I didn't plan to start a wellness brand. I planned to be in science, and for a while, I was. I studied Human Biology and the Genetics of Human Disease. But the real education started much earlier than that, sitting beside my mother at doctor's appointments from the age of nine, watching her live with chronic pain and arthritis while doctors reached quickly for prescriptions and surgery and lifestyle factors went largely unexamined. Then, as a teenager, I herniated a disc and was told I needed a back brace, surgery, antidepressants. I chose a different path instead: movement, a more holistic approach. And it worked. I used to be in so much pain I couldn't sit in a car. Now I can run half marathons.

That's what taught me the thing I still believe most: your body isn't failing you when it sends you a signal. It's talking to you. Wholyme exists to help people actually listen, and to give them products effective enough to make that listening worthwhile.

— Celine Ivari, Founder of Wholyme

How would you describe your brand in three words?

Deeply caring, effective, natural.

What's one decision you made early on that ended up defining your brand more than you expected?

Refusing to dilute. When I started formulating, I could find plenty of evidence for the botanicals I wanted to use, but always in trace amounts, stabilised in petroleum or synthetics. Everyone told me that was just how the category worked. I decided our first product, the Relief Balm I originally made for my mother, would have none of that: no dilutors, no fillers, nothing unnecessary, just potent botanicals at concentrations that could actually do something. That single decision to stay purely functional, even when it was harder and more expensive, is still the standard every Wholyme product is held to.

What's been the biggest surprise about building a consumer brand?

How much our growth has spread by word of mouth, with almost no help from conventional marketing. We’ve never had a celebrity ambassador or a viral moment. What we’ve had is efficacy: a buyer trying the balm and seeing it’s the most effective thing they’ve tried, a customer recommending it to someone else because it actually worked. That’s not a channel you can buy. You can only earn it, product by product.

What do you hope people feel when they interact with your brand?

Empowered in their health. Cared for. A moment of calm in a day that probably didn’t have much room for one.

How has becoming a founder changed your perspective on life + what's important?

It’s taught me that pain, in a body or in a business, is information, not failure. There was a point, a few years in, where I had almost nothing left, one team member, no major retail accounts, two months of cash. I sat down and wrote myself an honest, fairly harsh letter about how much longer I was willing to carry it on, with specific conditions attached. I signed it like a contract with myself. That process taught me more about what I’m actually capable of than anything before it, and it changed how I see difficulty generally: not as a sign to stop, but as a signal to get precise about what needs to change.

What has become more important to you today than it was five years ago?

Trusting timing instead of forcing it. Everything that has moved Wholyme forward, the Boots meeting, the Holland & Barrett listing, came from persistence over years, not a single big push. Five years ago I thought resilience meant white knuckling through everything at once. Now I know it means staying in alignment with the reason you started, and letting the compounding do its work.

What does your ideal morning look like?

I have a morning routine of movement, mostly on a mat, wherever I happen to be, because I travel a lot. It’s a mix of lymphatic drainage movement, strength, and body circuits. By the time I’m done I feel so much more ready for the day: better mood, clearer head, genuinely energized. I also always fill my Five Minute Journal from Intelligent Change, I find starting my days with gratitude sets the tone for the rest of the day, and after my shower, every morning, I always take the time to tune into my body and use the soothing oil to nourish my entire skin, and the balm for any areas of tension that need attention.

What's one daily ritual you rarely skip?

Using the Relief Balm to check in with my body and massage out any tension, and more recently, our Soothing Oil on my skin, which I genuinely cannot go without now. It leaves my skin so moisturized and smooth while easing muscle tension at the same time. As a team, we also stretch together before our Monday morning meeting, a small company ritual, but it gets everyone into their bodies before the week starts.

What are your favorite products as of recent?

The Soothing Oil has become part of my daily ritual for dry skin. And I’m endlessly proud of our Deep Relief Patches, the world’s first microneedle patches designed specifically for muscles and joints. They came out of a genuinely difficult formulation process, and they carry a 99% effectiveness rating in a clinical study. Incredible for targeted relief exactly where tension sits.

When & where do you feel most creative?

When I’m working out a healthy solution someone genuinely needs. Care and creativity aren’t really two separate steps for me, they’re the same thing. I’m not sitting there chasing trends. I’m asking myself, how can I serve people today, what’s the thing someone is actually dealing with right now that deserves a real answer. Formulation is where that question gets answered.

How do you protect time for creative thinking when your schedule gets busy?

I treat formulation time as non-negotiable, the same way I treat movement. If it’s not protected on the calendar, it gets eaten by everything else, so I block it and show up to it the way I’d show up to any commitment I take seriously.

Where do you source inspiration?

My heritage, honestly. Iranian culture is so village oriented in the way we look out for each other as family, it’s just assumed you show up for people. That sense of care being the thing that holds everyone together, almost like a silent web connecting us all, is where a lot of my inspiration comes from. It’s taught me how important it is to care for others, and just as important to care for yourself first, so you actually have something to give when someone needs you.

Whose taste do you look torward to most?

Honestly my own, I have spent years building an awareness for what feels right, in formulation, in texture, in ritual, I now trust my knowledge, instinct and mind more than ever.

How do you reset after a long week?

I love a bath with our Relief Salts, sometimes a few times a week, but especially after a long one. They’re so good for muscle recovery and deep relaxation. I also use Intelligent Change’s Productivity Planner to review the week that’s just passed and plan the one ahead. Being organized gives me a clear mind, and a clear mind is the actual rest.

What's one habit that's made you a better founder?

Learning to trust and follow my gut.

What's something you're actively making more time for this year?

Being in the room with our US retail partners as we grow there. It’s easy to let a relationship become a spreadsheet when a market is new and far away, and I don’t want to build the US the way anyone else would. I want to build it the way we built the UK, in person, one real relationship at a time.

Five years from now, what do you hope your life feels like—not just your business?

Strong relationships. Continuing to live in alignment with the same values Wholyme is built on, caring for my body, caring for the people around me, and letting that ripple outward the way I always hoped the brand would.

What's one piece of advice you'd give someone dreaming about starting a CPG business?

Three things, and I’d stand by all of them. Make sure the idea is in real alignment with your purpose, something that will carry you through the difficult stretches, because it will get difficult. Find your believer: even one person who can see your potential when you can’t see it yourself changes everything. And persevere; if you’re showing up honestly and not afraid to be vulnerable about where you are, you will find your someone. Just don’t forget to see them and thank them when you do. They’re the ones who carry you.

I hope you enjoyed this special edition of Wholesome Goods!

Follow along on Wholyme’s journey on IG @wholyme_official and shop online at wholyme.com. Thank you again to Celine for being a part of this series!

Best,

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 🍊

Lauren Hodgen is a passionate food enthusiast and the creative mind behind Citrus Diaries Studio. Since 2018, she has shared her journey of wellness and healing through food, exploring how mindful eating can transform both body and soul. Lauren’s love for wholesome, nourishing ingredients is at the heart of her work, which is designed to inspire others to embrace a healthier, more vibrant lifestyle. Based in Columbus, OH, she creates from the belief that food is not just fuel, but a way to connect with ourselves and the world around us.

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Acquisitions/Mergers

• UPSIDE Foods terminates $50m bid for Believer Meats’ US site but “remains interested in the facility” [source]

• Procter & Gamble is acquiring Thorne from L Catterton for $3.8B [source]

• Charlotte-based PE firm Axum Capital Partners is acquiring a controlling stake in Barcode [source]

• Ferrero Group acquired Purely Elizabeth for an undisclosed sum [source]

• Sazerac has agreed to acquire Au Vodka, a Swansea-based purveyor of premium flavored vodka and RTD cocktails [source]

• J.S.B. Industries has acquired crustless sandwich brand Fave’Wich from Gold Medal Bakery [source]

• K-12 school meal supplier Revolution Foods acquires Ardella’s [source]

Partnerships

• Athletic Brewing brings award-winning NA beer to MetLife Stadium [source]

  • As part of the agreement, fans can enjoy 19.2oz cans of Run Wild IPA and Upside Dawn Golden throughout MetLife Stadium.

  • Beyond the brews, attendees can look forward to a robust presence featuring:

    • In-Stadium Presence: Athletic Brewing will be integrated throughout the game day and live entertainment experience through custom video board activations and interactive fan promotions.

    • Prominent Stadium Placements: Fans will see Athletic Brewing throughout MetLife Stadium, including concourse displays, pylons, LED displays, menus, retail kiosks, and digital highway signage near the Stadium

    • Sampling & Activations: On select game days, fans can discover Athletic’s award-winning flavor firsthand through product sampling and interactive activations.

• Salt Point x San Francisco 49ers = new limited-edition cocktail collaboration

  • Bringing together two iconic Bay Area brands, the new Gold Rush cocktail is inspired by the 49ers’ storied history and California roots, blending real whiskey, California brandy, bright lemon and a touch of honey. The collaboration marks a major sports partnership for Salt Point as the brand continues to build its presence in the premium canned cocktail category.

• Grey Goose x Unnecessary = Honey Deuce soft serve

• Compartés x Little Debbie = turning childhood favorites into chocolate

  • Little Debbie was named after founder O.D. McKee’s granddaughter and introduced its first snack, the Oatmeal Creme Pie, in 1960. Today, the fourth generation of the McKee family is entering the business, carrying forward one of America’s most recognizable snack brands.

  • The Compartés x Little Debbie collaboration taps into the continued obsession with nostalgic foods and elevated takes on familiar favorites, blending Little Debbie’s iconic childhood treats with Compartés’ luxurious chocolate craftsmanship to create a playful, indulgent collection for fans of both brands. From fudgy Cosmic Brownies and sprinkle crunch to warm Honey Buns and sweet Oatmeal Creme Pies, each bar brings the comforting flavors of the snack aisle to life in signature Compartés chocolate.

• Athleta x Daisy Chains Festival = event sponsorship to celebrate the women shaping culture and moving the world forward

• Liquid Death x goodwipes = sCream Soda Flushable Wipes

• Meg Stalter wants to roast your sad chicken with new partnership with Knorr [source]

Launches

Kids

• Little Spoon rolls out eight new products [source]

  • Including Peanut Puffs, an early allergen introduction snack; Fruit Puzzlers, a puzzle-shaped fruit snack exclusive to Target; and Pancake Spoonies, a 9g-protein pancake cup ready in under two minutes.

• Plant People just expanded its kids gummies range with Wonder Sleep Kids [source]

Fridge

• Ithaca Hummus Launches two new olive-oil flavors: Classic + Red Pepper [source]

• Icelandic Provisions launches first LTO, Pumpkin Spice Skyr [source]

Pantry

• Goldfish Gluten Free Cheese Crackers are coming soon! [source]

• Khloud launched, Khloud Plus, a collagen-infused protein chip line [source]

• Ni-Howdy recently launched a Squeezable Soy Sauce line [source]

• Pepperidge Farm debuts new Spiced Orange Cranberry Cookie + Pumpkin Spice Returns [source]

Beverages

• Saint James targets energy, C-Stores with Yerba Mate launch [source]

• UK-based Little’s Coffee just launched an Iced Coffee Concentrate line [source]

• Be LOVE, the functional beverage brand co-founded by Vital Proteins creator Kurt Seidensticker, just expanded its Energy + Flow line with a new flavor: Lemonade Lift [source]

• The Quality Group, a leading better-for-you nutrition player across Europe, is bringing More Nutrition to the U.S. [source]

• Montreal-based Good Protein just launched a new Clear Protein + Electrolytes line [source]

• JOLENE's launches its first flavor extensions: Red Velvet, Salted Caramel, and Hazelnut [source]

• FLRT introduces Apple Bottoms Up for a limited time [source]

Alcohol/THC

• Good Boy Vodka is moving into the fast-growing sports drink “ade” category with its new LYTE range [source]

• Chicago ad agency launches retro light beer-styled THC drink [source]

Wellness

• AG1 launch an Essentials Gummies range [source]

• Magna just released a new creatine line [source]

• Lemme announced the launch of Lemme NAD+ capsules, the brand’s first supplement designed to support healthy aging [source]

• Priscilla Tsai, the founder of Cocokind, and Ava Lee, a beauty creator and the founder of byAVA, are joining forces to launch Mimitime, a konjac jelly snack brand [source]

• Promix dropped its first-ever liposomal product with Liposomal Vitamin C [source]

Beauty

• LANEIGE Launches new Cream Hydration Sheet Mask + Milky Toner Mist [source]

  • Drawing on Korean skincare expertise, the brand has developed proprietary technologies that deliver lightweight formulas clinically proven to provide up to 120 hours of hydration and help repair the skin barrier in as little as 30 minutes.

Home

• Blueland launches ‘PowerDuo’ [source]

  • The blue Bioenzyme Layer contains the same patented stain-fighting formula as Blueland’s standard Laundry Detergent Tablet—proven to break down stubborn stains like red sauce, coffee, and ink. The white Oxi-Action Layer eliminates odors at the source, from sweat and body odor to lingering smoke and pet smells.

Ag

• Superbrewed Food expands beyond bulk protein with postbiotic launch [source]

Investments

• Alix Earle expanded her consumer portfolio by investing in Cymbiotika [source]

• Dear Biology announced the close of its pre-seed round at a mid 7-figure valuation ahead of its launch later this month [source]

• Uncle Arnie’s secured an additional $2M in funding from existing investors [source]

• TOSS, a UK-based clean salad dressing brand, secured just over £660K in seed funding [source]

• Mid-Day Squares secured $8M in debt financing from Investissement Québec and Canada Economic Development for Quebec Regions (CED) [source]

• TowerBrook Capital Partners announced a strategic partnership with Rael [source]

Ag

• Century-old Keystone Cooperative joins Alloy Partners’ venture studio for animal, human and planetary health [source]

• Millow raises $2.3m, gears up for commercial launch of minimally processed alt meat [source]

$$$

• Target’s F&B sales climb as major grocery reset accelerates snack growth [source]

Projections

• Once Upon a Farm (NYSE: OFRM) reported strong Q2 results as net sales jumped 42% to over $85M while the company’s net loss narrowed to $5M [source]

• Habiza is officially the fastest-growing hummus brand in the U.S. according to recent SPINS data [source]

• According to recent SPINS data, Smash Kitchen has the top-selling ketchup and mustard SKUs at Sprouts [source]

• Javvy will be in 40,000 doors by the end of the year after entering retail in May 2025 [source]

• Physician’s Choice, the fast-growing supplement brand founded and led by Logan Chierotti, is on pace to exceed $300M in revenue this year [source]

People

• OLIPOP just named former Electrolit chief Christian Patiño Webb as CEO. Ben Goodwin, OLIPOP’s co-founder and CEO since 2018, will step into the roles of Executive Chairman & Head of Innovation [source]

• Everyday Dose has appointed Kyle Thibaut as Chief Executive Officer. Jack Savage, the founder of Everyday Dose, will step into the Chairman role [source]

• Lily Collins just joined IM8 as a shareholder and brand ambassador [source]

Strategy

• CELSIUS has received NSF certification, confirming CELSIUS products are independently tested for more than 300 substances banned by major athletic organizations and verified to contain the ingredients and amounts listed on the label [source]

  • “For athletes, knowing exactly what you’re putting into your body is an important part of responsible sports nutrition,” commented Carissa Galloway, Registered Dietitian Nutritionist. “CELSIUS NSF Certified for Sport® certification provides an additional layer of confidence in product quality, which is a positive step toward giving athletes greater assurance when choosing a product.”

• ‘New Salt’ maker Spicewell looks beyond retail, embraces digital [source]

• A1R water debuts as publicly traded company to build leading CPG brand in Atmospheric Water [source]

Campaigns

• J. Crew partnered with Emma Chamberlin for the launch of The Tiny Rollneck™ collection featuring a cropped silhouette of their deeply loved rollneck sweaters [source]

  • The new silhouette officially drops Wednesday, Aug. 26 at 8 a.m. ET on jcrew.com.

• ALDI lets fans vote on next coffee creamer flavors [source]

  • The eight flavors are: Blackberry Cobbler, Caramelized Banana, Chocolate Cherry, Cookies & Cream, Honey Vanilla, Lavender Honey, Pistachio and Toasted Coconut Lime.

  • Voting closes at 10 AM ET on Aug. 27, and the two winning flavors will be announced later that day before hitting shelves next year.

• Vital Proteins to give $250K in Collagen if a tiebreak happens at U.S. Open [source]

• Martha Stewart, Belmont Cameli and fans celebrate the return of Starbucks Pumpkin Spice Latte [source]

• Paige DeSorbo and Maison Perrier French Kiss spill on dating tips and more in their newest campaign [source]

  • The award-winning podcaster and style authority is teaming up with Maison Perrier for an Amazon Live takeover, where she’ll give her signature unfiltered takes on first moves, mixed signals and everything in between. Fans can in on the fun by ordering their own custom, French Kiss kit and it’s as easy as asking , “Alexa, send me a French Kiss,” to have one delivered straight to their door.

• Patrón® Tequila continues its transparency campaign, asking drinkers what’s actually in their tequila [source]

Design

• Sézane rebrand unveiled with tighter collections and new look [source]

  • With more than two decades of experience behind her very stylish belt, the seasoned founder and creative director is ready for her next chapter—a rebrand, if you will. “I know deep in myself that we need to do it,” she said.

  • The transformation will include a new logo, redesigned stores, and a fresh visual identity, spearheaded by its fall/winter 2026 campaign starring Imaan Hammam. The accompanying collection will retain the codes that have made the brand recognizable, but feel more elevated—Sézane, but different.

• RJ Naturals rebrands to Cozy Foods to scale Grass-Fed ButterBar [source]

Retail

• YOSHI Matcha Liqueur just signed a nationwide distribution agreement with Southern Glazer’s [source]

• Drizzy just launched online and in-store at Sprouts [source]

• Chomps just surpassed 65,000 points of distribution after launching nationwide at Starbucks [source]

• 7 Brew goes beyond the drive-thru with major coffee, energy launch at Walmart [source]

Costco

• Physician’s Choice 60 Billion Probiotic® Advanced to launch in 625 Costco warehouses nationwide [source]

• Mid-Day Squares just launched a No Bread PB&J variety pack nationwide at Costco Canada [source]

Target

• UNDO Gummies Debuts at Target Stores nationwide following $1M seed round [source]

• Amara launches Calm Functional Smoothie Melts,a Raspberry Chamomile blend, exclusively at Target [source]

• Beekeeper Coffee just expanded its retail footprint by launching online & in-store at Target [source]

• Primal Queen, a purveyor of female-focused ancestral supplements, is expanding its retail presence at Target after beating in-store sales expectations by over 100% [source]

• VAHDAM® expands U.S retail footprint with the launch of its Ashwagandha Coffee in nearly 1,000 Target stores nationwide [source]

Legal

• Nortera Foods’ Green Giant deal hits regulatory roadblock in Canada [source]

Tech

• Shipt is rolling out Deal Days with savings on more than 10,000 items, plus new Shipt Kits that take the guesswork out of seasonal shopping [source]

• Faire Independent Retail Pulse: How Modern Parenting is Reshaping Play

  • Squishies have moved beyond the toy aisle: 73% of kids’ category order volume in hardware stores, 67% in convenience stores, 65% in pharmacies, and 63% in grocery, ahead of toy stores’ own 53% squishy share.

  • “Squishy” search surge: The term alone jumped +18,000% YoY, with related search terms like dumpling and butter squishies climbing from near zero to tens of thousands. And as recognizable, food-shaped squishies rise in popularity, cheese is the one to watch, continuing to grow in its share of squishy sales.

  • Fastest-growing kids subcategory: Stuffed & Plush is up +628% (roughly 75% of that growth is attributed to squishies). Kids’ Toys & Games ranks second at +143%.

  • Premium is still selling: Even in tighter budget years, parents are treating values-driven products, including kids’ pajamas and toys made from sustainable, organic, or eco-friendly materials, as worth the cost and holding steady across the year.

• Gallup: Total Alcohol Drinkers Unchanged from 2025; Adult Non-Alc Trial Picks Up

• Walmart Says Volume Sales, Market Share Behind Q2 Grocery Growth

• Private Label Is Having a Moment. Gopuff Wants a Bigger Piece of It.

• Grocery Inflation Has Stabilized, but Consumers Remains Budget Conscious

• Heist — a specialty decaf and low caffeinated coffee brand

  • Built around the idea that great coffee shouldn't have a curfew, the brand is the latest from Stephen Bruner the co-founder of the Corkcicle.

  • Heist officially launched August 17 exclusively on Heist.co with Smooth Talker, its everyday specialty blend; Blueprint, a rotating series of limited single-origin coffees; and Smooth Talker ¼ Caf, designed for those looking for a lower-caffeine option.

• Arlo — cooking Argan oil harvested in Moroccan groves

The Digest by Citrus Diaries Studio

Trinity Mouzon Wofford, Author of Eating at Home and Founder + CEO of Golde

Trinity Mouzon Wofford, Author of Eating at Home and Founder + CEO of Golde…

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15 days ago · 2 likes · Lauren Hodgen

Trinity Mouzon Wofford, Author of Eating at Home and Founder + CEO of Golde

Trinity is an entrepreneur and writer who built a career on challenging long-held beliefs about wellness. In 2017, she founded Golde, a lifestyle brand focused on making the category more approachable with better-for-you products that fit seamlessly into everyday rituals. The mission resonated, making her not only the youngest Black woman to launch a line at Sephora, but an industry-wide thought-leader.

