Graza Hires Lazard, Costco Goes Kirkland on Electrolytes + The Founder Making Sparkling Bone Broth (Marro)

This week in CPG: Graza hires Lazard to explore a sale, Costco launches a Kirkland electrolyte, and the Whole Foods LEAP class is announced. Then Nick Foreste, founder of Marrō, on making the first cold, canned, sparkling bone broth.

IN THE NEWS (every story is in The Deeter Digest)

- Graza hires Lazard and is reportedly seeking up to $600M
- Costco turns electrolytes into a Kirkland product, and what it means for the brand behind them
- Hoplark and The Outset: when fame and being early don't hold
- Brands moving toward brand: Before, Something & Nothing, Ember
- Deals, funding and launches, including Whole Foods' LEAP program, which picked 10 brands from 2,000+ applicants
- The hot take: commodity vs. brand

THE INTERVIEW: NICK FORESTE, MARRŌ

Nick Foreste, founder of Marrō, on what a sparkling bone broth is, going from a leg injury to a 100-mile race to a beverage company, and the skull on the can. He also covers using AI in the business, the retail path from Expo West to real grocery, and why most beverage brands last under two years.

Follow Marrō: drinkmarro.com

CHAPTERS

0:00 Welcome + housekeeping
2:44 Graza hires Lazard
5:24 Costco turns electrolytes into a Kirkland product
7:55 When the brand doesn't hold: Hoplark + The Outset
9:48 Brands moving toward brand: Before, Something & Nothing, Ember
12:37 Deals: Crosta Mollica, Sazerac, Roja
14:26 Funding: Bird&Be, Tiny Health, quick hits
16:24 Launches + Whole Foods LEAP
18:36 Data + distribution: Milo's, Lemme, ALDI, Final Boss Sour
19:51 The hot take: commodity vs. brand
22:53 Interview with Nick Foreste, founder of Marrō
23:11 What is Marrō? The first bone broth made to be sipped cold
25:18 From a leg injury to a 100-mile race
27:34 Diet, family + fatherhood
28:58 The attorney who became a beverage founder
30:30 Falling into CPG
32:05 Meet Randy Bandana, the skull on the can
33:42 How Marrō uses AI
36:48 Who is on the team
39:09 Year one: learn the customer before pressing the gas
41:39 Retail: from Expo West to real grocery
43:27 Is it sparkling protein or sparkling bone broth?
45:26 Where Marrō belongs on the shelf
47:18 The odds for beverage brands
48:52 The mission: the next apple cider vinegar
49:49 Where to find Marrō
50:39 Sign-off

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