Cpgconnect // Vol. 24: Target Plays, $286M Deals, and New Faces Shaping 2026
We saw 500% growth projections, a 286 million dollar acquisition, a 7 million dollar launch, major talent shifts, clean-label innovation, and brands gearing up for their biggest retail years yet.
Let’s get into it…
But before we dive in, take a quick second to fill out this form. It helps me give back to the CPG community we’re building, connect the right people, and surface new opportunities for brands looking to grow.
Events
RSVP - CPG + Brand Happy Hour 12/11 (Nyc)
RSVP - Brewing Big: NYC Edition 12/12 (Nyc)
RSVP - CPG Legends Event 12/12 (Nyc)
RSVP - Holiday Market 12/13 (Nyc)
RSVP - Lace The Halls 12/18 (Nyc)
RSVP - Connecting Creators 12/18 (Slc)
Brand Shoutout: Kel’s Kitchen Table makes small-batch, clean-ingredient granola that actually tastes handcrafted. Real oats, real maple syrup, no fillers. A New Jersey brand bringing simple, better-for-you breakfast energy to DTC and local markets.
We teamed up with Lunar Solar Group to make 2026 planning a lot less chaotic.
Budgets are rising. Targets are rising. But most teams are still relying on shaky data foundations that make Q1 way more expensive than it needs to be.
So we built a practical planning guide that helps operators pressure test their strategy now instead of scrambling after the holidays.
Inside the guide:
• How to evaluate whether your measurement stack is built for 2026
• A framework for full-funnel planning and smarter investment decisions
• An operating rhythm that keeps teams aligned and execution tight
If you want to walk into Q1 with clarity and a plan you can defend, this is for you.
If you’re building in CPG (As most of you are), add Unit Economics to your rotation. Josh brings on founders to break down the real operational decisions behind scaling product-driven brands.
A few standout episodes:
• PF Candle Co. on scaling handmade production
• Spring & Mulberry on reinventing sweetness
• Talea Beer on profitable taproom-first growth
• Le Puzz on turning aesthetics into commercial momentum
Definitely worth a listen.
Also, a quick shoutout to my friends Jacob and Jack at Bytem. Huge congrats on the rebrand and relaunch of Bytem Brownies. These are genuinely some of the best brownies I have ever had. Something special for real. Excited to see what you two keep building.
Unwrapped w/ Olivia Bae from Perseve Hair
What is your background?
I started my career in hospitality, and it shaped my approach to entrepreneurship more than I expected. Hospitality teaches you that people remember how you make them feel, along with the care, the experience, and the small thoughtful details. That mindset shows up in the way I serve our customers and the community we are building at Perseve Hair. I also grew up watching my mom build business after business. She is a five-time entrepreneur and made the idea of creating something from nothing feel normal. She is the reason I had the confidence to bet on myself.
What inspired you to start this brand?
Perseve started with my mom. She has been a hairstylist for 30 years, so I grew up around the industry and always felt a pull toward haircare. When I started exploring the category, I noticed a clear gap between the innovation happening in Korean beauty and what most consumers could access. I wanted to create something that reflected my background, my mom’s experience, and the thoughtful formulas I could not find in the market. That is what pushed me to build the brand.
What did the first steps look like?
The formulas came together early. My mom’s experience and her relationships with manufacturers in Korea helped us move quickly on development. The part I obsessed over was the branding. I wanted Perseve to feel elevated and luxurious from the moment someone saw the packaging, while still being accessible in price. Almost like a positive bait and switch. You pick it up thinking it is a thirty dollar product and discover it is ten. Getting that balance right took a lot of testing and refining.
What has been the biggest challenge so far, and how did you overcome it?
Our first retail launch was the toughest moment. I was bootstrapped and essentially a one woman team, and scaling into a major retailer exposes every operational gap you did not know existed. I had to learn forecasting, logistics, compliance, and supply chain in real time without the ability to throw money at problems. I stayed focused on learning quickly and building systems early instead of reacting. Every challenge pushed me to think long term and build processes that support growth rather than patch holes.
How are you approaching growth?
I am growing very intentionally. Beauty rewards patience, and chasing scale too fast can create more problems than wins. For us, it is about strong foundations, healthy velocities, real customer love, and products that truly perform. I want to expand in a way that is sustainable. That means tightening operations, strengthening retail partnerships, investing in community, and making sure each new step moves the brand forward.
What advice do you have for someone wanting to start a CPG brand?
