefits continue to lead the charge. Whether it’s Catalina Snacks launching protein-forward granola or Athletic Brewing locking down another major partnership, consumers are showing sustained interest in products that align with their health goals and personal values.
For hiring managers and brand leaders, this is a moment of acceleration. These brands need operations talent to scale, marketers to build lifestyle narratives, and sales leaders who understand omni-channel growth. The brands getting attention now are the ones already putting that talent to work.
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