Happy Friday — there’s a lot going on in the CPG world, so let’s get into it!
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Partnerships
Chime x Milk Bar = Get That Dough Cone
Filled with cookie dough soft serve, topped with cookie dough chunks and edible 24k gold
Instacart x Airbnb are taking the vacation grocery run off your list [source]
Instacart is expanding its partnership with Airbnb, making Groceries powered by Instacart available directly in the Airbnb experience for guests across the U.S. and Canada. Airbnb guests automatically get $0 delivery fees on orders of $10 or more.
Koia x Perdi’s = First Instant Banana Bread Protein Dessert
Philadelphia x Mike’s Hot Honey = Sweet Heat Cream Cheese
Campbell’s Sauces x Witney Carson = Two-Step Tuesday Kit
Freebirds turns up the heat with Mike's Hot Honey Extra Hot Chicken Burrito — New LTO [source]
Katz’s Delicatessen x Stiller's Soda = For the first time in decades, the iconic Lower East Side deli is adding a new soda to its menu: Stiller's Soda
Oatly taps Yaeji to create a Gochujang Latte, launching nationwide [source]
Oatly is teaming up with Korean-American artist and producer Yaeji to launch Cafe Yaeji, a collaboration that brings together music, art and coffee culture through the Korean American DJ & Producer’s creative lens. At its center is the Oatly Gochujang Latte, created with Yaeji and debuting at an immersive New York City pop-up before rolling out to Tous Les Jours locations nationwide.
Knorr x Hot Ones serve up epic flavor & bold heat with two new products [source]
Knorr Mexican Rice: Knorr’s classic Mexican Rice reimagined and kicked up to a perfect medium heat. Inspired by the tangy, zesty brightness of Hot Ones’ Los Calientes Verde, this savory rice delivers a vibrant burst of flavor that instantly rescues you from the boring dinner routine.
Knorr Cheesy Cheddar Pasta: Knorr’s cheesy and delicious pasta has dialed up the heat in a big way. Crafted in the spirit of the legendary fire of Hot Ones’ The Last Dab, it’s a rich and intensely satisfying dish that proves comfort food can have an attitude.
Launches
Our Place to launch Dual Handled Always Pan [source]
With a broad 13-inch base and 4.25-quart capacity, it gives ingredients room to cook without crowding, while its wide, low profile makes it natural to bring straight to the table.
NAADAM launches College Cashmere [source]
Designed for current students, alumni, parents, and lifelong fans, the collection reimagines the campus classic through the lens of luxury knitwear.
Blueland launches “The Coast We Keep Collection”, ”, four limited edition hand soap scents inspired by those summer days you just don’t want to end [source]
This collaboration is in partnership with the Surfrider Foundation, and Blueland will donate $2 from every Coast We Keep Hand Soap Kit to the Surfrider Foundation.
Beauty/Wellness
Little Spoon takes on the kids vitamin aisle for the first time with Superstar Multivitamins [source]
Made for kids ages 2 and up, the star-shaped peach and mango gummies deliver 12 essential nutrients exclusively derived from organic, whole-food ingredients.
Formulated to help fill nutritional gaps common during the picky-eating years, Superstar Multivitamins are naturally sweetened with fruit, free from synthetic colors, USDA Organic certified and recipients of the Clean Label Project Purity Award.
The same standard carries through to the jar: Superstars ship in plastic-free, biodegradable and compostable packaging, so the choices parents make don’t stop at what’s inside.
Moon Juice launched SuperCell, a 4-in-1 antioxidant system for healthy cellular aging and detox [source]
It combines liposomal glutathione, vitamins C and E, and vegan NAC to help protect cells from everyday oxidative stress, so there's more room for a full, pleasurable life.
With BTS’s Jin as the face of the campaign, LANEIGE introduces its first-ever undereye patches [source]
Ritual launches a Perimenopause Health supplement [source]
It’s Ritual’s first clinically backed, hormone-free daily supplement designed specifically for perimenopause. The formula features a high-potency shatavari extract clinically studied specifically in perimenopausal women, alongside DIM, vitamin B6, and evening primrose oil.
Hydration
k2o’s launches a new Lemon-Lime flavor of their Advanced Skin Hydration Mix [source]
Gerber launches Gerberlyte, a kid-friendly rehydration line [source]
Beverages
Capri Sun tests its biggest pouch yet and fans could help make it permanent [source]
Ghia Le Fizz is back [source]
Nello expands Energy lineup with 4 new flavors: Strawberry Lemon, Cherry Splash, Rainbow Sherbet, and Limesicle [source]
Califia Farms expands Coconut portfolio with two new organic creamers [source]
Organic Vanilla Crème Coconut Coffee Creamer & Organic Toasted Coconut Coffee Creamer will be hitting Whole Foods shelves.
