Cpgconnect // Vol. 19: $50M Wellness Boom, Coca-Cola’s Creamy Comeback, and the Rise of Collab Culture
Cymbiotika’s $25M fundraise signals investor confidence in premium health, Coca-Cola returns with its first new holiday flavor in five years, and Laoban x Bachan’s remind us why collabs keep winning shelves and feeds alike. Plus, new plays from Lemme, Dua Lipa’s skincare debut, and a popcorn rethink backed by Novak Djokovic.
Lets dive into it…
CPG Connect Brand Partner Form
This year has been all about connecting with great people across the CPG space. From founders and operators to agencies, investors, and tech partners, everyone is working toward the same goal of growth.
To make collaboration easier, I’ve created a quick form to collect brand info and identify new partnership opportunities.
If you’re a CPG brand or startup looking to scale in 2026, take a minute to fill it out. CPG Connect was built to bring good people together, share resources, and create opportunities that help everyone grow.
Shoutouts:
Tech-
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Brand-
Refresh naturally with Tart.
Built around tart cherry and mineral water, Tart is a clean, functional beverage made with just five organic ingredients, delivering over 50 natural health benefits without the additives or excess sugar.
Focused on recovery, hydration, and everyday wellness, Tart is carving a lane between performance drinks and sparkling water.
What you get:
• Real fruit juice + minerals for natural recovery
• Only five organic ingredients
• Refreshing, non-alcoholic, better-for-you beverage
Launching soon across Michigan and online.
→ drinktart.com
Events:
RSVP - Ask them anything: live 11/7 (Nyc)
RSVP - CPG Founder Breakfast (La) 11/11
RSVP - NYC Commerce Club November Mixer 11/12 (Nyc)
RSVP - Founders Basketball New York City 11/12 (Nyc)
RSVP - Brewing Big: NYC Edition 11/12 (Nyc)
Unwrapped: Billy w/ Beefy Meat Chips
What inspired you to start this brand, and what were the first steps you took to bring it to life?
Beefy started with a simple idea. We believed we could create something better. My co-founder spent a decade as a Texas pit master and started experimenting with brisket chips at home. Friends loved it, then friends of friends started asking to buy it, and soon he had a long waitlist built entirely through word of mouth.
When I tried the product, I knew immediately that there was something special here. I come from the Navy where my world revolved around systems, operations, and building processes. We combined his craft with my background in execution and built our own production facility from the ground up. That was the start.
What sets your product apart in a crowded market?
We are not trying to be another protein snack. We make real food using real brisket that is minimally processed, clean, and craveable. Our chips have depth of flavor because they come from a true barbecue foundation. We developed seasonings like lemon pepper, cayenne, honey mustard, and salt and vinegar to make the eating experience exciting while staying clean and simple. It is protein in its purest form, and unlike many protein snacks, it actually tastes great.
What has been the biggest challenge so far, and how did you overcome it?
Our biggest challenge has been production capacity. We often had more demand than we could fulfill. We even had to turn down events because we could not produce fast enough. Instead of outsourcing, we leaned in and built our own manufacturing process, expanded into the space next door, and increased our production equipment. Scaling has taken time, patience, and problem-solving, but it has made us stronger as a brand.
How are you approaching growth in the early stages, and what channels are most important to you?
Sampling and in-person connection have been the biggest drivers for us. When someone tastes the product, the conversion rate is extremely high, so we focus on events, farmers markets, and activations. We have done very little paid media and still generated strong early revenue. We are also selling direct to consumer and building selectively on Amazon. For now, we are focused on Texas and building deep regional traction before scaling everywhere else.
One year from now, what does success look like for you and the brand?
Success means owning Texas as the home of the brisket crisp. We are scaling production, building a Texas headquarters, and expanding our presence through events and retail partners within the state. Once we build deep roots here, national growth will follow naturally.
