Cpgconnect // Vol. 16: Equip’s Real-Food Rebrand, Protein Sodas & Protein Pops
The wellness world is shifting from hype to heritage. This week’s lineup proves it with Equip’s real-food rebrand leading the charge toward simplicity and substance. Meanwhile, Barebells brings protein to the soda aisle, Godspeed debuts a ketone-powered energy drink, and legacy names like Pop-Tarts are leaning into the protein wave.
Let’s dive into it…
Events:
RSVP - Willpower Workout w/ Barry’s 10/16 (Aus)
RSVP - Founders Basketball Private Dinner 10/16 (Nyc)
RSVP - Limited Supply | New York Meetup 10/23 (Nyc)
RSVP - NYC Smarterships ‘Commerce and Candy’ 10/23 (Nyc)
RSVP - Race To Revenue 10/28 (Slc)
RSVP - NYC Commerce Club 11/12 (Nyc)
RSVP - Smarterships San Francisco Happy Hour 11/5 (Sf)
Shoutouts:
Tech: Pinpoint - AI that helps brand turn social audience into customers.
In today’s social-first world, discovery happens in feeds - not search bars. That’s where Pinpoint comes in. Pinpoint helps brands turn their social audiences into customers with AI-powered DM flows, analytics, and integrations that make conversion feel conversational.
You can:
Automate on demand: Instantly DM anyone who comments or interacts with your posts to collect emails, deliver offers, and drive sales.
Integrate seamlessly: Connect with Shopify, Klaviyo, Meta, and TikTok to sync customer data and track performance.
Prove ROI: Pinpoint’s attribution engine shows exactly how much revenue your campaigns generate
For modern DTC brands, social media is the new storefront - and every comment, mention, and DM is a potential customer interaction.
Pinpoint makes it simple to turn those interactions into measurable growth.
Founded in New York and backed by Phoenix Capital Ventures, Flybridge, True, Antler, Bulletpitch+, and Upside Ventures (the Sidemen & KSI’s fund), Pinpoint is trusted by 100+ leading brands including Overtime, MaryRuth Organics, IGK Hair, and Sauz.
Explore how Pinpoint is redefining how brands convert on social → getpinpoint.io
Brand: tuffpops.com - Tuff Pops is a new frozen snack brand making 12g protein pops with grass-fed whey, egg yolks, and no seed oils. Founded by Mallory Stevens, it’s blending nostalgia and function to create clean, high-protein treats that actually taste good.
Unwrapped w/ Kieran from Equip Foods
What Inspired Me to Take Over Equip
When I joined Equip in 2021, wellness had become unnecessarily complicated — a new fad every week, each promising the next big fix. Most brands chase what’s changing. We decided to focus on what’s not: real, nutrient-dense food. That’s what Equip stands for — timeless nutrition that actually helps people feel better, not just trends that sell for a season.
How It All Started
Equip was founded by Dr. Anthony Gustin, and when I came in, I saw the potential to scale a real-food supplement brand that could cut through the noise. Our flagship product, Prime Protein, is made from grass-fed beef and tastes like dessert. Since taking over operations, we’ve grown from low seven figures to mid eight figures in revenue — with fewer than ten full-time employees. Lean, disciplined, and focused on sustainable, profitable growth.
What Drives the Brand
Our core belief is simple: the best way to supplement real food is with more real food. We’re not here to reinvent wellness — just to bring it back to its roots. Everything we do, from ingredient sourcing to how we show up in culture, comes back to that principle.
What Makes Equip Different
We’re betting on beef — the most nutrient-dense, complete, gut-friendly protein source on the planet. Clean doesn’t have to taste chalky. Our goal is to prove that nutrition and flavor can coexist. That’s been our biggest challenge and our biggest advantage.
Hardest Lesson
The toughest part has been explaining why beef and convincing people it doesn’t taste like beef. It tastes like dessert. Our recent brand refresh was designed to communicate that balance — timeless, real-food nutrition that’s still indulgent and enjoyable.
Where Growth Has Come From
Everyone assumes our audience is gym bros. In reality, most of our customers are women in their late 20s to mid-50s. That focus has been one of our biggest growth unlocks. We built empathy into our marketing and found an underserved audience hungry for clean, functional products that fit their lifestyle.
What’s Next
A year from now, I want Equip to be part of the broader cultural conversation — not just a supplement brand, but a voice for transparency and food integrity. We test every batch for over 100 contaminants — heavy metals, microplastics, pesticides, molds — and share those results openly. That’s how we build trust.
How It’s Changed Me
Building Equip has deepened my belief in local food systems. When people have the means, buying from local producers is one of the most powerful ways to support sustainability and quality. At its core, Equip isn’t just about supplements — it’s about reconnecting people to real food.
News:
Barebells takes protein to the soda aisle.
The Swedish protein brand — best known for its cult-favorite bars — is making its U.S. beverage debut with Barebells Protein Soda, a sugar-free sparkling drink that blends 10g of clear whey protein with 200mg of caffeine. Launching in three flavors — Wild Strawberry, Pineapple Sunrise, and Sweet Cherry — the line marks Barebells’ first foray into the fast-growing functional beverage space.
