Unpackaged Goods

The firepower is real this week. David Protein gets hit with a class action lawsuit claiming 83% more calories than labeled — but the internet completely missed the science. Coefficient Capital closes $530M across two funds. PepsiCo launches meat sticks and proves they read the Bain insurgent brands report. Hims & Hers goes from GLP-1 victim to GLP-1 distributor in 14 days. George Clooney applies the Casamigos formula to non-al...

This week I sit down with Bar, the founder of BoostCous — a gluten-free couscous packed with protein and fiber that's rethinking one of the most overlooked staples in the grocery aisle. We talk about how he came up with the concept, the challenges of reformulating a centuries-old product, and what it takes to build a better-for-you brand in a category nobody's innovating in.

This week in CPG news: 🔹 Hims & Hers drops ...

This week the business world officially lost its mind. A TikTok creator became Chief Creative Officer of a German candy company, Kraft Heinz reversed a billion-dollar corporate split to invest $600M in growth, and someone created probiotics that flush forever chemicals from your body.

In this episode:

[0:00-2:00] Intro: Are We Living in a Simulation? When TikTok creators become C-suite executives and legacy giants reverse course on m...

This week the CPG world officially lost its mind. Willie Nelson built an $80 million cannabis beverage empire in under 12 months, someone paid $400 million for barbecue sauce, and a baby food company is now trading on the NYSE next to Apple and Tesla.

In this episode:

[0:00-6:00] The Week CPG Broke Reality

• Once Upon a Farm's $198M NYSE debut proves baby food is Wall Street material
• Willie Nelson's $80M cannabis run rate v...

This week I took over The Shelf NYC for a special edition of "The Humans Behind the Hustle" - diving deep into the stories of five incredible food founders who are building authentic brands through relentless execution and genuine passion.

In this episode:

[0:00-29:00] This Week's CPG Chaos

• Former poker player Brian Tate raises $45M for Oats Overnight after hitting $200M revenue
• Ben Stiller's distribution-first ...

This week in CPG was absolute chaos. Tom Brady's selling protein powder, Beyond Meat launched beverages, and someone raised $10 million for alcoholic sports drinks that taste like Gatorade. Categories officially don't exist anymore.

In this episode:

[0:00-25:00] This Week's CPG Madness

• SpikedAde's brilliant $10M sports drink cocktail thesis
• Tom Brady and Mike Repole's NOBULL nutrition expansion
• Beyond Meat&a...

Episode 12: The $500 Million Cottage Cheese Economy

L Catterton just valued cottage cheese at half a billion dollars. Sprouts put THC drinks next to kombucha. Parents paid $15M to hide vegetables in waffles. And someone put mushrooms in fake martinis. Welcome to CPG in 2026.

IN THIS EPISODE:

[2:30] - Why Good Culture's $500M+ valuation actually makes sense [10:30] - How Sprouts just legitimized the entire THC beverage category [1...

Unpackaged Goods Episode 11: The $200 Frying Pan Economy

Welcome to 2026, where your cookware costs more than your groceries and the Poppi founder is already building his next billion-dollar brand.

In this week's episode, we break down:

🚀 The Poppi Playbook 2.0: Why Stephen Ellsworth immediately joined DropOut Companies after his $2B PepsiCo exit to launch Bronco breakfast sandwiches (and why Tyson should be terrified)

🌏 Austral...

In Episode 10 of Unpackaged Goods, we correct last week's mistake: Reuters revised the BeatBox acquisition to $490 million for 85% (not $700 million outright). The real numbers tell an even better story about discipline returning to CPG M&A – AB InBev paying just 1.4x retail sales with a smart earnout structure.

Then we explore L'Oreal's interest in acquiring Armani Beauty – a €1.5 billion business they already op...

In Episode 9 of Unpackaged Goods, we unpack Anheuser-Busch's $700 million acquisition of BeatBox Beverages – a surprisingly rational 2.8x revenue multiple that signals discipline returning to CPG M&A. Plus, Suja Life's bold IPO filing tests whether Wall Street is ready for another juice story (spoiler: they better have a platform pitch).

Then we dive into the great fund raising bonanza of 2025:

• Monogram Capital: $35...

In Episode 8 of Unpackaged Goods, we unpack the biggest CPG deal of the decade: Kimberly-Clark's $49 billion acquisition of Kenvue (Tylenol, Band-Aid, Neutrogena). Plus, Mid-Day Squares proves you don't need venture capital to scale, announcing plans to triple manufacturing capacity using cash flow and debt.

Then, Daniel from Dirty Gut joins us to discuss:

• Why he named his gut health brand "Dirty Gut" instead ...

In Episode 7 of Unpackaged Goods, we cover the biggest moves in CPG this week, including Recess's $30M Series B as they expand beyond CBD, Fruitist's $150M raise at $400M revenue, and Target's aggressive push into wellness shots.

Then, we sit down with the founders of Stesh to discuss how they're revolutionizing the nut butter category with premium California pistachio butter. 

We explore:

• Building a luxury bra...

In Episode 6 of Unpackaged Goods, Jonathan tackles this week's viral Consumer Reports article about heavy metals in protein powder - and explains why the fear-mongering doesn't match the science.

This week's major moves:

• LVMH explores exit from Fenty Beauty ($450M in sales)
• Grüns crosses $300M in revenue while staying profitable
• Advent seeks $2B for luxury fragrance brands
• Unilever's $9B ice cream spinoff delayed...

In Episode 5 of Unpackaged Goods, Jonathan covers the week's biggest CPG moves including BUILT Bar's potential sale, Sprinter Spirits' $4M raise, and why luxury butter needs venture funding.

Then, the founder of Trelli Health shares their mission to create cleaner alternatives to everyday medicines. We discuss:

• Building plant-based alternatives to Tylenol, cold medicine, and IBS relief
• Why the OTC medicine aisle has...

In this solo episode of Unpackaged Goods, Jonathan breaks down the week's biggest CPG collapses, comebacks, and contradictions. We analyze PRIME's staggering fall from $1.3B to $300M, Flow Water's receivership, and why DUDE Wipes is somehow crushing it at $130M.

This week's stories:

• Flow Water and Uncle Nearest's financial troubles
• PRIME's 77% sales collapse (what happens when hype dies)
• Alec's Ic...

In Episode 3 of Unpackaged Goods, Jonathan breaks down Once Upon a Farm's IPO filing, Smucker's protein-powered PB&J launch, and why everyone's putting weird stuff in non-alcoholic beer.

Then, the founders of Byte'm Brownie Bites share their journey from college best friends to CPG entrepreneurs. We discuss:

• Building a brownie brand on pure nostalgia
• Why they refused to make "healthy" brownies
• Scal...

In Episode 2 of Unpackaged Goods, Jonathan breaks down the week's biggest CPG moves including Tito's historic first acquisition (LALO Tequila), Heineken's $3.2B infrastructure play, and why an NFL quarterback is investing in jumbo blueberries.

Then, Grace Finerman, founder of Date Smarter, shares her journey from TV news anchor to CPG founder. We discuss:

• How 3 AM wake-up calls led her to discover date powder
• Buildi...