Now, with her debut cookbook Eating at Home, she approaches cooking with the same unique ethos. By offering recipes that evade extremes in favor of intentionality, she encourages a more expansive view of “nourishment” — one that reframes “good” cooking as a practice shaped as much by process as by outcome.

Her work has been featured in W Magazine, The New York Times, New York Magazine, and Vogue, among others. She lives in the Hudson Valley with her husband and two daughters.

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.

Read The Column 🌟

Wholesome Goods

Your one stop shop for no-fuss CPG news by Citrus Diaries Studio.

By Lauren Hodgen

The Digest by Citrus Diaries

The Digest is a weekly newsletter all about the food & beverage world. Receive recipes, product recommendations, podcast episodes, news, and more straight to your inbox.

By Lauren Hodgen

& 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 🍊

Lauren Hodgen is a passionate food enthusiast and the creative mind behind Citrus Diaries Studio. Since 2018, she has shared her journey of wellness and healing through food, exploring how mindful eating can transform both body and soul. Lauren’s love for wholesome, nourishing ingredients is at the heart of her work, which is designed to inspire others to embrace a healthier, more vibrant lifestyle. Based in Columbus, OH, she creates from the belief that food is not just fuel, but a way to connect with ourselves and the world around us.

Think of Gelée as bone broth for people who’d rather havea sweet bite - all the collagen, amino acids, and gut-healing benefits, transformed into something luminous, fruit-forward, and gently jiggly.

Founded by Zoe Messinger during a time of personal healing, her mission was simple: Food is medicine. So why not make it jiggly and delicious?

Gelée came to me in a time of self-healing — a playful, nourishing canvas of self-expression and light at a time when I needed it most. Simply put, it made me feel good. Not just because it’s medicinal and nourishing, but also because it made me feel connected. Gelée became this kaleidoscopic vessel that refracted a luminosity I hadn’t seen before. It was a mirror that illuminated my purpose. Gelée meets you where you’re at and inevitably takes you somewhere new. And PS I’ve always had collagen curiosities.

— Zoe

How would you describe your brand in three words?

Playful, Nourishing, Luminous

What's one decision you made early on that ended up defining your brand more than you expected?

The box. Reimagining the jello box. A retro nostalgia modernized with a photographic high fashion feel. Ironically, the box is a vessel to think outside of the box.

What's been the biggest surprise about building a consumer brand?

I always felt reimagining jello with an ancient angle and a modern lens was disruptive, but I didn’t realize how on trend I would be. The world of gelatin and jelly creations is exploding and I’m proud to be at the forefront of the Gelée-sance.

What do you hope people feel when they interact with your brand?

Inspiration, creativity, connection, sensuality, joy, light, lust, pleasure

How has becoming a founder changed your perspective on life + what's important?

It’s a constant reminder that finding the simple pleasures and details in life create the grandest joy, less becomes more harmony for body mind soul.

What has become more important to you today than it was five years ago?

My mornings. My time for ritual. This changes all the time. It could be sunshine, trampoline, red light, jazz and incense with my lover, or turning the alarm off.

What does your ideal morning look like?

This always changes. But for example. My hot beverage of choice in my hand carved Japanese wooden mug. Sunlight on my face. A ‘Matcha-presso’ on my terrace. Hinoki burning. A walk. Making love to the day. Farmers market and flowers.

What's one daily ritual you rarely skip?

This always changes. Currently my Bemer mat. Read about that pulsed electromagnetic field!

What are your favorite products as of recent?

• Japanese smoked butter

• Buffalo mozzarella from Riverine Ranch at the Green Market (union square)

• Zoefull high polyphenol olive oil shot

• Master salt (from the most mineral rich bodies of water from around the world)

• Jade gua sha

• Olas sea water mouthwash (burst of ocean frequency)

• Ancient Minerals magnesium lotion

*May contain affiliate links

When & where do you feel most creative?

Usually late night, surrounded by candelabras, in the kitchen.

How do you protect time for creative thinking when your schedule gets busy?

This is my priority. The schedule doesn’t happen unless I have creative time for myself. It’s my prerogative.

Where do you source inspiration?

In everything. Beauty, which is everywhere you just have to pay attention.

Whose taste do you look towards the most?

Anyone with totally authentic taste inspires me.

How do you reset after a long week?

Salt bath, legs up the wall, face mask, red light, lotions potions and tonics galore, a vespa ride, and cooking a really great meal from produce procured at the farmers market.

What's one habit that's made you a better founder?

Boundaries.

What's something you're actively making more time for this year?

Travel

Five years from now, what do you hope your life feels like—not just your business?

Like a dream sequence that never ends, duh.

What's one piece of advice you'd give someone dreaming about starting a CPG business?

It’s got to light you up and feel aligned body mind soul, otherwise keep brainstorming.

Gelée Collection II launched 8.8! Check it out!

RASPBERRY WITH SMOKED SEA SALT — Bright, sensual, bold.

Imagine emerging from a raspberry bush in the South of France, your mouth covered in fresh picked berries.

Leaves you yearning for more - the one that got away, transporting you to late night Parisian rooftops or Brooklyn rapture. Kissed with a lingering trace of smoked salt.

Pairs with: full moons, spring flings, spiritual encounters, smokey dens, playboy, playtime.

YUZU — Zingy. Luminous. Alive.

Your translucent exotica. A lightning bolt of tang. Electric pleasure with no side effects, no regrets, no heartbreaks. The morning after glow. Cool girl in a box.

Pairs with: energy, escape, heists, heaven, bike rides, blue skies, other dimensions, glitter, kimonos, purple, Shibuya.

I hope you enjoyed this special edition of Wholesome Goods!

Follow along on Gelée’s journey on IG @gelee__gelee and shop online at geleegelee.com. Thank you again to Zoe for being a part of this series!

Best,

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 🍊

Lauren Hodgen is a passionate food enthusiast and the creative mind behind Citrus Diaries Studio. Since 2018, she has shared her journey of wellness and healing through food, exploring how mindful eating can transform both body and soul. Lauren’s love for wholesome, nourishing ingredients is at the heart of her work, which is designed to inspire others to embrace a healthier, more vibrant lifestyle. Based in Columbus, OH, she creates from the belief that food is not just fuel, but a way to connect with ourselves and the world around us.

Whitney Rowell is founder and CEO of Miracle Mama, a women’s wellness brand on a mission to support women through every stage of hormonal change, from pregnancy and postpartum to perimenopause and beyond.

Whitney’s entrepreneurial journey began after the birth of her fourth daughter, when she struggled with the overlooked realities of postpartum recovery. Frustrated by the lack of solutions available to new mothers, she created a homemade lactation cookie recipe that transformed her own experience and quickly resonated with thousands of women. That recipe became the foundation for Miracle Mama, a fast-growing brand now helping women nationwide navigate pregnancy, breastfeeding, and other major life changes through functional, nutrient-dense snacks.

Under Whitney’s leadership, Miracle Mama has grown from a kitchen-table startup into a nationally recognized brand, with products available direct-to-consumer, on Amazon, and at Central Market, and will be launching at Whole Foods Market next year.

She is also the founder of Collective Thirty One, an invitation-only network connecting female founders across wellness, food and beverage, technology, education, and social impact. This year, she’s expanding that mission with the launch of The Collective Clubhouse, a physical community and activation space designed to help emerging female-founded brands connect and collaborate.

How would you describe your brand in three words?

Nourishing. Supported. Trusted.

What's one decision you made early on that ended up defining your brand more than you expected?

Choosing to bake fresh instead of shelf-stable. On paper it was the harder path, small batches, weekly baking, a logistics nightmare, but it turned out to be the thing that separated us. It signaled to moms that this was real food made with care, not a supplement in cookie form. Everything about the brand...the quality, the trust, the community, grew out of that one stubborn decision to not cut the corner on quality.

What's been the biggest surprise about building a consumer brand?

The biggest surprise was realizing how many brands over-invest in the product and under-invest in the actual person they’re building it for. It’s easy to focus on the product and the innovation piece, but the real work is listening to her, understanding what she needs, and showing up in ways that don’t have a clean ROI attached. For us that meant a podcast, community events, and a ton of behind-the-scenes support that had nothing to do with selling a cookie. None of it fit neatly on a spreadsheet. But that’s exactly the stuff that built the trust and the loyalty, and it turned out to be the most important investment we made.

What do you hope people feel when they interact with your brand?

I hope she feels genuinely supported through every season of her life, not just one. I didn’t build this as a marketing play or a money grab. I built it for me, for my friends, for my daughters and their daughters someday. That’s the real test I hold everything to: is this something I’d want the women I love to have at every stage? We started with new motherhood because that’s where the need felt most urgent and invisible, but the vision has always been bigger, supporting women from their first cycle to their last. So much of a woman’s life is spent quietly white-knuckling through changes no one talks about. I want every interaction with Miracle Mama to feel like someone finally gets it and has her back, not because there’s a sale attached, but because that’s genuinely why we exist.

How has becoming a founder changed your perspective on life + what's important?

Becoming a founder completely changed how I hold my time. I started scheduling my life around clear negotiables and non-negotiables, because I’m not just a founder. I’m a wife, a mom, a daughter, a leader, and someone who believes in investing in people. I don’t waste time on what doesn’t matter and I fiercely protect what does. The biggest non-negotiable is my kids: I take the little ones to school, pick the big ones up, and set my work hours around theirs so I can just be mom when they’re home. It took me too long to learn that I don’t have to do it all. I’ve started delegating to people much smarter than me and building a team of women as passionate about this space as I am. The real shift is that I’m no longer trying to build something that depends on me. I’m building something I can eventually take myself out of, because that’s what makes it last.

What has become more important to you today than it was five years ago?

Time. Five years ago I would’ve told you I wanted to do more, build faster, be everywhere at once. Today what matters most is how I spend my hours and who I spend them with. My kids, my marriage, the women I get to build alongside, those come first now, and everything else gets scheduled around them, not the other way around. I’ve also grown to care a lot more about impact than output. It’s not about how much we sell, it’s about whether we actually made a woman’s life easier in a season where she felt alone. Five years ago I was chasing ‘more.’ Now I’m chasing ‘meaningful’ and I feel so much more fulfilled because of it.

What does your ideal morning look like?

I’m up at 4:45 with my husband. We have coffee, talk through what’s ahead, and it grounds both of us before the chaos. At 5:30 I do something active, either working out with him or heading to a class. My four girls are all up around 6:30, and from there it’s the beautiful chaos: breakfast, showers, getting dressed, and playtime before activities kick off at 8. Then we all head into our days, me to the office, the girls to camps, school, or at home with our nanny. Starting with quiet time with my husband, some movement, and those first hours with my kids is what lets me show up for everything else.

What's one daily ritual you rarely skip?

Morning coffee with my husband. We’re both up at 4:45, and before the emails, the workouts, the kids, the office, we sit together, drink our coffee, and talk through the day. It’s usually only ten minutes, but I rarely skip it. It sets the tone for everything and keeps us connected no matter how full the day gets

What are your favorite products as of recent?

A few things I’m loving lately:

• Primally Pure’s Plumping Serum is a staple in my routine, it just makes my skin feel good.

• My Oura ring goes everywhere with me, I love actually understanding my sleep and recovery.

• And I take a Magic Mind shot every single morning.

• I also can’t stop using Alter Bio, a home spray my friend Lauren just launched, I use it everywhere and it’s so good.

• And I’d be lying if I didn’t mention our own Strength Kookie launching this fall, a protein-and-creatine cookie I’m genuinely so excited about. I’ve been living off the early batches!!

*May contain affiliate links

When & where do you feel most creative?

I do some of my best thinking in the middle of a really intense workout. I also feel most creative when I’m talking to other inspiring women, those conversations spark things a solo brainstorm never could. And of course, the shower!

How do you protect time for creative thinking when your schedule gets busy?

Honestly, creative thinking doesn’t come when I’m busy, it comes when I let myself relax, talk, and get outside. So protecting it isn’t about blocking off a ‘creative hour’ on my calendar; it’s about protecting the things that actually unlock it. It’s not every day, and I don’t pretend it is. But I’ve gotten good at reading myself, beyond what my Oura ring is telling me!, I can feel when I’m stressed and running on empty. That’s my signal to unplug, step outside, and just be for a bit. The ideas always come back when I do.

Where do you source inspiration?

My inspiration comes from timeless brands and worlds outside my own: Ralph Lauren in the ‘70s, vintage J.Crew catalogues, interior design, retro ads, cool art, and just about everything I see while traveling. I rarely look at other brands in my space or even my category, partly because I’m building something that doesn’t really exist there yet.

Whose taste do you look towards the most?

A few people, for different reasons. On the personal style side, I love following Julia Berolzheimer, Julia McGuire, and Camille Charrière, they each have that timeless, effortless sensibility that never feels trendy. I’m also endlessly inspired by female founders at every stage, from the earliest days all the way through to post-exit; there’s so much to glean from watching how they build. And on the brand side, I’m in awe of the world Love Shack Fancy has created, it translates so beautifully across everything they touch.

How do you reset after a long week?

I love going to the lake house with my family, it’s just forty five minutes from our house in Dallas, but the ultimate reset. There’s also nothing better than a weekend with zero plans, which is nearly never the case.

What's one habit that's made you a better founder?

Over communicating with my team. I make a point of being really open with everyone internally, sharing context, the why behind decisions, where we’re headed and I work just as hard to make sure they’re communicating back to me.

Nothing kills momentum faster than assumptions and silos, especially as you grow. When everyone’s genuinely in the loop, people move faster, make better calls on their own, and feel real ownership. It sounds simple, but that constant two-way flow of information has probably made me a better founder than anything else.

What's something you're actively making more time for this year?

Innovation and really, saying yes more. This year I’m making a point to lean into new things instead of staying in what’s comfortable: new retailers, new products, new growth channels.

It’s easy as a founder to get heads-down in the day-to-day and protect what’s already working, but I don’t want to miss the next chapter because I was too busy managing the current one. So I’m carving out real time to explore, experiment, and say yes to the opportunities that stretch us.

Five years from now, what do you hope your life feels like—not just your business?

I hope it feels spacious. Right now I do more than I should most days, so five years from now I hope I’ve built something strong enough that it doesn’t depend on me being in every detail, a team of brilliant women running with it, and me able to step back and breathe.

I hope I’m even more present for my kids, that the non-negotiables are still non-negotiable, and that I’ve held onto the mornings, the lake house weekends, the ordinary stuff that actually matters. On the business side, I hope Miracle Mama is genuinely supporting women through every season of life, first cycle to last.

What's one piece of advice you'd give someone dreaming about starting a CPG business?

Fall in love with your customer, not your product. It’s so easy to obsess over the thing you’re making: the recipe, the packaging, the formula, but the founders who win are the ones who truly listen to the person they’re building for and show up for the customer in ways that don’t always have a clean ROI. Stay obsessed with the customer, and the product will take care of itself.

I hope you enjoyed this special edition of Wholesome Goods!

Follow along on Miracle Mama’s journey on IG miraclemama and shop online at miraclemama.com. Thank you again to Whitney for being a part of this series!

Best,

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 🍊

Lauren Hodgen is a passionate food enthusiast and the creative mind behind Citrus Diaries Studio. Since 2018, she has shared her journey of wellness and healing through food, exploring how mindful eating can transform both body and soul. Lauren’s love for wholesome, nourishing ingredients is at the heart of her work, which is designed to inspire others to embrace a healthier, more vibrant lifestyle. Based in Columbus, OH, she creates from the belief that food is not just fuel, but a way to connect with ourselves and the world around us.

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Acquisitions/Mergers

• Beyoncé takes ownership of SirDavis American Whisky, the brand she founded in partnership with Moët Hennessy [source]

• Oslo-based PE firm Orkla is acquiring The European Candy Group, a leading manufacturer of vegan confectionery products, at an enterprise value of €207M [source]

• Rise Baking bolsters cookie business with Jimmy’s Gourmet Bakery acquisition [source]

• Southern Glazer’s closes Eagle Rock Colorado deal [source]

• TSG Consumer to acquire majority stake in Saltair [source]

• Sargento acquires La Terra Fina [source]

Partnerships

• Cann launches Dwayne Wade golf-themed flavor, Half & Half, a bergamot lemonade and yerba mate iced tea [source]

Launches

Sweets

• Compartés is putting its signature luxury twist on the dubai chocolate trend with its new Dubai Chocolate Pistachio Knafeh Cups [source]

• Ghirardelli has introduced new Premium Milk Chocolate Bars [source]

Breakfast

• NOON, a new AUS-founded breakfast company, launched in the US nationwide in Target this week [source]

  • They're America's first breakfast in a can and deliver 20g protein + 5g fiber + 0g added sugar. Founded in Australia by Tamir Triguboff and Cade Flemming, Noon delivers a shelf-stable, complete breakfast engineered for the way people actually live.

Pantry

• Sessy, a brand-new Korean American pantry brand from NYC Chef and Food Network host Esther Choi, officially launched on eatsessy.com [source]

• Bush’s® Beans launches limited-edition Beans on Toast Kit [source]

• GOODLES just announced the launch of Twirly Mac [source]

• Sunnie launches Lunch Kits in ‘full circle moment’ [source]

  • “This is the product we set out to make on day one,” said Katy Tucker, co-founder of Sunnie. “It took us years, a failed first attempt, and first building the snack pack business to figure out how to actually do it, and to do it with partners whose ingredients we trust as much as our own.”

Beverages

• C4 expands beyond energy with Sparkling Protein launch [source]

• Premier Protein introduces Sparkling Protein Soda [source]

Frozen

• Sorbet Sorority bets consumers want collagen in the freezer aisle [source]

Investments

• Vaca Chips raises $1.5M on ‘healthy doritos’ DTC strategy [source]

• TikTok Stars Katie Fang, Aliya Rachinski Take Stakes in ESW Beauty [source]

• Neutonic officially closed its seed round with a 7-figure investment from Redrice Ventures [source]

• Epicutis Closes $25 Million Series C [source]

$$$

• Sprouts adds 1,300 new items as Q2 sales rise 5% to $2.3B [source]

• Magnum Ice Cream reports ‘Solid’ H1, avoids B&J dispute [source]

  • The Magnum Ice Cream Company (TMICC) – the newly formed ice cream company spun out of Unilever – reported organic sales growth of 4.7% in the first half of 2026 as it stares down the internal turmoil from its Ben & Jerry’s brand.

  • The earnings come as TMICC has been accused of defunding the Ben & Jerry’s Foundation, the philanthropic arm of the Vermont Creamery. It is the latest escalation in the multiyear dispute between TMICC and Ben & Jerry’s over the brand’s outspoken stances on social justice issues.

• Kodiak doubles business under L Catterton, reaches $580M in retail sales [source]

Projections

• Anheuser-Busch InBev says Cutwater is on track for $1B as spirits gain share [source]

• Natural color transition faces significant supply chain hurdles, says new NCA report [source]

• Protein sparks dairy rebound as shakes, ultra-filtered milk gain ground [source]

People

• Whisps parent company names former Dot’s Exec, Randy Johnson, as CEO & nabs $17M in fresh funding [source]

• Avsome Tea names Red Bull vet Connors as CEO [source]

Strategy

• Hershey leans on innovation, salty snacks as it tightens 2026 outlook [source]

Campaigns

• Goldfish brings back "The Snack That Smiles Back" for back-to-school season [source]

• Ciara Miller stars in ARMRA’s latest Colostrum Soda campaign [source]

• Johnnie Walker has tapped Callum Turner as their new Global Ambassador [source]

Design

• UK-based Froot Pops just unveiled a bold new look after growing 400% year-over-year [source]

  • The brand worked in partnership with Earthling Studio to create its fresh new look. To bring the brand personality to life and give greater stand out on shelf, a rich and vibrant colour palette has been used, giving energy to the brand whilst maintaining the original essence of playfulness.

  • Taking inspiration from the bold optimism and graphic style of the 1960s, the packs boast a fun retro feel. Keeping the distinctive ‘groove’, which has been part of the brand’s identity from the beginning, they now colour match with the packs and create a continuous pattern when sitting side by side in the freezer.

Retail

• Goop kitchen to open first branded storefront on UES at 346 East 92nd Street [source]

• Huel expands distribution to Walmart & introduces new Black Edition RTD flavor [source]

• MyBacon enters Wegmans as mycelium brand reports category-leading growth [source]

• Cravings by Chrissy Teigen expands to the baking and breakfast aisles at Target with their Carrot Cake + Key Lime Cake Kits and both mochi pancake mixes [source]

• Mayor Mamdani unveils 30% discount — including all produce, all meat and key pantry staples — at new Municipal Grocery Stores in NYC [source]

Legal

• Senate approves 30-day hemp deadline extension; beverage leaders praise ‘important step’ [source]

  • The provision attached to the draft resolution, expected to go to a vote this week, would delay hemp prohibition by 30 days from its original November 12 deadline. Synthetic cannabinoids that aren’t naturally occurring in cannabis will still be banned in November.

  • “This action provides Congress with additional time to develop a thoughtful, long-term approach to hemp policy rather than allowing a sweeping ban to take effect without fully considering its impact on American agriculture, small businesses, and consumers,” said the U.S. Hemp Roundtable in a press release.

