CPG Vibes News Wire - February 17th, 2025

Here's the latest CPG news happening right now on February 17th, 2025 including Tru Beverage Investment, Blackbird Acquisition, How Poppi’s Super Bowl vending machine campaign spiraled out of control According to Bevnet.Com, Functional drink Tru recently closed a $4.6 million funding round highlighted by further alignment with Polar Beverage who will now be handling manufacturing, distribution and warehousing for the brand. US-based vegan food brand Blackbird Foods has announced an acquisition by plant-based investor Ahimsa Companies. Blackbird Foods is well-known for its New York-style hand-tossed frozen pizzas, available US-wide at retailers such as Target, Sprouts, and Whole Foods. The brand also offers plant-based wings made from seitan, which can be found at The Fresh Market and Wegmans.Following the acquisition, Blackbird Foods plans to use Ahimsa’s expertise to enhance its distribution and manufacturing capabilities. “We are eager to tap into Ahimsa’s extensive knowledge to strengthen Blackbird’s presence in the frozen aisle,” said Mike Pease, co-founder of Blackbird Foods. “With their support, we have ambitious plans for growth and exciting product innovations on the horizon.” This year, prebiotic soda brand Poppi ran its second consecutive Super Bowl ad featuring influencers like Jake Shane and Alix Earle. But it wasn’t the creator campaign on the big screen that got people talking as much as the one online. Ahead of the game, Poppi sent enormous pink vending machines to 32 creators and “fans of the brand” in NFL team cities, as well as The Boot bar in New Orleans. Recipients began posting videos of the machines, and mayhem ensued: some consumers expressed anger at Poppi for sending free products to “rich people,” while others bemoaned the message it sent to fans of the brand and smaller creators. “When it gets too extravagant…it just feels very out of touch,” creator Isabella Lanter said in a TikTok video response to the campaign. All the while, fellow prebiotic soda brand Olipop, which did not run a Super Bowl ad, jumped on the opportunity to respond to comments, speculate on the cost of the vending machines, and even mail out Super Bowl-themed gifts. One comment from Olipop read, “For the record, those machines cost $25K each lol,” while a post on X said, “We don’t have vending machines, but who wants a jersey!!” This week's CPG Vibes episode will cover two topics: Why CPG Brands Fail, and New Brands That Alex and Wade Love. Make sure to check it out this Friday at 12 PM/3PM LIVE on Linkedin