Advice for CPG founders
Do it. There is so much opportunity for better food made with real ingredients. Focus on solving a real nutritional problem, not following a trend. Test relentlessly, listen to honest feedback, and do not chase shortcuts. Consumers want clean, minimally processed food that tastes good. If you can deliver that, and you are willing to grind and learn along the way, there is a big opportunity ahead.
NEWS:
Coca-Cola launches new limited-edition Holiday Creamy Vanilla
For the first time in five years, Coca-Cola is introducing a brand-new limited-time holiday flavor: Coca-Cola Holiday Creamy Vanilla. Launching November 3 across the U.S. and Canada, the festive flavor will be available in 12oz 12-packs, 20oz bottles, and 2L bottles (the latter exclusive to Walmart).
The new flavor combines the classic Coca-Cola taste with smooth, creamy vanilla, delivering a nostalgic and comforting twist on the brand’s signature refreshment. A zero sugar version will also be available nationwide.
To celebrate, Coca-Cola is rolling out its global “Refresh Your Holidays” campaign featuring a new TV spot, “A Holiday Memory,” and a refreshed AI-assisted version of its iconic “Holidays Are Coming” film. The fan-favorite Coca-Cola Holiday Caravan will also return, complete with Santa photo ops, gift-wrapping stations, and Costa Coffee sampling.
With this launch, Coca-Cola continues to tap into nostalgia-driven flavor innovation, pairing seasonal storytelling with a flavor that captures the comfort and joy of the holidays.
Cymbiotika raises $25M seed round led by David Grutman
Cymbiotika, the fast-growing wellness brand known for its liposomal supplements, has secured a $25 million seed round led by entrepreneur and hospitality leader David Grutman.
The round included participation from Isabela Grutman, Ryan Tedder, Daymond John, Post Malone, Guy Oseary, Ben Gorham, Peggy Gou, and several other notable investors.
Founded in 2019 by Durana Elmi, Shahab Elmi, and Chervin Jafarieh, Cymbiotika has built a loyal community around its clean, bioavailable formulations designed to support energy, immunity, and overall wellness.
The brand’s recent storewide launch at Target marks a major step in its retail expansion, bringing its signature products to a broader audience while maintaining its focus on transparency and ingredient integrity.
With strong growth and cultural relevance, Cymbiotika is positioning itself as a leading force in the premium wellness category, bridging the gap between science, lifestyle, and accessibility.
Laoban and Bachan’s launch limited-edition collab at Whole Foods
Two cult-favorite brands just teamed up for one of the most exciting flavor collaborations of the year. Laoban Dumplings and Bachan’s Japanese Barbecue Sauce have released a limited-edition Taiwanese Popcorn Chicken with Bachan’s Original Japanese Barbecue Sauce, available now at select Whole Foods Market stores through January 2026.
The partnership combines Laoban’s modern take on traditional Asian comfort food with Bachan’s signature umami-rich sauce, creating a bold, crispy, and sweet-savory product that highlights both brands’ focus on authenticity and craft.
For Laoban, the collaboration builds on its expansion into more than 8,000 retail doors nationwide. For Bachan’s, it represents a new step in extending the brand beyond its core sauce lineup into ready-to-eat formats.
As Asian-inspired flavors continue to influence the frozen and condiment aisles, this partnership shows how cross-category innovation can drive excitement, shelf presence, and cultural connection all in one bite.
Lemme enters the colostrum category and launches first liposomal product
Wellness brand Lemme just made two major moves. The company entered the fast-growing colostrum category and expanded beyond its signature gummies with its first-ever liposomal product.
Launching November 6 on the brand’s website, the new lineup includes Lemme Colostrum Gummies and Lemme Colostrum Liposomal Liquid. The gummies combine clinically studied colostrum isolate with prebiotics and vitamin D3 to support gut health, digestion, and debloating, while the liposomal formula features a sugar-free vanilla crème flavor designed for enhanced nutrient absorption.
These launches mark a new chapter for Lemme as it diversifies formats and deepens its focus on gut health, reflecting a larger trend of celebrity-led wellness brands moving into clinically backed, functional formulations.