• The Coca-Cola Company announces significant progress in restoring fairlife operations following technology disruption [source]

• Twenty five states sue Trump administration over latest global tariffs [source]

  • The states argue that the administration used Section 301 of the Trade Act to replace sweeping tariffs already rejected by the Supreme Court and the U.S. Court of International Trade.

Tech

• Digital promotions network Ibotta has partnered with 7-Eleven to serve as the sole third-party provider of consumer-packaged goods offers across the retailer’s app ecosystem, excluding age-restricted products [source]

• Amara x Macaroni Kid: New Survey Finds Parents Waste Up to $2,600 a Year on Wasted Lunch Box Food [read more]

  • Surveying 80,000 moms with kids ages 3-10, the survey concluded that more than half (57%) of moms say the food they pack comes home uneaten, tossed or traded away during lunch, and the #1 reason isn’t packaging or portion size - it’s that kids don’t like what’s packed. Parents are losing up to $2,600 a year on food that gets tossed.

• Who’s Raising Money in Food? The Better-for-You Startups Winning Investors in 2026 [read more]

• Reformulation Revolution: Tracking Big Food’s 2026 MAHA-Driven Ingredient Changes [read more]

• Amazon Is Closing In On No. 2 Spot In CPG Share [source]

• Christian Energy Drinks are Becoming a Thing. What’s Driving Them? [read more]

• Eat Wasted — a Copenhagen-based pasta company making its U.S. debut this July with a simple but surprising idea: transforming rescued artisanal bread into premium pasta

• Dirt — an organic, single origin, and high polyphenol olive oil brand, officially launched last week

  • The company was co-founded by Joe Welstead and Jack Atkinson, the creators of Oshun, alongside Donald Murray.

The Digest by Citrus Diaries Studio

Elisabeth and Gina Galvin, Co-Founder of Stellar Snacks

Elisabeth and Gina Galvin, Co-Founder of Stellar Snacks…

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a month ago · 1 like · Lauren Hodgen

Elisabeth and Gina Galvin, Co-Founder of Stellar Snacks

Founded in 2019 by mother-daughter duo Elisabeth and Gina Galvin, Stellar Snacks is the only women-owned pretzel manufacturer in the U.S. Baking pretzels from scratch daily, the brand combines artisanal craftsmanship with bold, chef-inspired flavors like Maui Monk, French Dijon, Bold & Herby, and Cinnamon Dolce.

After struggling to find a pretzel manufacturer that met her standards, Elisabeth, a French food entrepreneur with over 30 years of experience, partnered with her daughter to build their own bakery. Today, Stellar Pretzel Braids are vegan, non-GMO, kosher, and free from artificial flavors and top allergens, while the brand’s Artist Program showcases emerging artists on its packaging. Stellar pretzels are now enjoyed by millions of airline passengers and sold in over 7,000 retailers nationwide, including Target, Whole Foods, and Costco.

IG stellar_snacks | stellarsnacks.com

Use code CITRUS for 15% off

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Wholesome Goods

Your one stop shop for no-fuss CPG news by Citrus Diaries Studio.

By Lauren Hodgen

The Digest by Citrus Diaries

The Digest is a weekly newsletter all about the food & beverage world. Receive recipes, product recommendations, podcast episodes, news, and more straight to your inbox.

By Lauren Hodgen

& 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 🍊

Lauren Hodgen is a passionate food enthusiast and the creative mind behind Citrus Diaries Studio. Since 2018, she has shared her journey of wellness and healing through food, exploring how mindful eating can transform both body and soul. Lauren’s love for wholesome, nourishing ingredients is at the heart of her work, which is designed to inspire others to embrace a healthier, more vibrant lifestyle. Based in Columbus, OH, she creates from the belief that food is not just fuel, but a way to connect with ourselves and the world around us.

This email may be clipped. Open in your browser for the full viewing experience.

Acquisitions/Mergers

• Brown-Forman shuts down Sazerac bid again [source]

  • Months after Brown-Forman’s board rejected Sazerac’s $15 billion buyout proposal, Sazerac has made a renewed bid.

  • Sazerac sent a letter on Friday to Brown-Forman’s Class A shareholders asking them to reconsider its previously rejected offer, which valued the company at $32 a share in cash, according to the Wall Street Journal. But Brown-Forman and Wolf Pen Branch, LP, the Brown family entity that holds a majority of Class A shares, called the proposal “not actionable,” in a joint statement released Sunday.

• Griesson-de Beukelaer buys Pirouline parent in U.S. expansion [source]

  • German cookie manufacturer Griesson ‑ de Beukelaer (GDB) announced its acquisition of Madison, Miss.-based DeBeukelaer Corporation (DBC), which produces the Pirouline brand of creme-filled rolled wafer cookies.

Partnerships

• Fishwife x Whole Foods = limited-edition tote bag

• k2o x HydroJug = limited-edition Traveler bottle inspired by the brand’s Strawberry Lychee flavor

Launches

Breakfast

• MrBeast, KSI, and Logan Paul are entering the PB&J race with the new Lunchly Lil Sammies line with 13g of protein per sandwich [source]

Pantry

• Aussie peanut butter brand, Drizzy, will be launching in the US starting August 24th [source]

• Truvani launched an Electrolyte Drink Mix line with real organic fruit extracts, four essential minerals, acacia fiber, and no stevia, sugar, or synthetic citric acid [source]

Beverages

• Brio Nutrition is launching its new functional mushroom beverage line in the natural, conventional, and liquor channels [source]

• Function drink mix brand, Nello, released an energy drink line at Target [source]

• Free Rein joins protein coffee race with first RTD, expands chainwide at Walmart [source]

Frozen

• Campbell’s^TM launches Chunky^TM Frozen Bowls delivering 20-28g of protein per bowl [source]

Beauty & Wellness

• Gap Inc. announced the first launch from Gap Beauty, a reinvention of their iconic scent line from 1994 [source]

  • Five scents make up the collection with eau de parfum at 20% concentration and updated with clean, modern ingredients.

Investments

• Rockefeller Foundation commits $4m to rebuild the rural economy through better farmland [source]

  • With the new investment, Alder Point, which facilitates investments in US farmland and timberland, will acquire and bring more under-managed land into responsible stewardship, boosting both its environmental performance and positive financial impact on surrounding communities.

  • “Healthy soils, forests, and water systems are essential, but long-term stewardship ultimately depends on whether the people who manage those resources have the economic means to thrive,” Ghita Benabderrazik, managing director of innovative finance at Rockefeller Foundation, tells AgFunderNews.

• Rize lands $31m to help rice farmers cut methane emissions, water usage [source]

• DAYLY secured an investment from from Morrison Seger Venture Capital Partners [source]

Funds

• Align Ventures closes oversubscribed $125M Fund II [source]

$$$

• Vita Coco sales soar +28% behind brand growth, private label lift & tariff refunds [source]

• Emerging drinks keep C-Store growth charging ahead despite slower traffic [source]

Projections

• Mondelēz raises revenue outlook as North America gains momentum [source]

• Coke projects confidence in innovation strategy amid strong Q2 earnings [source]

Legal

• Trump announces 50% tariffs on Canada [source]

• Suppliers face steep losses as RNDC enters Chapter 11 [source]

• UPSIDE’s $50m bid may not be final word on Believer Meats plant as auction deadline shifts [source]

  • The North Carolina Business Court has approved UPSIDE Foods’ $50 million asset purchase agreement as the baseline “stalking horse” bid, while BDO Consulting Group has been marketing the assets to see if a better offer emerges.

  • In a motion to extend the deadline for initial bids from July 20 to August 10, receiver Kevin Sink said that “Numerous discussions have occurred with interested parties and multiple parties have visited the facility.

People

• Conagra Brands streamlines leadership structure to accelerate growth: COO role to be eliminated after McGough’s retirement [source]

• Hormel Foods names John Ghingo next Chief Executive Officer [source]

Strategy

• Hiyo expands partnership with Breakaway Music Festival [source]

  • Non-alcoholic social tonic producer Hiyo has inked a three-year partnership with Breakaway Music Festival that names the brand the official non-alcoholic beverage partner for the 2026, 2027 and 2028 seasons.

• Allison Ellsworth, co-founder of Poppi, is working on building another consumer brand with her husband [source]

  • She also signed with WME for representation across all areas including television, digital, speaking, brand partnerships, and film [source]

Retail

• Swishables, the premium on-the-go oral care brand, launched in Sprouts nationwide [source]

• Juni expands across Albertsons Banners in California [source]

• Sunny Fine Foods dressings launched in Whole Foods Market stores across the Midwest, Southwest, South & Florida [source]

Target

• Hiyo's Sunset Sixer Variety Pack is now available at Target [source]

• David brings high-protein frozen dessert pints to Target following sellout debut [source]

  • The move extends David’s strategy of reimagining familiar food categories with protein-forward formulations. Rather than positioning the product as a traditional low-calorie ice cream alternative, the company is pitching the pints as an indulgent frozen dessert that delivers 30 grams of protein, 210 to 260 calories and 2 grams of sugar or less.

Legal

• Alexandre Family Farm drops ROC [source]

  • It claims to be the country’s first regenerative organic dairy farm, but after years of scrutiny over its animal welfare practices, Alexandre Family Farm has dropped its Regenerative Organic Certified status. While it still has a more limited level of regenerative certification, the farm has been dogged by accusations and a lawsuit that threaten to blunt the reputation of the growing operation.

• Self-GRAS proposal now expected in December; new description has ‘significant changes,’ says expert [source]

  • Notably, the new outline says the rule will apply only to “certain uses of food substances,” although it does not define what these are. It also removes language covering indirect food substances such as food-contact materials that featured in OIRA’s spring 2025 outline and introduces new concepts including a “streamlined submissions” pathway, although this is not defined.

  • It goes on to refer to a submission “window of availability” before the rule comes into effect, suggesting a defined period during which companies may have to bring existing self-affirmed GRAS substances into compliance, although this is not stated explicitly.

• New Jersey becomes latest state to prohibit ‘surveillance pricing’ on groceries [source]

  • The new Fair Price Protection Act targets what lawmakers describe as “surveillance pricing,” or the practice of using data such as a shopper’s online activity, purchase history, location or other personal information to determine what an individual consumer is willing to pay for a product.

• Big Food headed the way of Big Tobacco as lawsuits against public health policies increase [source]

  • A new investigation from nonprofit Lighthouse Reports, co-produced with a collection of media outlets across four continents, recently alleged that Coca-Cola, PepsiCo, and other major food and beverage companies are, as The Guardian put it, “taking governments to court to overturn, weaken or delay the policies.”

  • The strategy isn’t new to anyone familiar with Big Tobacco’s tactics over the last few decades.

  • “We’ve known about the harms of tobacco for a good 75 years or so, and for quite a few of those decades, the tobacco industry was doing the sort of things we’re seeing today, including bringing lawsuits,” UNICEF legal specialist Katherine Shats said during a live webinar this week discussing the Lighthouse investigation.

• GoodPop, JonnyPops escalate packaging feud with dueling summary judgment motions [source]

  • The legal battle between frozen novelty rivals GoodPop and JonnyPops is heating up, with both companies asking a federal judge to resolve key portions of the case ahead of trial while arguing the other’s false advertising claims lack the evidence needed to reach a jury.

  • In separate motions for summary judgment filed on July 24 in the U.S. District Court for the Western District of Texas, each side claims two years of discovery led to failure to produce proof of consumer deception, material harm or damages required to sustain the competing Lanham Act claims.

Closures

• Plant-based protein maker No Meat Factory (NMF) has shuttered its 200,000 sq. ft. U.S. production plant, laying off 123 employees [source]

• Faire Independent Retail Report: Resilience, Curation, and the Rise of Small-Town Retail [read more]

  • Snapshot of the findings:

    • Independent retail growth: Globally, brick-and-mortar and multi-channel retailers on Faire grew 2.2 times faster than online-only retailers, while more than 8,300 mostly big-box stores closed across the U.S.

    • Independent retailers are capitalizing on viral trends: Their nimbleness is proving to be a competitive advantage. Independent retailers were ahead of the Dubai chocolate craze, sourcing pistachio-kunafa bars in June 2024, with retailers carrying the product surging 565% by August of that year, months before the TODAY show coverage helped propel it to the mainstream, and a full year before Lindt launched its own version.

    • Tariff-resilient products are gaining momentum: Despite ongoing tariff pressures, retailers are seeing increased demand for premium candy. Chocolate shops in the U.S. increased their imports of Irish Wonka-inspired artisanal chocolates by 233%

    • The small-town surge: Brick-and-mortar stores in small towns are thriving, led by Sun Belt cities in the U.S. experiencing population growth and travel towns with increased domestic tourism. The graphic below shows this growing trend worldwide.

• Consumers Are Shopping Beverages by Benefit, Not Category, Says New FMI Report [read more]

• Is Poppi Slowing Down? Analysts Suggest Outlook Looking ‘Less Optimistic’ [read more]

• From Practices to Proof: What Credible Farm-Level Sustainability Measurement Requires [source]

• Dynasty — a new hydration brand built specifically for women

• Gritzy — America's oldest food, reimagined

The Digest by Citrus Diaries

Brit Obenauer, Founder of Home Ec

Brit Obenauer, Founder of Home Ec…

Listen now

a month ago · Lauren Hodgen

Brit Obenauer, Founder of Home Ec

Home Ec is a modern take on home economics, built on the belief that cooking is a life skill, not a performance. Through live, chef-led virtual classes, Home Ec helps people feel more confident and at ease in their own kitchens. Founded by Brit Obenauer, the experience is human and interactive—more like cooking alongside a friend than watching a tutorial.

At its core, Home Ec is about connection, confidence, and bringing intention back to everyday cooking.

IG homeec.co | homeec.co

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Wholesome Goods

Your one stop shop for no-fuss CPG news by Citrus Diaries Studio.

By Lauren Hodgen

The Digest by Citrus Diaries

The Digest is a weekly newsletter all about the food & beverage world. Receive recipes, product recommendations, podcast episodes, news, and more straight to your inbox.

By Lauren Hodgen

& 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 🍊

Lauren Hodgen is a passionate food enthusiast and the creative mind behind Citrus Diaries Studio. Since 2018, she has shared her journey of wellness and healing through food, exploring how mindful eating can transform both body and soul. Lauren’s love for wholesome, nourishing ingredients is at the heart of her work, which is designed to inspire others to embrace a healthier, more vibrant lifestyle. Based in Columbus, OH, she creates from the belief that food is not just fuel, but a way to connect with ourselves and the world around us.

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Acquisitions/Mergers

• The Vita Coco Company (NASDAQ: COCO) is acquiring Copra, a leading producer of super-premium cold-chain coconut water in Thailand [source]

• Starco Brands acquires Custom Bakehouse [source]

• Instacart acquires Arpalus shelf-scanning technology [source]

• Bain Capital is acquiring Vitabiotics for around $1.2B [source]

Partnerships

• Olivia Rodrigo teams with Etsy on handmade Daisy Chain Fields merch collection ahead of inaugural festival [source]

• Kraft Heinz + Disney Unite in landmark alliance across food, media and experiences [source]

  • The alliance will show up across Disney’s North American parks and resorts, Disney Cruise Line, and Disney’s studios and streaming platforms, and creates opportunities involving Disney’s iconic franchises. The collaboration enables Kraft Heinz and Disney to deliver new menu offerings, distinctive dining experiences and storytelling-driven offerings inspired by Disney’s unmatched portfolio of beloved stories and franchises.

• Khloud x Gotham FC kick off partnership to fueling fans this ‘summer of soccer’ [source]

  • Inside Citi Field, Khloud will host NYC's top creators for a 360 Khloud x Gotham FC suite experience, complete with custom Gotham FC jerseys designed by artist Mirchi by Kim - a first-of-its-kind collaboration that pairs Mirchi's streetwear artistry with NWSL fandom.

• Cadence x Larissa Mills = limited-edition collaboration inspired by classic 90s glittery jelly sandals

• Yahoo x Marky’s Caviar Drop = Less Bumping Emails, More Bumping Caviar

Launches

Pet

• Maev debuted Nordic Fish – a new vet-formulated, human-grade protein option featuring whole pieces of wild-caught Marine Stewardship Council-Certified Haddock and Cod + responsibly farmed Aquaculture Stewardship Council-Certified Salmon [source]

  • Less than 2 weeks since launching, Nordic Fish is already selling 25% faster than Maev's Grass Fed New Zealand Lamb LTO (which sold out in 2 weeks last year) and the team actually had to rush their next production run 10 days after launch to keep up with the demand!

Breakfast

• Sola just announced the launch of Sola Bites, a new high-protein, high-fiber snack line [source]

• Welch’s just launched its Real PB&J Sandwich line with three flavors [source]

Pantry

• Cedar's Foods launches Reserve Spanakopita and Reserve Falafel Dips [source]

• Campbell’s unveils new Protein Soups [source]

  • With more than 80% of people actively seeking balance in their everyday lifestyles*, the new lineup reflects Campbell’s continued focus on delivering products consumers want most.

• Little Spoon unveiled eight new products rolling out this summer [source]

  • Including an early allergen introduction snack; Fruit Puzzlers, a puzzle-shaped fruit snack exclusive to Target; and Pancake Spoonies, a 9g-protein pancake cup ready in under two minutes

• Little Bellies is bringing something new to the toddler snack aisle with the launch of Organic Nibblers [source]

Sweets

• Misfits just launched its most indulgent range to date, Misfits Stuffed, and the brand’s first product made with whey and collagen protein [source]

• Rotten launched new Tiniez & Chewers sour protein candy [source]

• Toll House is officially celebrating Summerween with their new Scooby-Doo Cookie Dough & returning Trick-or-Treats Cookie Dough [source]

Beverages

• Sacred Cups Coffee launched, Starday, limited-edition Single-Origin Coffee in sourced from Finca Santa Maria, a women-led farm in Santa Maria, Colombia [source]

• Coffee mate drops new ‘Situation-Sip’ summer creamer [source]

  • Inspired by the fun, unpredictable feeling of summer situationships, the Situation-Sip creamer blends strawberry, citrus and mixed berry flavors – perfect for adding to iced coffees, soft cocktails, or even dirty sodas.

  • Like any great summer fling, this one won’t last forever. On Monday, July 20 & 27 at 2pm ET, fans can visit coffeemate.com/situationsip for a chance to get a free bottle of Coffee mate Situation-Sip Mixed Fruit Flavored Creamer on a first come, first served basis (while supplies last).

• SPYLT's launched a new limited-edition Banana Milk flavor [source]

• H2HOSE brings hydration back to basics with Premium Canned Water [source]

• Fast-growing hydration brand Cadence is expanding its RTD range with an Orange Soda flavor [source]

• Halfday Iced Tea just launched a line of 12 oz sleek cans [source]

• Symbiome team launches Hopkind, a functional non-alcoholic beer [source]

• On The Brightside is a new functional soda brand powered by Zembrin [source]

  • On the Brightside™ is built around one ingredient: Zembrin®, a science-backed extract of kanna, a plant the Khoi-San people of South Africa have turned to for centuries for calm, mental clarity, and social ease. While the rest of the category stacks six to ten adaptogens and hopes something works, On the Brightside™ uses one thing — and it’s the one thing that science actually backs.

  • Each can contains 15mg of Zembrin®, backed by real science and sourced from a traceable plant. Zembrin® is exclusively endorsed by the South African San Council, making it a story no competitor can replicate.

• Cann just released its first-ever zero mg beverage line [source]

  • Cann 0MG is formulated with a blend of magnesium, electrolytes, L-Theanine, and passion flower. The new line is available online starting today and will debut in retail throughout August.

• RYSE taps protein ‘expertise’ for RTD Shake launch as energy expands [source]

Beauty & Wellness

• LANEIGE launches first-ever digital customizable Lip Sleeping Mask in US, exclusively on Amazon [source]

  • Directly on LANEIGE’s Amazon landing page (web and mobile), shoppers can create a personalized Lip Sleeping Mask by selecting two favorite scents, watching their custom swirl come to life through an immersive digital experience, and seamlessly adding it to their cart for checkout—with even more flavors launching later this year to expand the mix-and-match possibilities.

• ARMRA Colostrum launched a limited-edition Wild Lime flavor [source]

• Clare is an new all-in-one nutrition supplement for GLP-1 users [source]

• Summer Fridays unveiled their new Body Essentials category [source]

• Dear Biology is launching a clinically backed sleep support line [source]

Investments

• Chipotle's Cultivate Next invests in SIMPLi [source]

  • "Together, these companies demonstrate how innovation is reshaping agriculture, sustainability, supply chains and the guest experience, creating new opportunities to build a more resilient food system,” said Curt Garner, President and Chief Strategy and Technology Officer at Chipotle

• London-based canned cocktail brand MOTH secured over $14M in equity funding from Puma Growth Partners, Beringea, Guinness Ventures, and Rianta Capital [source]

• Organic Traditions secured $10.5M in Series A funding from several strategic angel investors, including execs from Shopify, FreshPet, Frito-Lay, and Colgate-Palmolive [source]

• Final Boss Sour secured an additional $4M in equity funding led by Evolution VC Partners [source]

• Organic drink mix brand FAVE secured $1M in seed funding led by Supernatural Ventures [source]

• IM8, the fastest-growing supplement brand ever recorded, created by David Beckham and Danny Yeung of Nasdaq-listed Prenetics (PRE), just secured $1B in growth financing from General Catalyst’s Customer Value Fund [source]

• BUFFS closes $1.1M pre-seed round ahead of launch [source]

• UK-based Reformed closed a $22M funding round led by IRIS Ventures [source]

• Wellness platform Organic Traditions raises $10.5M to fund U.S. growth [source]

• Peppertux raises $2.35M to fuel retail expansion [source]

• Smash Foods raises $18M with L Catterton backing [source]

Funds

• Citation Capital closes inaugural fund with $1.2 Billion in total commitments [source]

  • The Fund was oversubscribed, reaching its hard cap of $1.1 billion in third-party limited partner ("LP") commitments with additional commitments from the GP and affiliates, bringing total investable capital in Fund I to $1.2 billion. Inclusive of co-invest capital, Citation manages $2.1 billion AuM.

