CPG Weekly Roundup: March 21 - March 27
This week in CPG, Unilever exits another plant-based brand, Poppi settles a lawsuit over gut health claims, and Ben Stiller throws his hat into the better-for-you soda ring. From product launches and celebrity-driven innovation to strategic facility expansions and industry pivots, here’s what’s shaping the consumer goods landscape right now.
News Stories
Unilever to Sell The Vegetarian Butcher
Unilever has announced plans to sell The Vegetarian Butcher, a plant-based brand it acquired in 2018. This move follows its recent decision to divest other food brands, suggesting a broader retreat from segments that haven’t met performance expectations. The sale signals Unilever’s shifting focus toward high-margin and scalable brands within its core portfolio. Food Dive
Poppi Settles Lawsuit Over Gut Health Marketing Claims
Functional soda brand Poppi has reached a settlement in a class-action lawsuit regarding its gut health claims. While the brand did not admit wrongdoing, it has agreed to update its marketing language. This case highlights the importance of compliance in the functional beverage space, especially as regulatory scrutiny increases alongside category growth. Just Drinks
Ben Stiller Developing New Healthy Soda Brand, 'Stiller’s'
Actor Ben Stiller is reportedly launching a new healthy soda brand called 'Stiller’s', inspired by his own shift toward gut health and wellness. Still in development, the brand is expected to lean into prebiotic or low-sugar formulations, following the rise of brands like Poppi and Olipop. This signals continued momentum behind celebrity-led functional beverage brands. Business Times
Chobani to Expand Idaho Plant
Chobani is investing in the expansion of its Twin Falls, Idaho plant, which already stands as the largest yogurt facility in the world. This move comes as the brand continues to diversify beyond yogurt, with ambitions in coffee, oat milk, and nutritional drinks. The expansion positions Chobani to scale new product lines while reinforcing its domestic manufacturing capabilities. Food Manufacturing
Joyburst Launches Super Soda with Nootropics & Electrolytes
Joyburst, known for its clean energy drinks, has launched a new Super Soda infused with nootropics, electrolytes, and zero sugar. Positioned as a “next-gen soda,” it targets health-conscious consumers who want functionality without sacrificing taste. The product reflects broader trends in beverages that bridge energy, hydration, and wellness. Stack3d
Tilray Wellness Relaunches Hi-Ball Energy with Whole Foods
Tilray Wellness has partnered with Whole Foods Market to relaunch Hi-Ball Energy, bringing the clean-label energy drink back to national shelves. The relaunch taps into rising interest in organic caffeine, low-calorie energy options, and CBD-adjacent wellness products. It also reflects Tilray’s ongoing efforts to broaden its wellness portfolio beyond cannabis. GlobeNewswire
CBD-Infused Food and Beverage Sales Expected to Surge
According to a recent analysis, CBD-infused food and beverage sales are projected to grow substantially in 2025, with RTD beverages and snack bars leading the charge. This comes as mainstream retailers become more open to carrying low-dose CBD products, and regulatory frameworks become clearer across more U.S. states. Food Navigator
Campari Offloads Australian Production Site
Campari has sold its Australian manufacturing site as part of an effort to streamline operations and improve margins. The company will maintain its market presence in the region but will rely more heavily on contract manufacturing and exports. This decision reflects a broader industry trend of large players reassessing global production footprints. The Spirits Business
Kellogg’s Introduces Rice Krispies Treats Bliss for Sweet-Salty Indulgence
Kellogg’s has launched a new indulgent snack line called Rice Krispies Treats Bliss, which pairs the brand’s classic marshmallow treat with flavored drizzles and salty-sweet elements. It reflects the consumer demand for premium takes on nostalgic comfort foods, especially those with layered flavors and textures. PR Newswire
Industry Takeaways & Implications
The functional beverage space remains front and center, but this week highlighted both the promise and risk of the category. PepsiCo’s Poppi, one of the most high-profile players in gut health sodas, settled a lawsuit related to its health claims. It’s a signal to the rest of the industry that science-forward positioning must also be regulation-forward. At the same time, the entry of Ben Stiller into the functional soda game (and Joyburst’s new nootropic- and electrolyte-powered Super Soda) proves there’s no slowdown in demand or innovation, even as scrutiny increases.
In adjacent beverage moves, Tilray’s relaunch of Hi-Ball Energy in partnership with Whole Foods illustrates the rise of clean-label energy and functional wellness drinks in premium retail. With more mainstream acceptance of CBD-adjacent products and continued consumer focus on mood, energy, and hydration, expect this trend to accelerate, particularly in natural and specialty retail channels. Reinforcing this, projections for CBD food and beverage growth show that the once-niche ingredient is being steadily re-integrated into product portfolios.
Strategically, Unilever’s plan to offload The Vegetarian Butcher and Campari’s sell-off of its Australian site are signs of continued portfolio rationalization. Legacy CPG brands are tightening focus on core, profitable lines and streamlining operations to increase agility and shareholder value. Meanwhile, Chobani’s expansion of its Idaho plant is a strategic bet on domestic production, supporting both its diversified product ambitions and its long-term retail supply strategy.
Finally, indulgence isn’t going anywhere—but it’s getting more elevated. Kellogg’s new Rice Krispies Treats Bliss shows how legacy snack brands are meeting consumers where they are: craving familiar textures and flavors, but expecting more layered, indulgent experiences. As price sensitivity persists, brands that deliver small luxuries—especially in the form of nostalgic brand equity—will likely outperform.
Closing Thoughts
From functional innovation and regulatory recalibration to indulgent nostalgia and operational shifts, the CPG landscape remains anything but static. If you’re building a team that can lead through this complexity, Protis Global is ready to connect you with talent who can make an immediate impact. Learn more here.