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CPG Weekly Roundup: June 13 – June 19, 2025

The Week in Summary

This week in consumer packaged goods, we’re seeing brands double down on category expansion, retail positioning, and scientific credibility. Arrae enters beverages with a collagen-powered Clear Protein line. Mosh extends into plant-based nutrition. And Naked ventures into energy drinks. Meanwhile, Lemon Perfect adds a high-profile CMO, Coty eyes a portfolio shift, and new personal care launches from O Positiv and Banu Skin sharpen their focus on functional, ingredient-led storytelling. The boundaries between categories continue to blur—but the strategies behind them are becoming more focused.

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Arrae Launches Clear Protein Line

Arrae has expanded into functional beverages with a new Clear Protein line. The first flavor, Raspberry Yuzu, blends 15g of protein, grass-fed collagen, and electrolytes into a fruit-forward formula designed for hydration and skin health. Known for its minimalist wellness supplements, Arrae’s move into ready-to-drink products reflects the brand’s growing reach—and its intent to become a holistic health platform.

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Lemon Perfect Names Mari Lee as CMO

Lemon Perfect has appointed Mari Lee as Chief Marketing Officer. Lee brings over two decades of experience from brands like Clif Bar and J&J. Her hire marks a strategic pivot toward omnichannel brand building, retail storytelling, and refined go-to-market execution as Lemon Perfect prepares for its next growth chapter.

O Positiv pH Balance Wash

O Positiv Introduces Uro+ Probiotic Wash

O Positiv continues expanding its women’s health portfolio with Uro+ Probiotic Wash—a microbiome-safe, pH-balanced cleanser formulated for daily use on the vulva and full body. With probiotics and clean-label positioning, the product underscores O Positiv’s functional wellness thesis: build trust through education and body-safe innovation.

Mosh Plant-Based Bar Collection Launch June 17 2025

Mosh Launches Plant-Based Bar Collection

Mosh, the brain health brand founded by Maria Shriver and Patrick Schwarzenegger, has launched a plant-based bar line. The new SKUs broaden its audience beyond whey-based users while reinforcing its functional mission. Flavors like Peanut Butter Chocolate Crunch keep the indulgent tone while leaning into the growing demand for cognitive-friendly, plant-powered snacks.

Naked Sparkling Energy Drink

Naked Unveils Sparkling Energy Drink

Naked is entering the energy drink market with a new sparkling line featuring 160mg of caffeine, zero sugar, and a clean-label approach. This marks a major shift from the brand’s juice heritage and positions Naked to compete with functional energy players at the intersection of wellness and convenience.

CoverGirl Coty Sale

Coty Considers Sale of Consumer Brands

Coty, the parent of CoverGirl, is reportedly considering the sale of several mass-market brands. The potential divestiture aligns with Coty’s ongoing focus on prestige and fragrance. No formal announcement has been made, but the move signals deeper structural changes for legacy conglomerates balancing volume and margin.

Banu Skin Launch at Sephora

Banu Skin Launches at Sephora

Banu Skin has launched at Sephora with an acne treatment line built around encapsulated retinol, peptides, and microbiome-friendly formulas. Founded by a former beauty executive, Banu Skin targets Gen Z with clinical claims, modern design, and a promise to reduce irritation without sacrificing results.

What This Means for CPG

Functional crossover continues to be one of the strongest throughlines in CPG right now. Arrae, Mosh, and Naked each approached it from different angles—but the strategy is the same: extend your brand into adjacent routines without losing focus. These aren’t random line extensions—they’re calculated bets on habit stacking and cross-category usage.

At the same time, we’re seeing a sharpened approach to brand building. Lemon Perfect’s hiring of a seasoned CMO shows how much weight is being placed on storytelling and execution at the retail level. Even early-stage brands like Banu are building with clinical depth and clarity from day one, signaling that consumers are rewarding scientific backing and brand integrity over trend-chasing.

Coty’s potential brand sale speaks to a different kind of recalibration. Mass brands with volume but limited margin are increasingly being viewed as liabilities, not legacy assets. This could create room for younger, digital-native brands with more targeted positioning to absorb that market share.

Meanwhile, O Positiv’s wash and Banu’s acne care reflect a bigger evolution in personal care: it’s no longer about just being “clean”—it’s about being functional, safe, and science-forward, especially for underserved body care needs. We’re seeing a wellness-to-beauty bridge forming, built on real product benefits.

Final Thoughts

This week’s stories reflect the next stage of CPG growth: fewer category lines, higher consumer expectations, and stronger brand fundamentals. Whether you’re in food, beverage, or beauty, the message is clear—don’t just launch something new. Launch with purpose, positioning, and proof.

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Colin Nolan

Executive Vice President, Mark Anthony Brewing Inc.

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Hilal Tabsh

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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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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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“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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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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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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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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