Cpgconnect // Vol. 20: 7 Major Moves From Target to Whole Foods to Creatine Sticks
We had brands jumping into more than 950 Target stores, Whole Foods opening its doors to a major new player, a fresh wave of funding across wellness and energy, and even a surprise move into creatine from one of the most interesting focus-forward brands out right now. On top of that, a standout founder story from The Cumin Club shows what real resilience looks like.
Let’s dive into it…
…But first, take a quick second to fill out this form. This is how I’m able to give back to the CPG community we’re building, connect the right people, and surface new opportunities for brands looking to grow.
Tech Shoutout: Inspired Makes Holiday Gifting Meaningful
Quick shoutout to the team at Inspired for creating one of the simplest ways to give back this holiday season.
Inspired lets you send free donation gifts to clients, partners, or friends. They pick a cause they care about, and a donor sponsor funds the gift in their name. No one pays. No one handles money. It’s all powered by Inspired and The Inspired Foundation.
We now have a custom link for the CPG community. With it, you can send a $10 charitable gift to anyone in your network. They redeem it and choose a nonprofit, and the donation is fully funded on their behalf.
If you want a meaningful way to say thanks this season, this is it.
Link: gift.inspired.com/CPGconnect
Brand Shoutout: Alkify Is Redefining Coffee
If coffee wrecks your stomach, Alkify is worth a look. It’s an unflavored acid reducer that cuts up to 90 percent of acidity without changing taste or caffeine, making your coffee gentler on your stomach and teeth.
People are also using it in tomato sauce, wine, tea, matcha, creatine, and pre-workout to reduce acidity across the board.
The reviews say it all:
“I won’t ever have a cup without it again.”
“Coffee is enjoyable again.”
“This has completely changed my mornings.”
For coffee lovers with sensitive stomachs, Alkify is a game changer.
Check them out at alkify.co
Events:
RSVP - BeaUtahful Brunch @ Thread HQ 11/22 (Women’s Event) (Ut)
RSVP - Bar CPG 12/9 (La)
RSVP - Byte’m launch party 12/9 (Nyc)
RSVP - Year End Soirée 12/10 (La)
RSVP - Holiday Happy Hour 12/10 (Nyc)
RSVP - Brewing Big: NYC Edition 12/12 (Nyc)
Unwrapped: Harish w/ The Cumin Club
What is your background?
I started my career in data and analytics. My first job was in India working in analytics consulting for Walmart’s retail business. That gave me early exposure to how the retail world operates. After that I moved to the United States and got my master’s in data science. My co-founder has a similar background in analytics, and he later completed an MBA.
Food has always been part of my life. My parents ran a grains processing facility, my wife is a pastry cook, and we have always been the type of people who will go across town for good flavor. Even though I come from tech, food has always been something I cared deeply about.
What inspired you to start this brand?
When my co-founder and I moved to the United States, we struggled to find real Indian food. We were working full time and studying part time. Cooking from scratch was not realistic. The food on shelves did not taste like what we grew up with. A lot of products were Indian inspired but not truly Indian. On top of that, preservation methods like retort packaging changed the flavor and texture in a way that never matched homemade food.
The spark came when my co-founder received a freeze dried meal from his mom in India. It tasted fresh and nothing like packaged food. That opened our eyes to freeze drying as a way to preserve real ingredients, nutrition, and flavor. We realized we could only maintain authenticity by cooking in India, using regional spices, and then freeze drying the dishes at the source.
That moment became the beginning of The Cumin Club.
What did the first steps look like?
In the early days we used co-packers in India. We had chefs prepare the food, freeze dry it, send samples to the United States, and we iterated. Eventually we built our own freeze drying facility in India so we could control quality and consistency at every step.
Operationally it was simple. We cooked in India, freeze dried in India, shipped the product to our warehouse in Chicago, and sent meals to customers across the United States. Starting direct to consumer made sense because it gave us fast feedback and real data. Over time, that model has helped us sell more than three million meals.
