CPG Connect // Vol. 11: Catalog Creep, Spicy Soda & Functional Firsts
We’re breaking down why more SKUs ≠ more revenue (and how brands are getting smarter with curation), plus a wave of launches and plays worth watching. From THC drink mixes to Graza’s popcorn collab to Lifeway’s protein + creatine RTD.
You’ll also find September event RSVPs, a spicy soda brand spotlight with Picoso, and a founder interview with CuliRaw on making plant-based desserts people actually crave.
Let’s get into it…
Events
RSVP - End Of Summer Party 9/13 (Slc)
RSVP - Last Week of Summer Happy Hour! 9/16 (Nyc)
RSVP - Q4 Summit 9/16 (Nyc)
RSVP - Scaling With Social 9/17 (La)
RSVP - Net Gains Club: Game 01 Pickleball 9/17 (Nyc)
RSVP - Ultimate Casino Night 9/17 (Chi)
RSVP - Magic Show 9/17 (Chi)
RSVP - A Taste Of Chicago 9/18 (Chi)
RSVP - Pre-Grow Coffee + DJ 9/26 (Nyc)
RSVP - Upper Deck Golf at Coors Field 10/3 (Den)
Managing Catalog Creep: Why More SKUs ≠ More Revenue
Remember when brands dropping new SKUs felt bold? It used to be an event — we’d sit around debating:
"Wait, should they actually be selling caviar?"
That hype is fading — everyone’s doing it now. So I teamed up with John Fisher at Particl to put some numbers behind what’s really happening.
We analyzed 1,000 top DTC brands and found:
Catalogs are 50% bigger than two years ago
Revenue per SKU drops dramatically for brands with above-median catalog size
30% of SKUs drive 80% of revenue, but most brands don’t optimize around that
The interesting part? The winning brands aren’t shrinking their catalogs — they’re curating them smarter.
Take Cozy Earth, for example. Instead of relying on promo codes, they empowered creators to act as merchandisers with curated storefronts through CreatorCommerce — and saw:
409% higher conversion rates when creator content was present
67% higher AOV when shoppers browsed creator-curated collections
So before you spend thousands building AI-powered merchandising tools, consider the creators you already work with. They might be your most powerful merchandising team.
Read the full joint report here → Managing Catalog Creep: How Smart Brands Keep Growing Without Losing Focus
Brand Shoutout: Picoso Drinks
Meet Picoso, a premium spicy soda brand shaking up the no-lo and mixer space. Founded by Tish and Tom, the line pairs bold heat (Scotch bonnet, habanero) with flavors like Zesty Lime and Tropical Mango, sweetened with agave and finished with Himalayan salt.
Picoso is designed for versatility, perfect on its own, or as a mixer for cocktails and aims to create an entirely new drinking occasion rather than simply replacing alcohol. With early distribution in UK spots like Selfridges and a DTC offering, the brand is building a loyal community around flavor, heat, and ritual.
Founder Clips: Silvia Vidova w/ CuliRaw
What inspired you to start this brand, and what were the first steps you took to bring it to life?
I’ve loved dessert my entire life — but that love turned into a struggle. I battled emotional eating and sugar addiction for years, and the so-called “healthy” desserts never satisfied me. They kept me stuck in a loop of cravings, overeating, and frustration.
When I discovered there was a way to make desserts that were both satisfying and good for me, I knew I had to share it. In 2019, I launched CuliRaw with the goal of creating guilt-free, plant-based cheesecakes that actually taste like dessert — not a compromise. My first step was simple: get into the kitchen, experiment with clean ingredients, and make something that met my own standards for flavor and texture before sharing it with anyone else.
What sets your product apart in a crowded market?
Flavor is our superpower. So many protein snacks are something you eat because they’re “good for you” — not because you actually crave them. With CuliRaw, people eat our cheesecakes because they’re delicious — the protein and fiber are a bonus that make you feel full, keep your blood sugar stable, and let you move on with your day without guilt.
We use hemp protein, which was a game-changer for flavor and texture. Most plant proteins are chalky or bitter — I literally tried every single one before landing on hemp. The result? A single-serve cheesecake with 11g of protein, 7g of fiber, no refined sugar, and a flavor that feels indulgent.
What’s been the biggest challenge so far, and how did you overcome it?
