Issue #12: The Consumer Brand 411
3 Topics, 3 Brands, in 3-Minutes
Too much has happened lately in the consumer brand world, so I am dedicating this week’s issue to help us all catch up!
👀 New Brand on Deck
Launching March 26th!
With 16.3M followers on TikTok thanks to her “full-beat” glam makeup looks, Mikayla Nogueira is launching her very own brand. However, it’s not a makeup brand…
Created from her point of view, Mikayla is launching a Korean-inspired, dermatologist-approved skincare brand designed to be “layered and beautifully paired with your makeup.”
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POV Beauty — A skincare brand to prime and prep the skin for perfect makeup application.
Founded: 2023
Founder: Mikayla Nogueira
Latest Funding: TBD, backed by Imaginary Ventures
🚀 Brand Launch
A few weeks ago, when it was still pre-launch, I featured Crave New World, a better-for-you brand that’s transforming classic comfort foods. Well, the time has come — Crave New World is launching at select universities across the U.S.!
Want to win a trip and tickets to the NCAA Final Four? Check out the Crave New World x March Madness #MMMCrave Challenge 👇
Crave New World — Transforming classic comfort foods into clean label, healthy alternatives for the world.
Founded: 2024
Founder & CEO: Matthew Brag
Latest Funding: TBD
🔗 Follow their Instagram for additional launch updates.
💸 Acquisition: Who’s Cashing Out with Poppi?
Of course, we can’t overlook the nearly $2 BILLION acquisition announcement for Poppi! ICYMI, PepsiCo announced this past week that it’s acquiring Poppi for $1.95 billion as part of its strategy to expand its better-for-you offerings and align with evolving consumer preferences. But the bigger question on everyone’s mind is…how much are Poppi’s investors getting in return?
After Poppi (formerly known as Mother Beverage) was featured on Shark Tank in 2018, Rohan Oza was the only Shark to offer a deal to the Ellsworths, investing $400,000 for a 25% stake. If he held onto his stake, he would have just received a $487.5M cashout. CAVU Ventures led Poppi’s Series B 2022, investing $25M. If they had a major stake, they are now looking at a $500M+ cashout. While the exact returns have not been disclosed, to help put these larger investments into perspective, Ruffin Mitchener breaks down various angel-sized checks and their potential returns post-acquisition👇
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Poppi — A better-for-you, prebiotic soda brand.
Founded: 2018
Co-Founder: Allison Ellsworth
Co-Founder: Stephen Ellsworth
Latest Funding: Acquired for $1.95B by PepsiCo.
🔗 Read more about Poppi’s acquisition
That’s all for this week, see you next Sunday!
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