• Hockey Stick Ventures launches $3M Fund I [source]

$$$

• Non-alc beverage volumes rebound in early July; sales up 5.2% [source]

• Snacks maker Utz Brands to be taken private in $2.9 billion deal [source]

People

• Evergreen just added former Poppi CMO Andy Judd to its Board of Directors [source]

• Yerba Madre names new CEO, YESLY co-founder joins board [source]

• The Revolve Group promoted Raissa Gerona to President of Brand Partnerships [source]

Strategy

• Lollapalooza embraces hemp THC drinks, brings Señorita on board as official partner [source]

• Coca-Cola files application to trademark ‘Spricy’ [source]

• Nestlé enters joint venture for premium water, beverage brands [source]

• Perfect Snacks bets on new formats, ecommerce as sales surge [source]

  • The new lines – which include Minis, indulgence-oriented Crisps and performance-driven Protein + Prebiotics – have been designed with the goal to grow its consumer base and meet its existing fans at additional day parts and need states. Over the past year, Perfect Snacks’ sales have increased nearly 20%, per Nielsen data.

Campaigns

• Zevia taps Cardi B to bring real talk to the zero-sugar soda boom [source]

• Under Armour announced François Arnaud as a Global Brand Ambassador [source]

• Salt & Stone tapped Role Model to star in their newest campaign [source]

• Tresemmé partnered with Belmont Cameli to star in their newest curly hair campaign [source]

Distribution

• Cazcanes Tequila announced a distribution partnership with Reyes Beverage Group in six key markets [source]

• Milo’s Tea adds new distribution facility [source]

Design

• Curie just unveiled a complete brand refresh [source]

  • Curie’s new packaging was designed with Gander, the creative agency behind Magic Spoon, Graza, and Banza.

  • The packaging features bright, vibrant colors and a fun font. This will be seen throughout the brand’s products, including the Clean Deodorant Stick, Whole Body Deodorant, Armpit Detox Mask, and its minis.

  • Moving forward, Curie will expand its product assortment as well as its scent options. Curie also plans to create new partnerships.

• Three Wishes just unveiled a clean new look [source]

• Wild Planet Foods refreshed their packaging [source]

  • “Our refreshed packaging features an updated logo, a cleaner design, and a bold protein callout to make shopping even easier.”

Retail

• Bunnie Cakes now on shelves at Giant [source]

• Koia, plant-based protein brand, is expanding its Protein Powders to Walmart [source]

Speciality

• Koia Protein Pop in the flavors Sour Squeeze, Pink Twist and Capri Splash enter Pop Up Grocer in NYC [source]

• Mars Men launches nationwide at GNC after hitting $100M+ run rate [source]

  • Their hero product is formulated with Fenugreek, Tongkat Ali, Zinc, Boron, and several other active ingredients to support long-term health and vitality.

Kroger Banner Stores

• Prima just launched its ancestral protein bars nationwide at Kroger [source]

• Snack Buddies launched storewide at Harris Teeter [source]

Sprouts

• Kreatures of Habit just launched its high-protein and creatine-powered DAILY BAR nationwide at Sprouts [source]

• Cult-favorite protein bar with creatine debuts nationwide at Sprouts: Kreatures of Habit [source]

Whole Foods

• On the heels of a successful launch at Target, Amara, organic, plant-based snacks for kids, is expanding its functional Superfood Smoothie Melts line to Whole Foods Market [source]

• Häppy Candy makes Whole Foods debut in select Northeast, South Pacific stores [source]

  • They enter after completing the retailer’s Local And Emerging Brands Accelerator Program (LEAP), bringing the brand’s total national retail footprint to approximately 500 doors.

Costco

• Khloud hits Costco with first-ever Value Size White Cheddar Protein Popcorn [source]

  • Shoppers at more than 50 Costco locations across Los Angeles and Orange County can now find Khloud’s fan-favorite White Cheddar Protein Popcorn in an all-new 12oz bag - the brand’s largest format yet - priced at just $9.99.

• Saint James Iced Tea goes nationwide in Costco [source]

Tech/Innovation

• Coca-Cola suspended production at its Fairlife dairy after a ransomware attack [source]

  • U.S. beverage maker Coca-Cola said one of its dairy subsidiaries was hacked and that it’s shutting down its operations for the foreseeable future. The multinational giant said in a disclosure with the U.S. Securities and Exchange Commission that its Fairlife dairy company was hit by ransomware and that its production systems are affected. The company said that its Fairlife production operations across the United States are “temporarily suspended.”

• DoorDash-Shopify integration creates On-Demand Delivery for brick-and-mortar retailers [source]

Legal

• Rebel must redesign pints after $23.8M Van Leeuwen loss [source]

  • Van Leeuwen, the New York-based premium ice cream producer has been awarded $23.8 million in profits in a trade dress infringement case against ketogenic ice cream brand Rebel Creamery. Van Leeuwen filed the complaint in 2021, also alleging false designation of origin and unfair competition under the Lanham Act and New York common law.

• New UC Davis study confirms Avocado Oil fraud has moved into chips, mayonnaises and dressings [source]

• Hemp beverage leaders line up behind new bill to legalize regulated sales [source]

  • The Lawful Hemp Protection Act is a bipartisan bill which, if passed, would establish a “clear federal framework for the hemp industry by setting consistent standards for cultivation, manufacturing, testing, and labeling,” while simultaneously banning “synthetic cannabinoids” from use in finished hemp consumables, Barr’s office stated today.

• Ben & Jerry’s dispute with parent co. could shutter philanthropic foundation [source]

  • The Ben & Jerry’s Foundation says it will shut down at the end of the year after its corporate parent cut off funding and evicted its three staffers Wednesday. The move leaves $600,000 a year in grants to Vermont organizations, and 40 years of the ice cream brand’s progressive mission, hanging on a judge’s future ruling.

  • “This is the other foot dropping in terms of the way Magnum is trying to destroy the social values of Ben & Jerry’s,” said Ben Cohen, co-founder of Ben & Jerry’s Homemade, in an interview Wednesday.

• Albertsons restructures into four regions, centralizes center-store merchandising [source]

  • Albertsons Companies is overhauling its operating structure as the grocery giant looks to speed decision-making, improve in-stock performance and better leverage its scale following the collapse of its proposed merger with Kroger.

  • The Boise, Idaho-based retailer said today it will consolidate its 11 operating divisions into four regions while centralizing center-store merchandising under a single enterprise team as part of what chief executive Susan Morris called the company’s “ACI Edge” strategy.

• McCormick details post-merger structure as $45B Unilever foods deal advances

  • Following the close of the deal, McCormick said it will reorganize into four commercial divisions: Americas Consumer, International Consumer, Global Food Service and Global Flavor. McCormick also announced the company’s expected executive team, which is a mix of talent from both companies and is effective upon the deal’s close.

  • McCormick in March said it reached an agreement to buy the majority of Unilever’s food business, including Hellman’s mayonnaise and Knorr sauces, for $44.8 billion. The deal, expected to be completed by mid-2027, is set to significantly expand McCormick’s international reach and create a global condiments and ingredients giant.

• How Golf Culture Is Embracing Modern CPG

• As Margarita Sales Cool, Martinis Step Into Spotlight

• Backflip Built A Kids’ Cereal For the YouTube Generation

• Lioness Founder Believes Women Deserve More Than Another Protein Bar

• Beef Tallow Market Heats Up As CPG Brands Ditch Seed Oils

• Compartés — LA-based luxury chocolatier

  • This summer, one of the biggest food trends is “fricy” (fruit + spicy), with consumers embracing bold combinations that pair bright citrus and fruit flavors with a hint of heat. At the same time, “Euro summer” continues to inspire everything from travel to dining, making European-inspired flavors more popular than ever.

  • Compartés brings both trends to life with a collection of handcrafted chocolate bars inspired by vibrant European flavors and unexpected pairings. Standout bars include:

    • For the “Fricy” Fans: Orange Peel Pink Pepper Vegan Dark Chocolate Bar & Mexican Hot Chocolate Spicy Chocolate Bar

    • Euro-Summer Inspired: The Tomato Chocolate Bar, The Limoncello Chocolate Bar, & The Peaches and Cream Milk Chocolate Bar

The Digest by Citrus Diaries

Sarah Galletti, Founder of Tattooed Chef

Sarah Galletti, Founder of Tattooed Chef…

Listen now

a month ago · 1 like · Lauren Hodgen

Sarah Galletti, Founder of Tattooed Chef

Sarah Galletti is the founder and creative force behind Tattooed Chef, a better-for-you food and lifestyle brand shaped by her Italian heritage and years of creative exploration. In her family, food is the centerpiece of every gathering—a way to connect and tell stories. Sarah grew up in her grandmother’s kitchen, where she learned that the best dishes start with simple ingredients.

Before creating Tattooed Chef, Sarah attended film school in Los Angeles, performed in bands, and traveled across Europe in search of creative inspiration. In Calabria, she worked in family-run pasticcerias and gelaterias, where she saw how tradition keeps recipes alive for generations. Those experiences—blending creativity, music, and the craft of food—set the stage for her next professional endeavor.

In 2017, all of her creative and culinary experience culminated with the launch of Tattooed Chef. Today, the brand produces from its facility in Italy, sourcing ingredients directly from contracted fields. Sarah’s goal remains clear: create food that tastes good, feels good, and brings people together.

IG tattooedcheffoods | tattooedchef.com

The Digest by Citrus Diaries

Lesia Dallimore, Senior Vice President of Brand & Marketing at Seremoni

Lesia Dallimore, Senior Vice President of Brand & Marketing at Seremoni…

Listen now

a month ago · Lauren Hodgen

Lesia Dallimore, Senior Vice President of Brand & Marketing at Seremoni

Lesia Dallimore is a brand marketing executive and creative strategist known for building culturally relevant consumer brands at the intersection of food, wellness, and lifestyle. As Senior Vice President of Brand & Marketing at Seremoni, her track record of brand building, marketing strategy, and premium food retail informs their brand strategy, storytelling, partnerships, and creative direction.

Previously, she held leadership roles at Oishii, Erewhon, Lunya, and lululemon, where she drove consumer engagement and retail expansion, shaping some of the industry’s most influential premium brands. With a background spanning brand development, content, and experiential marketing, Lesia is recognized for creating thoughtful campaigns that connect mission-driven companies with modern consumers.

In her free time, Lesia can be found baking with her daughter or cheering on her son at baseball games.

Seremoni Fish sets a new standard and philosophy for the very best fish. Delivering Michelin-quality wild-caught fish directly from boat to plate, the brand’s proprietary handling enhances flavor, texture and shelf life. Seremoni Grade seafood is served by top restaurants across the country like Atomix, Sushi Zo, Restaurant Daniel, Blue Hill at Stone Barns, Clover Hill, Rosella, Café Carmellini and Kato and available at select grocery stores including Wegmans and FreshDirect.

IG seremonifish | seremoni.com

Listen to the episodes:

Spotify | Apple Music | Substack

Wholesome Goods

Your one stop shop for no-fuss CPG news by Citrus Diaries Studio.

By Lauren Hodgen

The Digest by Citrus Diaries

The Digest is a weekly newsletter all about the food & beverage world. Receive recipes, product recommendations, podcast episodes, news, and more straight to your inbox.

By Lauren Hodgen

& 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 🍊

Lauren Hodgen is a passionate food enthusiast and the creative mind behind Citrus Diaries Studio. Since 2018, she has shared her journey of wellness and healing through food, exploring how mindful eating can transform both body and soul. Lauren’s love for wholesome, nourishing ingredients is at the heart of her work, which is designed to inspire others to embrace a healthier, more vibrant lifestyle. Based in Columbus, OH, she creates from the belief that food is not just fuel, but a way to connect with ourselves and the world around us.

Citrus Diaries Studio is going on vacation, there won’t be a newsletter next week! Be back 07/22!

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Acquisitions/Mergers

• Vitamin Well Group, the owner of fast-growing protein brand Barebells, is merging with Belgian nutrition bar manufacturer EMPWR [source]

• Epicurean Butter acquired by manufacturing giant Solina [source]

  • The Colorado-based business will continue to operate from its Denver facility, and CEO Stephen Owens as well as the existing leadership team will stay onboard. The deal represents an expansion for Solina to grow its dairy expertise and develop a “center of excellence for butter and dairy innovation,” from Epicurean’s manufacturing site.

• Bethenny Frankel acquires stake in DpHue [source]

  • Frankel also joins the C-suite as the newly minted chief brand officer, where she’ll work directly with founder Donna Pohlad to accelerate growth across multiple channels, including product innovation and creator partnerships.

Partnerships

• MALK Organics x KITH = two limited edition MALKshakes inspired by classic summer refreshments: The Sunset Sour and The Cool Breeze Colada.

Launches

• Beyond Meat® launches Beyond Steak® Filet at Wegmans and H-E-B [source]

Pantry

• YouTuber Ben Azelart and serial entrepreneur Shaun Neff just launched Backflip, a better-for-you cereal brand [source]

• Chosen Foods ignites grilling season with new Chili Dipping Sauce [source]

• Eggo releases new zero-sugar waffles [source]

Sweets

• maman's Soccer Ball Croissant is the sweetest way to watch the semis & final [source]

• Candy-inspired protein bar brand Misfits just launched its most indulgent range to date and the brand’s first product made with whey and collagen protein

  • Misfits Stuffed delivers the texture of a candy bar along with 17g of protein, 170 calories, and no added sugar. Three flavors: Salted Caramel, Peanut Butter, & Chocolate Frosting

Beverages

• Premium vodka seltzer brand Ciggy’s launched exclusively on Nantucket [source]

• Melting Forest just launched its sparkling protein line in the Forager Set at Sprouts [source]

• Cheeky branches into canned mixers with Botanical Tonic launch [source]

• Joe Tea launches indulgent, clean label soda at Fancy Food Show [source]

Beauty & Wellness

• As part of LANEIGE’s Lip Care Built for City Summers Campaign, the brand is launching a new, limited edition flavor of the fan-favorite Lip Sleeping Mask ($25) and Lip Glowy Balm ($19), in a juicy Acai Mango scent [source]

  • This refreshing flavor features a unique marbled formula – available for the very first time in a Lip Glowy Balm!

  • Both powered by Korean Skincare, the Lip Sleeping Mask provides intensive overnight care with clinically proven, long‑lasting moisture, while the Lip Glowy Balm provides a moisture-locking, lightweight and non-sticky gloss for on-the-go.

• Evenmouth brings a clinical edge to oral care’s longevity conversation [source]

• WeNatal, just launched Iron+, a clean, easy-to-tolerate iron supplement [source]

  • Iron+ delivers 18 mg of elemental iron from Ferrochel® iron bisglycinate, paired with Pureway® C liposomal vitamin C to support absorption. At 100 mg of liposomal vitamin C, Iron+ is one of the only iron supplements on the market to include this pairing at all.

Investments

• Top Dog Cocktails makes $1.3M investment in Flamboyant Water to fuel RTD, Caribbean expansion [source]

• L Catterton reinforces its expert-led brand thesis with Rōz investment [source]

• Rivalz nets $5M, launches Puff Snack [source]

$$$

• Juni continues to hit major milestones after just three years in the marketplace [source]

  • Over 8,000 doors

  • 15 million cans sold

  • 10 consecutive quarters of +100% growth

People

• So Good So You hired CPG veteran Jennifer Jorgensen as CEO [source]

• Power Digital appoints Charlie Chappell as President of CPG Division to lead vertical growth strategy [source]

Strategy

• M&A activity for scaled RTD brands expected to ramp up [source]

• The Better Meat Co. becomes BMC Ingredients, signaling bigger play for Rhiza Mycelium [source]

  • “The BMC Ingredients name better reflects the breadth of what Rhiza mycelium can do. As companies look for scalable, all-natural alternatives to increasingly expensive protein isolates, we’re excited to offer a whole-food mycelium ingredient that delivers nutrition, functionality and versatility across categories,” said Peter Shapiro, co-founder and CEO of BMC Ingredients, in a press release.

• General Mills bets on innovation, protein and cost savings to restore growth [source]

  • The Minneapolis-based food giant reported fourth-quarter results that met expectations, but its full-year sales and earnings declined as inflation-weary consumers sought out discounts.

Design

• Oshun just released a refillable glass bottle for at-home use [source]

Retail

• Yes Way Rosé's non-alcoholic wine expands into Publix [source]

• Bebe Got Back, a premium wellness brand designed for women over 35, just landed at 480 Sprouts stores across the country [source]

• Bath & Body Works expands reach with nationwide launch at Ulta Beauty [source]

• ChiChi launched in 35 locations across NorCal/Bay Area, Seattle, Chicago, & Michigan [source]

• Grüns KIDS has just landed at Costco [source]

• Saltyface is launching in Credo Beauty [source]

Tech/Innovation

• Hummingbirds launches Offers, connecting creator-powered discovery to verified in-store purchases [source]

  • With this launch, brands can now create cash-back offers tied to specific SKUs, retailers, and geographies, discoverable by a built-in community of everyday creators and tastemakers. These are creators who already try products at the stores they shop and share what they love with the people who trust their taste. Every purchase is receipt-verified, giving brands redemption data, velocity signals, and retail proof in the same dashboard where their creator program lives.

  • This matters given that 83.1% of all retail dollars are spent in-store, where until now, affiliate marketing has yet to succeed at scale.

• Target Plus dials up The Plus as new brands join its invite-only marketplace [source]

Legal

• UPF lawsuit hits causation wall as claims against food giants dismissed [source]

  • A lack of provable causation between the consumption of ultraprocessed foods (UPFs) and dietary illness led a Pennsylvania court to dismiss a lawsuit targeting 11 major food and beverage manufacturers this week, on grounds that the plaintiff has failed to establish that their products contributed to his pediatric diabetes.

  • The lawsuit was filed in the U.S. District Court for the Eastern District of Pennsylvania by 20-year-old Bryce Martinez, who was diagnosed with diabetes and non-alcoholic fatty liver disease when he was 16.

• Federal judge blocks state bans on buying soda and candy with food stamps

  • The decision is a major setback for Health and Human Services Secretary Robert F. Kennedy Jr.’s “Make America Healthy Again” movement, known as MAHA, which is focused on minimizing the consumption of ultraprocessed foods to reduce the prevalence of chronic diseases such as obesity and diabetes.

  • “The federal defendants and the states may have a genuine desire to improve the health of SNAP households by encouraging healthy choices at the store, and they can take lawful steps to meet those goals,” Jackson wrote. “But what they cannot do is violate the law and their own regulations along the way.”

• The Protein Brewery says FDA GRAS setback won’t derail US plans as it raises $20.5m Series B extension [source]

  • The Protein Brewery—which has just secured the green light to market its novel mycelium ingredient in the EU—has been advised by the FDA to withdraw its GRAS notice in the US due to deficiencies in its application.

• The Only Bean hit with Class Action over protein claims [source]

  • The Only Bean is facing a proposed class action lawsuit alleging the dry-roasted edamame snacks producer misled consumers by overstating the usable protein content of its products and failing to comply with federal labeling requirements.

  • Filed July 1 in the U.S. District Court for the Northern District of California, the complaint argues that The Only Bean markets its snacks as a “High Protein Supersnack” with “11G Protein” while omitting a required disclosure showing the percentage of digestible protein available to the body.

• From Self-Distribution to Over 11,000 Doors: Inside Partake’s First Decade of Inclusive Snacking

• Paco Jones — Mexican ketchup

• NADAS Empanadas — Award winning restaurant quality made with love

The Digest by Citrus Diaries

Alysa Seeland, Founder & CEO of FOND Regenerative

Alysa Seeland, Founder & CEO of FOND Regenerative…

Listen now

2 months ago · 1 like · Lauren Hodgen

Alysa Seeland, Founder & CEO of FOND Regenerative

Alysa Seeland is the founder and CEO of FOND Regenerative, which she started in 2015 following a life-changing personal health journey. Today, she is on a mission to support generational health through time-honored, nutrient-dense foods designed for sipping, snacking, and cooking.

FOND Regenerative began as a farmers market stand, where Alysa frequently sold out even in the Texas summer heat. From there, the brand expanded into online sales and independent retail, before scaling into major grocery chains beginning in 2021. Today, FOND offers a growing portfolio of regenerative, handcrafted pantry staples, including bone broths, animal fats, and demi-glace, with plans to expand further as a foundational foods brand.

what we chat about:

• Alysa shares how her personal health crisis led her to rediscover foundational foods and ultimately inspired the creation of FOND

• From personal setbacks to challenging moments in business, Alysa discusses the lessons that shaped her leadership and the growth of FOND

• The conversation explores regenerative sourcing, nutrient-dense ingredients, & making ancestral foods more accessible for everyday cooking

IG fondregenerative | fondregenerative.com

Listen to the episodes:

Spotify | Apple Music | Substack

Wholesome Goods

Your one stop shop for no-fuss CPG news by Citrus Diaries Studio.

