March 21, 2025

CPG Weekly Roundup: March 14 - March 20

This week in CPG, PepsiCo makes a major acquisition, Coca-Cola expands into RTD alcohol, and Athletic Brewing earns a spot on Fast Company’s Most Innovative Companies list. Meanwhile, brand refreshes, strategic partnerships, and international expansions continue shaping the industry. Here’s what’s happening.

PepsiCo Acquires Poppi

PepsiCo to Acquire Poppi

PepsiCo has announced its acquisition of Poppi, the prebiotic soda brand that has skyrocketed in popularity in recent years. The deal positions PepsiCo to strengthen its footprint in the better-for-you beverage segment, aligning with rising consumer demand for gut-friendly drinks. Poppi will join Pepsi’s growing lineup of functional beverages, setting the stage for increased retail expansion. PepsiCo

Athletic Brewing Most Innovative Companies 2025

Athletic Brewing Named One of Fast Company’s Most Innovative Companies of 2025

Athletic Brewing has secured a spot on Fast Company’s 2025 Most Innovative Companies list, recognizing its leadership in the non-alcoholic craft beer movement. The brand’s rapid growth and strong consumer adoption highlight the mainstream acceptance of alcohol-free alternatives, positioning it as a leader in the space. Fast Company

Vodka Pink Lemonade 2025

Coca-Cola Expands Into RTD Alcohol with Minute Maid Vodka Lemonade Punch

Coca-Cola is diving deeper into the RTD alcohol market with the launch of Minute Maid Vodka Lemonade Punch, produced under its partnership with Red Tree Beverages. The expansion reflects a broader trend of legacy beverage companies embracing alcoholic innovation to diversify their portfolios. Food Dive

Catalina Press Release Graphic

Catalina Crunch Unveils Vibrant Brand Refresh

Keto-friendly snack brand Catalina Crunch has introduced a new brand identity, featuring bold colors and a modernized aesthetic. The refresh aims to enhance consumer engagement and elevate its positioning within the competitive better-for-you snacking category. PR Newswire

Hostess Partners with Sports Nutrition Company

Hostess is entering the sports nutrition space through a new partnership, blending indulgence with functional benefits. While details remain limited, the move suggests a broader trend of traditional snack brands incorporating performance-driven innovation. Baking Business

Incredifuls Pizza Cupcake Rebrand

The Pizza Cupcake Rebrands as Incredifulls to Expand Use Occasions

The Pizza Cupcake is now Incredifulls, a rebranding effort aimed at broadening its appeal beyond a single product format. The new identity reflects a focus on diverse snacking occasions while maintaining its core value of better-for-you indulgence. NOSH

Ghost Labs Creative HR 221

Ex-Diageo Drinks Scientist Launches RTD Line

A former Diageo drinks scientist has introduced a new RTD cocktail brand, leveraging deep industry expertise to craft premium, science-backed formulations. This launch highlights the continued premiumization of the RTD category, where formulation expertise is becoming a key differentiator. The Spirits Business

Cupcake Vineyards Mimosas and Sauvignon Blanc

Cupcake Vineyards Expands Portfolio with Ready-to-Serve Mimosas and Alcohol-Removed Sauvignon Blanc

Cupcake Vineyards is diversifying its lineup with the introduction of ready-to-serve mimosas and an alcohol-removed Sauvignon Blanc. The move signals a push to tap into both convenience-driven consumers and the growing non-alcoholic wine segment. BevNET

Lotus Corporate 3

Mondelez and Biscoff Parent Lotus Expand Partnership Into Ice Cream

Mondelez and Lotus Bakeries, the company behind Biscoff, are extending their collaboration into premium ice cream products. This expansion reflects growing demand for branded indulgence experiences, where iconic flavors translate into new formats. Food Dive