Dua Lipa and Augustinus Bader launch DUA by AB Science
Global pop icon Dua Lipa and luxury skincare brand Augustinus Bader have joined forces to launch DUA by AB Science, a new skincare line designed to make science-backed beauty more accessible.
The debut collection features three essentials: the Balancing Cream Cleanser, Supercharged Glow Complex, and Renewal Cream, all powered by TFC5, a gentler and more affordable version of the breakthrough TFC8 technology that helped make Augustinus Bader a viral success.
Priced between $40 and $80, the collection is available now at duabyab.com and focuses on barrier support, glow, and hydration through simple, travel-friendly formulations.
By pairing Augustinus Bader’s clinical credibility with Dua Lipa’s global influence, DUA by AB Science marks a shift toward accessible luxury in skincare where high-performance formulations meet everyday usability.
Cove Soda raises $15M Series A led by Vanterra Capital
Canada’s fastest-growing functional soda brand Cove has raised a $15 million Series A round led by Vanterra Capital to accelerate its North American expansion. The round follows Cove’s recent partnership with Keurig Dr Pepper Canada, which will support nationwide sales, distribution, and marketing.
Founded by brothers John and Ryan Maclellan, Cove has quickly become Canada’s number one functional soda brand, offering zero sugar probiotic sodas that deliver classic taste in nostalgic flavors like Ice Pop, Blue Raspberry, Orange Cream, and Classic Cola.
Now available in more than 7,000 retail doors across North America including Costco, Target, Whole Foods Market, and Sprouts, Cove is positioned at the center of the modern soda movement, balancing gut health benefits with the flavor experience of traditional soft drinks.
As functional beverages continue to disrupt legacy soda brands, Cove’s combination of clean ingredients, mass market appeal, and strategic distribution makes it one to watch in the evolving better-for-you beverage category.
Urban Farmer acquires Caulipower to build a better-for-you frozen foods powerhouse
Illinois-based Urban Farmer, a leading manufacturer of specialty dough products and a portfolio company of Paine Schwartz Partners, has acquired Caulipower for an undisclosed sum.
Founded in 2016 by Gail Becker, Caulipower disrupted the frozen pizza aisle with its cauliflower crusts and better-for-you comfort foods, surpassing $100 million in annual sales by 2020 and earning distribution across major national retailers.
The acquisition combines Urban Farmer’s manufacturing capabilities with Caulipower’s brand equity and innovation in the better-for-you category, positioning the new platform as a leader in healthy frozen foods.
Under the agreement, Caulipower will continue to operate under its own brand name, with founder Gail Becker joining Urban Farmer’s board. The combined company aims to accelerate growth across pizza, dough, and frozen meal segments as consumers continue to prioritize wellness-driven convenience.
Novak Djokovic leads $5M seed round for corn-free popcorn brand Cob
Tennis champion Novak Djokovic has joined Cob Foods as co-founder and lead investor, spearheading a $5 million seed round for the better-for-you snack brand. The round included participation from Bullish, Blanck Capital, Daxos, Furthermore, and Venrex.
Cob is reimagining popcorn with a twist—it’s made from sorghum, an ancient grain that’s naturally gluten-free, nutrient-dense, and more sustainable to produce than corn. The brand’s mission is to reduce America’s reliance on corn while offering a cleaner, gut-friendly alternative that still delivers the nostalgic popcorn experience.
Launching with flavors like Olive Oil & Pink Salt, Cacio e Pepe, Mediterranean Herb, and Seriously Cheesy, Cob is positioned at the intersection of functional snacking and sustainability, appealing to consumers seeking indulgence without compromise.
With Djokovic’s backing and a strong roster of investors, Cob joins the growing wave of ingredient-driven snack brands redefining the modern pantry
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.
If you missed it earlier, I shared a quick CPG Connect Brand Partner Form to help bring together founders, operators, agencies, investors, and tech partners who are all focused on growth.
If you’re a CPG brand or startup looking to scale in 2026, take a minute to fill it out. CPG Connect was built to connect good people, share resources, and create opportunities that help everyone grow.
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.