OLIPOP launches a new Caramel Apple flavor containing 5 grams of sugar and their signature high fiber formula [source]
Pantry
Shooka launches Spicy Harissa + Chili Pepper Sauce [source]
Goldfish expands its lineup with a new protein offering with 6g of protein per serving in Cheddar & Pizza SKUs [source]
Flings, the brand behind the protein toaster pastry, launches Flings Protein Crunch with 10g of protein and 6g of fiber [source]
UFC's Performance Institute launches their first protein bar, Main Event [source]
Dairy
Challenge Butter adds two new ways to enjoy real butter with Sea Salted Butter in a Tub & Spreadable Butter with Certified Extra Virgin Olive Oil [source]
Frozen
Little Spoon doubles down on breakfast for back-to-school with two new Target-exclusive frozen launches [source]
Homestyle Mini Pancakes ($9.99): Inspired by Little Spoon’s #1 best-selling Mini Pancake Puffs Plate (with 5.2M pancake puffs sold to date), Homestyle Mini Pancakes are made with a blend of whole wheat and wheat flour, banana, sweet potato, carrot and beet. They are the only seed oil-free option and sweetened with dried maple syrup instead of high fructose corn syrup or cane sugar.
Chicken Maple Sausages ($9.99): Made with chicken raised without antibiotics, real maple syrup, hidden kale and spinach packed with 10g protein per serving.
Sach Foods launches Indian-Inspired Frozen Pizza line [source]
Brazi Bites launches Chocolate Chip Waffles [source]
Seasonal
Cedar’s brings back their Organic Pumpkin Hommus [source]
Halloween gets 100% real with Unreal Snacks [source]
Dark Chocolate Coconut Bars + Dark Chocolate Peanut Butter Cups all dressed up in limited-edition Halloween packaging. The Peanut Butter Cups in particular are having a moment: searches for “Unreal Peanut Butter Cups” are up 23% YoY, with 4.9K in search volume
Peanut Butter Drops: Unreal’s latest launch makes for a perfect Halloween treat—find it on the Halloween displays at Target and at Whole Foods.
Bars & Cups Variety Packs: Including a Target-exclusive 20-count pack (image here)– an easy snack option for Halloween parties, movie nights, hanging out with friends, or keeping the good stuff for yourself.
Khloud pops Pumpkin Spice with new seasonal Protein Popcorn [source]
Alcohol/THC
Optimum Nutrition is launching ChampionSips: a limited-edition, non-alcoholic brew with 10g of protein, 90 calories, 11g of carbs and 0g of fat per 16 oz per can and Brewed in partnership with the Wisconsin Brewing Company [source]
American whiskey behemoth, MGP Distillery, is stepping into the spotlight with its first-ever namesake brand: MGP. The launch kicks off with MGP Chapter One: Out of the Shadows [source]
Seth Green enters the RTD cocktail space with Hellbent [source]
$$$
ALDI announces price cuts, saving shoppers est. $86 million starting today [source]
“At ALDI, value is a year-round promise, not a promotion,” said Scott Patton, ALDI Chief Commercial Officer. “Customers trust us to help them make the most of their grocery budget, and we never stop looking for ways to run our business more efficiently so we can pass along savings. As shoppers head into fall routines and healthier habits, we're making additional investments to lower prices on our better-for-you favorites, building on the value customers already see throughout our stores.”
Strategy
il Buco’s annual pig roast returns to Bond Street 09/27 [tickets]
Chomps joins 1% for the Planet as its largest snack brand [source]
Announced at the PlanetHAUS' Certified for the Future event in New York City this week. Through its membership with 1% for the Planet, Chomps will contribute a value equivalent of at least 1% of its annual net revenue to eligible impact initiatives.
Advisry celebrates Spring/Summer 2027 runway show with an exclusive after party presented by Paramour, a botanical apéritif and liqueur brand [source]
Paramour created four cocktails inspired by the collection for the evening, and the partnership is the latest piece of the brand’s growing presence in New York, where it launched at Zero Bond and is now poured at spots including Sartiano’s, Ace Hotel Brooklyn and LDV Hospitality properties.
Alan Cumming joins Campari to lead ‘The Bitter Nine’ for Negroni Week 2026 [source]
In celebration of the 14th annual Negroni Week, taking place September 21-27, the red Milanese aperitivo is bringing the next chapter of its Stay Bitter campaign to life with award-winning actor, host and producer Alan Cumming and The Bitter Nine – a group of nine individuals whose stories celebrate the creativity, individuality and self-expression that comes from being unapologetically yourself.
Inspired by Campari’s “9 out of 10,000” advertising heritage, which has long celebrated those bold enough to embrace what makes them different, the campaign puts Campari’s unmistakable bitterness at the heart of the conversation – both in the Negroni and beyond.
Campaigns
The Farmer's Dog named the NFL's First-Ever Official Pet Food Partner & partners with Cam Skattebo [source]
5 gum & ADÉLA Turn are turning actual chewed gum into wearable art [source]
Crafted from tour-rehearsal gum preserved in resin, ADÉLA’s five bespoke stage looks turn the core philosophy of 5 gum into reality by translating all five senses into a fully immersive, wearable connection between artist and audience.
The collection will hit the stage before it hits eBay, with ADÉLA wearing each custom look during her Red Bottoms Tour before the pieces are auctioned off to fans.