Celsius Lifestyle Image Apr 6 2022

Celsius Expands to Belgium and Luxembourg

Energy drink brand Celsius is expanding its European presence with launches in Belgium and Luxembourg. The move aligns with its broader international growth strategy, aiming to capture the rising demand for functional energy beverages. Celsius Holdings

Genius Shot

Mike Israetel’s Genius Shot Joins the Functional Beverage Market

Renowned fitness expert Mike Israetel has launched Genius Shot, a functional beverage positioned as a performance-enhancing nootropic shot. This move further blurs the lines between fitness supplements and mainstream functional beverages. Stack3d

Fevertree Blood Orange Gin Spritz

Fever-Tree to Launch Boozy RTD with Margot Robbie’s Papa Salt Gin

Fever-Tree is entering the alcoholic RTD market, teaming up with Margot Robbie’s Papa Salt Gin for a new launch. The collaboration blends premium mixer expertise with celebrity-backed spirits, reinforcing the premiumization trend in RTD cocktails. The Grocer

Industry Takeaways & Implications

The CPG industry is witnessing a major shift in how legacy brands and emerging players position themselves for growth. PepsiCo’s acquisition of Poppi shows the aggressive push into the better-for-you beverage space, reinforcing that gut health and functional drinks are not just trends but long-term consumer priorities. This move follows a pattern of major corporations snapping up innovative challenger brands, similar to Coca-Cola’s investment in BodyArmor and Keurig Dr Pepper’s acquisition of Nutrabolt. Expect to see further consolidation in this space as large companies seek to maintain relevance in an era where health-conscious consumers drive demand.

Meanwhile, the non-alcoholic and functional beverage categories are solidifying their foothold as mainstream options. Athletic Brewing’s inclusion in Fast Company’s Most Innovative Companies list is not just a milestone for the brand but also a validation of the alcohol-free movement as a legitimate, growing segment. Pair that with Celsius’ expansion into Belgium and Luxembourg, and it’s clear that brands focused on performance, wellness, and energy alternatives are making a strong play for international markets. The success of Athletic Brewing and Celsius signals that functional and non-alcoholic beverages are here to stay, with continued global expansion on the horizon.

The RTD alcohol sector continues to evolve, with Coca-Cola’s Minute Maid Vodka Lemonade Punch and Fever-Tree’s upcoming boozy RTD with Margot Robbie’s Papa Salt Gin further proving that legacy brands are racing to capture the demand for convenience-driven spirits. At the same time, premiumization remains a driving force, as seen in the ex-Diageo scientist launching an RTD line with a scientific formulation approach. With the market becoming increasingly competitive, success will depend on brands' ability to differentiate through ingredient quality, branding, and premium positioning.

Branding and partnerships also played a major role this week, particularly in food and snack innovation. Catalina Crunch’s rebrand demonstrates how better-for-you brands are evolving to create stronger emotional connections with consumers, while Mondelez and Lotus expanding their partnership into ice cream proves that leveraging strong brand equity across multiple categories can be a winning strategy. These moves reflect a larger industry trend where brands are stretching into adjacent product lines to create more touchpoints for consumer engagement.

The intersection of sports, fitness, and CPG continues to accelerate, with Hostess partnering with a sports nutrition company and Mike Israetel launching Genius Shot in the functional beverage space. With performance-driven food and beverages gaining traction, expect to see more crossover between traditional snack brands and the sports nutrition sector, especially as brands recognize the massive opportunity to target health-conscious consumers who still crave indulgent flavors.

Overall, this week highlights how big players are aggressively acquiring innovative brands, functional and better-for-you categories are thriving, and RTD alcohol is becoming increasingly competitive. Moving forward, expect more international expansion, continued investments in premiumization, and heightened crossover between sports nutrition and mainstream CPG.

Closing Thoughts

As CPG brands expand into new categories, international markets, and functional innovations, companies need the right talent to drive growth and execution. If you’re looking for CPG leaders who can navigate this shifting landscape, Protis Global can help. Learn more here.

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