Gone Healthy

The health-conscious shift in the food industry is accelerating, with established brands and newer players transforming familiar products into health-focused versions. Iconic companies, like Kellogg, are rethinking their snack lines, introducing products that swap out artificial ingredients for whole, natural ones, appealing to those looking for cleaner and more transparent options. For example, Kellogg’s push for higher protein and reduced-sugar cereals is a response to the demand for guilt-free, on-the-go options that don’t compromise taste.

At the forefront of this movement are brands like Chomps, which provides grass-fed meat sticks with simple ingredients and high protein, and Ollipop, whose prebiotic sodas offer a bubbly, flavorful alternative to traditional sugary drinks. March On has also joined the better-for-you snack space, providing nutrient-dense bars designed to energize without the sugar crash. Popilu has captured attention with its line of low-calorie, low-sugar sodas, packed with functional ingredients like fiber and adaptogens, tapping into the growing interest in gut health. As more consumers prioritize nutritional content and ingredient transparency, these brands reflect a larger industry shift towards health-oriented snacks that cater to a lifestyle rather than just a craving.

The health snack category is brimming with innovation, with other players like Hippeas (plant-based puffs) and LesserEvil (organic popcorn and snacks) offering tasty alternatives that are organic, gluten-free, and nutrient-packed. With this momentum, we can expect more exciting developments in the next wave of better-for-you food brands, all centered around cleaner ingredients and sustainable practices.

🚀 Marketing That Breaks the Mold

In an age where brands need to stand out, companies are pushing the boundaries of marketing. Liquid Death, the irreverent water brand, is a prime example of this approach with its offbeat collaborations. Recent highlights include their partnership with Plunge, where they created a Liquid Death-branded cold plunge experience that ties hydration to health-focused recovery, and the launch of their “misfortune cookies” – darkly humorous fortune cookies that playfully poke at traditional wellness messaging. This unexpected, edgy branding has turned Liquid Death into more than just a product; it’s a lifestyle with a dedicated following.

Similarly, Poppi, known for its apple cider vinegar-based sodas, has found success through playful and vibrant collaborations that reinforce its image as a fun and functional drink. Through partnerships with influencers and fitness communities, Poppi has positioned itself as a wellness staple that’s as fashionable as it is beneficial. Athletic Brewing, a leader in non-alcoholic craft beer, has also crafted a unique identity by partnering with major endurance events like Ironman. This taps directly into their target audience of health-focused individuals who still want to enjoy a drink without compromising their active lifestyle. These brands are redefining what it means to connect with consumers, transforming marketing campaigns into memorable cultural moments.

Brands like Oatly have also adopted an unconventional approach, with street art-style advertising that feels more like social commentary than traditional marketing. This bold positioning has helped brands not only differentiate themselves in crowded categories but also build brand loyalty by aligning with consumers’ values and lifestyles.

🏃‍♂️ The Rise of In-Person Active Clubs

As remote work and digital life become the norm, people are increasingly turning to in-person fitness clubs to regain a sense of community and connection. Gone are the days when traditional gyms and solo workouts were the only options for fitness enthusiasts. Now, community-based clubs like run, cycling, and even paddleboarding groups are rising in popularity, offering structured, social environments that make exercise more enjoyable. Sweatpals, a platform that connects people with these clubs, is capitalizing on this trend, recently securing $3 million in funding following a successful crowdfunding round. Their goal? To expand into all major cities by the end of 2025, bringing accessible and varied fitness options to communities nationwide.

Run clubs, in particular, are seeing a surge, with brands and fitness platforms partnering to encourage local meetups. Brands like Nike and Lululemon are backing neighborhood run clubs, turning fitness into a social event that provides accountability and community support. In-person fitness gatherings allow participants to not only achieve their wellness goals but also foster connections that often extend beyond the workout, underscoring the unique appeal of group activities in today’s hyper-digital world. As we move forward, these community-centered fitness movements are poised to become an integral part of modern wellness.

🔔 Other News

• Erewhon is expanding its reach by partnering with Postmates to deliver organic kids’ meals, catering to families seeking nutritious options in convenient formats.

• Centr has rolled out a premium line of at-home cardio equipment, along with new digital running programs, in response to the demand for high-quality, accessible home fitness options.

• Vuori has announced the opening of its second retail location in London, furthering its global expansion and tapping into the European market with its coastal-inspired athletic wear.

• Perfect Hydration unveiled a fresh, sleek brand redesign, aiming to make its products more visually appealing on store shelves and reflect its commitment to premium hydration.

💸 Money Moves

Wellness:

• Drumroll, a brand specializing in refrigerated, better-for-you donuts, secured a $3 million investment from 7 Mile Brands, a CPG incubator focused on scaling innovative food brands.

• UK-based events organizer Hyve Group acquired HLTH Inc, the leading healthcare innovation summit in the U.S., expanding its footprint in the health and wellness event space.

• 1440 Foods continues its growth with the acquisition of FitCrunch, a protein-focused snack brand, for approximately $700 million, underscoring the demand for convenient, functional nutrition products.

• Fast-growing energy drink brand Celsius acquired Big Beverages Contract Manufacturing to ramp up its production capacity, setting the stage for further expansion in the energy drink market.

Human Performance:

• Healthify, a health-focused platform, recently closed its $45 million financing round with $20 million in new capital from existing and new investors, including Khosla Ventures and LeapFrog Investments.

• Moonwalk Fitness, an app that gamifies healthy habits and encourages accountability, raised $3.4 million in seed funding led by Hack VC, with additional support from Binance Labs and CMS Holdings.

• , the parent company of WWE and UFC, made headlines with a $3.25 billion deal, acquiring IMG, Professional Bull Riders (PBR), and On Location from Endeavor Group Holdings in a move that solidifies its position in the live entertainment and sports sectors.