By Lauren Hodgen

The Digest by Citrus Diaries

The Digest is a weekly newsletter all about the food & beverage world. Receive recipes, product recommendations, podcast episodes, news, and more straight to your inbox.

By Lauren Hodgen

& 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 🍊

Lauren Hodgen is a passionate food enthusiast and the creative mind behind Citrus Diaries Studio. Since 2018, she has shared her journey of wellness and healing through food, exploring how mindful eating can transform both body and soul. Lauren’s love for wholesome, nourishing ingredients is at the heart of her work, which is designed to inspire others to embrace a healthier, more vibrant lifestyle. Based in Columbus, OH, she creates from the belief that food is not just fuel, but a way to connect with ourselves and the world around us.

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Acquisitions/Mergers

• Kroger to Acquire Giant Eagle for $1.65B [source]

  • Kroger announced today that it has entered into a definitive agreement to acquire regional grocery chain Giant Eagle for $1.65 billion, marking the company’s first major acquisition since its proposed megamerger with Albertsons collapsed in 2024.

  • The proposed transaction would expand Kroger’s presence across the Midwest and Mid-Atlantic by adding Giant Eagle’s network of 197 supermarkets and 11 standalone pharmacies. Giant Eagle generates roughly $9 billion in annual sales, according to a press release, and operates stores in northern Ohio, western Pennsylvania, West Virginia, Maryland and Indiana.

• McCormick maps out Unilever Foods integration as deal progresses [source]

  • McCormick & Company executives underscored progress on the pending acquisition of Unilever Foods and outlined integration plans during the company’s second-quarter earnings call on June 25.

  • The proposed transaction would create a $20 billion global flavor powerhouse, bringing together complementary portfolios across spices, seasonings and condiments, including brands like Knorr, Hellmann’s, Frank’s RedHot, French’s and Cholula.

• ACON Investments acquires YumEarth, partners with Fini to fuel next growth phase [source]

• Unilever explores bid for Thorne, valued at $4B [source]

• Nutrabolt has tapped J.P. Morgan, Goldman Sachs, and Bank of America to lead its U.S. IPO [source]

• Danone expanded its footprint by acquiring Australia’s MADE Group [source]

• Saltair hires bankers as annual sales near $150M [source]

Partnerships

• HOPWTR x Good Girl Snacks = Pickle Lemonade

• Oat Haus x Kylie Kelce = Salted Caramel Granola Butter

• McConnell's x See's Candies = Round 3

  • After overwhelming demand, the McConnell’s Fine Ice Creams x See’s Candies collab has returned, bringing back fan-favorite flavors from both the 2024 and 2025 collections. For the first time, consumers can shop the complete lineup at McConnells.com, making the limited-time collaboration more accessible than ever.

  • The excitement doesn’t stop online. Two standout flavors – (People Food Award-winning) See’s Brown Sugar with Milk Bordeaux and See’s Vanilla with California Brittle – are also rolling out to Whole Foods Market stores nationwide, giving shoppers coast-to-coast access to the iconic partnership.

Launches

• Happy Happy Houseplant plant care + the only Monstera Deliciosa Fruit Salt Water Taffy on the market [source]

Pantry

• Nomie launched an organic line of just-add-water meals for kids [source]

• The Little Potato Company launched their 5-Minute Kit, A Little Homestyle Ranch Microwave Ready Kit [source]

• Filippo Berio shares their newest innovations with brand new squeeze bottles + spray bottles and are expanding their vinegars to include White Balsamic, Fig Balsamic Glaze & Apple Cider Vinegar [source]

Snacks

• Rivalz nets $5M, launches Puff Snack [source]

• King’s Hawaiian launches first-ever single-serve offering: Soft Pretzel Bites [source]

• Baked by Melissa launches World Cup-cakes [source]

Sweets

• YUMI launched a soft-baked, gluten-free cookie line [source]

• Figa turns Cupuaçu Seeds into clean-label Chocolate Alternative [source]

• The OREO Brand brings back Cinnamon Bun Cookies for a limited time [source]

Beverages

• Juni’s launches a Sparkling Lemonade Trio [source]

• Muracha first-harvest matcha launches with debut release, Yame No. 89 [source]

• Huel expands Daily Greens RTD lineup with two new flavors: Strawberry Lemonade and Pink Grapefruit with a refreshed look and improved recipe [source]

• Sarti Spritz is an Italian cocktail alternative to the Aperol Spritz infused with orange, mango, and passionfruit [source]

• Elmhurst enters alcohol with oat-based spritz Good Day, Darling [source]

• Amass Brands expands, taps into sparkling protein, hemp trends [source]

• Be Love just launched a clear protein line at Sprouts [source]

• De Soi released their new Social Spritz line [source]

• Laird Superfood launched a Protein Matcha line [source]

• Sazerac launched three new canned cocktail brands [source]

  • Lovebug Hard Cream Soda

  • Endless Afternoon Whiskey Lemonade

  • Buckhorn Whiskey Lemonade

Investments

• Los Sundays Tequila scored an investment from Paul & Melissa Meehan, the co-founders of NÜTRL Vodka Soda [source]

• InvestEco closed Fund IV with $106M CAD in total commitments [source]

• Coconut Cult will expand their manufacturing footprint after receiving $12.5M in financing [source]

• Maxine’s Heavenly raised $2.8M from Blueberry Capital & several others [source]

• French Fragrance brand Fascent raised $1.5 to support U.S. growth [source]

• Frozen One scoops up $5.75M [source]

  • Led by Brand Foundry Ventures, with participation from existing investor Supernatural Ventures as well as Abe Burns and Grammy Award-winning singer-songwriter Ryan Tedder.

• Apothékary lands $16M to fuel retail growth & product innovation [source]

People

• So Good So You taps Jennifer Jorgensen as CEO; founders transition to board roles [source]

• Frozen One names former Van Leeuwen Exec, David Valenza-Frost, as COO [source]

• Hershey taps PepsiCo veteran, Heather Hoytink, to lead U.S. business [source]

• After 8+ years, after joining as their first employee & leading product development for their viral launches, Paulina Char as departed Tower28 & joined M.PH as Head of Product development [source]

Strategy

• Licensing deal brings Nine Loko hemp beverages to market [source]

• LivReal gets realistic with Clean Energy Drink launch [source]

Campaigns

• SKIMS taps golf legend Lonnie “The Hawk” Hawkins ahead of Netflix’s release of a new comedy series, The Hawk starring Will Ferrell [source]

• Poppi unveiled an integrated marketing campaign with Sony Pictures’ Spider-Man: Brand New Day [source]

• Alden's Organic launches their first major integrated marketing campaign, Project Ice Cream, to ask a simple question: What else do Americans agree on besides ice cream? [source]

• LANEIGE’s shared their City Summer Lip Campaign, featuring Glaze Craze and Lip Sleeping Mask, the ultimate city-proof lip care essentials for keeping your lips in the best condition possible during the hot summer months [source]

Sponsorships

• Portsmouth Football Club welcomed Neutonic as their new back of shirt sponsor ahead of the 2026/27 season [source]

Design

• Refresh Gum debuts Caffeinated Gum and Mints, fresh new look amid mainstream push [source]

• Yesly refreshes packaging, prepares Clear Protein launch [source]

Retail

• Creator-led brand Cuso’s landed at 200+ Sam’s Club doors [source]

• PRIMA launched at Erewhon [source]

• Something & Nothing launched in 200+ H-E-B stores [source]

• Ritual expanded to 1,900 Walmart doors [source]

• DryWater is now available storewide at The Vitamin Shoppe & Kroger Family of Stores [source]

• Saint James Iced Tea launched at select CVS stores [source]

• Smearcase rolled out at select Safeway & Albertsons stores [source]

• SideDish launched three SKUs at Wegmans [source]

• Nordic Yogurt launched at Lunds & Byerlys [source]

• Hugo’s Cocktails takes its bartender-crafted RTDs to new markets [source]

Costco

• Stars + Honey launched in Pacific Northwest Costco clubs [source]

• Ayoh is headed to LA-area Costco clubs [source]

Target

• Stars + Honey launched storewide [source]

• Scott’s Protein Balls expands to 350 stores [source]

• The Only Bean launched nationwide [source]

Tech/Innovation

• Takis to remove artificial colors, TBHQ across U.S. portfolio by end of 2026 [source]

Manufacturing

• Columbia Distributing adds 850k cases of wine and spirits as RNDC deal closes [source]

Legal

• Supreme Court agrees to hear Rise Brewing trademark case against PepsiCo [source]

  • The U.S. Supreme Court agreed on Monday to hear a bid by ​canned-coffee maker Rise Brewing to hold PepsiCo (PEP.O), opens new tab liable for alleged trademark infringement ‌concerning Pepsi’s morning energy drink “Mtn Dew Rise.”

  • The justices took up Rise’s appeal of a lower court’s ruling rejecting the company’s claim that the product name “Mtn Dew Rise” infringes its trademarks and creates customer confusion with ​its coffee brand.

• How Mingle Mocktails Won with Whole Foods

• Annavana Wants To Get Americans Hooked On Podi

• Wellness Shoppers Seeking Proof Over Promises, Says Vitamin Shoppe Report

• Nomie — just-add-water meals for kids

• Cotto — high-protein whipped cottage cheese dips

The Digest by Citrus Diaries

Nikki Seaman, Founder of Freestyle Snacks

Nikki Seaman, Founder of Freestyle Snacks…

Listen now

2 months ago · 2 likes · Lauren Hodgen

Nikki Seaman, Founder of Freestyle Snacks

Freestyle is a woman-founded snack brand on a mission to reinvent savory snacking. Founded by Nikki Seaman, the company transforms premium olives and pickles into convenient, mess-free snacks with bold flavors and modern packaging designed for life on the go.

What began as a better way to enjoy olives has evolved into a rapidly growing CPG brand that’s challenging expectations around an overlooked grocery category. By combining high-quality ingredients with thoughtful design and convenience, Freestyle is making healthy, craveable snacking easier than ever.

what we chat about:

• Freestyle transformed olives from a niche pantry staple into a convenient, modern snack by focusing on packaging, portability, and branding.

• Growing a food brand in retail requires educating consumers and creating a product that stands out in a category people think they already know.

• Reinventing an overlooked category isn’t about changing the product itself—it’s about changing how and when people enjoy it.

IG freestylesnacking | freestylesnacking.com

Listen to the episodes:

Spotify | Apple Music | Substack

Wholesome Goods

Your one stop shop for no-fuss CPG news by Citrus Diaries Studio.

By Lauren Hodgen

The Digest by Citrus Diaries

The Digest is a weekly newsletter all about the food & beverage world. Receive recipes, product recommendations, podcast episodes, news, and more straight to your inbox.

By Lauren Hodgen

& 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 🍊

Lauren Hodgen is a passionate food enthusiast and the creative mind behind Citrus Diaries Studio. Since 2018, she has shared her journey of wellness and healing through food, exploring how mindful eating can transform both body and soul. Lauren’s love for wholesome, nourishing ingredients is at the heart of her work, which is designed to inspire others to embrace a healthier, more vibrant lifestyle. Based in Columbus, OH, she creates from the belief that food is not just fuel, but a way to connect with ourselves and the world around us.

This interview series is powered by Faire, the online wholesale platform connecting independent brands & retailers around the world. Faire helps local shops discover unique products from emerging & established makers, making it easier for businesses to grow & thrive.

What was the original spark behind Freestyle Snacking?

I've always been obsessed with briny snacks, especially olives and pickles, but I could never find a convenient way to enjoy them on the go. Everything was packed in glass jars, messy to carry, and not designed for modern lifestyles. I saw an opportunity to take these beloved snacks and reinvent them in a way that was portable, craveable, and accessible anywhere.

What’s one early decision that ended up shaping everything?

From the very beginning, I became obsessed with data and customer feedback. Before making almost any decision, whether it was flavor development, packaging, pricing, or marketing, I wanted to understand exactly what consumers were telling us.

We sampled relentlessly, read every review, tracked purchasing behavior, and talked directly to customers whenever possible. That discipline helped us build a product with a strong value proposition and avoid making decisions based on assumptions. Even today, that customer-first, data-driven mindset is at the core of how we operate.

What does your day-to-day look like now vs. in the early days?

In the early days, I did everything myself. I was packing orders in my garage, answering customer emails, posting on social media, and driving samples around town. Today, I spend much more of my time focused on strategy, team leadership, retail growth, and building the future of the brand. The problems are bigger now, but thankfully I have an incredible team helping solve them.

What’s one ritual you try not to skip, no matter how busy things get?

Spending quality time with my family. Building a fast growing business can easily consume every hour of the day, but making time to be present with my husband and two little ones helps keep everything in perspective.

Set the vibe, what’s something you consume every day?

My mornings usually start with a quick look at sales across the business, followed by a chocolate chip Perfect Bar and getting fully dressed for the day. It's a simple routine, but it helps me feel energized, focused, and ready to tackle whatever comes next.

Right now, it's simplifying. As the business grows, I've become obsessed with focusing on the few things that drive the biggest impact and saying no to distractions.

When in your day do you naturally reach for your own product?

Usually as a pre-dinner snack. It takes the edge off, satisfies that craving for something salty & savory, and makes me feel fancy!

What’s a small moment in your routine that consistently fuels your creativity?

Going for a walk without my phone. Some of my best product ideas and business solutions happen when I give myself a little space to think.

What made you think wholesale was the next move?

From the beginning, we knew Freestyle was a product people would discover and fall in love with once they saw it. Wholesale gave us the opportunity to get in front of consumers where they already shop and helped us build awareness community by community.

Where has using Faire created more ease or opened up time in your routine?

Faire streamlines so much of the order management process that it allows our team to spend more time building relationships, supporting retailers, and growing the business instead of getting bogged down in administrative work.

Is there a specific Faire feature or tool that's become a regular part of how you run your wholesale business? What’s been the biggest unlock for you?

Faire Samples is something we unlocked in late 2025, and it’s been a game changer. It allows retailers to easily try our products before committing to a larger order, which has helped us open conversations with new accounts and accelerate retailer acquisition.

How has your wholesale business grown since joining Faire?

Faire has become an important part of our wholesale ecosystem. It’s helped us reach retailers we may not have otherwise connected with and has contributed meaningfully to our continued growth across independent and specialty retail. We’re up over 200% YoY with Faire and we don’t see the growth slowing down.

Is there a retailer you found through Faire that felt like a real milestone? A shop you were proud to land?

We’re on a mission to make Freestyle Snacks available wherever people are looking for a delicious, elevated snack. That’s why every retailer we land through Faire feels like a milestone. We love seeing the brand show up in thoughtfully curated independent stores because each one helps us reach new consumers and brings us closer to our goal of making Freestyle a snack people can find everywhere.

Is there a type of shop you’ve landed in through Faire that surprised you?

We’ve been pleasantly surprised by how many different retail channels have embraced the brand. Of course specialty food stores made sense, but we’ve also seen strong demand from wine shops, breweries, farm markets, coffee shops, hotels, and even convenience stores. It’s shown us that consumers are looking for elevated, flavorful snacks in far more places than we originally imagined.

I hope you enjoyed this special edition of Wholesome Goods in partnership with Faire!

Follow along on Freestyle Snack’s journey on IG freestylesnacking and shop online at freestylesnacking.com. Thank you again to Nikki for being a part of this series!

Best,

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 🍊

Lauren Hodgen is a passionate food enthusiast and the creative mind behind Citrus Diaries Studio. Since 2018, she has shared her journey of wellness and healing through food, exploring how mindful eating can transform both body and soul. Lauren’s love for wholesome, nourishing ingredients is at the heart of her work, which is designed to inspire others to embrace a healthier, more vibrant lifestyle. Based in Columbus, OH, she creates from the belief that food is not just fuel, but a way to connect with ourselves and the world around us.

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I’m excited to be publishing this interview series with Faire! New interviews about CPG founder’s rituals will be going live every Thursday for the next month.

Acquisitions/Mergers

• Bacardi takes full ownership of Irish Whiskey maker TEELING® [source]

• Goterra administrator seeks buyer as founder warns of insect ag sector ‘contagion’ [source]

Partnerships

• Algae Cooking Club x Musashi = smoked tomato oil

• Jacobsen Salt x Snow Peak = Sansho Salt

  • Prized budo sansho pepper from Wakayama, Japan meets JSC’s pure flake sea salt from Netarts Bay, Oregon, to create a fragrant, citrusy infusion with a subtle tingle.

• Lemme x [solidcore] = exclusive classes to celebrate Lemme’s two new creatine gummy flavors

Launches

Pantry

• Cameron Smith, former Kodiak Cakes founder, launched Kindling a line of protein pretzels [source]

• Tara Bosch is back with Snackish after selling SmartSweets for $360 million [source]

• Sweet Loren’s launched several new breakfast items, now available at Target [source]

  • Oatmeal Bars packed with 6g protein & 3-4g fiber

  • Ready-to-bake Sticks: the perfect flaky, golden puff pastry snack, side or appetizer

  • Bakery-style Scones available in Chocolate Chunk & Cinnamon Brown Sugar

• Chef Marcus Samuelsson launches simmer sauce brand, Merkato by Marcus [source]

• Lil Bucks launched a Bucks Crispy Treats range with four flavors [source]

Dairy

• Protein Pints launched Pops [source]

• Silk extends Protein Line into Yogurt and Ready-to-Drink Shakes [source]

Beverages

• Recess launched a limited-edition Pink Lemonade flavor [source]

• Rocky’s Matcha dropped a single-serve line [source]

• UK-based Spacegoods released an RTD Oat Mushroom Latte line [source]

• Cardi B-backed Zevia has a new Fruit Punch for summer sipping [source]

  • Select sodas up to 20% off during Prime Day.

Wellness

• DAYLY unveils four functional toothpaste formulas for both adults and children—two for morning and two for night, blending over 40 vitamins, minerals, & botanicals across all SKUs, specifically calibrated to the body's circadian rhythm [source]

• Arrae expanded its Metabolic Range with MB-1 Max [source]

Investments

• Algae Cooking Club nabs $11.6M [source]

• Gleezy closed a $2 million seed round to scale premium hot dog business [source]

• Anheuser-Busch invests $20M in Michelob Ultra production in bet on beer rebound [source]

• Allison Ellsworth made a six-figure investment in Doublesoul [source]

Ag

• Solar Foods wins $89.2m backing for ‘protein from air’ factory, but final investment decision still pending [source]

$$$

• IQBAR’s club channel velocities jumped 80% after its packaging refresh [source]

• Stars + Honey landed at Target after growing 300% in 2025 [source]

• ALOHA is on pace for $200 million in revenue this year [source]

• Garrison Brothers reported a 32% increase in retail dollar sales in Q1 [source]

• Kroger Q1 sales rise, but CEO Foran says ‘more work to do’ [source]

People

• Pat McAfee joins Jams as co-owner [source]

• Kaia Gerber joined Uni as their first Creative Partner in Residence [source]

• Ocean Spray taps former Nestlé Health Science Exec, Abigail Buckwalter, as CEO [source]

• We Feed Raw added Paul Jung as Director of Product & Innovation [source]

• Live Tinted appointed Sherry Jhawar, longtime advisor & board member, as CEO with Deepica continuing to serve as founder & visionary [source]

Strategy

• Etsy launches “Shop Other Jeffs,” celebrating the non-billionaire sellers behind its latest campaign [source]

• Beech-Nut bets on the overlooked preschool snacking market, the US rollout aims to fill gap between toddler food and traditional snacks for kids 4 years-plus [source]

• Faire opens its marketplace up to hotels, offices and non-retail customers [source]

Activations

• Sanpellegrino transports you to the Italian Coast with CIAO! Limoncello Club [source]

• Oatly’s “Losers Café is giving free drinks to fans of eliminated teams [source]

Design

• Tower28 launched the first (ever) hypochlorous acid-spraying billboard at 389 Canal St. [source]

  • “For anyone wandering by our billboard, simply press the botton to be “spritzed” to get an immediate spritz of our SOS Daily Rescue Spray—designed with hypochlorous acid to help neutralize sweat and prevent breakouts, inflammation, and redness post-sweat.”

Retail

• Laoban expands Whole Foods partnership With exclusive noodle launch [source]

• Khloud launched storewide at Publix [source]

• Magic Mind launched at New Seasons Market [source]

• Nello launched at Kroger nationwide [source]

• SkyPop Protein Soda launched at CVS [source]

• Tart is now available at Erewhon [source]

• Oats Overnight launched storewide at The Vitamin Shoppe [source]

  • Plus, a new variety pack at Sam’s Club [source]

• Blue Zones Kitchen launched at Albertsons [source]

• Spade launched its 4-packs at H-E-B & Total Wine [source]

• Wip launched at 330+ Walmart Fuel Centers [source]

• OLIVE YOUNG opens new store at Westfield Century City in Los Angeles [source]

• youtheory Launches TikTok Shop [source]

  • The launch brings products like Liquid Collagen, Liquid Ashwagandha, and Liquid B12B6 directly into a social-first shopping environment as more wellness consumers discover and purchase products through creator content and livestream shopping.

  • They are offering 30% off its assortment of best-selling liquid supplements and bundles through July 2.

