Cpgconnect // Vol. 25: Year-End Moves, Creator Brands, and CPG Heading Into 2026
What a ride. Hard to believe we’re already closing out 2025.
This year has been full of launches, lessons, curveballs, and a lot of brands figuring things out in real time. I’m genuinely grateful for everyone who’s been part of this community, founders, operators, investors, partners, and friends. Watching this ecosystem grow has been one of the highlights of my year.
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.
All the events are wrapped up for 2025, here are a few for NRF for whoever will be around!
Events:
RSVP - Smarterships: NRF ‘26 Happy Hour 1/11 (Nyc)
RSVP - NRF Happy Hour: Lunar x Okendo 1/12 (Nyc)
RSVP - UGLY TALK: 2025 LEARNINGS & 2026 PRIORITIES IN D2C & CPG 1/14 (Nyc)
This might be the most accurate social media forecast for 2026 I’ve seen yet.
Less Mr. Beast, more Mister Rogers.
Less chasing one viral video, more keeping people around for the next ten.
10k real fans > 100k ghost followers.
If your brand strategy still relies on shock, brainrot, and hoping one post saves the quarter… good luck.
The future is calm, memorable, and slightly unhinged in a human way.
Free Resource: The Ultimate Influencer Marketing Guide
Influencer marketing is no longer a nice-to-have for DTC and CPG brands. When done right, it’s a repeatable growth channel.
Aligned Growth Management just released a free 5-day email course + 32-page PDF guide breaking down how to scale influencer marketing the right way.
What it covers:
How to actually measure influencer as a channel
The right tools and systems to scale
Building ambassador programs that convert
How to pay creators and negotiate effectively
KPI reporting, outputs, and content repurposing
Built by a team that’s helped brands like HexClad, Popsmith, JoyJolt, Ridge, and more scale influencer programs.
Get the guide for free →
Brand Shoutout: Soar Bars
Founded by Jake Sadow, Soar Bars is a performance snack company built for athletes, adventurers, and anyone who wants clean fuel that actually works. Soar’s bars are made with real food ingredients and formulated for sustained energy without the junk. Which means no seed oils, no artificial sweeteners, and no mystery ingredients. They’re designed to keep you moving in training, on the trail, or between meetings.
What sets Soar apart is its intentional approach to nutrition: every bar balances macros thoughtfully, leans on nutrient-dense ingredients, and tastes great without compromise. Whether you’re fueling a workout or powering through a long day, Soar is all about providing honest, effective energy in a bar you can feel good about.
Check them out at soarbars.com and see how clean performance snacking should taste.
Unwrapped w/ Phoebe from Funguy
What is your background?
I started my career in journalism before moving into corporate marketing and social media for B2B companies. In my mid-20s, after a major personal turning point, I stepped away from that path and immersed myself in the underground mushroom and plant medicine space. I spent about 18 months apprenticing, learning about mushrooms, herbs, ceremonies, and alternative wellness practices, which ultimately led me to become an herbalist.
What inspired you to start this brand?
I saw firsthand how powerful mushrooms and plant medicine could be for people, especially in areas where traditional Western medicine was falling short. But I also realized there was a huge gap between the “psychedelic bubble” and everyday consumers. FunGuy was created to be that bridge, products that feel fun, social, and approachable while still rooted in real plant-based benefits.
What did the first steps look like in starting the brand?
We leaned heavily on our existing network to get started. I handled all R&D in-house, and we worked with trusted partners for chocolate and gummies. We launched with a single product, our Flow chocolate, built the website ourselves over a couple late nights, and focused on making the brand feel authentic and vibey from day one. Within two months, we sold out of what we thought would last six months.
What’s been the biggest challenge so far, and how did you overcome it?
Two main challenges: advertising volatility and consumer education. We were too reliant on Meta early on, so we’ve diversified channels significantly. On the education side, some customers expected a psychedelic experience, even though our products don’t contain psilocybin. We’ve addressed that through clearer messaging and in-person events that help people truly understand the experience.
How are you approaching growth?
Our primary channels are DTC, TikTok Shop, and wholesale through Faire. All of our wholesale has been inbound, which we’re really proud of. TikTok has been a massive driver for us when content hits, and we focus heavily on organic experimentation rather than traditional paid playbooks. We’re currently profitable and reinvesting back into inventory and growth, with plans to raise capital to scale further.
What advice do you have for someone wanting to start a CPG brand?
