Vol. 13: Bloom x Tandy, LMNT’s New RTD & Ben Stiller’s Soda
Bloom x Tandy are blurring the lines between candy and supplements with their new Energy Blooms, and LMNT is going mass with a slimmed-down RTD line. Add in Tito’s first acquisition (LALO Tequila), Ben Stiller’s soda hitting Amazon, and Bobelo’s Costco expansion!
Lets get into it…
Events:
RSVP - GROW NY Happy Hour 9/25 - (Nyc)
RSVP - Pre-Grow Coffee + DJ 9/26 (Nyc)
Brand Shoutout: turnnutrition.com - a golf focused nutrition bar.
Tech Shoutout: getpinpoint.io - Klaviyo for instagram.
Unwrapped w/ Johnny Fauvour from TideTreats
What inspired you to start this brand, and what were the first steps you took to bring it to life?
I started TideTreats because I wanted to create something that was genuinely functional but still tasted amazing. The real inspiration came from trying to get my dad to eat more protein. He wasn’t into chalky bars or anything that felt too “gym bro,” and I saw a gap — why not make something that delivers the right macros but still feels like a treat?
Once I had the idea, I hit the ground running. I called dozens of contract manufacturers, explained the flavor, macro profile, and ingredient list I was looking for, and eventually found a partner willing to take it on. From there, it was six to seven months of R&D, tweaking texture, taste, and macros until I had something I could stand behind.
What sets your product apart in a crowded market?
We didn’t just want to throw protein into a bar and call it a day. TideTreats are truly functional — they’ve got protein, fiber, and clean carbs, and they leave people feeling good after eating them. We use organic ingredients, keep sugar low, and pay attention to the texture so it actually feels like a treat, not a compromise.
People tell us they don’t feel bloated or gross after eating one of our bars, which is exactly what we wanted. It’s not just a protein snack — it’s something you actually look forward to eating.
What’s been the biggest challenge so far, and how did you overcome it?
The biggest challenge has been building brand awareness from scratch and managing inventory. We sold out of our first production run in two months, which was incredible — but it completely killed our momentum. Suddenly our ads were off, our Amazon listings were down, and subscribers were asking where their bars were.
Lead times are 8–10 weeks, and we even had production delays that pushed our restock out further. It forced us to get better at forecasting, communicate transparently with customers, and build a plan so we’re not caught empty-handed again.
How are you approaching growth in these early stages – what channels or strategies are most important to you?
Right now, the focus is on proving demand and building volume that gives big-box retailers confidence in us. We’re doubling down on Amazon, bringing on agencies to help with TikTok, and getting bars in as many creators’ hands as possible.
We’ve got three new flavors launching — Island Berry (our Fruity Pebbles-inspired bar), Cookies & Cream, and S’mores — and we want to make sure customers see us everywhere: on their feed, on Amazon, and eventually in their local Costco or Walmart.
One year from now, what does success look like for you and the brand?
Success looks like having TideTreats on major retail shelves and building a repeat customer base that loves our product. We want to have a strong Amazon presence, a TikTok shop that’s humming, and retail doors driving volume every month.
Most importantly, I want to be in a place where customers know TideTreats as the functional rice crispy treat that delivers on taste and nutrition. If we can keep growing our LTV and building real fans, we’ll be right where we want to be.
News:
Bloom x Tandy Launch “Energy Blooms” — Sour Gummies with a Kick
Bloom Nutrition — fresh off Nutrabolt doubling down on their investment — just teamed up with Tandy to drop a candy-aisle collab that’s turning heads: Energy Blooms.
50 mg of caffeine per pack (green tea extract)
110 calories, 9 g sugar, 27 g carbs, 2 g protein
Flavors: Peach Mango, Strawberry Watermelon, Raspberry Lemon
Available now at Target, $3.49 per 1.4 oz bag
Why it matters: Bloom is flexing its distribution muscle, moving beyond powders and cans into functional candy — a category blurring the line between treat and supplement. Expect more “candy-with-benefits” launches as brands chase on-the-go, impulse-friendly formats.