Fans can own a piece of the collaboration while giving back, with all proceeds from the eBay auction benefiting Save The Music Foundation.
Milton's taps the 'Hi-Lo' trend to redefine detter-for-you entertaining [source]
Milton’s, the maker of delicious, thoughtfully crafted, better-for-you foods, is partnering with recipe developer and content creator Nicole Keshishian of Kale Junkie, bringing to life “The Perfect Bite” — a simple, shareable pairing of Milton’s Crispy Sea Salt Gluten Free Crackers and The Caviar Co. caviar.
Genexa launches campaign to welcome the “2026 Freshman Class of Parenthood” [source]
Bobbie and Nara Smith partner in new satirical campaign, dismantling the myth of perfect parenting [source]
The organic infant formula brand taps internet culture’s make-it-yourself creator to tackle comparison culture in parenting, revealing that she’s exclusively formula feeding her youngest, Fawnie.
By placing Smith at the center of a satirical research rabbit hole, Bobbie is simultaneously poking fun at and challenging the pressure parents feel to do everything perfectly.
Retail
'ndulge Heads to Target as the high-protein ice cream bar expands their retail footprint [source]
Since launch, 'ndulge has scaled to 6,500+ retailers nationwide, including Safeway, Kroger, Sprouts, Food Lion, H-E-B, and more.
The Target rollout will feature four of its five flavors: Salted Caramel Almond, Chocolate Caramel Cookie, Vanilla Almond, and Mint Chip.
Khloud expands to Canada with Costco, Walmart, Circle K, Loblaws, and Starbucks placements [source]
Prima Protein Bars expand to 300+ new retail doors across three key retailers: Harris Teeter, The Fresh Market, & Hudson News [source]
Chici Mama expands to all Wegmans + Lowes Foods [source]
Food Service
85°C Bakery Cafe opens 100th U.S. store in Aurora, CO & sets sights on 150 by 2030 [source]
Tech
Shipt launches AI feature to enhance shopping journey [source]
The Data Behind Tzatziki's Grocery Aisle Breakout
Cedar’s tzatziki has generated $27.1 million in total grocery sales over the last year, with sales up 16.7% year over year, as the brand taps into growing consumer demand for tzatziki as an everyday dip and meal staple.
According to Numerator, Cedar’s now has the highest purchase frequency of any leading branded tzatziki on shelves, signaling that consumers aren’t just trying tzatziki, they’re coming back for it.
Ashley Fields & Kim Anderson, Co-Founders of Fields Good
Headquartered in Austin, Texas, Fields Good is a modern functional cookie brand founded by Ashley Fields and Kim Anderson. Built on the belief that a delicious cookie should be one of the best parts of your day, Fields Good creates soft-baked, ready-to-eat cookies designed to support how you move, think and rest without sacrificing taste or texture. The brand pairs nostalgic, homestyle flavor with smart ingredients to bring together comfort and function in one bite.
Listen to the episodes:
Spotify | Apple Music | Substack
Marian Leitner-Waldman, Founder & CEO of Archer Roose Wines
Marian Leitner-Waldman is the founder and CEO of Archer Roose Wines, one of the fastest growing wine companies in the U.S., dedicated to uniting world-class winemaking with sustainable packaging. She is on a mission to democratize fine wine by making the wine industry more inclusive and leveraging format to fit the lifestyles of modern consumers. The brand’s Emmy-award winning commercials, starring business partner and actress Elizabeth Banks, have been lauded by the San Francisco Chronicle as the “most innovative wine marketing around.” Marian is the recipient of Wine Industry’s Advisor “Most Inspiring Person in Wine” in 2025 and was honored as one of the 2025 Women in Beverage by the Beverage Information Group.
Listen to the episodes:
Spotify | Apple Music | Substack
*Founder Rituals is a new column on Wholesome Goods all about CPG founders & the rituals that keep them present, creative, and focused both in their business and personal lives alike. New interviews every Thursday.
Founder Rituals: Angela Vranich, Co-Founder and Chief Product Officer of Little Spoon
I started Little Spoon in 2017 after noticing a glaring gap in the baby food market. At the time, fresh food was becoming the norm everywhere, but at the same time shelves were still flooded with stale baby food options. Even dog food was fresher than baby food! I couldn’t understand why parents were still being put in the position to choose between ma…
Founder Rituals: Marian Leitner-Waldman, Founder & CEO of Archer Roose Wines
Marian Leitner-Waldman is the founder and CEO of Archer Roose Wines, one of the fastest growing wine companies in the U.S., dedicated to uniting world-class winemaking with sustainable packaging. She is on a mission to democratize fine wine by making the wine industry more inclusive and leveraging format to fit the lifestyles of modern consumers.
& there you have it! Sh*t you should care about for this week.
Catch ya next week Wednesday!
Lauren Hodgen
Founder & Creative Director | Citrus Diaries Studio
hello@citrusdiaries.com
Ready for your brand to look as good as it tastes? hello@citrusdiaries.com 🍊
There IS a lot going on!