Be delusionally obsessed with what you’re building. Launch before you feel ready, because perfection will slow you down. And start creating content before you even have a product. People want to buy from founders they feel connected to, and building your personal voice early gives you a massive advantage.
News:
Khloud Drops First New Flavor Since Launch
Khloud just introduced Cinnamon Roll, its first new flavor since launching earlier this year. The new SKU is now live on Khloud.com and is set to roll out to Target online and in stores later this month.
The flavor expands Khloud’s protein popcorn lineup and continues the brand’s push into better-for-you snacking with mass retail distribution. Target expansion signals early momentum for the brand as it moves beyond its initial core flavors.
Worth watching as celebrity-founded food brands continue to prove staying power through thoughtful retail rollouts and incremental innovation.
Justin’s Becomes a Standalone Company Again
Justin’s has officially closed its acquisition from Hormel Foods, reestablishing the brand as a standalone company and setting the stage for its next chapter of growth.
The transaction brings together a familiar leadership group, including Peter Burns as CEO, with founder Justin Gold returning as a strategic advisor and board member. Several former Justin’s leaders and seasoned CPG operators are also joining the journey as the brand looks to accelerate innovation and growth across nut butters and organic chocolate.
Notably, Hormel retains a minority stake, signaling continued confidence in the brand while giving Justin’s greater strategic independence moving forward.
A meaningful moment for one of the most iconic better-for-you brands in CPG, and one to watch closely as it enters its next phase.
Kraft Heinz Taps Steve Cahillane as CEO Ahead of Planned Split
Kraft Heinz has named Steve Cahillane as its next CEO, effective January 1, as the company moves toward a major structural transformation.
Cahillane previously served as CEO of The Kellogg Company, where he led the separation of the business into two standalone companies: Kellanova (snacks) and WK Kellogg (cereal). That experience now becomes highly relevant as Kraft Heinz prepares for its own split, which is expected to close in the second half of 2026.
The move signals Kraft Heinz’s intent to bring proven spin-off leadership to the helm as it reshapes its portfolio and positions its brands for long-term growth in a changing food landscape.
Rae Wellness Is Back With a Leaner Relaunch
After pausing operations due to supply chain challenges, retail growing pains, and an investor dispute, Rae Wellness has officially relaunched with 8 SKUs.
The brand was founded in 2019 by former Target executive Angie Tebbe, who recently reacquired and restructured the business, bringing it back under founder control. The relaunch reflects a more focused product lineup and a reset designed to support sustainable growth moving forward.
A notable comeback for a brand that built strong early momentum in women’s wellness and retail, and one to watch as it enters its next chapter.
GORGIE Brings Alix Earle On as an Equity Partner
Energy drink brand GORGIE has added Alix Earle as an equity partner, continuing the rise of creator-led ownership in the beverage category.
GORGIE launched in early 2023 and is backed by Coefficient Capital and Notable Capital, positioning itself as a better-for-you energy brand in an increasingly crowded space. Earle already has equity stakes in Poppi and SipMARGS, reinforcing her growing track record as a strategic investor in beverages, not just a brand ambassador.
The move sets up an interesting dynamic in creator-backed beverages. Earle’s involvement with GORGIE puts her directly across from Alex Cooper’s Unwell, turning the energy aisle into a quiet battle of the Alexs, with influence, distribution, and brand voice all in play.
Worth watching as creator equity continues to reshape how brands break through in competitive categories.
Sahil Bloom Launches Men’s Skincare Brand Wild Roman
Creator, investor, and bestselling author Sahil Bloom has officially launched Wild Roman, a new men’s skincare brand rooted in simple, natural formulations.
The debut lineup features products made with ingredients like grass-fed tallow, shea butter, arrowroot powder, activated charcoal, and other recognizable inputs, leaning into a more traditional, minimal-ingredient approach to personal care.
Wild Roman marks another example of a creator translating audience trust into a CPG brand, entering a growing men’s grooming category where authenticity, formulation, and brand voice are increasingly driving differentiation.
Celo Launches Clean Protein Bars and Bites
New functional snack brand Celo has entered the protein category with a line of grass-fed whey protein bars and bites made with raw honey and simple, real-food ingredients.
The company was co-founded by former Division I baseball players Adam Cecere and Lucas Costello, who set out to build a cleaner option for performance and everyday fueling. Celo’s products are formulated without seed oils or artificial sweeteners, aligning with growing consumer demand for more transparent, ingredient-forward nutrition.
Another athlete-founded brand to watch as clean protein continues to evolve beyond traditional bars and powders.
That’s a wrap for this week and for this YEAR.
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.