CPG Vibes News Wire - April 3rd, 2025

Here's the latest CPG news happening right now on April 3rd, 2025 including Trump Tariffs Goes Into Effect, Huge Series A with Lucky Energy, Acquisitions Galore with Lesser Evil and Mela, and More Investment Action On April 2nd, (yesterday) Trump has announced reciprocal tariffs on essentially all goods, unless otherwise noted. Some details will emerge on what is exempt. For food and beverage people, this will deeply impact cost of goods sold for bottles, caps, labels, cans, and just about every type of packaging that is manufactured outside of the United States, typically in Asia. Also, companies sourcing raw materials and ingredients will be subject to tariffs. This will undoubtedly affect brands and their margins, forcing them to raise their wholesale pricing to retailers and distributors. And ultimately will affect the everyday consumer, paying more for goods, even more than the inflationary costs right now. We will watch this closely, but our opinion is this will disrupt the market, cause margin compression, and force manufacturers to re-think how they source their product. Lucky Energy, a simpler, better-for-you energy drink, announced today that it has successfully closed a $14.2 million oversubscribed Series A1 round, bringing its total funding to over $40 million. The round is led by Maveron, with backing from DMG Ventures, Second Sight Ventures, and existing investors: Imaginary Ventures, Brand Foundry Ventures, Sapphire Ventures, and Sugar Capital. The capital secured will fuel the brand's growth, enabling it to accelerate distribution, introduce new products, support strategic partnerships, and recruit in key business areas. Additionally, the company welcomed Dan Ginsberg, former Chief Executive Officer of Red Bull NA and CEO of Dermalogica®, to its Board of Directors. Lucky Energy has experienced explosive growth, entering 10,000 new doors with plans to expand to an additional 15,000 before the end of the year. The brand has also surpassed 400,000 followers across its social channels. The product is designed for individuals seeking to enhance performance with a natural, functional drink. It is currently available in six flavors: Son of a Peach, Orange Drizzle, Red Ryder Punch, OG Luck, Tropical Thrill, and Bodacious Berry. It has zero sugar and zero calories, ensuring a healthier choice for consumers. Nixie, the better for your sparkling water and now has a soda line that debuted in 2024, has secured $27M in fresh funding to help expand their product nationwide. Wet hydration has also raised $4.5M and brought on the former EVP from Celsius Hershey has agreed to buy the organic popcorn giant LesserEvil for about $750 million, a figure that could increase if the brand meets certain performance benchmarks, The Wall Street Journal reports, citing anonymous sources. The deal accelerates Hershey's expansion into salty snacks, and aligns with a broader rush by food giants to snap up smaller, more nimble competitors to reach new customers.Last but not least, Mela has been acquired by the beverage company Calypso. Which is under the umbrella company King Juice Holdings - a platform company backed by Mason Wells - a $2B PE firm out of Milwaukee that owns businesses across the CPG value chain