What has been the biggest challenge so far and how did you overcome it?
One of our toughest moments came right before our national rollout in Sprouts and our launch in 270 Walmart stores. One of our four SKUs had an incorrect barcode. Thousands of cases were already sitting in eight distributor DCs across the country. Standard procedure would have required us to recall everything, relabel everything, and send it back out. That would have cost a fortune and it would have put us out of stock during our first national launch.
Instead of accepting it, I contacted multiple people in the distributor network. I tracked down the DC managers and pushed through dozens of email threads. I asked if they could fix it on their end. It was not standard procedure but they made it work.
That experience taught me that you should never assume something is impossible. Ask the question. Be persistent. That mindset saved us a major bill and kept our national launch on track.
How are you approaching growth?
Early growth through direct to consumer
Direct to consumer was the right place for us to start. Word of mouth was strong because we were solving a very real problem for people like us. We leaned into referrals, WhatsApp sharing, and early Facebook and Instagram ads. During COVID people were at home and looking for new flavors. Meta ads worked extremely well for us. From there we layered in PR, influencers, Google ads, TikTok tests, and affiliate style creator partnerships.
Today we operate with a retail and direct to consumer flywheel
Retail is now a major part of our business with Sprouts nationwide and more than 270 Walmart stores. Retail has long lead times, limited data, and slower attribution which is very different from direct to consumer. Still, it is an incredible awareness driver.
We have learned that demos are very effective because once people taste the food they buy it. At Mariano’s in Chicago our team often moves 25 to 30 units per demo. The next step is figuring out how to scale demos and ambassadors across the country.
Retail and direct to consumer support each other. A shopper may find us in Sprouts and then go to our website where they can choose from 30 dishes. A subscriber may restock at Walmart when they are already in the store. It is a flywheel that strengthens both sides.
What advice do you have for someone who wants to start a CPG brand?
You need passion and patience. This industry takes time and resilience. There are a lot of tailwinds behind better-for-you food, clean ingredients, protein, and fiber. Build something that fits the direction consumers are already moving.
Do not overlook direct to consumer and Amazon even if your long term goal is retail. You learn faster online than you ever will on a shelf. The data and feedback loops are invaluable.
Join communities. Startup CPG, brand groups, and shared founder networks are full of honest advice. People in this space are incredibly willing to help. Learning from other operators can save you months of time and a lot of mistakes.
Most of all, expect challenges. Operations, distribution, and attribution will all test you. Stay curious and stay persistent. Ask questions. Many solutions appear once you push a little harder or reach out to the right person.
NEWS:
Plant People secures Series A investment from Manna Tree
Plant People, a functional wellness brand focused on better-for-you gummy supplements, has secured a Series A investment from Manna Tree, with Unilever Ventures also joining the round.
Plant People was founded in 2018 by Hudson Davis Ross and Gabe Kennedy. The company has grown 95 percent year-over-year and recently launched in more than 820 Target stores.
Manna Tree now holds a significant minority interest in the brand. Founded in 2018 by Ellie Rubenstein and Ross Iverson, the firm has made 14 investments across better-for-you food and beverage, including Health Ade, Vital Farms, Good Culture, New Primal, and Verde Farms.
This investment represents a milestone for Manna Tree for several reasons:
• It is the firm’s first branded VMS investment.
• Plant People is the earliest stage company by revenue that Manna Tree has invested in.
• Velocities, retention, and overall category growth reportedly played a major role in the decision.
The move reflects growing interest in the supplement space as consumers continue to prioritize daily wellness routines and functional support.
Lucky Energy closes $25M Series B to fuel next stage of growth
Lucky Energy has closed a $25 million Series B round led by Paine Schwartz Partners, marking a major milestone for the fast-growing energy drink brand.
Joyance Partners, Sequel, and North Fifth Services also participated in the round.
The raise includes contributions from several notable investors, including William Ford, the CEO of General Atlantic, and Vincent Viola, owner of the Florida Panthers.
