The next 100-year brand...
CPG and Retail news from the week of 4/21/25
Hello hello!
Did you see our second send last week? Jenna, myself, and a fun guest will be sharing our favorite products we’ve been trying recently! Check out our latest drop with the wonderful Katie Stone!!
In this edition, Jenna raved about her love for Fancypants Cookies (we’re both massive fans). Want to learn more about this awesome brand? Read our most recent Checkout Chat with the Fancypants founder, Maura Duggan!
Also, Express Checkout is co-hosting two upcoming events for CPG and consumer brand founders: NYC Tech Breakfast Club: DTC/CPG Edition and "Bring Your Brand" | CPG Hangout—COME HANG!
Also there's one more week to register for the Naturally Rising: Conscious Business Pitch Competition in NYC! The Grand Prize and Audience Choice winners will receive a $100,000 prize package of cash and services! RSVP Here Today
- Nate
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Together with Settle and their CFO from Greenhouse, they’ve:
Funded inventory and equipment without raising VC
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Navigated an unexpected shutdown and came back stronger
Settle helps brands turn operational chaos into clarity—so you can keep scaling with confidence.
News From the Week
Chobani just broke ground on a massive $1.2 billion plant in Rome, NY, creating over 1,000 new jobs. And while this could pass as just another expansion, we see this as so much more: the cementing of Chobani’s legacy.
Why it matters: We often say we'll never see another century-spanning brand like Coca-Cola or Hershey emerge in today's fragmented market. But in our humble opinions? Chobani might be the exception.
We know, we know. A yogurt brand? Certainly not as sexy as a multi-functional healthy soda or a social media darling olive oil. But in just 20 years, Chobani has transformed from a scrappy startup to a household name that feels destined to join the pantheon of iconic American food brands. Let’s explore how →
From immigrant dream → category domination. The Chobani story begins with Hamdi Ulukaya, a Turkish immigrant who found American yogurt "disgusting—too sugary and watery,” (we hear ya). After buying a shuttered Kraft factory in 2005 with a small business loan (for less than $1M), Ulukaya achieved insane growth:
2007: Chobani launched, when Greek yogurt made up less than 1% of US yogurt market
2010: Reached $1 billion in annual sales
2017: Helped grow Greek yogurt to 50% of entire US yogurt market (a major shelf transformation in just ~10 years)
2021: The brand captured more than 20% market share in the US
2023: Acquired La Colombe Coffee Roasters for $900 million, strategically expanding into premium coffee—another daily ritual category with similar quality-focused consumers
Today? The global Greek yogurt market has continued expanding, valued at $34.75 billion in 2024 with projected growth at a CAGR of 8.2% through 2030.
And the trends are certainly on its side. Greek yogurt sits perfectly at the intersection of two major food trends right now: high-protein and minimally-processed.
So what makes Chobani so special? It isn’t just deliciously thick and creamy yogurt. Chobani demonstrates qualities shared by century-old brands:
Category creation: They didn't just join a category—they transformed it, introducing millions of Americans to Greek yogurt and creating an entirely new segment that now represents half the yogurt market.
Consistent innovation: From its iconic Flip products (now a $350M business) to ready-to-drink beverages, non-dairy milk alternatives, and La Colombe coffee, Chobani has continuously expanded beyond its core offering.
Strong values: With a focus on "making good food for all,” Chobani practices shared ownership with employees (10% of the company’s equity belongs to its employees) and maintains authentic connections to its origins.
This new facility isn't just about expansion—it's about creating an ecosystem that transforms an entire region (NY Governor Hochul called it "the largest natural food manufacturing investment in American history.”):
The plant will process 12 million pounds of milk daily, boosting Chobani's annual milk purchases from 1 billion pounds to an estimated 6 billion pounds.
It’s poised to cement New York as the nation's yogurt leader, and create a hub for food innovation beyond Chobani products.
In a world of short-lived brands, Chobani has built something that feels truly enduring. The brand fundamentally changed American perceptions of yogurt from a sweet, light snack to a protein-rich, nutritious food—cementing itself as perhaps the most significant dairy category disruptor of the 21st century.
In short? This $1.2 billion investment is so much more than just an expansion—it’s a statement about Chobani's place in the future of American food culture. Don’t be surprised if your grandkids are still eating Chobani decades from now.
CPG & Consumer Goods
Is this peak protein? Khloe Kardashian just launched Khloud, a new protein popcorn company that’s set to hit Target shelves tomorrow (you best bet we’ll be there). The brand raised $12 million, with investors including Serena Ventures and WME.
It’s available in three (kinda predictable) flavors: Olive Oil & Sea Salt, White Cheddar, and Kettle Corn and set at an accessible $4.99 per 5 oz bag.