Get clear on why you want to build the brand and what problem you are solving. CPG is exciting, but it is slow, competitive, and expensive. Your reason for doing this keeps you grounded when things get difficult. Stay curious and ask questions. You do not need all the answers on day one. Most of what I have learned came from experimenting, making mistakes, and adjusting quickly. And take your time. Build the foundation before chasing every opportunity. Sustainable growth is always better than fast growth.
News
Hire of the Week
Dropout Companies just made a major addition. The Nashville-based consumer products house brought on Stephen Ellsworth, co-founder of Poppi, as an Operating Partner. He will support brand building, product innovation, and strategic scaling across Dropout’s growing portfolio.
The timing lines up with Dropout’s momentum. The team launched JAMS PB&J nationwide in Walmart this summer, expanded into more than 950 Target doors in November, and is gearing up to debut BRONCO in early 2026.
Ellsworth helped build Poppi into one of the most recognizable modern beverage brands, surpassing 100 million dollars in sales last year before PepsiCo acquired the company for nearly 2 billion dollars.
A big hire for a company moving fast.
REI’s Venture Arm Backs Dune Suncare
Dune Suncare, the modern suncare brand founded in 2020 by Emily Doyle and Mei Kwok, secured a new investment from Path Ahead Ventures, the venture arm of outdoor retailer REI. The partnership signals REI’s continued interest in supporting emerging outdoor and wellness brands.
Dune has already built an impressive early investor lineup with Joyance Partners, Fabric VC, Point King Capital, and others behind the brand.
A strong strategic step for a company shaping the next wave of suncare.
Lovebird Expands Into Protein Cereal
Lovebird just launched a new protein cereal line, adding 11 grams of grass-fed whey protein per serving while sticking to its clean-label standards. The cereal is sweetened only with organic coconut sugar and avoids artificial ingredients, seed oils, and fillers.
With flavors like Honey and Cocoa getting a protein boost, the brand is stepping deeper into functional breakfast while continuing its mission-driven approach that donates a portion of profits to childhood cancer causes.
A smart expansion into a fast-growing category.
Cadence Reveals a Full Rebrand Ahead of Target Launch
Cadence just rolled out a complete rebrand as the company prepares to hit Target shelves in February 2026. The refresh keeps the brand’s clean, premium feel while making it more intuitive and retail ready.
Key updates include:
• A colored rim system to clearly differentiate flavors and stand out on shelf
• Simplified messaging, with “Core 500” now “Core Hydration” to reduce consumer confusion
• New callouts like Complete Electrolytes, No Caffeine, and 0 Sugar so shoppers know exactly what they are buying
With Target and several additional retailers coming online next year, Cadence is expecting 500 percent year-over-year growth in 2026.
Personally, I am a huge fan of the Cadence team and excited to see this next chapter unfold.
Campbell’s Takes 49% Stake in La Regina, Maker of Rao’s Sauces
The Campbell’s Company has agreed to acquire a 49% interest in La Regina, the privately held Italian producer behind Rao’s tomato-based pasta sauces. Campbell’s will pay 286 million dollars in two tranches for the stake.
La Regina, founded in 1972 in Scafati, Italy, has been a key manufacturing partner for Rao’s since 1993. The acquisition strengthens Campbell’s long-term strategic partnership with La Regina and is expected to support Rao’s continued growth in the premium sauce category.
Campbell’s originally acquired Sovos Brands, the parent company of Rao’s, in 2023 for 2.7 billion dollars. This newest move further solidifies its commitment to the brand and its supply chain.
Paige Bueckers Joins Good Eat’n as Equity Partner
WNBA star Paige Bueckers just became an equity partner in Good Eat’n, the clean snack brand launched by Chris Paul in 2022 as a Gopuff exclusive.
The brand has expanded quickly since its debut and is now available at Walmart and H-E-B, signaling growing traction in the better-for-you snack category.
A strong cultural win for Good Eat’n and a smart alignment for one of the most influential athletes in women’s basketball.
Biologica Launches With $7M Seed to Redefine Hormonal Health
Biologica, a new hormonal health company, officially launched today with 7 million dollars in seed funding. Investors include Addition, Hawktail, Greycroft, True Beauty Ventures, Good Friends, and notable individuals such as Gabrielle Bernstein and Katherine Schwarzenegger Pratt.
The brand was co-founded by Liz Zwillinger, a former family law attorney, and Joey Zwillinger, co-founder of Allbirds. Biologica was built around a clear insight: hormones drive women’s overall health, yet most supplements and much of the broader wellness category fail to address this directly.
The company aims to bring more science, clarity, and intentionality to women’s hormonal wellness at a time when consumer demand and category awareness are rapidly growing.
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’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.