Target

• Wild Fox launched at Target [source]

• Stars + Honey brings its Collagen Protein Bars that taste like dessert to Target stores nationwide [source]

• Day Out Snacks secures first permanent national retail placement with Target [source]

Tech/Innovation

• Wearables that track sun exposure are here and ready to disrupt the sun-care market [source]

  • Launched by tech startup The90 and helmed by CEO and co-founder Stacy Salvi, a former director at Google-owned Fitbit, the new device launched with a limited run but a wide runway, she told Glossy.

  • “[The Gem wearable] has a photodiode sensor that detects UVA, which is the aging UV, and UVB, which is the burning UV,” Salvi told Glossy. “It’s important to understand that you can’t get that information from any weather app that you have on your phone, because that’s all based on UV index, which is like a weather forecast [with a] 100-mile radius [that] doesn’t really tell you anything about your personal exposure.”

• The Estée Lauder Companies and Jo Malone London launch experience that turns visual taste into a personalized fragrance wardrobe, exclusively on Pinterest [source]

• Mondelēz International announces nine start-ups chosen to participate in CoLab Tech 2026 Program [source]

  • Akarso Bio creates a fermentation-derived prebiotic nanofiber platform that performs like a hydrocolloid, declares like a fiber, and naturally stimulates GLP-1; helping brands create foods that help satisfy hunger and support gut health and metabolic wellness.

  • Alpine Bio is an ingredient innovation company producing next-generation soy protein ingredients with whey-like functionality, superior solubility, emulsification, neutral flavor and nutrition, with reduced carbon emissions relative to dairy proteins.

  • Attribute Analytics is an intelligence platform that connects sensory, consumer, and sales data to deliver actionable food and beverage product insights, helping CPG teams make faster, smarter decisions that improve product quality, accelerate innovation, and increase market success.

  • Cal-San developed a proprietary microwave-assisted dehydration technology, producing premium snacks and ingredients with superior flavor, texture, nutritional retention, and extended shelf life.

  • De3pbio is advancing the next generation of precision nutrition using its proprietary AI-speed biomanufacturing to research and develop functional ingredients that have potential to optimize human biology.

  • Nfinite Paper: creates curbside recyclable, sealable, printable ultra-high barrier paper designed to replace flexible metallized plastic packaging, with a reduced carbon footprint.

  • Nourish Ingredients is pioneering animal-free specialty fats through precision fermentation and enzyme processes to deliver animalic taste and texture, as well as ingredient appeal, across categories, enabling more sustainable, delicious products.

  • Nous: is shaping the next iteration of functional ingredients using a proprietary extraction technology, enabling the development of better-for-you ingredients with unique functionality, taste neutrality, and complete solubility.

  • Ruby Bio uses renewable and up-cycled feedstocks to produce ingredients that help boost the performance and shelf life of baked goods, beverages, and confectionery products through precision fermentation.

Manufacturing

• Bibigo owner to build cultivated seaweed plant to fuel Korean food demand [source]

• Top Seedz doubles production capacity in largest expansion yet [source]

• Evolution Fresh locks in orange supply through mid-2027 amid industry shortages [source]

Legal

• Danone sues Chobani over ‘misleading’ yogurt protein claims [source]

  • Danone filed a federal lawsuit against rival Chobani on June 15 in the U.S. District Court for the Southern District of New York, alleging the company’s “20G Protein” tubs violate U.S. Food and Drug Administration (FDA) serving-size regulations and mislead consumers into believing the products meet a “crucial baseline” of 20 grams of protein per serving.

• Court favors Revitalyte in lawsuit, rules Pedialyte trade dress unprotectable [source]

  • A trade dress lawsuit filed by the makers of Pedialyte has backfired after a U.S. district judge ruled that the brand’s trade dress “lacks distinctiveness” and is not protectable.

• Texas Rep. proposes hemp beverage carve-out [source]

  • Rep. Beth Van Duyne (R-TX) is the latest Republican lawmaker to put forward potential legislation that would stave off the Nov. 12 ban on intoxicating hemp drinks, putting them in a regulatory framework similar to alcohol.

• FDA expands sunscreen options for the first time in 20 years [source]

  • The U.S. Food and Drug Administration added bemotrizinol to the list of permitted sunscreen active ingredients, marking a significant milestone in the agency's efforts to advance sunscreen innovation. Bemotrizinol is the first new active ingredient added to the over-the-counter (OTC) sunscreen monograph since the late 1990s.

Closures

• Republic National Distributing Company expects to cease operations in Illinois, shutter facilities [source]

• New Research Reveals Americans Are Increasingly Grilling for Connection and Calm, Not Perfection

  • The research identified five grilling personalities, revealing that Americans are just as likely to approach the grill as a place to connect with others, unwind after a busy day or experiment with new flavors as they are to perfect their technique.

  • The personalities include The Host, The Zen Griller, The Pitmaster, The Experimenter, and The Pragmatist.

• Why Walmart Moved ALOHA From the Nutrition Aisle to Grocery

• Consumers Want Groceries Now. Retailers Are Racing to Keep Up

• The Innovations Behind Protein’s Refreshing Surge

• BRĒZ Battles for Balance Amidst Swirling Regulatory, Financial Crosswinds

• Restaurant Owners Try To Keep Hemp On The Menu

• Why Smarter Water Management is Critical for Farmer Returns

• LAV — single-serve, clean-ingredient dressings

• Snackish — the feel good chip™

The Digest by Citrus Diaries

Steven Shonts, Founder of The Hermit

Steven Shonts, Founder of The Hermit…

Listen now

2 months ago · 1 like · Lauren Hodgen

Steven Shonts, Founder of The Hermit

Steven is a reformed data scientist who decided to search for the perfect protein source, one that was both sustainable, abundant, and highly nutritious.

The Hermit makes a one-of-a-kind calamari jerky product using American wild caught squid. With 31g of protein and zero sugar in a bag, plus all the nutritional benefits of seafood, it’s been delighting seafood lovers since its launch.

what we chat about:

• Steven shares how his background in data science and interest in food systems led him to pursue entrepreneurship and build The Hermit

• The conversation explores why wild-caught American squid stood out as a sustainable, nutrient-dense protein source and how it became the foundation of the brand

• Steven discusses the challenges and successes of bringing an unconventional product to market, including consumer reactions, education, and growing awareness of seafood-based snacks

IG thehermitsquid | thehermit.com

Listen to the episodes:

Spotify | Apple Music | Substack

Wholesome Goods

Your one stop shop for no-fuss CPG news by Citrus Diaries Studio.

By Lauren Hodgen

The Digest by Citrus Diaries

The Digest is a weekly newsletter all about the food & beverage world. Receive recipes, product recommendations, podcast episodes, news, and more straight to your inbox.

By Lauren Hodgen

& 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 🍊

Lauren Hodgen is a passionate food enthusiast and the creative mind behind Citrus Diaries Studio. Since 2018, she has shared her journey of wellness and healing through food, exploring how mindful eating can transform both body and soul. Lauren’s love for wholesome, nourishing ingredients is at the heart of her work, which is designed to inspire others to embrace a healthier, more vibrant lifestyle. Based in Columbus, OH, she creates from the belief that food is not just fuel, but a way to connect with ourselves and the world around us.

This interview series is powered by Faire, the online wholesale platform connecting independent brands & retailers around the world. Faire helps local shops discover unique products from emerging & established makers, making it easier for businesses to grow & thrive.

What was the original spark behind Pistakio?

The spark was a flavor we missed. Growing up — me in Italy, Fran across Ecuador and Switzerland — pistachio was an everyday ingredient at home. When we landed and met at SCAD in Savannah for college, we couldn't find anything on the US shelves that captured it: every product was either treated like luxury or full of stuff that wasn't actually pistachio. We started dreaming of a pistachio brand and making our own spreads in our dorm kitchen as a capstone project.

What’s one early decision that ended up shaping everything?

Deciding to build in public — except “building in public” wasn’t really a thing yet. Our SCAD professor told us, point-blank, that he’d fail us if we didn’t start posting about Pistakio on Instagram. So we did, kind of reluctantly, as we were doing everything from a dorm and everything was far from perfect and curated. We documented everything — the dorm-kitchen recipe tests, the farmers market setups, the ups and downs — and we took that growing community along the journey, asking for their help and feedback as we continued building Pistakio.

What does your day-to-day look like now vs. in the early days?

The early days were after-hours. Fran and I had day jobs in Portland, and Pistakio happened around them. As Pistakio started growing, computer time started increasing. If in the beginning we were more hands-on — production, packing orders, dropping off cases — now it's more brainstorming, meetings, spreadsheets.

The days are so different from one another, but they all start with making a moka of coffee and end with a run, preferably on the trail.

What’s one ritual you try not to skip, no matter how busy things get?

Moving my body — if i can’t hit the trail and go running, I try at least to make it to 10,000 steps.

Set the vibe, what’s something you consume every day?

Coffee, yogurt, YouTube, Olipop, podcasts, ice cream

When in your day do you naturally reach for your own product?

When i’m looking to add some flavor to an ordinary snack — yogurt bowl, strawberries or fruit, ice cream.

What’s a small moment in your routine that consistently fuels your creativity?

I started writing two pages every morning as soon as I wake up, instead of grabbing my phone. I don't have a prompt, I just jot down whatever goes on in my mind.

Walking/running in the forest also helps me brainstorm and connect ideas.

What made you think wholesale was the next move?

We wanted to make it impossible for foodies not to see us, and independent stores were a great place to start.

Why did you choose Faire to start your wholesale journey?

We were fresh out of college, with no money nor industry experience. Having gone directly through UNFI or KeHE to get a big national retailer would have been our beginning and end at the same time. Faire allowed us to be in stores all over the country, while keeping our company alive.

Where has using Faire created more ease or opened up time in your routine?

We don’t have to take orders or chase people for payments — everything happens on the platform.

Is there a specific Faire feature or tool that's become a regular part of how you run your wholesale business? What’s been the biggest unlock for you?

We send monthly emails to our retailers to share what’s new and what’s going on with Pistakio — we think it helps making them feel like part of the Pistakio fam.

How has your wholesale business grown since joining Faire?

Tremendously. We started with a couple of accounts in Portland and grew to over 400 so far.

How has being on Faire changed the way you think about where your product belongs?

Faire helped us understand our products don’t only belong in a grocery store, but also in gift shops, specialty markets, cafes, and anywhere a curious buyer wants to put a beautiful, flavor-forward jar in front of their customers.

I hope you enjoyed this special edition of Wholesome Goods in partnership with Faire! New interviews will be live every Thursday for the next month.

Follow along on Pistakio’s journey on IG eatpistakio and shop online at pistakio.co. Thank you again to Nicola for being a part of this series!

Best,

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 🍊

Lauren Hodgen is a passionate food enthusiast and the creative mind behind Citrus Diaries Studio. Since 2018, she has shared her journey of wellness and healing through food, exploring how mindful eating can transform both body and soul. Lauren’s love for wholesome, nourishing ingredients is at the heart of her work, which is designed to inspire others to embrace a healthier, more vibrant lifestyle. Based in Columbus, OH, she creates from the belief that food is not just fuel, but a way to connect with ourselves and the world around us.

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I’m excited to be publishing this interview series with Faire! New interviews about CPG founder’s rituals will be going live every Thursday for the next month.

Acquisitions/Mergers

• Hoffman Family of Companies scoops up Cedar Crest Ice Cream [source]

• AeroFarms acquired by Palm Ventures affiliate [source]

• GERBER-RAUTH exits dairy commodities to double down on ‘future of dairy’ [source]

Partnerships

• BRAMI x New York Yankees = a season-long partnership rooted in Italian food culture, community, and competition

  • Throughout the 2026 season, BRAMI will be integrated across the Yankees ecosystem through in-stadium signage, digital and social campaigns, fan promotions, hospitality experiences, retail campaigns, and a special Yankee Stadium group ticket event, which includes a limited-edition Yankees-branded Italian Flag Cap. The partnership brings together two brands rooted in tradition and culture, positioning BRAMI at the center of a powerful moment in food, sport, and the New York community.

• Campbell’s x Banza = gluten free chicken noodle soup

• GT’s x Cheribundi = Shirley Temple flavored LTO

• Jennifer Aniston x smartwater x PVOLVE = launch national wellness partnership

Launches

Freezer

• Red’s All Natural enters frozen snacking category [source]

  • Rolling out to Kroger stores this month, Snackers is a line of smaller-format items made with simple ingredients including antibiotic-free meat and cage-free eggs.

  • The lineup includes Chicken Maple Sausage Burrito, Egg & Cheese Burrito, Chicken Maple Sausage Biscuits and Savory Sausage Biscuits.

• Mini Melts beaded ice cream taps into the cereal milk trend with new Fruity Cereal Crunch launch [source]

Pantry

• Archer Meat Snacks launches first-ever Chicken Protein Snack, expanding to Target and Walmart with new 8-count multipack line [source]

• Sauz dropped a Basic Basil Marinara [source]

• Brightland launches their new Mediterranean Capsule Collection featuring Castelvetrano & Kalamata extra virgin olive oils [source]

• Smash Kitchen launched an organic pasta sauce line [source]

• The founders of Yasso are back with Snack Buddies, a functional snack brand, debuting with a line of mini muffins [source]

• Magic Spoon launches an oatmeal line [source]

Wellness & Beauty

• e.l.f. Beauty bets on hair as its next growth engine [source]

• AG1 is launching AG1 Pro with 5g of Creatine + HMB + Zinc Carnosine [source]

• Salt & Stone is bringing Lily & Yuzu back as a permanent scent [source]

Beverages

• SVEDKA launched a line of vodka waters in clear cans [source]

• Nestle’s Garden of Life to debut Clear Whey Protein [source]

Ag

• NestFresh’s debuts full SKU of eggs as humanely hatched at National Retailers [source]

  • The company recently completed the transition of its entire egg portfolio to Humanely Hatched™, becoming one of the first national egg brands to fully scale in-ovo sexing technology across all SKUs, months ahead of its original timeline.

  • The technology identifies the sex of chicks before hatching, eliminating the need for the routine culling of male chicks while providing a scalable solution for producers.

Investments

• Remedy received an investment from L Catterton, the company expects to hit $50M in sales this year [source]

• Diamond Brew closed a 7-figure seed round to support growth [source]

Ag

• Picketa Systems raises $1.5m to bring crop nutrient testing to the field [source]

• UK’s first public-private nature fund raises $86m to restore landscapes at scale [source]

$$$

• Suja Life reported Q1 results and net sales jumped 22.5% to $107.1M [source]

• Garage Beer sales surge +60% [source]

• Suja Life posts 22.5% Q1 sales growth in first public earnings [source]

People

• LesserEvil Co-Founder, Andrew Strife, Joins Dropout Companies as CEO [source]

• Zevia names Alexandre Ruberti President, CEO [source]

Strategy

• Goop kitchen expands to Williamsburg [source]

• Campari builds on the Aperol playbook, without the booze [source]

• GoGo squeeZ® fuels the fans in tournament host cities (LA, NYC, KC) [source]

Design

• Mezcla unveils a new look and four new flavors: Frosted Strawberry, Mint Chocolate, Chocolate Pretzel, & Salted Caramel Chocolate [source]

• Spylt unveiled a new, playful look [source]

• Pirate’s Booty unveiled a new look [source]

Retail

• ALDI drops its first-ever grocery blind boxes [source]

• Bloom Energy line is now available in 7-Eleven stores across Australia [source]

• DryWater finds everyday hydration niche, expands to 41K doors [source]

• SMACKIN’ is now at Kroger nationwide [source]

• Stimmie launched online at Ulta Beauty [source]

• LL’s Kitchen launched storewide at Sprouts [source]

• Throne Sport Coffee launched at CVS [source]

• Cotto is now at Fairway Market in NYC [source]

• Natty Ice Cream launched at New Seasons Market [source]

Target

• The Only Bean launched nationwide [source]

• Kristin Cavallari’s brand Fizzen just debuted in 1,900 stores [source]

• Cadootz! launched nationwide & storewide [source]

• Day Out Snacks added 2,000 doors [source]

• Evie’s launched at across the South + Southeast [source]

Walmart

• Walmart, Wing add 7 markets to drone delivery expansion plan [source]

• Walmart+ expands to Canada [source]

Tech/Innovation

• The EVERY Co. quadruples capacity through Huvepharma partnership [source]

  • The precision fermentation company announced today a major expansion of its manufacturing partnership with Huvepharma, a global pharmaceutical and animal health company. The move is expected to quadruple production capacity for OvoPro, EVERY’s flagship fermentation-derived egg protein.

• Pinterest signs $4B AI deal with AWS [source]

• Frigidaire launched Frankie by Frigidaire™ [source]

  • A new AI-powered recipe assistant designed to help consumers rediscover what’s already in their fridge by suggesting personalized meal ideas based on what they already have

• Good Culture partnered with the Michigan Milk Producers Association (MMPA) to invest in a dedicated production facility in Remus, Michigan [source]

  • The MMPA is farmer-owned and the 9th largest dairy cooperative and processor in the U.S.

  • “This purpose-built facility is a major step forward for Good Culture, allowing us to scale, maintain control over our supply, and get our products onto more shelves nationwide,” said Jesse Merrill, CEO and Co-Founder of Good Culture. “From day one, our brand has been built on doing things the right way, and working with a values-aligned partner makes it possible to grow without sacrificing the quality our consumers know and trust.”

• Nestlé USA eliminates artificial dyes across portfolio [source]

Legal

• LMNT sues heath scoring app Oasis over false Lead claims [source]

  • A health and wellness app published false and misleading statements about LMNT, the electrolyte brand claims in a federal lawsuit in Delaware. LMNT says Oasis published false statements its brand contained seven times the legal limit of lead and kept the false posts up for 15 months after retraction demands.

• Nara Organics recalls baby formula sold at Target after multistate infant botulism outbreak [source]

Closures

• JBS USA to close two beef plants [source]

• French alt meat whole cut specialist SWAP Food enters judicial liquidation, ceases operations [source]

• Apeel founder on MAHA, misinformation, layoffs, and a second act in post-harvest tech

  • Re Apeel: What happens when we get the story wrong

• Snack Buddies — Fuel For Fun Days™️

• Snooz — Ice Cream for Better Sleep

The Digest by Citrus Diaries

Andrew Thomas, SVP Marketing at Archer Meat Snacks

Andrew Thomas, SVP Marketing at Archer Meat Snacks…

Listen now

3 months ago · 2 likes · Lauren Hodgen

Andrew Thomas, SVP Marketing at Archer Meat Snacks

Andrew Thomas is a seasoned CPG marketing executive whose career spans nearly two decades across challenger brands and global industry leaders.

Archer is one of the fastest-growing meat snack brands in the U.S., redefining the category with clean-label, high-protein snacks made from real ingredients, without any fillers or junk. Available in multiple snacking formats from mini meat sticks to jerky, Archer was founded in 2011 by Eugene Kang, who has since grown the business 35.9% year-over-year, significantly outpacing the category, with the brand now on track to exceed half a billion in sales in 2026. Available in more than 30,000 retail locations nationwide, Archer continues to expand its footprint and scale production to meet surging demand.

what we chat about:

• From a marketing perspective, what do you think Archer understood about today’s consumer earlier than the rest of the category?

• How has the mix of big-brand experience and challenger-brand thinking shaped the way you approach storytelling and growth at Archer?

• Archer’s new partnership with Disney for Star Wars: The Mandalorian and Grogu is such a major cultural crossover moment for the brand. What goes into building a campaign of that scale?

IG archerjerky | archerjerky.com

Listen to the episodes:

Spotify | Apple Music | Substack

Wholesome Goods

Your one stop shop for no-fuss CPG news by Citrus Diaries Studio.

By Lauren Hodgen

The Digest by Citrus Diaries

The Digest is a weekly newsletter all about the food & beverage world. Receive recipes, product recommendations, podcast episodes, news, and more straight to your inbox.

By Lauren Hodgen

& 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 🍊

Lauren Hodgen is a passionate food enthusiast and the creative mind behind Citrus Diaries Studio. Since 2018, she has shared her journey of wellness and healing through food, exploring how mindful eating can transform both body and soul. Lauren’s love for wholesome, nourishing ingredients is at the heart of her work, which is designed to inspire others to embrace a healthier, more vibrant lifestyle. Based in Columbus, OH, she creates from the belief that food is not just fuel, but a way to connect with ourselves and the world around us.

This interview series is powered by Faire, the online wholesale platform connecting independent brands & retailers around the world. Faire helps local shops discover unique products from emerging & established makers, making it easier for businesses to grow & thrive.

What was the original spark behind Joon Pistachios?

We realized that we had an incredible family recipe for pistachios in a category that hasn’t had much innovation over the last 20 years.

What’s one early decision that ended up shaping everything?

We made a early decision to invest heavily into R&D + operations, allowing us to feel confident in not only the product tasting great, but our manufacturing being feasible for growth.

What does your day-to-day look like now vs. in the early days?

Early days, it was all proactive planning and strategizing. Now, the main difference is that we have a ton of business the manage but still have to strategize on ways to grow the business while giving all the love to retailers and partners that are selling Joon.

What’s one ritual you try not to skip, no matter how busy things get?

Being active and staying physically fit. I think there’s such a reward for your brain (and business) when you get the body moving.

Set the vibe, what’s something you consume every day?

I run our social media page for Joon and it’s been a great reminder of using social media for professional purposes. I follow incredible brands that give us inspiration for content, product innovation and general trade updates.

