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CPG Weekly Roundup: May 2 - May 8

This week in the CPG industry: a high-profile plant-based collapse, a premium spirits lawsuit, strong earnings from two public disruptors, and a fresh rebrand with cultural weight. These moves reflect deeper shifts in capital discipline, brand storytelling, and consumer trust.

Meati Whole Foods

Meati Hands Over Assets, Startup Seeks $4M Sale

Meati Foods, once a star in the alt-protein sector with over $250M in funding and a futuristic mushroom-based platform, has effectively shut down. The company has handed over its assets to an attorney, who is seeking a $4 million buyer. The move comes just months after layoffs, slowed growth, and reports of overextended burn. Meati cited the need to restructure capital and improve operational efficiency but ultimately couldn’t secure a buyer or raise additional funding in time.

Lunchables PB&J Adobe Express May 7 2025

Kraft Heinz Debuts Lunchables PB&J

Kraft Heinz has launched a new version of Lunchables featuring peanut butter and jelly sandwiches—the first product in the line to include real bread. The brand is offering both ready-to-eat and build-your-own formats, aiming to meet the rising demand for convenient, lunchbox-ready meals that parents recognize and trust. The PB&J addition comes after a strong year of growth for Lunchables, particularly in the refrigerated aisle.

Diageo Tequila Lawsuit Large

Diageo Sued Over Tequila Purity Claims

A consumer class-action lawsuit has been filed against Diageo, claiming that the company misled consumers about the purity of its Casamigos and Don Julio tequilas. The suit alleges that these products are marketed as 100% agave but actually contain undisclosed additives. This lawsuit could have broader implications for the tequila segment, especially as premium and craft positioning continue to drive category growth.

Celsius Lifestyle Image Apr 6 2022

Celsius Holdings Reports First Quarter 2025 Financial Results

Celsius reported $329.3 million in revenue for Q1 2025, a 7% year-over-year decline driven by shifts in promotional timing and elevated retail incentives. Despite the drop, gross margin improved to 52.3%, and international sales jumped 41% with strong performance in new markets like the UK, Australia, and France. The company also completed its acquisition of Alani Nu, bringing a second billion-dollar brand under its umbrella. Combined, the Celsius and Alani Nu portfolio now holds 16.2% of U.S. energy drink dollar share. Earnings were down, with adjusted EBITDA falling 21% and adjusted EPS down to $0.18, but leadership remains focused on long-term global expansion and operational scale.

Hims & Hers COO Appointment 2025

Hims & Hers Appoints Global Operations Expert and Amazon Veteran as COO

Hims & Hers Q1 2025 Earnings Show Growth and Profit

Hims & Hers made two major moves this week: the appointment of a new COO with deep Amazon experience and the announcement of strong Q1 results. Revenue hit $278.2 million (a 45% increase), and the company posted its third consecutive quarter of profitability. The COO hire signals a deeper focus on supply chain optimization as the brand scales its healthcare offerings across telehealth, prescriptions, and consumer packaged goods.

Jenis Ice Cream Bars

Jeni’s Ice Creams Launches Ice Cream Bars Nationwide

Jeni’s Splendid Ice Creams announced the national launch of their first-ever line of ice cream bars. Available in flavors like Brown Butter Almond Brittle and Banana Cream Pudding, the bars aim to capture new consumer occasions while extending the premium brand’s presence beyond pints. Distribution will span both natural and conventional retail outlets, with pricing aligned to the brand’s elevated positioning.

Guayakí Yerba Mate Large

Guayakí Yerba Mate Rebrands as Yerba Madre

Guayakí Yerba Mate is rebranding as Yerba Madre to better align with its long-standing regenerative mission and partnerships with indigenous communities. The new name, visuals, and messaging center around stewardship of the rainforest and a push toward more transparent brand storytelling. The brand remains committed to the RTD energy tea space while deepening its environmental and cultural commitments.

What This Means for the CPG Industry

This week’s headlines reflect a growing bifurcation in the CPG industry: brands that are scaling responsibly through operational excellence—and those that are collapsing under the weight of overfunded expectations.

The Meati shutdown is particularly telling. It signals a cooling period for speculative alt-protein bets, especially those lacking clear go-to-market traction. High burn and low velocity are no longer tolerable, even in mission-driven categories.

Meanwhile, companies like Celsius and Hims & Hers continue to prove that focus, financial discipline, and channel precision can drive sustainable growth, even in crowded categories. Their success also underscores the advantage of hybrid models that blend wellness, consumer engagement, and strong digital infrastructure.

At the legacy end of the spectrum, Kraft Heinz’s PB&J Lunchables launch shows how heritage brands are using smart format innovation to stay relevant in snacking and lunchbox culture. Jeni’s entry into bars and Guayakí’s rebrand both highlight the power of extending brand equity into new categories—whether by form factor or by deepening the emotional and ethical resonance of a brand’s mission.

The Diageo lawsuit is a reminder that premium claims come with risk. In an era of ingredient literacy and label transparency, consumers are quicker than ever to call out brands that don’t back up their marketing with formulation truth. If proven, this case could have ripple effects across the tequila and broader spirits category.

Overall, the CPG industry is continuing to reward clarity: clear strategy, clear values, and clear execution. The noise is starting to fall away—and what’s left are brands that can deliver consistently across the shelf, the spreadsheet, and the story.

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Brent Albertson

CEO, Zing Zang LLC

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“ Our experience with Protis Global has been very positive. They have strong multi-industry CPG experience and understand our business model and standards. They know the difference between an “A-player” and a “B-player” in several functions, and the honesty around that standard helps us move faster. Mike and team set up a great process, especially in early canvassing and vetting that helps our leaders engage at the right time and make decisions fast. ”

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Colin Nolan

Executive Vice President, Mark Anthony Brewing Inc.

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“Protis Global’s approach to talent acquisition is marked by diligence, transparency, and a genuine dedication to client satisfaction. Their strategic insights and personalized service have made a substantial impact on our organization, ensuring that we always have the best professionals driving our initiatives forward. The team at Protis Global demonstrates a keen ability to identify individuals who not only possess the requisite skills but also align seamlessly with our company culture.”

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Hilal Tabsh

Chief Revenue Officer, Glass House Brands

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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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Peter Iglesias

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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Chris Hall

CEO, poppi

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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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Kim Nguyen

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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Shashank Gaur

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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Jeremy Schulman

Regional Business Manager - Foodservice

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Consistent communication, updates, and detailed knowledge of the client. The whole experience was top notch!

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Blake T. Bermingham

Supply Chain Manager

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Very simplistic process finding the right role for the right candidate...keep up the great work! 

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Don Stohrer Jr.

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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