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CPG Weekly Roundup: October 17 – October 23, 2025
This Week’s CPG News at a Glance
This week’s CPG news is all about convergence: between categories, between digital and physical retail, and between investor hype and operational focus.
Protein soda is fast becoming more than a niche curiosity, as bar brands and supplement players reposition for beverage success. Direct-to-consumer staples are finding new ground in brick-and-mortar. And early bets in body care and wellness are turning into serious growth stories—with big retailers and follow-on capital now in play.
Let’s unpack the key stories brand leaders should be watching.
Barebells Jumps Into Protein Soda as the Category Heats Up
Barebells officially entered the growing protein soda market last week, debuting three caffeinated, sugar-free SKUs—Pineapple Sunrise, Wild Strawberry, and Sweet Cherry—at the NACS trade show. Each 12 oz. can delivers 10g of clear whey protein and 200mg of caffeine, backed by branding that leans into nostalgic gas-station aesthetics.
The move builds on Barebells’ bar brand equity while opening a new beverage arm for parent company Vitamin Well, which also sampled high-protein milks and announced new NOCCO electrolyte SKUs.
They’re not alone. Bucked Up is courting female consumers with collagen-boosted cans. Genius Gourmet continues expanding its ultra-high protein lineup. Protein soda may have started as a novelty—but with multiple brands doubling down on format innovation, it’s shaping up to be a real category.
Bombas Opens First Retail Stores After Years of DTC Growth
More than a decade after launch, Bombas is finally testing owned retail—with its first store now open in NYC, and two more on the way in Boca Raton and Austin.
Known for its one-for-one donation model and success in socks and basics, Bombas has been expanding through wholesale partnerships (including Target, DSW, and Nordstrom). Now, the move into physical retail gives the brand a new canvas to showcase its full assortment—including apparel, intimates, and footwear—while capturing holiday traffic and first-party insights.
CEO Jason LaRose called it a test-and-learn play: “We’re not racing to open stores. We’re learning what people want when they see our brand fully represented.”
Hanni Raises $2M to Strengthen Sephora Presence
Hanni, the premium body care brand known for its minimalist razors and splash-on body salve, has raised $2 million to deepen its presence at Sephora and prepare for a 2026 product expansion.
The round, led by Melitas Ventures, brings Hanni’s total raise to $9 million. Founder Leslie Tessler says the focus is simple: stay lean, stay focused, and build brand equity where they already have traction. That means Sephora, DTC, and Amazon—no distractions.
The shift from razors to core body care is now fully in motion. The razor that launched the brand now accounts for just 3% of sales. With a breakeven milestone approaching and new launches on the horizon, Hanni is setting the stage for a more significant Series A.
Cymbiotika Nears $200M, Adds Target to Retail Footprint
Cymbiotika, the wellness brand known for liposomal supplements, is on pace to cross $200 million in sales this year—and has just landed nationwide distribution at Target. After a 2024 launch in Sprouts, this marks the brand’s biggest retail rollout to date.
Built on sleek packaging, high-end pricing, and a loyal influencer-fueled community, Cymbiotika now faces a new challenge: mass retail without dilution. Can it maintain premium positioning as it hits shelves next to household-name vitamins?
For now, Target gains mean access and scale—and a shot at proving whether liposomal supplements are a functional leap or just smart marketing.
H&M Preps $583M Bond Sale After Strong Earnings
H&M is tapping capital markets for the first time in two years, preparing to issue a €500 million ($583 million) senior unsecured bond following a strong earnings run. The funds will support general corporate initiatives as the fast-fashion giant doubles down on its core brand and tightens operations.
While not a CPG brand, H&M’s strategy mirrors what we’re seeing across consumer goods: doubling down on profitability, building with discipline, and putting excess capital to work as opportunities return.
What This Week’s CPG News Means for the Industry
Retail is getting real again. Bombas launching stores. Cymbiotika hitting Target. Hanni banking on Sephora. These aren’t just distribution wins—they’re moments when early-stage branding meets operational pressure.
Whether it’s a new format (like protein soda) or a new channel (like big-box retail), brands that survive the next wave of growth will be those that balance innovation with execution.
We’re also seeing signs of maturity from both founders and investors. Hanni’s raise wasn’t about chasing growth at all costs—it was about owning one lane with clarity. And Bombas is intentionally slow-walking store openings in a world that used to reward land grabs.
The question now isn’t whether your brand can get attention—it’s whether it’s built for what happens after.
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