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 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.
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.
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 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 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.
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 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.
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.