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Product launches and line extensions across consumer packaged goods.
The prickly pear cactus water brand, co-founded by Vanessa Hudgens and Oliver Trevena, has grown to five flavors and added a kids pouch format as it pursues the functional hydration segment.
Good Girl Snacks has extended its Hot Girl Pickles from refrigerated jars into a portable 12-pouch Grab & Go format in Original Dill and Honey Harissa as the brand moves onto physical retail shelves.
The premium non-alcoholic label, launched in 2024 by Tom Holland, has expanded to five beer styles, introduced glass bottle formats, and struck tie-ins with Aston Martin and Marvel.
The Austin-based supplement brand has established dessert-inspired flavors as a repeatable positioning strategy, pairing indulgent taste cues with its functional ingredient lineup across supplements and beverages.
Medici Brands revealed Rowdy as its third consumer brand in September 2026, backed by a $250 million Series B at a reported $2.25 billion valuation, per Stack3d.
The Miami-based liquid supplement brand introduced its High Absorption Omega-3 on October 16, 2026, priced at $54.95 for 30 servings and marking its first product outside the liposomal format.
Suhm positions its A2-milk-and-collagen yogurt against a segment the company says has long forced a trade-off between clean labels and meaningful protein content.
The direct-to-consumer brand, whose CEO is the fourth generation of a soup-making family, prices its Chicken and Beef Bone Broth stick packs at $51.99 for a 28-serving supply and backs nutritional content with third-party lab results.
Soft Bar's Brooklyn concept pairs specialty coffee and non-alcoholic cocktail service with a corporate events business, testing a layered revenue model for the growing sober-curious hospitality category.
The brand sells freshly made, flavored rice crispy bars with nationwide DTC shipping, a wholesale vendor program, and gifting options.
The animal-fat-forward bar brand has extended its lineup to six flavors alongside a brand-wide reformulation, positioning its new peanut butter variety against seed-oil-based competitors in the premium protein snack aisle.
The direct-to-consumer brand, founded by two brothers, consolidates creatine, electrolytes, nootropics and vitamins into a 13-ingredient daily scoop, with a subscription price of $39.99 for 30 servings.
The Austin-based, female-led supplement brand has built out its Crisp Apple flavor platform across formats including Clear Protein, Creatine Gummies and Energy Sticks, per the company.
Brett Hobbs founded Dance Water to occupy the space between plain water and energy drinks, selling three DTC flavors formulated with electrolytes and natural caffeine.
The founder-led brand, which traces its origin to a personal health diagnosis at age 15, sells its debut Fudgy Brownie bar through its own website and Amazon at $34.00 per box.
Bird & Co.'s owners launched Roja and Verde, two taco oils made with avocado oil, in April. They sell for $15.00 a bottle online and at the Portland restaurant, with nationwide shipping, Mainebiz reported.
The soap, deodorant and face lotion brand targets active men with cleaner ingredient formulas and a DTC bundle model, positioning itself between conventional grooming and underperforming clean alternatives.
The Brooklyn brand from Greer Hiltabidle sells French Onion Soup, Caesar Salad and Grilled Cheese butters at $18 each, after a March 2026 Kickstarter drew $23,948 from 232 backers on its second attempt.
The sprinkle cookie brand from the Bravo personality reported more than $1.5 million in sales as of spring 2026, NJBIZ reported, and its store locator now lists 29 grocery stores in New Jersey, New York and Connecticut.
The beer brand launched in 2024 by the late Hulk Hogan says RAB MAX will arrive in Juicy Lime and Crispy Apple, extending a lineup it says is sold in 30 states through chains including Kroger and Walmart.
The men's haircare brand from barber Victor Fontanez and CEO Joey Thomas launched in late September with two $20 products and plans a sea salt spray and a styling gel for November, Entrepreneur reported.
The ready-to-drink margarita brand owned by Adam Weitsman is starting in Dallas and Austin with three 5.5% ABV flavors, with Haley and Hanna Cavinder as creative directors and, per Forbes, equity holders.