When in your day do you naturally reach for your own product?

12:00p and 3:00p! The perfect pick me up.

What’s a small moment in your routine that consistently fuels your creativity?

Post workout, specifically running, I feel like my mind is super focused and creative. Making sure to jot down those ideas is incredibly important in moving from thought to action.

What made you think wholesale was the next move?

We thought that wholesale + retail was our play from day one. We didn’t want to get blinded by the excitement of DTC.

Why did you choose Faire to start your wholesale journey?

We truly believe Faire is not only a business builder (via great margins for wholesale) but it’s a great brand builder. Retailers on Faire have incredibly dedicated shoppers that take picture of our product, post on Instagram and build the word of mouth marketing funnel that every brand desires.

Where has using Faire created more ease or opened up time in your routine?

Faire has given us confidence to continue the road of product innovation because we now have 500+ retailers we know are interested in anything we put out!

Is there a specific Faire feature or tool that's become a regular part of how you run your wholesale business? What’s been the biggest unlock for you?

Definitely direct messaging. I’ve met so many people in person that I had an online professional relationship with for over a year from messaging on Faire.

How has your wholesale business grown since joining Faire?

Substantially. From 10 retailers to 500 retailers in a year.

Is there a retailer you found through Faire that felt like a real milestone? A shop you were proud to land?

Probably Happier Grocer in New York + GoPuff. Both of these accounts have been huge unlocks in getting the brand into the hands of people in desirable markets (yes - all markets are desirable).

Is there a type of shop you’ve landed in through Faire that surprised you?

Some of the gift stores, such as Patina in Minnesota, move a ton of inventory. That’s been a huge unlock.

How has being on Faire changed the way you think about where your product belongs?

We are really grateful for the independents we work with because we feel they are such incredible brand builders for early stage companies like Joon.

Any new brands considering launching a product in wholesale should 100% start on Faire in order to identify where weak points are in their operations. It’s a way to stress test the business without completely imploding if something goes wrong!

I hope you enjoyed this special edition of Wholesome Goods in partnership with Faire! New interviews will be live every Thursday for the next month.

Follow along on Joon’s journey on IG eatjoonfoods and shop online at eatjoonfoods.com. Thank you again to Nathan for being a part of this series!

Best,

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 🍊

Lauren Hodgen is a passionate food enthusiast and the creative mind behind Citrus Diaries Studio. Since 2018, she has shared her journey of wellness and healing through food, exploring how mindful eating can transform both body and soul. Lauren’s love for wholesome, nourishing ingredients is at the heart of her work, which is designed to inspire others to embrace a healthier, more vibrant lifestyle. Based in Columbus, OH, she creates from the belief that food is not just fuel, but a way to connect with ourselves and the world around us.

This email may be clipped. Open in your browser for the full viewing experience.

I’m excited to be publishing this interview series with Faire! New interviews about CPG founder’s rituals will be going live every Thursday for the next month.

Acquisitions/Mergers

• Nestlé buys rest of ready-to-drink meals brand, yfood Labs [source]

• Trek One acquired Good Karma Foods & No Cow [source]

• Ingredion to buy U.K. competitor Tate & Lyle in $3.6B deal [source]

• Second Nature Brands to acquire Tillamook Country Smoker [source]

• Wize Tea sold to U.S. buyer [source]

Partnerships

• Tom Brady x Gopuff = Good Nut, a premium line of organic coconut water

• Buffalo Wild Wings x Chunky = Parmesan Garlic Chicken Noodle Soup

• Perelel x Bala = Watermelon Mint Cellular Hydration powder & Hydration Walk Series across key markets in Austin, Minneapolis, Philadelphia, Dallas, Los Angeles, Boca Raton, Phoenix, Chicago, and New York City with custom Bala Bangles

Launches

Home

• Our Place launches Vanilla Bean cookware [source]

  • Designed with a sun-soaked, cream hue, a unique speckled finish and champagne gold accents, Vanilla Bean brings an elevated, artisanal touch to everything from minimalistic kitchens to design-forward spaces.

• Snif launched several bestselling scents as Body Whips [source]

Health

• AG1 released AG Omega3 and AG Omega3 + CoQ10 [source]

• Neuro expands portfolio with limited-edition Watermelon flavor [source]

Pantry

• GoMacro® launches MacroSquares™, their first new product in 6 years [source]

  • Available in four decadent flavors — Peanut Butter Chocolate, Caramel Almond, Dark Chocolate Nuts, and Berry White Chocolate — it will debut exclusively at Whole Foods Market nationwide beginning on June 8th, with DTC & more doors to come in the fall.

  • Each square combines crunchy nuts, creamy nut butters, seeds, & dried fruit for a balanced boost of energy, and then is dipped diagonally in either chocolate or caramel + sprinkled with flaky sea salt.

• Khloud launches Jalapeño Queso Protein Popcorn [source]

  • Now available to shop on Khloud's TikTok Shop & coming to Wegmans 6/12.

• Huel released a line of functional ramen with 25g of protein [source]

Desserts

• Alden’s Organic taps into global flavors with Thai Tea and Mango Chamoy ice cream bars [source]

• Barebells launched a low-sugar gummy candy line [source]

• NESTLÉ® TOLL HOUSE® unveils new Chocolate Chip Remix Cookie Doughs [source]

  • Brown Butter Chocolate Chip Cookie Dough – A soulful spin on the OG. Rich brown butter and notes of vanilla harmonize perfectly with 100% real chocolate morsels.

  • Oatmeal Chocolate Chip Cookie Dough – Hearty oats, cinnamon, and 100% real milk chocolate morsels hit the nostalgia high notes, delivering a fresh take on a baking classic.

  • Inside Out Cookie with White Candy Morsels Cookie Dough – The ultimate flavor mashup. Decadent cocoa cookie dough and sweet white candy morsels come together in a pitch-perfect duet for chocolate lovers.  

Beverages

• Formula 1 driver Pierre Gasly launches RTD hydration brand, Minded [source]

• La Pulga is launching a Double Barrel Reposado, aged in Still Austin barrels [source]

• Miller Lite releases broken gifts for Father’s Day [source]

  • With 51% of Americans1 saying they turn to their dad first for repair-related advice, Miller Lite is making this Father’s Day all about turning quality family time into fixing time.

  • Introducing the Miller Lite Fix-Pack, a limited-edition Father’s Day gift that includes a slightly wrecked and one-of-a-kind item from the Miller archive (think a guitar missing its strings, a busted toolbox latch, or a wobbly lawn chair). It’s the perfect activity for your dad to do what he loves most: bonding with you over his advice on how to fix stuff.

Investments

• Stars + Honey receives $24M investment from VMG as revenue nears $50M [source]

• Smash Foods closed a $5M funding round [source]

• California Naturals closes Series B funding, names Hayden Hiatt CEO [source]

• Bawi closes $6M round to accelerate retail growth [source]

• UK-based Lune & Wild raised £2M in Series A funding led by Guinness Ventures [source]

$$$

• Smash Kitchen is set to surpass $100M in retail sales [source]

• OLIPOP’s volume jumped 18% during the 4 weeks ending May 16th [source]

• Campbell’s bets on at-home cooking, Rao’s growth to offset snack weakness [source]

• As Hostess recovers, J.M. Smucker looks to growth brands to drive fiscal 2027 [source]

Strategy

• Create Wellness + Kendall Toole reshape the conversation around creatine with new campaign

  • The campaign will spotlight creatine’s growing role outside the gym, highlighting benefits tied to cognitive function, recovery, energy support, and more. Together, Kendall and Create Wellness aim to challenge outdated perceptions around creatine and educate consumers on its versatility as part of a modern wellness routine.

• Huxley is repositioning as an Energy Refresher [source]

• OREO CAKESTERS brings "The Soft Life" ASMR pop-up on nationwide summer tour [source]

  • Following the pop-up in New York City, a custom-branded Airstream camper will embark on “The Soft Life” Summer Tour. Beginning on July 2, 2026, the tour will bring the sensory experience and sampling to cities and local events across the country. 

Design

• Hoplark’s brand refresh aims to boost discovery across channels [source]

Retail

• Goodies, a new better-for-you snack for kids, has officially hit shelves nationwide at select Walmart and Kroger stores, and online via Amazon [source]

  • Designed for kids ages 4+, a line of crunchy and craveable items made with flavors kids love and ingredients parents are looking for when shopping for family snacks. Individually portioned, perfectly portable, and featuring mess-free, & crumb-free options.

• Superb Bakehouse adds 151 new grocery doors across the Northeast [source]

  • Giant Food Stores (PA) – 81 locations

  • Big Y (MA/CT) – 70 locations

• Maman’s seasonal and Martha Stewart Summer menus have officially hit all locations with viral-ready beverages like the Banana Pudding Iced Latte using Mooala Banana Milk [source]

• High Level Science, a medical-grade supplement brand founded by Ashley Parker Angel and Dr. David Rizik, just launched at more than 1,000 GNC stores across the country [source]

• Neutonic launched at 500+ Sainsbury’s [source]

• LYT launched four flavors at H-E-B [source]

• Plant People launches three SKUs at Wegmans [source]

• Ketone IQ launched at Casey’s [source]

• Häppy Candy launched at select Whole Foods stores [source]

Target

• Cure Hydration launched at 1,200+ stores [source]

• NOON WORLD launched at 800+ stores [source]

• Kindling scales retail reach & mission through Target partnership [source]

• Better With Buckwheat enters mass with Target partnership [source]

Costco

• Neuro debuted at 235 clubs [source]

• Elixir Shots launched at clubs in TX, LA, AR, & OK [source]

• Coco5 enters Costco, signs exclusive deal with airport group throughout restaurants, convenience stores, and grab-and-go locations across six World Cup host-city airports from Kansas City to Atlanta [source]

  • The expansion comes on the heels of a major growth year for Coco5, including a $10M investment led by Loop Capital, the appointment of former Liquid I.V. executive Marc Doggett as CEO, the launch of the brand's first new flavor in 15 years, and a larger role for owner and spokesperson Charles Barkley in upcoming marketing campaigns.

Tech/Innovation

• Gopuff debuts immersive agentic shopping feature [source]

Legal

• Texas AG opens investigation into ‘deceptive’ Celsius marketing practices [source]

  • Texas Attorney General Ken Paxton has launched an investigation into Celsius Holdings, Inc., alleging the Florida-based energy drink brand has improperly marketed Celsius and Alani Nu to minors.

• Faire's Independent Retail Pulse: GLP-1s didn't kill the candy aisle

• How Joyride Became Target’s Top-Selling Non-Chocolate Candy Brand

• Why Saint Spritz Broke The Rules

• New Insights from Oatly’s AFTERTASTE Summit

  • Everything's a Café Now — The conversation honed in on intentionality, authentic barista-to-customer connection, and the idea that brands should focus less on chasing virality and more on building something that lasts.

  • My Latte Just Went Viral — Rachel Karten and Audrey Finocchiaro also discussed why serialized content builds community, why eye-catching drinks stop the scroll, and why Nitro Bar stays true to its brand rather than chasing every trend.

  • Frenemies Debate the Future of the Latte — This candid discussion unpacked the tensions shaping modern coffee culture, including the rise of matcha, the pop-up-to-brick-and-mortar pipeline, and how flavor, expansion, and identity are reshaping what consumers expect from cafés.

  • Gen Z Didn’t Kill Drinking Culture, They Just Changed It — Dan (The New Consumer) explained how “there is no more thrilling 30 feet in retail than Erewhon’s beverage case,” how oat milk won the alt-milk race according to Square data, and that today’s novel flavors are tomorrow’s nostalgia.

  • Closing Keynote — Hasan Minhaj and Kat Kinsman closed the day with a conversation on chai as ritual, identity, and cultural memory — from chai as a form of love and post-event bonding, to the question of which traditions millennials choose to carry forward.

• Takeaways — savory cheese bar with 12g of protein

• H2Pro+ — protein water with 15g of protein, fiber, & electrolytes

The Digest by Citrus Diaries

Rachel Krupa, Founder of The Goods Mart

Rachel Krupa, Founder of The Goods Mart…

Listen now

3 months ago · 2 likes · Lauren Hodgen

Rachel Krupa, Founder of The Goods Mart

Founded by Rachel Krupa, 20-year veteran in the CPG space, in 2018, The Goods Mart was an early voice in disrupting what “convenience” could look like, ahead of the recent wave of curated grocery. From the beginning, everything on the shelves has been non-GMO and made without artificial flavors, but beyond that, Rachel curates with a more real-life lens. Every product is personally tasted and selected, with the understanding that “better” looks different for everyone, whether that’s fewer ingredients, real sugar, high protein, or something in between.

The result is a store full of emerging brands, with The Goods Mart often acting as a first retail launchpad, giving small brands early visibility and a direct line to consumers before they scale to a more national audience. From the start, the store has operated without slotting fees or paid placement, an uncommon model that has helped surface early brands like Olipop, Siete Foods and Fly by Jing before wider distribution.

The Goods Mart opened a new location in Williamsburg (470 Kent Ave.) this May!

For the new location, they have curated over 400 products from 250 brands – highlights include:

• Burritos La Palma and Jon & Vinny’s coffee blend to celebrate their LA roots

• Isle of Us prepared food and Alidoro sandwiches to bring Manhattan to Brooklyn

• Mimi Cheng’s dumplings

• Nanas Tamales

• Veselka Pierogies

• And many, many snacks

what we chat about:

• Rachel’s favorite CPG products at the moment

• How the term better for you has changed over her tenure in the industry

• So much food & beverage chit chat!

IG thegoodsmart | thegoodsmart.com

Listen to the episodes:

Spotify | Apple Music | Substack

The Digest by Citrus Diaries

Felicity Chen, Founder of DOU

Felicity Chen, Founder of DOU…

Listen now

3 months ago · 2 likes · Lauren Hodgen

Felicity Chen, Founder of DOU

Felicity Chen is a third-generation sauce maker who grew up inside her family’s food factory. While other kids learned multiplication tables, she learned production schedules. While others smelled like detergent, she smelled like spice.

She founded DOU to make Chinese pantry staples the way they’re meant to be: slowly, deliberately, and without chasing trends. Based in Northern California, Felicity works directly with her family’s original factories, treating them not as a backstory but as the core system. DOU is a lifestyle brand grounded in real craft, built around how people actually cook, eat, and live.

what we chat about:

• You grew up in your family’s sauce factory and are now building DOU alongside them. What did being immersed in that environment from such a young age teach you about food, flavor, and craftsmanship?

• You’ve talked about wanting to “honor the funk”—those bold, deeply savory flavors that define real Chinese cooking. What do you think has been lost or misunderstood about these flavors in mainstream food culture?

IG eatdou | shop on Amazon

Listen to the episode:

Spotify | Apple Music | Substack

Wholesome Goods

Your one stop shop for no-fuss CPG news by Citrus Diaries Studio.

By Lauren Hodgen

The Digest by Citrus Diaries

The Digest is a weekly newsletter all about the food & beverage world. Receive recipes, product recommendations, podcast episodes, news, and more straight to your inbox.

By Lauren Hodgen

& 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 🍊

Lauren Hodgen is a passionate food enthusiast and the creative mind behind Citrus Diaries Studio. Since 2018, she has shared her journey of wellness and healing through food, exploring how mindful eating can transform both body and soul. Lauren’s love for wholesome, nourishing ingredients is at the heart of her work, which is designed to inspire others to embrace a healthier, more vibrant lifestyle. Based in Columbus, OH, she creates from the belief that food is not just fuel, but a way to connect with ourselves and the world around us.

This interview series is powered by Faire, the online wholesale platform connecting independent brands & retailers around the world. Faire helps local shops discover unique products from emerging & established makers, making it easier for businesses to grow & thrive.

What was the original spark behind Floura?

After 25+ years building an ice cream company, I became obsessed with a new question: what would it look like to build a food product around what the body actually needs to thrive, not just what tastes good? (Though now there’s real research that eating ice cream makes you healthier, too!)

Consuming diverse fiber changed my life about six years ago. But the big aha! was the gut microbiome — specifically, the research showing we need 30+ diverse plant species a week to feed the bacterial communities that run so much of our health. And then seeing so many high-fiber ingredients — apple cores, melon rinds — getting thrown away. We knew we could use them to change health.

What’s one early decision that ended up shaping everything?

We decided to make our own fiber instead of simply relying on industrial ingredients. It’s a much more complex company, but we can make something that is minimally processed, on our terms.

What does your day-to-day look like now vs. in the early days?

Early days were formulation — tasting, adjusting, getting texture right, figuring out how to use fresh melon rinds and apple cores, iterating constantly.

Now it’s more orchestration: supporting the team on priorities, reviewing campaigns, recording videos. I still taste everything. But I spend more time on culture, narrative, and partnerships than I do at the bench.

What’s one ritual you try not to skip, no matter how busy things get?

I take a walk every day for at least 30 minutes, usually in nature — but now that I’m also in NYC, I walk around the historic blocks and find so much to think about. I’m convinced walking is the secret to life. Everything shifts when you get used to walking. I aim for 3 miles, occasionally still hit ten. My best thinking comes at this time.

Set the vibe, what’s something you consume every day?

A Floura bar — usually Brownie Batter or Blueberry Matcha. And fresh blueberries — I can never get enough of those jumbo blueberries!

Lighting. I’ve always loved to shift my lighting in the evening. I have never liked overhead lights. But lately I have all of my lamps on a system where I can program morning sessions with a bright energetic natural light, afternoon is a bit softer for reading and thinking, and evening for calm time with family and friends. Late at night, my lights are very low and warm, almost like candles.

When in your day do you naturally reach for your own product?

I love a brownie batter bar to get me over that 3pm slump - it fills me up and gets me through the afternoon.

What’s a small moment in your routine that consistently fuels your creativity?

I love to read philosophy. I would say I’m a philosophy tourist. I love William James, Goethe and the Romantics, Simone Weil, Mary Wollstonecraft. There are so many! Getting out of my head and into someone else’s has a way of changing how I approach things.

What made you think wholesale was the next move?

After launching on Floura.com, the response was immediate and genuinely exciting — customers were not only buying but reordering, sharing, and telling us unprompted that they'd never tasted a fiber bar like this before. That kind of organic enthusiasm told us the product was ready. The question became: how do we get it in front of more people in a way that generates real, meaningful feedback?

Wholesale felt like the natural next step — but we were intentional about how we approached it. We didn't want to rush into major retail distribution before we truly understood how Floura performed on shelf and what the repeat purchase story looked like in a physical retail environment.

Why did you choose Faire to start your wholesale journey?

Faire was the perfect starting point us. It gave us access to an incredible community of independent retailers — people who are genuinely passionate about the products they carry and deeply connected to their customers. They’re not just placing orders, they’re advocates. That kind of real-world proof of concept and grassroots credibility felt essential to build before approaching larger distribution. Faire let us learn, refine, and grow with confidence.

Where has using Faire created more ease or opened up time in your routine?

Honestly, Faire has been a game changer for how lean we've been able to operate. Running a wholesale business from scratch is genuinely complex — invoicing, net terms, returns, discovery, outreach — and Faire handles so much of that infrastructure for us. What that's meant practically is that we've been able to grow a meaningful wholesale presence utilizing a fraction of one person's time, rather than building out a dedicated sales team to support independent retail.

That freed us up to stay laser focused on our primary goal — building our direct-to-consumer community online — while still showing up meaningfully in independent retail. And the beauty of Faire's network is that retailers organically discover products like Floura. We weren't cold calling or pitching — the right retailers were finding us because they were already looking for something like this.

What we didn't expect was how valuable those Faire partnerships would become as a source of real retail insight. Our Faire retailers have given us a window into how Floura performs on shelf, how customers respond, and what resonates — all of which has been invaluable as we prepare for larger distribution. Faire let us do both: grow efficiently and learn deeply.

Is there a specific Faire feature or tool that's become a regular part of how you run your wholesale business? What’s been the biggest unlock for you?

Without question — the messaging inbox. It sounds simple, but it's been one of the most valuable parts of our entire wholesale operation. Being in direct, regular contact with our retailers has been invaluable in ways we didn't fully anticipate when we started.

For a brand at our stage, that direct line to the people selling your product is everything. It keeps us connected, informed, and honestly — it keeps us motivated. There is nothing better than a retailer messaging to say their customers are obsessed. That kind of real-time feedback loop is something we'd never want to lose, no matter how big Floura grows.

How has your wholesale business grown since joining Faire?

The growth has been really encouraging. Since joining roughly a year ago, we've organically built a presence with over 300 independent retailers — and what matters most to us isn't just the number of doors, but the reorder rate, which tells us that Floura is actually moving off shelves and resonating with their customers.

In a relatively short time we've established a wholesale foundation that would have taken much longer and a much larger team to build independently. That feels like real progress.

Is there a retailer you found through Faire that felt like a real milestone? A shop you were proud to land?

Oh, there are so many — that's honestly one of the most joyful parts of being on Faire. Littleton’s in my hometown is one of our top customers and there's something really special about that — seeing Floura embraced by your own community never gets old.

But we've also landed accounts that felt like genuine dream moments — Foxtrot and Happier Grocery were both incredibly exciting. These are beautiful stores that we deeply respect, and the Faire made it easy for them to bring us in before major distribution.

Is there a type of shop you’ve landed in through Faire that surprised you?

