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Ka’Chava Hits Shelves, VMG Raises $1B, and Our First NYC Event

Ka’Chava Hits Shelves, VMG Raises $1B, and Our First NYC Event

Happy Friday Everyone! From online-native brands landing in Whole Foods to massive funding rounds and strategic M&A, the ecosystem is alive with momentum.

We also hosted our first “Bring Your Brand” event in NYC — and have a handful of other fun events in SLC this week!

Let’s get into it.

📍Upcoming Events (SLC)

🗽 NYC CPG: “Bring Your Brand” Recap

Last week, we hosted our first CPG morning meetup in NYC alongside Nate Rosen and Louisa Li. It was all about product-first connection—real founders, real conversations, and real snacks.

Huge thanks to everyone who pulled up (and brought samples). The energy was 🔥 and we’re already planning the next one.

💡 Founder Spotlight: Xeba from Preme Foods

Visit Preme →

We caught up with Xeba, the founder of Preme Foods, who shared the story behind her gut-friendly brand, her early challenges, and what’s coming next:

Why did you start Preme?

I was dealing with intense gut issues—SIBO, toxic mold, all of it. A functional medicine doctor helped me understand the difference between prebiotics and probiotics, and I realized there was a huge gap in the market. I started making my own gut-friendly snacks that felt indulgent. Eight months later, I had a pudding prototype. We’ve since pivoted into drink powders, but the mission remains: make feel-good snacks that are actually fun to eat.

What makes Preme different?

Most gut health snacks use harsh prebiotics like Jerusalem artichoke or chicory root. We don’t. Every ingredient is low FODMAP and gentle on sensitive stomachs. We also prioritize taste and use high-quality ingredients—like organic flavors imported from Europe.

Biggest challenge so far?

Being taken seriously. I’m not a doctor, but our formulas are backed by science. Because our branding is fun and vibrant, we’ve had to work extra hard to gain trust. We let the product speak for itself.

What growth strategy is working now?

We’re focused on eComm. With a $41 price point, we can’t rely on retail trial alone. Meta ads, grassroots demos, and gifting have been huge for building community and awareness.

What’s next for Preme?

I’d love to land regional or national retail by the end of 2025, especially with our stick packs. We’re building on the success of our Kiwi Lemonade SKU and staying committed to quality and gut-friendly innovation.

🚀 Ka’Chava Enters Whole Foods

Ka’Chava—the cult-favorite, plant-based superfood shake brand—is officially launching at Whole Foods.

This is a major DTC-to-retail leap that could lead to follow-up SKUs, expanded credibility, and new discoverability across the wellness aisle.

📸 OLIPOP’s Pop-Up Was Made for Instagram

To relaunch its Orange Cream flavor, OLIPOP went big:

  • A retro LA Drive-Thru Pop-Up
  • Mocktail tastings (yes, including Spicy Pickle Soda)
  • An exclusive Crocs collab with custom soda-themed Jibbitz
  • A virtual experience running through May 19

It’s a masterclass in IRL-meets-URL—designed for content, community, and first-party data capture.

💰 VMG Raises $1B to Back the Next Wave of CPG Giants

VMG Partners, known for exits like Justin’s and Drunk Elephant, just raised a $1B fund to invest in high-growth, omnichannel consumer brands.

If you're building in CPG, keep an eye on how this capital gets deployed—it could shape the next decade of breakout brands.

🤝 A Dozen Cousins Acquired by Verde Valle Foods

Verde Valle, one of Mexico’s largest food companies, has acquired A Dozen Cousins, the soul-food-inspired bean brand.

This deal gives Verde Valle strong U.S. reach and shows the value of culturally-rooted, cross-border CPG plays.

📦 De Minimis Tariff Threshold May Be Dropping

The U.S. is reviewing changes to the de minimis tariff exemption—potentially reducing it from $800 to as low as $54 on Chinese imports.

If you rely on overseas sourcing or small parcel imports, now’s the time to scenario-plan for cost and fulfillment shifts.

👀 Brand & Tech to Watch

  • Tech: Rediem – AI-fueled retention, loyalty, and post-purchase experiences
  • Brand: Vital Halva – A modern take on a nostalgic snack

That’s it for now—

Keep building, keep shipping, and keep showing up.

Thanks for reading.

If you’ve got something launching, hit reply. Always looking to spotlight what’s next.

—Zach

P.S. If you found value in this, consider sharing it with a friend or colleague who's interested in brand building, consumer trends, or the future of retail. And as always, hit reply with any thoughts — I read every message.