The three zero-sugar sodas will each carry 6 grams of prebiotic fiber in a limited pilot across parts of New York, New Jersey and Pennsylvania from late October, part of Coca-Cola's 2027 slate.
The canned matcha and botanical drink brand sells six SKUs at $24.99 per six-pack online and through Faire, and names four hospitality properties in Dana Point, Newport Beach and San Antonio.
The gluten-free frozen brand co-founded by Vanessa Phillips is adding onion rings and pancake and sausage sticks to a lineup already stocked in 25,000 U.S. retail doors.
Doich Foods, the clean-label snacking dough brand founded by Brendan Conway and Anthony Scialdone, is entering a portable chocolate-covered cup format designed for the functional on-the-go snack occasion.
Founded in 2009 by Gizem Salcigil White, the Alexandria-based Turkish coffee specialist is entering the canned RTD market with five regionally named SKUs drawn from its existing specialty lineup.
PepsiCo-owned Poppi unveiled two new functional drink concepts, Lift and Chill, at the 2026 NACS Show, marking the prebiotic soda brand's first move beyond its original soda lineup.
The longevity supplement brand says it has served more than one million customers worldwide and invested over $15 million in clinical studies as it targets American consumers with its EGT capsule line.
The pre-launch performance brand is targeting younger supplement consumers with a zero-sugar, cola-inspired gummy designed to replace the mixing and measuring ritual of traditional creatine powders.
The kids nutrition brand, sold in more than 22,000 stores nationwide, enters the functional hydration segment with a USDA Organic, no-added-sugar electrolyte line housed in its signature refrigerated pouch format.
Pemi has entered the perimenopause supplement market with three oral dissolving strips sold via DTC subscription, with pricing starting at $35 per month, per the company.
The DTC brand, founded by a former financial services professional named Emily, pairs a refillable counter dispenser with a subscription refill model to premiumize a category long dominated by utilitarian packaging.
Modern Retail reported Oct. 5 that Nest New York has translated its Holiday Classic Candle into Wonder, an eau de parfum, as fine fragrance rose to 75% of its 2026 launches from about 40% in 2025.
Justin Tidwell and Anthony Puterman debut Unwind, a zero-caffeine sparkling functional beverage, in approximately 1,000 Walmart stores, with additional national retail rollouts scheduled for early 2027.
Grumpy Bums, founded by food scientist Jo Leontiades, has added Fruity Crispies and Cacao Crunch Pops to its lineup, pushing the Australian kids' brand into the breakfast cereal aisle.
Ambry Mehr's direct-to-consumer robe brand, built around luxury hotel aesthetics and GOTS-certified organic cotton made in Europe, has moved all variants to pre-order status after opening inventory sold through.
The lime seltzer mixer, priced at $32.99 for an eight-pack, targets performance-minded consumers who drink socially and want a low-calorie, electrolyte-fortified alternative to conventional mixers.
The protein-fortified condiment brand, co-founded by Kendall Toole and Alexander Brzozowski, launches with four flavors online and retail expansion on the horizon.
Endure carries 500mg of sodium, 200mg of potassium and 30mg of magnesium per serving, and is available at launch through Amazon, the brand's website and TikTok Shop.
The bootstrapped brand, co-founded by two former college athletes, sells four all-natural single-use styling products and has moved into corporate and fitness amenity distribution.
The personalized pet keepsake brand reports revenue tripling since its August soft launch, with visitors recorded from 45 U.S. states in its first weeks of commercial activity.
Clinical pharmacist Saima Rashid's UK brand structures beauty supplementation as three timed formulas covering morning, daytime and evening, priced individually at £45 and positioned as a complete daily protocol.
The $100M+ wellness brand co-developed its first hair-specific SKU with celebrity hairstylist Chris Appleton and his daughter Kitty-Blu Appleton, launching the collagen and keratin peptide formula from $63.20.
The Alix Earle-founded brand launched its fifth product, a $39 azelaic acid serum, on September 22, expanding a direct-to-consumer acne routine developed with a board-certified dermatologist.
