The Week in Consumer Packaged Goods: April 25, 2025 edition

Welcome to The Week in Consumer Packaged Goods, a weekly roundup for marketers from Quad Insights that covers the latest must-know news surrounding the CPG space.

The Coca-Cola Company just launched a “gamified experience” called Sprite Squad designed with Gen Z in mind, Path to Purchase Institute’s Jacqueline Barba reports. Created exclusively for mobile devices, Sprite Squad offers consumers access to branded content, giveaways, digital experiences (tied to fashion, music, gaming and more) and other perks. Between now and Dec. 31, fans can join the Sprite Squad by texting “THIRST” to 2653 and scanning select Sprite products. The experience will be regularly updated to include “new content and giveaways connected to milestones, events, partnerships and limited-time-only product drops, anchored in the brand’s ‘Obey Your Thirst’ mantra,” Barba writes.

Previously: “MTN DEW launches two new loyalty programs focused on gaming and the outdoors,” from the March 29, 2024 edition of this column.

Activations and promotions:

• “NBA Storefronts Get Michelob Ultra Makeover” (MediaPost)
• “Johnnie Walker Blue rewards holes-in-one” (The Spirits Business)
• “Welch’s Fruit Snacks Uses AI To Sweeten Lunchbox Notes” (MediaPost)

Fruit Riot — a snack brand known for its sour frozen grapes and other fruits — just released a new “not so sour” line extension in collaboration with prebiotic soda brand Olipop, Allrecipes’ Carissa Chesanek reports. Fruit Riot’s new Candy Crunch Cherries are covered in a crunchy candy shell with a flavor inspired by Olipop’s Vintage Cola “for a sweeter taste of vanilla and caramel,” Chesanek writes. Available in-store and online at Whole Foods, Fruit Riot’s Candy Crunch Cherries with Vintage Cola Olipop retail for $6.99 for an 8-ounce bag.

Previously: “Olipop debuts heartwarming animated holiday campaign,” from the Nov. 15, 2024 edition of this column.

More collabs and food innovations:

• “5-Hour Energy’s New Caffeinated Hot Sauce Is Here to Wake Up Your Breakfast Tacos” (Food & Wine)
• “Utz’s Lemonade Potato Chips are Tart Yet Sweet and Nostalgic” (Trend Hunter)
• “Athenos and Tajín partner to launch new feta cheese product” (FoodBev Media)
• “Seven Sundays introduces sustainable granola with upcycled oat protein” (FoodBev Media)
• “Dunkin’ and Kar’s Nuts team up for new trail mixes” (Bake Magazine)
• “poppi Alpine Blast Has Ample Flavor with Natural Caffeine” (Trend Hunter)
• ICYMI: “House of Suntory and One of Japan’s Top Bartenders Just Dropped a Pair of Bottled Cocktails” (Robb Report)
• ICYMI: “OREO Unveils Cherry Blossom Matcha Spring Cookie — But There’s More Than Meets the Bite” (RetailWire)

German beer brand Paulaner just released a non-alcoholic soda in the U.S. based on its popular offering Spezi — a cola combined with orange-flavored soda that was “originally mixed by Bavarian barkeepers” — Trend Hunter’s Laura McQuarrie reports. Paulaner Sunset is “a unique blend of creamy cola, bright citrus and mellow fizz made from the original 1974 recipe,” according Paulaner’s website. Available online at Paulaner-sunset.com and at select retailers, Paulaner Sunset comes in Classic Orange Cola and Zero Orange Cola (a zero-sugar, zero-calorie variety) flavors.

More food launches and expansions:

• “Frank’s RedHot Debuts Six New Sauces” (Food Manufacturing)
• “Tillamook debuts new limited-edition nostalgic ice cream flavors” (FoodBev Media)
• “Oreo unveils new and limited-edition flavor: Chocolate Covered Pretzel” (USA Today)
• “Bugles Salt & Vinegar are Arriving as a Convenience Store Exclusive” (Trend Hunter)
• “Bacardi launches Passionfruit Rum for summer” (Food & Drink Technology)
• “Utz launches new limited-edition cheese balls flavors” (FoodBev Media)
• “A New Protein Popcorn Just Dropped — and It Comes From Khloé Kardashian” (Food & Wine)
• ICYMI: “Hulk Hogan’s Real American Beer Now at Walmart” (RetailWire)

Unilever-owned brand Dove just debuted a new body wash and cleansing bar range, the Dove Plant Milk Cleansing Collection, and is teaming up with Chamberlain Coffee to highlight how just adding plant milk can “turn ordinary moments into little, indulgent treats,” per a brand announcement. Both brands took to the road this week with “a plant milk-powered treat truck,” stopping at colleges across Los Angeles to promote the new line. Available now at Target, Amazon and Walgreens, the Dove Plant Milk Cleansing Collection features body wash and cleansing bars in four scents: Turmeric Milk & Lemon Drop, Coconut Milk & Sugar Lychee, Almond Milk & Green Apple and Oat Milk & Berry Brulee. Now through May 2, consumers can enjoy a latte inspired by the latter scent — the Dove Oat Milk & Berry Brulee Latte — at Chamberlain Coffee’s Westfield Century City Mall location.

More beauty and personal care launches:

• “DKNY Be Delicious Ice Pop Shares Carefree, Joyful Summer Scents” (Trend Hunter)
• “Sky Organics adds new curl, scalp products to Organic Hair Care line” (Drug Store News)
• “NYX Professional Makeup Partners with Randy’s Donuts” (Beauty Packaging)
• “Secret unveils Whole Body Deodorizing Body Wash range” (Drug Store News)

More CPG campaigns and content:

• “New Amsterdam Vodka Campaign Highlights Barfly Race” (MediaPost)
• “Powerade taps La Liga stars Lamine Yamal and Rodrygo Goes for new campaign” (Marketing Brew)
• “Axe leans on Pete Davidson’s wisdom to help men level up their rizz” (Marketing Dive)
• “Brother’s Bond campaign champions sustainability” (The Spirits Business)
• “Yasso teams with Chelsea Handler for new promotion” (Dairy Foods Magazine)
• “‘Pitch Perfect’ Stars Anna Kendrick, Rebel Wilson Reunite to Launch Splash Refresher” (DesignRush)
• “Stella Artois encourages drinkers to hide its beers and keep them for themselves” (The Drum)
• “Maple Leaf Farms launches cooking content series on Instagram” (Supermarket Perimeter)
• ICYMI: “Kendrick Lamar stars in latest Gatorade spot” (Brand Innovators)