The new capital will support Lucky Energy as it accelerates product innovation, expands retail distribution, and continues to build momentum in the booming functional beverage category.
Mateína launches nationwide at Whole Foods Market
Mateína is now available at every Whole Foods Market location across North America, marking a major milestone for the fast-growing Yerba Mate brand.
Founded in 2017 by Nicolas Beaupré and Elodie Simard, Mateína set out to bring clean, organic Yerba Mate to consumers across Canada and quickly built a loyal following around its simple ingredient philosophy and balanced, naturally caffeinated energy profile.
In 2024, Dr. Andrew Huberman and Tiny partnered to take a majority interest in the company, adding significant momentum, visibility, and strategic support as Mateína prepared for broader expansion.
With nationwide distribution at Whole Foods, Mateína is primed for its next phase of growth as Yerba Mate continues to gain traction among consumers seeking a cleaner, more functional alternative to traditional energy drinks.
Chrissy Teigen joins Sanzo as investor and partner
Sanzo has added a major name to its cap table. The Asian inspired sparkling water brand announced that Chrissy Teigen has joined as an investor and partner.
Founded in 2018 by Sandro Roco, Sanzo has become one of the most recognizable modern beverage brands built around Asian flavors and cultural storytelling. The brand is now available at Albertsons, Sprouts, Walmart, Whole Foods Market, and Panda Express.
Teigen’s involvement brings additional visibility and cultural relevance to Sanzo as the brand continues expanding across mainstream retail and foodservice channels.
Jams expands nationwide with Target, bringing a cleaner PB and J to families across the country
Jams, the modern better-for-you take on the classic PB and J, has expanded its retail footprint with a nationwide launch across more than 950 Target stores.
Created by Nashville based consumer goods company The DropOut Companies, Jams brings a cleaner, upgraded approach to a nostalgic staple. Each frozen sandwich is made with real fruit jelly and a simple ingredient list with no seed oils, no high fructose corn syrup, and no artificial dyes. Each sandwich also delivers 10 grams of protein, offering a more functional version of a childhood favorite.
The Target launch includes the brand’s Strawberry and Mixed Berry flavors and marks a major milestone in Jams’ rapid expansion throughout 2025.
“PB and J built America’s lunchbox, and somewhere along the way the standard slipped,” said founder Connor Blakley in the announcement. “Jams brings it back to what it should be: real, simple, and done right.”
With nationwide Target availability and growing cultural momentum, Jams is positioning itself as a next generation pantry staple for today’s families.
Neutonic expands into creatine with new 5g Creapure stick packs
Neutonic, the international brand known for its premium focus and energy products, has officially entered the creatine category with the launch of its new Creatine Sticks.
Each stick contains a full 5 grams of Creapure, the high purity German-made creatine monohydrate, giving consumers a clinical daily dose in a convenient single-serve format. The sticks are available in Pineapple, Strawberry Lime, and Unflavored.
Neutonic built its reputation around its flagship energy drink, formulated with rhodiola, B vitamins, theanine, 120mg of caffeine, and Cognizin to support focus and cognition. The brand also offers Focus Blend stick packs and Brain Capsules, and the new creatine launch marks a strategic expansion into performance and strength-focused supplementation.
The Creatine Sticks are now available through Neutonic’s website, joining the brand’s growing lineup of products designed to support mental and physical performance.
Feals launches limited edition Groovy Green Apple Relax Gummies
Feals has introduced a new limited release: Groovy Green Apple Relax Gummies, the latest twist on the brand’s signature calm experience.
This drop is the first installment in the new Feals In Season series, a collection designed to help people find calm that moves with the rhythm of real life. The Green Apple flavor delivers a crisp, fall-inspired profile and lands right before the holiday rush, giving consumers a timely way to unwind.
The launch highlights Feals’ continued focus on functional, great-tasting formats that make stress support easier and more enjoyable.
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.