Absolutely — and this has been one of the most delightful discoveries of our Faire journey. We always knew Floura belonged in grocery, but what we didn't anticipate was how beautifully it would translate into other environments. Coffee shops, yoga studios, and honestly — flower shops. There's something about Floura — the botanicals, the aesthetic, the intention behind it — that resonates in spaces where people are already seeking something beautiful and purposeful. Faire helped us find those communities, and we never would have discovered them on our own.

How has being on Faire changed the way you think about where your product belongs?

Faire has genuinely expanded our imagination about Floura. When we started, we thought about our customer in pretty traditional terms — the health-conscious shopper in a natural grocery store. And that customer is absolutely real and important to us.

But Faire showed us something bigger. Floura doesn't just belong in the natural foods aisle — it belongs anywhere people are living intentionally. Anywhere someone is pausing, nourishing themselves, seeking something that feels good and does good. That turns out to be a lot of places we hadn't thought to look.

I hope you enjoyed this special edition of Wholesome Goods in partnership with Faire! New interviews will be live every Thursday for the next month.

Follow along on Floura’s journey on IG livefloura and shop online at floura.com. Thank you again to Jeni for being a part of this series!

Best,

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 🍊

Lauren Hodgen is a passionate food enthusiast and the creative mind behind Citrus Diaries Studio. Since 2018, she has shared her journey of wellness and healing through food, exploring how mindful eating can transform both body and soul. Lauren’s love for wholesome, nourishing ingredients is at the heart of her work, which is designed to inspire others to embrace a healthier, more vibrant lifestyle. Based in Columbus, OH, she creates from the belief that food is not just fuel, but a way to connect with ourselves and the world around us.

This email may be clipped. Open in your browser for the full viewing experience.

I’m excited to be publishing this interview series with Faire! New interviews about CPG founder’s rituals will be going live every Thursday for the next month.

Acquisitions/Mergers

• Churn & Dwight is acquiring Miss Mouth’s for $325M [source]

• Mommenpop has been acquired by Total Beverage Solutions (TBS) [source]

• Lactalis acquired UK-based Protein Works [source]

• Imperial Brands acquired Black Buffalo for $150M+ earnout [source]

• No Cow acquired by Trek One Capital [source]

• Good Karma acquired by Trek One Capital [source]

• IFF to sell food ingredients business for $4.3B [source]

• Nutella maker Ferrero may take ‘a breather’ in large-scale M&A in the US [source]

Partnerships

• Bruichladdich creates RTDs with Whitebox, to create a four-strong canned cocktail range [source]

• Target taps celebrity chef, Roy Choi, for Good & Gather Collab [source]

• Knicks in Six! Baked by Melissa drops LTD Knicks-inspired cupcake collection [source]

• Beer Girl announced its first national brand partnership with rising country artist Mackenzie Carpenter [source]

Launches

Snacks & Sweets

• B.T.R. Nation debuted Superfood Crispy Treats [source]

  • Made with organic brown rice, no refined sugar, sweetened with a touch of honey, 6-7g of fiber, 3-4g of protein, & 100 cal.

• David officially launched their protein ice cream line, it sold out in 28 minutes [source]

• WILDE launched its Protein Cracker range [source]

• Three Wishes reformulated + relaunched their Granola line [source]

• SmartSweets founder debuts salty snack brand [source]

• Belle’s Gourmet Popcorn unveils functional line [source]

• Hidden Valley Ranch launches dippable snacks line [source]

• Kraft Heinz launches Jell-O line without artificial dyes [source]

• Chomps expands into chicken with three new meat stick flavors [source]

  • To launch, Chomps is dropping Le Chic’ken: a limited-edition purse modeled after the iconic rotisserie chicken container, priced at $2.79 and loaded with all three new flavors.

• Unreal Snacks launches Peanut Butter Drops [source]

• GoodPop brings diner classics to the freezer with new French Fry and n’ Cream Pops [source]

  • Plus, two new additions to its dairy-free n’ Cream line: Peaches n’ Cream & Berries n’ Cream.

• Belgian Boys launches soccer crepes for World Cup [source]

  • The limited-edition product is now available at Target, Walmart, and H-E-B this summer. Each box comes with Belgian Boys’ signature ready-to-eat crêpes, a custom soccer stencil, and powdered sugar. Warm the crêpe, place the stencil, dust with powdered sugar, lift, and voilà, a soccer ball.

Wellness

• Magic Mind expands line up with Sleep Performance formula [source]

• Tati Westbrook launches Unfair Advantage [source]

  • The brand’s first product is Go Go Juice, a Sour Raspberry-flavoured powdered energy drink designed to be mixed with water and taken whenever you need a boost.

  • Go Go Juice is packed with 75mg of natural caffeine from guarana seed extract, plus a mix of prebiotics, phytonutrients, methylated vitamin B12, vitamin C, and ionic trace minerals.

• Trelli Health launched Relivaid [source]

  • A new fast-acting natural pain relief made with all natural ingredients, like Amphiphilic Ginger, Low Dose Caffeine, and Pea Complex to help support headaches, cramps, inflammation and muscle aches - without any of the harsh chemicals or nasty side effects of traditional OTC options.

Beverages

• BERO launched seasonal shandy line [source]

• Bloom launched its Daily Hydration line with 5g of Protein + Collagen [source]

• BrewDog’s James Watt has returned to the beer space with Second Best [source]

• BodyArmor launches FIT Sparkling Sports Drink line [source]

• Sam Adams channels Revolutionary Era with America 250 beer [source]

• Kristin Cavallari launched Fizzen, a new sparkling juice with protein, collagen peptides, and B vitamins [source]

Investments

• Ryl Tea secured $20M Series C round led by Purchase Capital [source]

• Khloud secured $15M in equity funding [source]

• Silas Capital backs Bella Hadid’s Orebella [source]

• Kevin Hart supplement brand, VitaHustle, adds strategic investment from private equity firm Axum Capital Partners [source]

• Smash Foods Raises $5M [source]

• Patti LaBelle’s soul food brand, Patti’s Good Life, snags strategic investment from Lafayette Square and Innovate Capital [source]

• Feel Peptides raises $3M to bring elevated branding & accessibility to peptides [source]

• Violette_FR lands $5M rrom existing investors [source]

Manufacturing

• Columbia Distributing makes strategic investment in Hayden Beverage in Idaho, expanding PNW business [source]

• Barilla to invest $170M in New York facility expansion [source]

• Amazon fulfillment competitor Stord raises $250M at $3B valuation [source]

Strategy

• Cedar’s Foods certifies entire Reserve Hommus line as seed-oil-free [source]

• J&J Snack Foods completes plant consolidation [source]

  • The plant consolidation is expected to contribute $15 million of the $20 million in annual savings tied to the Dippin’ Dots maker’s business transformation plan, labeled Project Apollo, Munsell said on a Q2 2026 earnings call. The food manufacturer had closed facilities in Atlanta, Holly Ridge, North Carolina; and Colton, California, by the end of Q1 2026.

Campaigns

• Poppi launches a summer campaign with Olandria [source]

• Simply Lemonade brings The Simplest Spa to NYC — a limited-time NYC pop-up spa designed to look and feel as refreshing as a glass of lemonade [source]

Design

• WK Kellogg adds on-pack nutrition guide to highlight cereal benefits [source]

  • The SPOONS acronym, which stands for simple ingredients (S), protein (P), outstanding fiber (O), other nutritious foods, nutrients you need (N), and single-digit sugars (S), will be applied to classic Kellogg’s brands, including All-Bran, Corn Flakes, Frosted Mini-Wheats, Raisin Bran and Rice Krispies throughout the U.S.

People

• Tyson Foods hires Jeff Schomburger as CEO [source]

Retail

• Back to Nature’s new Cheezy Crackers now available at Whole Foods, Sprouts & Amazon [source]

• Jesse & Ben’s launched at Costco Southeast [source]

• Cove Soda launched at Walmart Canada [source]

• Natty launched at 100+ Raley’s stores [source]

• Chomps launched at select 7-Eleven stores [source]

• Konsoom is now on Misfits Market [source]

• Tozi expanded to 140+ H-E-B Stores [source]

• Bunnie Cakes expands distribution with five new grocery retailers [source]

  • Including: Pete’s Fresh Market, King Kullen, Wild by Nature, Woodman’s Market, and Jungle Jim’s, continuing the brand’s growth across key grocery markets throughout the Midwest and Northeast.

Sprouts

• Loonen launched nationwide [source]

• Tallow & Stone launched nationwide [source]

• Shakeology partners with KeHE, adds Sprouts locations [source]

Target

• DryWater landed at 1,300 stores [source]

• Frosh is now available nationwide[source]

  • Frosh was incubated by VO/D and co-founded alongside The LaBrant Family and Ciara & Russell Wilson.

Whole Foods

• Elavi is now available storewide [source]

• Grüns launched nationwide [source]

Tech/Innovation

• Recho Omondi, the founder of The Cutting Room Floor, announced a multi-year Patreon deal to support an expanded editorial slate [source]

• Crisp Power opens $15M Texas production facility to scale high-protein, low-carb snacks [source]

• Amazon opens Agentic Shopping Assistant to outside retailers [source]

Legal

• Uncle Nearest moves closer to possible new ownership [source]

  • Uncle Nearest Premium Whiskey is possibly closer to new ownership after its court-appointed receiver announced today he has signed a non-binding letter of intent (LOI) to sell nearly all of the brand’s assets to a Black-owned investment firm.

  • The LOI covers the assets of Uncle Nearest, Inc., Uncle Nearest Real Estate Holdings, and Nearest Green Distillery in Shelbyville, Tennessee. Excluded from the deal are a Martha’s Vineyard property, assets of founder Fawn Weaver’s personal holding company Grant Sidney, Inc., and a property in Cognac, France.

• Reyes adds 38M cases as RNDC deal now complete in 11 markets [source]

• FDA to reassess safety of ‘yoga mat’ chemical in food [source]

  • The agency issued two requests for information regarding the use and safety of BHT and ADA. BHT is used as a preservative in frozen meals, breakfast cereals, chewing gum and meat products. Meanwhile, ADA, sometimes called the “yoga mat” chemical for its use in foam-like plastics, is used as a dough conditioner in breadmaking and a whitening agent in cereal flour.

• 3 Farm Daughters Bets on Unenriched Pasta as Demand for Simple Ingredients Grows

• How Spade’s ‘Approachable,’ Anti-Functional Modern Soda Landed Walmart

• NIQ: THC Beverages Hit $239M in Mainstream Retail

• Spam Thinks Outside the Can in Expansion to Sushi and Hotdogs

• SNAP Waivers Could Lead to $830M Sales Loss for Soda, Candy, Energy Drinks

• Svedka’s Senior Brand Director on the Vodka’s Future-Forward Marketing

• Roadie — 0 Alcohol 0 Calories beer

• Lotza — functional party punch

The Digest by Citrus Diaries

Caroline Foulk, Co-Founder & CEO of Beer Girl

Caroline Foulk, Co-Founder & CEO of Beer Girl…

Listen now

3 months ago · 1 like · Lauren Hodgen

Caroline Foulk, Co-Founder & CEO of Beer Girl

Caroline Foulk’s background is rooted in storytelling. She studied Narrative Writing at the University of Southern California and built an early career in music, touring nationally with artists including Kyle, The Isley Brothers, and Marc E. Bassy. Music was her primary focus until 2020, when the pandemic abruptly paused touring and prompted a pivotal shift.

During that time, Caroline joined her family as they launched Wagon Wheel Brewing Company, initially expecting the role to be temporary. Instead, she found herself deeply immersed in the beer business—six years later, she remains firmly planted in the industry. Driven by a lifelong passion for entrepreneurship, Caroline brought the same hustle and creative discipline from her music career into building a business from the ground up.

As the brewery was developed, Caroline recognized the need to strengthen her financial and operational expertise. She earned a certificate in Real Estate Finance from Cornell University and became closely involved in the brewery’s construction, real estate, and financial planning. Once operational, she helped scale the business day-to-day, and it was during this period that the idea for Beer Girl was born—combining her background in storytelling, brand building, and inclusive culture with a modern, better-for-you approach to beer.

what we chat about:

• Caroline’s health journey & brewery background inspired the creation of Beer Girl

• Beer Girl is leading the low-ABV, gluten-reduced beer movement with a focus on moderation and feel-good drinking

• After becoming a top seller locally, Beer Girl is expanding nationwide through retail, partnerships, and new opportunities

IG drinkbeergirl | drinkbeergirl.com

Listen to the episodes:

Spotify | Apple Music | Substack

Wholesome Goods

Your one stop shop for no-fuss CPG news by Citrus Diaries Studio.

By Lauren Hodgen

The Digest by Citrus Diaries

The Digest is a weekly newsletter all about the food & beverage world. Receive recipes, product recommendations, podcast episodes, news, and more straight to your inbox.

By Lauren Hodgen

& 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 🍊

Lauren Hodgen is a passionate food enthusiast and the creative mind behind Citrus Diaries Studio. Since 2018, she has shared her journey of wellness and healing through food, exploring how mindful eating can transform both body and soul. Lauren’s love for wholesome, nourishing ingredients is at the heart of her work, which is designed to inspire others to embrace a healthier, more vibrant lifestyle. Based in Columbus, OH, she creates from the belief that food is not just fuel, but a way to connect with ourselves and the world around us.

This interview series is powered by Faire, the online wholesale platform connecting independent brands & retailers around the world. Faire helps local shops discover unique products from emerging & established makers, making it easier for businesses to grow & thrive.

What was the original spark behind Raaka Chocolate?

We wanted to teach people about how chocolate is made, and about where cocoa beans come from. We also wanted to create a business where everyone felt respected and heard, from employees to customers to suppliers. Our goal is and always has been to build a community of chocolate producers and chocolate lovers, and to make sure that we’re doing our best to merge those worlds

What’s one early decision that ended up shaping everything?

Early on I had a misshap with some bbq sauce that ended up making the cocoa beans that were stored near it smell and taste like the vinegar in the sauce. It was the lightbulb moment that led to realizing how the fats and solids in cocoa are susceptible to taking on other flavors. This led us to various experiments that we still conduct today and use in our process, wether that be, steaming, aging or infusing cocoa with the flavors of ginger, bourbon, tea, etc.

What does your day-to-day look like now vs. in the early days?

Today I spend most of my time at a computer managing money, KPIs and sales goals, in the early days I was running all around New York City and getting my hands a lot dirtier in the actual chocolate making process. It used to be a lot more hectic and invigorating, but I get a lot of energy these days from the amazing team we have at our Brooklyn factory and store.

What’s one ritual you try not to skip, no matter how busy things get?

Sauna. I try to go 1-2 times per week. It helps with stress when things get busy, which is why it is a must.

Set the vibe, what’s something you consume every day?

I don’t know if it’s a middle-age thing or what, but drinking tea while listening to classical music on vinyl is my daily analog detox in the digital world

When in your day do you naturally reach for your own product?

Mid-morning for sure. Chocolate is the perfect pick-me-up between breakfast and lunch in my opinion.

What’s a small moment in your routine that consistently fuels your creativity?

My weekly 1 on 1s with my team. I’m blessed to have a very creatively motivated team, it makes it so easy for me to feed off their ideas and energy.

What made you think wholesale was the next move?

It’s been vital to our success since day one. Getting our product in the hands of as many people as possible as quickly as possible obviously involves a wholesale strategy.

Why did you choose Faire to start your wholesale journey?

We chose Faire in the early days of Faire’s business, after we’d been manually managing our wholesale sales for years. Faire has been so helpful in streamlining all of our admin and guaranteeing our payments from vendors. It was a no-brainer proposition when Faire began, and I can’t imagine our business without Faire in the future.

Where has using Faire created more ease or opened up time in your routine?

Invoicing, Accounts receivable, sales outreach, logistics support... the list goes on.

Is there a specific Faire feature or tool that's become a regular part of how you run your wholesale business? What’s been the biggest unlock for you?

Being able to choose when we get paid has been key to managing our cashflow.

How has your wholesale business grown since joining Faire?

It’s about doubled the number of doors that we’re in nationwide.

Is there a retailer you found through Faire that felt like a real milestone? A shop you were proud to land?

It’s always cool to land a museum or botanical garden shop through faire. Both great places to enjoy a fine chocolate bar.

Is there a type of shop you’ve landed in through Faire that surprised you?

Hardware stores for sure!

How has being on Faire changed the way you think about where your product belongs?

Faire opens the box to the way you think about wholesale and how to grow your footprint. We’ve been working with the Smithsonian on a bird friendly certification, and have been reaching out to stores that focus on birding. We probably wouldn’t have thought to do that if it we’re for all the unique places Faire has gotten us into.

I hope you enjoyed this special edition of Wholesome Goods in partnership with Faire! New interviews will be live every Thursday for the next month.

Follow along on Raaka Chocolate journey on IG raakachocolate and shop online at raakachocolate.com. Thank you again to Nathan for being a part of this series!

Best,

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 🍊

Lauren Hodgen is a passionate food enthusiast and the creative mind behind Citrus Diaries Studio. Since 2018, she has shared her journey of wellness and healing through food, exploring how mindful eating can transform both body and soul. Lauren’s love for wholesome, nourishing ingredients is at the heart of her work, which is designed to inspire others to embrace a healthier, more vibrant lifestyle. Based in Columbus, OH, she creates from the belief that food is not just fuel, but a way to connect with ourselves and the world around us.

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Acquisitions/Mergers

• Healthy Extracts acquired Imaraïs for $20M [source]

• Heartland Food adds to sweetener portfolio with the acquisition of Whole Earth Brands [source]

Partnerships

• NFL players and JAMS join forces to create first player-made PB&J [source]

• Framar x Diet Coke = Framar’s Diet Coke Collection features a hairbrush, Gator Grips, two hair foil SKUs, and several other products

• Grüns x Popsicle Firecracker = cherry, lemon lime, & blue raspberry superfood greens gummies

• BTS x OREO = global partnership featuring a brown sugar pancake flavored OREO cookie

• Planet A Foods, Barry Callebaut partnership expands cocoa-free chocolate [source]

Launches

• Realm launches nationwide, bringing its chef-crafted savory veggie crisps to snack lovers everywhere [source]

  • After building early traction across airports, universities, hospitality, and regional grocery, the bold, female-founded snack brand is now available online at www.realmfoods.com.

• Cuisinart launches ClearView Air Fryer [source]

Health & Wellness

• Apothékary launched Power Trip™, their first caffeine-free energy & longevity drop — this formula combines NMN, a molecule that helps your cells produce their own energy, with three powerhouse adaptogens selected for stamina, clarity, and resilience [source]

• Arrae launched its viral bloat supplement as a gummy [source]

Pantry

• Gordon Ramsay co-founded, Krude, a premium extra virgin olive oil brand [source]

• Snack like you mean it with new Hot Pockets® Snack Breaks [source]

  • With flavors including Gooey Apple Pie, Ultimate Cheddar, Spicy Jalapeño Pepper, Melty Nacho Beef, & Cheesy Stuffed Pretzel with Bacon

• Limited-edition Dill Pickle, Apple Pie and Rocket Pop-Flavored Bush’s^® Baked Beans reimagine iconic summer flavors [source]

• GoGo Squeez adds protein innovations with two new lines: GoGo squeeZ® SlymeZ & GOGO® Protein Line [source]

• David doubled down on cod with new tinned fish line [source]

• Cob Foods launched a corn-free tortilla line [source]

Beverage

• Misunderstood Brands lands strategic partnership with JetBlue for their OATRAGEOUS® Line [source]

• Supergoop’s Holly Thaggard co-founded a hydration brand with her son, Water Ouai! [source]

• ANGOSTURA® expands into Premium Cocktail Syrups [source]

Confections

• Mrs. Fields founder’s daughter launches functional cookie brand, Fields Good [source]

• Rotten Ventures into the chewy & protein candy sets with Tiniez and Chewerz [source]

• Pon Pon opened pre-orders [source]

• Bazooka Brands™, the iconic confectionery company behind some of America's most beloved candy and gum brands, announces the launch of Go Wandr™ [source]

Matcha

• PerfectTed launched a RTD white chocolate protein matcha latte [source]

• Korean tea maker OSULLOC released Matcha Plus, a functional matcha line [source]

Investments

• True Beauty Ventures back Sleep or Die with a $1M investment [source]

• Functional cookie maker, Fields Good, launches with $1.8M in pre-seed funding led by Female Founders Fund [source]

• Aria Growth Partners backed Good Molecules [source]

• Khloud Foods lands $15M raise [source]

Ag

• Campo Grande raises $4M to build the ‘wagyu of pork’ in U.S. grocery [source]

• Phytolon secures $23.6M to commercialize natural food colors in the U.S. [source]

• Pacifico Biolabs nets $8m, targets alt-meat cost parity with brewery retrofit model [source]

$$$

• Waste methane to fertilizer startup Windfall Bio auctions off assets [source]

Strategy

• Athletic Brewing launches largest-ever summer campaign, patriotic packaging, & new seasonal brew: Fruited Fields, a non-alcoholic radler-style brew [source]

• PLEZi rebuilds around Steph Curry with hydration refresh [source]

• Former NFL star Micah Hyde seeks to bridge beer, hemp drinks [source]

  • Following his retirement in January 2025, the Ohio native stepped into the beverage arena with Hyde’s Hail Mary, a line of shandy-style low-dose THC drinks that’s aiming to recruit both football and beer lovers alike.