CPG Connect // Vol. 3: Cod Stunts, PB&Js, and the Hummus Playbook
From wild cod to crustless PB&Js, this week’s stories are anything but boring.
But first, come hang with us:
🧃 Upcoming Events:
- Family Summer Hangout @ Thread HQ – Laid-back, family-friendly vibes.
- Coffee Hangout – Quick caffeine, quicker connections.
- Growth Labs with TikTok – Learn what’s actually working on TikTok before BFCM hits.
Let’s Dive In…
The Cod Drop Heard ’Round CPG
In May 2025, David Protein raised $75 million to acquire Epogee, the company behind the fat-replacer ingredient EPG. Right after, they were hit with lawsuits from smaller CPG brands, claiming the move was a power grab to corner the market and shut others out.
Then, out of nowhere, David Protein launched… frozen cod. On July 15, they dropped wild-caught Pacific cod filets (4 for $55), each with 23g of protein, zero sugar, and just 100 calories. It made no sense, but that was the point. Instead of fighting the backlash directly, they distracted the industry with something unexpected and a little ridiculous.
The cod stunt doesn’t fix the legal mess, but it flipped the narrative. David Protein went from being accused monopolist to a brand that doesn’t take itself too seriously, just seriously enough to keep everyone talking.
Waterboy’s Retail Glow-Up
Waterboy had already built a strong online following, but their packaging wasn’t ready for retail shelves. With a national rollout and new SKUs on the horizon, they needed a visual upgrade—one that added clarity without losing their signature energy.
Enter Interact Brands. They gave Waterboy a major glow-up: clear messaging across use cases (“Daily,” “Workout,” “Weekend”), bold color-blocking to grab attention in-store, and a revamped Danny Drip mascot—now with more movement and personality.
The result? Same fun, irreverent vibe. Just grown up and retail-ready. The new look debuted at Expo West, placed 3rd in Albertsons’ Innovation Launchpad, and is now on shelves at Walmart, Target, and beyond. Huge props to Interact Brands for turning Waterboy into a shelf-stopper without losing what made it special.
Jams vs. Uncrustables: Game On
Jams is shaking up the frozen snack aisle. The Nashville-based brand just launched its crustless PB&J sandwiches in over 3,000 Walmart stores and online—and they’re not messing around.
Each sandwich packs 10g of protein (compared to Uncrustables’ 6g) and skips the seed oils, high-fructose corn syrup, and artificial stuff. It’s a cleaner, better-for-you take on a nostalgic favorite—perfect for active snackers and parents who actually read labels.
To fuel the launch, Jams rolled out a space-themed ad campaign featuring NFL stars C.J. Stroud and Micah Parsons, soccer legend Alex Morgan, and even the Poppi founders—plus some viral help from the LaBrant family.
More protein, cleaner ingredients, and big personality? Jams is ready to give Uncrustables a serious run for its money.
Little Sesame Raises $8.5M
One of the most exciting RTR (restaurant-to-retail) brands just locked in $8.5M to fuel its next phase of growth.
Known for bold, modern flavors like caramelized onion, yuzu, and green goddess, Little Sesame has carved out a spot with Millennials, Gen Z, and even kids (shoutout their snack-sized SKUs).
Backed previously by a $2.2M USDA grant to support U.S. chickpea farmers, this is a brand with real mission and momentum.
Big congrats to the team, quietly building a product people actually love.
Featured Brand: Journee
1. What inspired you to start this brand, and what were the first steps you took to bring it to life?
The brand was born from personal experience. Both of us were dealing with burnout and mental fatigue and discovered Lion’s Mane mushrooms while looking for ways to feel better. The results were incredible—sharper focus, more clarity—and we knew we had something special. The first steps were deeply personal: testing it ourselves, realizing the synergy between Lion’s Mane and caffeine, and then figuring out how to turn that into a refreshing, functional beverage that people would actually enjoy drinking daily.
2. What sets your product apart in a crowded market?
Two key things: dosage and design. A lot of drinks add Lion’s Mane in small amounts just for the label. We use real functional doses—1 to 2 grams, the same as leading supplements—because we want people to feel the difference. Plus, we’re carving out a unique lane: a product that’s functional and elegant. Most drinks go hard into either the wellness category or the sports energy lane. We’re blending efficacy with an elevated, lifestyle-forward experience—refreshing taste, clean ingredients, and French-inspired sophistication.
3. What’s been the biggest challenge so far, and how did you overcome it?
The biggest challenge? Doing all of this while launching in a different country. We’re based in Europe, but we chose to launch in the U.S. because the functional mushroom space is more established here. That meant navigating shipping logistics, production timelines, and supplier coordination across oceans—all while learning a new industry. We overcame it by staying resourceful, being relentlessly curious, and building a strong network of people who could help guide us.
4. How are you approaching growth in these early stages—what channels or strategies are most important to you?
We're starting with DTC to gather feedback, understand who our customers are, and refine our positioning. Retail will come next, beginning with independent stores and wellness spots that naturally attract customers interested in functional beverages. We’re also leaning into events, community, and platforms like Faire for wholesale. As volume grows, we’ll explore Amazon, TikTok Shop, and eventually distributors—but only when the numbers make sense. We're intentionally growing with margins and sustainability in mind.
5. One year from now, what does success look like for you and the brand?
Success means repeat customers. We’re building something meant to be used daily, so if people are coming back, that’s the ultimate validation. On the distribution side, we’d love to be in strong regional retail across the Northeast, with a trusted distributor and solid velocity numbers. It’s not about being everywhere—it’s about proving we can win where we are, then scaling intentionally from there.
Tech Spotlight: LiquiDonate
LiquiDonate - Donate excess seamlessly and affordably
LiquiDonate is the first software solution that makes sustainable operations more cost effective. Excess inventory can be cleared and donated on-demand to free up valuable warehouse space. Unsellable returns also have a better home with local nonprofits and schools, where goods can automatically be rerouted by using LiquiDonate's RMS integration, lowering returns shipping distances and label costs by an average of 25%. Itemized receipts are included in the service to submit for tax benefits.
Brand to Watch: Cloud Snacks
Cloud Snacks - Hand‑Crafted Vegan Rice Crispy Marshmallow Treats
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That’s a Wrap
Whether you’re scaling shelf space, rethinking your story, or just here to stay sharp, the brands breaking through don’t happen by accident.
Whether you're launching your first SKU, scaling into Walmart, or trying to stay ahead of what’s breaking through, CPG Connect is here to help you keep pace.
See you next week✌️
— Zach
P.S. If this was helpful, feel free to pass it along to a friend, teammate, or founder in your orbit. And hit reply anytime, I read every note.