CPG Connect // Vol. 5: Sour Pops, Sleep Drops & The Consumer Comeback
We’re back, with a packed issue full of the brands, events, and trends shaping the second half of 2025. From TikTok-led launches to protein-packed pantry upgrades, this one covers everything from ingredient-driven wellness to viral snack collabs and next-gen tech tools for smarter DTC growth.
If you’re in New York or Salt Lake, we’ve got four can’t-miss events lined up (scroll down for links).
Let’s get into it.
Upcoming Events:
RSVP - Growth Labs: TikTok Edition — BFCM Prep, 8/12 (NYC)
RSVP - Sports x Commerce: Back to NYC, 8/13 (NYC)
RSVP - BeaUtahful Invitational, 8/20 (SLC)
RSVP - End-Of-Summer Party, 9/13 (SLC)
The Consumer Comeback Is Real
Sugar Capital just announced a $75M third fund to back consumer brands that operate like software: habit-forming, recurring, and scalable.
Their big win? Grüns, the gummy supplement brand now valued at $500M.
Key takeaways:
- Repeat beats one-off: Sugar only backs products people use daily or weekly.
- Ops > Aesthetics: Creative founders need strong operational partners to scale.
- DTC isn't enough: Winning brands are everywhere (Amazon, Target, Costco)
- Growth benchmarks: >25% YoY = good, >40% = fund-returner status.
- Big bets: Ingestible wellness + GLP-1 support products are on the rise.
As Brian Sugar says: “Consumer isn’t dead—it just needs to act like SaaS.”
What inspired you to start this brand, and what were the first steps you took to bring it to life?I’ve been in and out of startups since graduating in 2019—from dog food delivery to SaaS. But I’ve always been drawn to physical products. I’m a rower-turned-triathlete, and after training for my first Full Ironman, I realized how much sleep mattered. I was running on 5–6 hours a night, taking everything from NyQuil to melatonin. Nothing really worked. The night before my race, I couldn’t fall asleep—and when I finally did, I woke up feeling groggy and off. That was my breaking point. I turned to Reddit, saw what others were doing (which was honestly a bit scary), and knew there had to be a better, more natural solution. That’s when I discovered tart cherry juice, something athletes have been using for years. From there, I started experimenting. That’s how NOCT was born.
What sets your product apart in a crowded market?Focus. Most wellness brands want to be everything at once—sleep, energy, hydration, skincare. We went the other direction. We’re obsessed with doing one thing really, really well: sleep. Being a single-SKU brand has helped us stay focused on messaging, conversion, and community. It’s the same playbook that worked for AG1, Grüns, and others—we’re just applying it in a space that’s massively overlooked.
What’s been the biggest challenge so far, and how did you overcome it?I originally bought into the idea that organic growth alone could take us all the way—creator seeding, UGC, the whole playbook. It worked to a point. But eventually, I realized we were playing on hard mode. Once we layered in paid ads—Meta, Google, Amazon—it was like rocket fuel. That shift helped us scale sustainably and forced us to think deeper about things like AOV, funnel optimization, and conversion, not just content volume.
How are you approaching growth in these early stages—what channels or strategies are most important to you?We’re tapping into a few key levers: TikTok CPM partnerships, Meta ads, and Amazon PPC. On the creator side, we’ve built a strong network of micro-influencers who get paid based on views—so it’s performance-driven and scalable. We’re also exploring AI-generated UGC and TikTok Shop tactics, but the north star is simple: generate affordable, high-volume content and turn that into scalable paid performance.
One year from now, what does success look like for you and the brand?Honestly, we’re still defining that. There’s a world where we raise, and a world where we don’t. There’s a path into retail—and one where we keep it DTC for now. But no matter what, success means doing it from a place of leverage. Not needing to raise just to survive. Not expanding just to look good. We’re building methodically, and a year from now, I want NOCT to be known as the name in sleep—online, in-store, and beyond.
Rare Beauty Gets Personal with Fragrance
Launching Aug 7, Rare drops its first perfume—plus four Fragrance Layering Balms so users can remix the scent daily. Priced at $75, it’s Glossier-adjacent, but built for broader emotional appeal.
Why it hits:
- Layering = daily ritual = more usage.
- Inclusive packaging that actually stands out.
- Rare’s no longer just about beauty—it’s building category reach.
Huel Daily Greens Is Coming for Your Fridge
From powder to bottle: Huel’s Daily Greens is about to go RTD. 90+ nutrients, adaptogens, and a clean ingredient list make it a no-brainer for daily wellness routines.
Why it matters:
- Greens powder is hot—RTD makes it hotter.Complements Huel’s existing lineup.
- Another step toward full-stack functional nutrition.
GoodPop x SmartSweets = Sour Summer Energy
Watermelon. Sour. Frozen. Stickers.This collab just dropped: Sourmelon Frozen Pop Bites, a low-sugar treat that fuses nostalgic candy with better-for-you popsicles.
Why it’s smart:
- TikTok loves sour, Gen Z loves collabs.
- 7g of sugar and all the childhood joy.
- Feels like a launch designed for buzz.
Oreo x Reese’s: The Mashup You’ve Always Wanted
Two snacks, zero restraint.This fall: Reese’s Oreo Cups and Oreo Reese’s Cookies hit shelves. First limited drop, then going permanent.
Why we care:
- Born from Reddit + fan obsession.
- Indulgence > functionality sometimes.
- 2025’s cheat day just found its king.
Brand shoutouts: (Am I allowed to have 2?!)
getbreathdeath.com: Breath Death is shaking up the mint category with Crystal Breth, a dentist-formulated, CO₂-powered crystal that fizzes on your tongue to neutralize bad breath at the source. Unlike traditional mints or gum, it delivers a bold sensory hit with zinc and peppermint for up to 4 hours of odor protection—no sugar bombs, no fake sweeteners, just “savage freshness” in a tube. With edgy branding, clean ingredients, and a format built for virality, Breath Death feels like Gen Z’s answer to Altoids—louder, smarter, and a whole lot more fun.
bamjamprotein.com: BamJam is reimagining the classic PB&J with a clean, protein-packed fruit spread that delivers 8g of protein, 1–3g of fiber, and 0g of added sugar per serving. Made with collagen, chia seeds, monk fruit, and real fruit, BamJam skips the fillers and sweeteners while keeping all the nostalgia. Available in Strawberry, Grape, and Raspberry, it’s designed to be spoonable, spreadable, and snackable—perfect for toast, yogurt, or straight from the jar. Founded by Cristian Gaggi, the brand leans into bold flavor, playful branding, and a daily ritual that actually fuels you. Think childhood jam, grown up.
TechShoutout:
outersignal.com: OuterSignal is a real-time intelligence tool that helps DTC brands identify high-value customers—like micro-influencers, creators, or VIPs—the moment they place an order. Instead of blindly fulfilling every purchase, brands can now see who's behind the checkout and respond instantly with personalized outreach, upgraded packaging, or strategic follow-up. Whether it’s a celebrity fan or a niche creator, OuterSignal turns ecomm into an opportunity engine—transforming order data into high-leverage relationships before the box even ships.
That’s it for this week.Whether you're launching your first SKU, scaling into Whole Foods, 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.