By combining the recovery benefits of protein with the buzz of caffeine, Barebells is betting on the rise of hybrid functionality — drinks that promise both energy and performance in one can. The clear whey format sidesteps the heavy, milky texture of traditional protein shakes, appealing to consumers seeking a lighter, more refreshing way to refuel.
It’s a clever evolution for a brand built on indulgent taste and everyday performance. As the gap between energy drinks and protein beverages continues to close, Barebells’ entry signals the next phase of functional beverage innovation — where “better-for-you” meets “daily-drinkable.”
Cymbiotika hits the mass market.
The San Diego–based liposomal wellness brand just landed its first major retail partner, rolling out four SKUs nationwide at Target — including its bestsellers Liposomal Vitamin C, Glutathione, Magnesium Complex, and Irish Sea Moss.
Founded in 2019, Cymbiotika has quickly become a powerhouse in the wellness space, selling over 100 million units to date and building a cult following online for its high-absorption formulas and minimalist branding.
The Target launch signals Cymbiotika’s next chapter — from DTC disruptor to household name. By translating its premium positioning into a mainstream retail format, the brand is betting that wellness shoppers are ready to pay up for efficacy and science-backed delivery systems.
With the supplement aisle undergoing a quiet revolution toward function, transparency, and convenience, Cymbiotika’s move could redefine what “accessible premium” looks like in mass retail.
Legendary Foods turns comfort food into performance fuel.
The functional snack brand is expanding beyond pastries and chips with a Protein Mac & Cheese line dropping in early 2026 — boasting a massive 47g of protein per serving and a gluten-free formula.
The new launch swaps empty carbs for a protein blend of milk, casein, whey isolate, and egg white, delivering a high-protein twist on one of America’s most nostalgic meals. Legendary has built its brand on pushing indulgent formats into the fitness lane, and this might be its boldest swing yet.
At $34.50 for a 6-pack (now available for preorder), the product positions itself at the intersection of comfort and performance, appealing to consumers who want muscle recovery without missing out on craveable classics.
With protein finding its way into nearly every category — from soda to cereal — Legendary’s entry signals that even mac & cheese is fair game in the functional food revolution.
JiMMYBAR brings creatine to the snack aisle.
The Chicago-based functional brand just launched a Creatine + Protein Bar line, combining 20g of protein, 5g of creatine, and just 4–5g of sugar per bar. Available in Chocolate Peanut Butter and Double Fudge Brownie, the new range aims to make strength and recovery nutrition as easy as grabbing a snack.
It’s a smart move for a brand already known for high-protein convenience. By folding creatine — one of the most research-backed performance ingredients — into a ready-to-eat bar, JiMMYBAR is tapping into the growing demand for functional crossover products that merge supplements with everyday foods.
As the lines between sports nutrition and mainstream snacking continue to blur, JiMMYBAR’s new format could mark the beginning of a broader shift — where functional ingredients like creatine move out of shaker bottles and into pantries.
Pop-Tarts bulk up with protein.
Kellanova, the maker of Pop-Tarts, is officially entering the functional food ring with Pop-Tarts Protein, launching in November 2025. Each pastry packs 10g of protein — more than triple the original — and will debut in classic flavors like Strawberry, Blueberry, and Brown Sugar Cinnamon.
It’s a clear signal that Big Food is following the “protein everything” movement that smaller brands like Legendary Foods have been championing for years with their high-protein “pastry” alternatives. The difference: Pop-Tarts already owns the cultural nostalgia, and now it’s adding a performance angle.
With protein invading every aisle — from chips to soda — this move shows how legacy brands are reinventing themselves for a wellness-minded generation. But it also raises a question: at 10g of protein, is this truly functional innovation, or just a health-washed hit of nostalgia wrapped in frosting?
Either way, Pop-Tarts Protein marks a new era — where even breakfast pastries are bulking season-ready.
Godspeed enters the energy arena.
After months of teasers and R&D deep dives, Godspeed is officially live — a clean energy and hydration brand powered by 6.5g of patented GoBHB® ketones. Co-founded by Von Rothfelder, the brand promises “energy you can trust,” combining paraxanthine (enfinity®) and theobromine for smooth focus without the caffeine crash.
Flavored with organic lemon powder, monk fruit, and stevia, Godspeed delivers a bright, lemonade-style profile and full transparency — every ingredient and dose listed right on the label.
Positioned at the intersection of ketogenic performance, clean energy, and hydration, Godspeed represents the next evolution of functional beverages: precise, transparent, and scientifically formulated.
With biohacking culture seeping into mainstream wellness, this launch underscores a bigger shift — from “energy drinks” to metabolic performance systems.
That’s a wrap for this week.
Whether you’re launching your first SKU, landing that Whole Foods deal, or just trying to keep up with what’s next in CPG, we’ve got you.
Catch you next week ✌️
— Zach
P.S. If you liked this one, pass it along to a friend, teammate, or founder who’d appreciate it. And hit reply anytime, I read every note.
Really intresting to see Kellanova jumping into the protein space with Pop-Tarts. I think they're smart to capitlize on the nostalgia factor while adding functionality. Though I do wonder if 10g protein is enough to compete with brands like Legendary that are pushing 20g plus. The real test will be if they can keep that classic Pop-Tart taste people grew up with while delivering on the performace angle. Either way, it's a sign that even the big legacy brands are taking protein seriously now.