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's desperate beverage pivot
$110M+ in M&A deals including Kroger's strategic acquisitions
AG1's Vitamin Shoppe conquest and Target's premium food acceleration
Why category convergence is accelerating exponentially
[25:00-60:00] Michael Zabar Interview - Building Motif
From Zabar family legacy to coffee innovation
Why coffee shops are stuck with terrible syrup options
The strategic four-flavor launch (Pistachio, Cinnamon Babka, Vanilla, Chocolate)
Competing against International Delight and Torani giants
Plans for retail expansion beyond the coffee shop channel
Building naturally flavored products in an artificial world
Key Takeaway: Whether you're making coffee syrups or sports drink cocktails, follow customer behavior, not category definitions.
Subscribe: Apple, Spotify, YouTube | Newsletter: Substack - The Deeter Digest