With 7g of protein per 150 calorie serving, it certainly isn’t comparable to a true protein snack (for context: David bars boast four times the protein at 28g for the same number of cals). But I think for those who want a more filling treat with function, this kind of product could be perfect.
Has the trend already passed? Eclipse Foods launched a new non-dairy whole milk designed to replicate the actual molecular structure of dairy, delivering on flavor and stability (AKA, it actually froths). The product, developed using proteins from peas and chickpeas, aims to serve food service partners.
This is not the first non-dairy brand to try to replicate milk on the molecular structure. Perfect Day was attempting to do just that, but was actually sued over apparent misleading marketing.
2025, the year of fiber. Kencko, known for its powdered instant smoothies, is officially expanding into the snack market with the launch of fiber-rich “crunchy fruit snaps” (freeze dried sticks) available at Walmart and online.
Coffee without coffee? Compound Foods, a SF-based startup, launched an ingredient platform that offers alternatives to cocoa, coffee, and chocolate to help manufacturers secure their supply chains amidst rising prices and unpredictability.
Compound is not the only company out there working on direct alternatives to these products. Voyage Foods is working on peanut-free peanut butter, hazelnut-free spread, cacao-free chocolate, and bean-free coffee. And Atmo Coffee is building, you guessed it, bean-free coffee as well.
A whole new meaning to “Taste the Rainbow.” The FDA and HHS announced an initiative to eliminate petroleum-based synthetic dyes from the U.S. food supply. As of today, they’re working on national standards for transition to natural alternatives, fast-tracking review of natural color alternatives, and starting a partnership with NIH for research on food additives' impact on children's health.
What’s the timing? Well they plan elimination (through voluntary industry action) of 6 dyes by end of 2026: Green No. 3, Red No. 40. The infamous Red No. 3’s deadline for removal is 2028.
TL;DR: Synthetic dyes aren’t going extinct tomorrow. But future-looking brands are going to start sourcing alternative solutions to keep the color in snacks.
eCommerce
It’s time to set up your retail media plan. Gopuff partnered with Koddi to enhance its ad platform by introducing new incremental ad measurement tools—a deeper look into the impact of advertisers’ Gopuff Ads campaigns.
The pilot program showed incremental purchases skyrocket by more than 40% on average per user.
The solution is currently available to all advertisers as a managed service, with plans to launch self-service capabilities.
Signs of the times… eBay’s changing how customers can pay, integrating Venmo and discontinuing American Express acceptance. Plus, the company partnered with Klarna to introduce Buy Now Pay Later (BNPL) options for U.S. customers.
The BNPL boom is surging across the U.S., with usage now outpacing credit card use among Gen Z for the first time. At events like Coachella, about 60% of ticket buyers now use payment plans, a trend mirrored at other major festivals and in retail generally-underscoring the financial strain many consumers face. You can even BNPL your Chipotle order now, thanks to the new DoorDash-Klarna partnership…
A 2024 survey found that 54% of BNPL users admit to spending beyond their means, and 24% say their spending is “out of control,” highlighting how stretched wallets are.
Retail
Customers have power. And they shouldn’t forget it. For the 11th consecutive week, Target has experienced a decline in foot traffic coinciding with the company's decision to roll back its diversity, equity, and inclusion program. Despite some potential positive factors for Target, such as meeting with civil rights leaders and new collaborations, the backlash from customers remains significant.
Walmart on the rise. Walmart is introducing Beauty Bars in 40 stores as part of its annual Beauty Event, aimed at competing with beauty retailers like Sephora, Ulta, and even Target (who has a partnership with Ulta).
Walmart has been beefing up its offerings across the board to better compete with both Target and Amazon.
Not everything is private label. Linen brand Parachute is offering an exclusive collection at Target.
This is not Target’s first time offering exclusive collections with brands. They’ve worked with brands like Owala, Kate Spade, and Casper Mattress.
Big pushes for discount grocery
Aldi opened its first two stores in the Las Vegas area as part of its strategy to expand in the West, with plans for a third store to open in May. The company aims to add 225+ new locations in the U.S. in 2025.
Lidl is expanding its presence in New York City by opening a new store in Brooklyn with plans for a Lower East Side location in summer 2025. Additionally, Lidl is growing its footprint in New Jersey with a new store opening in Freehold.
Funding news
Can never have enough protein treats. Flings, a high-protein toaster pastry brand, has raised $2.3 million in a seed funding round to further its expansion into retail, particularly at Target.
Sexual wellness on the rise. Dame has acquired Chakrubs, an intimacy wellness brand specializing in crystal products.
Weekly Pickups
Hope you enjoyed last week’s first edition of Weekly Pickups, featuring some of our favorite finds from the week.
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I love the Chobani story! Admittedly I only just learned about the founder and the brand’s genesis earlier this year. Another great action-packed newsletter, y’all!
Cool take on Chobani. I love to see brands like this that are in it to create something of a legacy.