Packaging and messaging have been tough. There’s only so much space on a small label to meet legal requirements and tell your story. I went through countless iterations to get it right.
And as a bootstrapped brand, I’ve had to be extra intentional about every dollar — whether it goes toward packaging, events, or marketing. The solution has been scrappiness: walking into stores, introducing myself to managers and buyers, leveraging LinkedIn to connect with decision-makers, and letting the product speak for itself.
How are you approaching growth in these early stages — what channels or strategies are most important to you?
Retail has been our bread and butter (about 100 doors currently), but with new packaging that allows us to ship, D2C is a huge focus. My goal is to build D2C to 40–50% of sales over the next year.
I still love events and markets for the direct feedback, but I’ve learned to be selective — every event takes time, energy, and money, so I go where the right demographic will actually be. Retail partners remain key — picking the right ones lets the product work for you even when you’re not there.
One year from now, what does success look like for you and the brand?
Success means expanding beyond the Northeast, establishing anchor retail accounts in new regions, and building a thriving D2C business that connects directly with customers. My vision is to see CuliRaw cheesecakes become the go-to guilt-free dessert nationwide — something that helps people break free from the unhealthy dessert cycle I struggled with.
Brand Launch: MixMix
MixMix has officially entered the THC drink mix category with a lineup of four distinctive flavors — Tart Citrus, Spicy Ginger, Warm Vanilla, and Pink Sea Salt.
Brooklyn-based design studio The Young Jerks handled the full creative direction, from branding and packaging to copywriting, illustration, and merch. Their signature bold, slightly irreverent aesthetic positions MixMix as a fresh, design-forward player in a crowded space — aiming to make THC beverages feel more elevated and playful.
This launch highlights how cannabis brands are leaning on top-tier creative to differentiate and build cultural cachet, even before their first sip hits the market.
Hims & Hers Enters Testosterone Care
Telehealth giant Hims & Hers is doubling down on men’s health. The company announced a partnership with Marius Pharmaceuticals to bring Kyzatrex, the first FDA-approved oral testosterone capsule, to its platform in 2026 — alongside a new injectable option.
Patients will start with an at-home blood test and receive personalized treatment plans ranging from $99–$199/month. Early data shows Kyzatrex restores testosterone in up to 96% of men and doubles free testosterone levels.
The move positions Hims & Hers to capture share in the fast-growing TRT market while adding another recurring revenue stream beyond its weight-loss and ED offerings.
Graza x BjornQorn: Olive Oil Popcorn Drop
Graza is branching out of the squeeze bottle and into snacks — teaming up with cult-favorite popcorn maker BjornQorn for a limited-edition Extra Virgin Olive Oil & Sea Salt Popcorn.
The collab uses BjornQorn’s solar-popped Yellow Butterfly corn, coated in Graza’s “Sizzle” EVOO and finished with sea salt. The result is a light, crunchy, better-for-you snack — available exclusively on Graza’s site while supplies last.
This is another smart move in Graza’s brand-building playbook: taking its hero product into new eating occasions and driving DTC traffic with a hype-worthy, limited drop.
Bansk Group Buys Majority Stake in BYOMA
Investment firm Bansk Group is acquiring a majority stake in BYOMA from Yellow Wood Partners, adding another fast-growing beauty name to its portfolio.
BYOMA, founded in 2022 by Marc Elrick, has scaled rapidly with its barrier-focused, science-backed skincare lineup — and is on track to close 2025 with $300M+ in global retail sales. The brand will keep its current leadership team as it enters this next phase.
Bansk already owns stakes in Amika, Eva NYC, and Ethique, signaling a continued bet on beauty brands that resonate with younger, ingredient-savvy consumers. Expect BYOMA to expand its global footprint and double down on education-first marketing as Bansk fuels growth.
Lifeway Foods Launches Muscle Mates
Lifeway Foods is stepping into the performance space with Muscle Mates, a new functional RTD that delivers 20g of protein, 5g of creatine, and live probiotics — all in a lactose-free, ready-to-drink format.
The launch hits on three major wellness trends at once: protein for recovery, creatine for strength and cognitive benefits, and probiotics for gut health. Initial flavors include Mixed Berry, Strawberry Banana, and Vanilla, with national distribution set for late 2025.
With creatine sales up triple digits since 2019 and growing interest among women, Lifeway’s move positions it squarely at the intersection of performance nutrition and mainstream wellness.
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.