The Philadelphia roaster enters ready-to-drink matcha with three flavors made from single-origin Japanese matcha and Michigan lactose-free whole milk, citing strong demand from its café network.
Co-founded by Eleven Madison Park's Daniel Humm, the shelf-stable brand enters Target with four SKUs at $6.99 and positions itself against takeout and legacy meal kit services.
The Canadian functional snack brand launches Classic Crunch and Sweet & Salty trail mix SKUs with 80mg of caffeine per serving, rolling out at Kroger, The Fresh Market, Fresh Thyme and Wawa.
The non-carbonated lineup, arriving in a variety 12-pack and a 24oz Strawberry Lemonade single, extends the brand's Realtree partnership into a new format category across the U.S. and Canada.
Founder Anastasia Chapman's multi-seven-figure bootstrapped bathroom brand moves beyond deodorizing drops with a transparent acrylic toilet stool designed to double as décor.
OBSN pairs Bartlett's steven.com media platform with Authentic Brands Group's licensing and distribution network to help creators build scalable consumer brands.
Pusha T and Pharrell Williams named the brand after their 2002 single and debuted two blends produced by Italian roaster Lavazza, sold exclusively direct-to-consumer alongside an apparel line.
The frozen better-for-you brand enters the morning daypart with a chicken sausage wrapped in pancake batter and maple syrup, now stocked at Sam's Club across its 16,000-plus-store retail footprint.
Beyond Meat's Phytosphere portfolio adds protein powder, savory bars, sparkling drinks and a veggie burger, launching DTC on September 9 as the company repositions under a broader plant protein identity.
The 45-year-old Italian ice brand is extending into functional frozen snacks with four juice-based Mini Pops formulated with electrolytes, vitamin C or prebiotic inulin, rolling out at Northeast regional grocers.
Co-founded by two athletes known as Styles and Bryce, Nomadic SPF offers a zinc-oxide lotion and face stick priced between $24 and $32, with initial retail placement inside Florence Marine stores.
Backed by a $250M Series B, Medici Brands is expanding its David Protein and HallPass portfolio into salty snacks with Rowdy, a chip brand expected to launch before year's end.
The Los Angeles natural deodorant brand, stocked at Erewhon and PCC Organic Markets, says it surpassed all of its 2025 revenue in the first seven months of 2026.
Brothers Amine and Mehdi launched ARLO on August 23, 2026, sourcing single-ingredient cold-pressed argan oil from women-owned cooperatives in Morocco's Souss Valley and selling DTC with specialty retail to follow.
Mlem's Wag-U is a one-ingredient grass-finished beef tallow spray for dogs, backed by 11 creators who took equity stakes instead of paid sponsorships, collectively reaching more than 18 million followers.
The Cornell-founded startup won $5,500 at the 2026 Hospitality Business Plan Competition and is pushing its powder-based flavored coffee ice cubes toward cafes, retail and hospitality channels.
The 2022 organic tea brand founded by AriZona Iced Tea co-founder John M. Ferolito enters the functional energy category with three Yerba Mate SKUs and a national celebrity campaign.
The female-founded brand pairs 5-ply bamboo tissue refills with a reusable acrylic box, targeting a category the company says has gone unchanged since 1924.
The Devon family brand, already stocked in major UK retailers, adds a sachet format across three flavours designed to be prepared with milk and ice in seconds.
Good Boy Vodka's LYTE sub-brand targets the vodka-ade format with four sports drink-inspired flavors in a non-carbonated can, arriving as the company reports triple-digit year-over-year sales growth.
Main Event, co-developed at the UFC Performance Institute with FoodStory Brands over more than 18 months, enters functional snacking with four flavors priced at $34.99 per 12-pack.
The Italian Ice chain, with more than 600 shops, rides the Shirley Temple flavor wave with a citrus-cherry limited-time offer topped with Shirley Sparkle.
Founded by mother-daughter duo Abbey and Louise Cox, Devious has landed its pumpkin-seed protein seasoning in more than 600 Target stores nationwide.
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