Whole Foods' 2027 Trends Report: What's Real and What's Hype + Tart's Lindsey Fredrick on Getting Into Erewhon

This week on Unpackaged Goods: Coca-Cola puts prebiotic fiber into its flagship cans, Galderma agrees to pay $1.5B for a brand doctors hand you, and what to actually do with Whole Foods' 2027 trends list. Then Lindsey Fredrick, founder of Tart, on turning a college-kitchen recipe into an organic tart cherry mineral water that got into Erewhon three months after launch.

In the news:
- Coke puts its name on your gut: 6g of prebiotic fiber in Coke Zero Sugar, Sprite Zero Sugar and Fresca, plus Poppi's founders are back with Jetty
- Galderma agrees to buy ZO Skin Health for $1.5B, Saltyface joins Gauge's Soleil Collective, and Touchland's founder steps down
- The squeeze: Albertsons pulls its outlook, Pernod Ricard's U.S. sales fall 10%, and hemp drinks hit a deadline
- EZ Bombs raises $25M on the TikTok Shop to shelf playbook, plus the rest of the funding news
- Rapid fire: Graza hummus, Beyond Meat's energy drink, Bragg's soda, PRODA's new co-founders and more
- The Whole Foods 2027 trends report: the eight trends, which ones to take seriously, and how to use it with buyers
- The hot take: brand extension is the cheapest growth you'll ever find

Then Lindsey Fredrick joins the show. She grew up with about 35 allergies, started mixing tart cherry into drinks in her kitchen at Michigan State, and launched Tart on January 1.

We talk about:
- Applying to Erewhon online and getting accepted within three weeks
- Handing out cold cans on Abbot Kinney until Venice became the top store
- Why the coasts come before the Midwest
- Asking for help sooner, and why organic certification opened doors
- Three new flavors next spring, Amazon first, TikTok Shop later
- Building in public on LinkedIn and Substack
- An angel round now and a Series A early next year
- The kind of buyer she'd want one day: one that keeps the brand as clean as it started

Find Tart at drinktart.com and Erewhon.

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