Bobelo Brings Bubbles to the Better-For-You Aisle
Bobelo is shaking up hydration with its innovative self-carbonating drink mix packets. Each stick transforms plain water into a lightly carbonated beverage loaded with functional benefits:
~1,000 mg of electrolytes (sodium, potassium, calcium)
Zero sugar, no artificial flavors or sweeteners
Natural caffeine from guaraná in energy flavors
Vitamins C, D, B6 & B12 + immune support via Immuse post-biotic
Bobelo is currently on shelves at Associated Foods stores (Macey’s, Lynn’s, Dick’s, Dan’s Fresh Market) and featured on the innovation tower in 455 Sprouts stores. The brand is also roadshowing in Costco’s LA region with Utah roadshows launching in the coming weeks .
Why it matters: Bobelo is carving out a new category — carbonated hydration — with a clean-label product that feels fun and functional. With Sprouts placement and Costco activations, they’re set to reach a wider audience looking for soda alternatives that actually support wellness.
LMNT just launched a slimmed-down version of its ready-to-drink electrolyte line and it’s now on shelves at Target.
Each can delivers:
• 500 mg sodium
• 100 mg potassium
• 30 mg magnesium
Four flavors are available, making it easier for casual consumers to grab electrolytes without the full 1,000 mg hit LMNT is known for.
Smart move by LMNT to expand beyond hardcore hydration enthusiasts and capture more of the everyday shopper walking the Target aisles.
Something & Nothing Launches “Not Pop.” Campaign in Chicago
Premium soda brand Something & Nothing has officially debuted its first U.S. out-of-home campaign — “Not Pop.” — across Chicago. The creative aims to challenge the category’s reliance on nostalgia, bright colors, and functional claims, instead positioning modern soda as design-forward, elevated, and rooted in culture.
The launch comes alongside the brand’s new multipack, The Travelcase, now available on their website, giving fans an easy way to stock up on their globally inspired flavors.
Why it matters: In a space dominated by “better-for-you” messaging and playful nostalgia, Something & Nothing is carving out a premium, aspirational lane. This campaign signals a brand ready to compete not just on flavor but on cultural relevance and aesthetic sophistication.
Grüns Drops Immün: 13-in-1 Immunity Support Gummies
Grüns is expanding its functional lineup with Immün, a new 13-in-1 immunity gummy designed to support daily defense and stress regulation.
Key highlights:
1,000 mg Vitamin C + zinc, elderberry, turmeric, ginger, and adaptogens (ashwagandha, holy basil)
Sour pineapple flavor, with a bright, not-too-sweet profile
Positioned as a daily immune boost heading into fall/winter
Why it matters: Grüns continues to push into the “functional gummy” space, staking its claim as more than just a greens powder brand. Immün arrives just in time for cold season! Expect this launch to deepen their retail and DTC footprint while appealing to consumers looking for wellness products that fit easily into their routines.
Tito’s Takes Majority Stake in LALO Tequila
Tito’s Handmade Vodka just made its first-ever acquisition, taking a majority stake in LALO Tequila, one of the fastest-growing premium tequila brands in the U.S.
LALO will gain access to Tito’s distribution muscle and sales infrastructure to accelerate growth.
Founders Eduardo “Lalo” González, David Carballido, and Jim McDermott will continue leading production and brand direction.
The deal underscores tequila’s surge as the fastest-growing spirits category, and Tito’s move signals its intent to diversify beyond vodka while staying true to its Austin roots.
Why it matters: Tito’s has been a case study in organic growth for over 25 years — this acquisition marks a major strategic pivot. Expect to see LALO’s footprint expand quickly across U.S. shelves and menus, while maintaining its craft positioning.
Stiller’s Soda Launches in NYC and on Amazon
Ben Stiller has officially entered the beverage space with Stiller’s Soda, a modern take on classic soft drinks.
Flavors include Shirley Temple, Lemon Lime, and Root Beer
30 calories, 7 g sugar per can, naturally sweetened and fortified with vitamins
Available now in NYC and nationwide on Amazon
Walmart rollout planned for the coming months
Why it matters: Stiller’s Soda hits the “better-for-you” middle ground — nostalgic flavors, full soda experience, less sugar. With Walmart distribution coming soon, expect this brand to show up alongside category leaders like Olipop and Poppi on mainstream shelves.
That’s it for this week.
Whether you’re launching your first SKU, scaling into Whole Foods, or trying to stay ahead of what’s breaking through, CPG Connect is here to help you keep pace.
See you next week✌️
— Zach
P.S. If this was helpful, feel free to pass it along to a friend, teammate, or founder in your orbit. And hit reply anytime, I read every note.