The Week in Consumer Packaged Goods: March 7, 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.

Ben & Jerry’s and all-electric automaker Rivian just announced a partnership on “the ice cream truck of the future” — see it here (on Bluesky) — per a brand announcement. So far, the fleet consists of two electric “scoop trucks,” built on the Rivian Commercial Van, and are meant to “modernize everything people love about an ice cream truck.” After debuting at South by Southwest (SXSW) in Austin, Texas this week, the Ben & Jerry’s scoop trucks are set to travel the country, including to pop-up events in the Unilever-owned ice cream brand’s home state of Vermont.

More brand activations and promotions:

• “Michelob Ultra gives NBA fans a chance to ‘Play Like a Pro’” (Brand Innovators)
• “Ghirardelli Chocolate Debuts the Dubai Chocolate Sundae Experience” (Trend Hunter)
• ICYMI: “Blue Diamond’s Spokesnut Goes Mobile, Moves To LinkedIn” (MediaPost)

Crystal Light, known for its zero-sugar drink mixes, just announced the launch of its first flavored-alcohol offering: Crystal Light Vodka Refreshers. With just 77 calories and, of course, zero sugar, Crystal Light Vodka Refreshers “are the lowest-calorie ready-to-drink cocktail on the market,” per a brand announcement. The new product from The Kraft Heinz Company brand blends Crystal Light’s standard flavors — Wild Strawberry and Lemonade — with triple-filtered vodka and light carbonation for a 3.8-ABV RTD beverage. Crystal Light Vodka Refreshers will be available in four packs for $9.99 each at select retailers in the Northeast U.S. beginning this month, with plans for wider distribution and additional flavors in 2026.

More CPG launches and expansions:

• “Diageo launches Baileys cream liqueur with oat milk” (Food Dive)
• “Drumstick unveils We Love Peanut Butter sundae cones” (Dairy Foods Magazine)
• “Brother’s Bond expands to three continents” (The Spirits Business)
• “Bloom Pop Will Arrive in Five Flavors” (Trend Hunter)
• “Synergy celebrates 30 years with limited-edition flavor, rebrand” (Drug Store News)
• “Red Bull launches first US spring edition Grapefruit & Blossom” (Vending Times)
• “Penelope Bourbon is relaunching its popular Rio Bourbon” (The Manual)
• “Beefeater ‘elevates’ line-up with grapefruit” (The Spirits Business)
• “Justin’s expands product line with new crunchy peanut butter and frozen offering” (FoodBev Media)
• “Califia celebrates birthday with new product additions” (Dairy Foods Magazine)
• “Humm Kombucha Expands Its Product Line with Probiome” (Trend Hunter)

That’s the retail sales total that The Coca-Cola Company’s limited-time offering Sprite Chill (featuring a cherry-lime flavor and a “proprietary cooling sensation”) delivered during its first 21 weeks on the market — ultimately becoming the top-selling Coca-Cola Co. innovation in North America in 2024 — according to the company’s Q3 2024 earnings report, per Marketing Dive’s Chris Kelly. Initially launched in April, Sprite Chill will now become a permanent part of Coca-Cola’s brand portfolio. (See more industry and marketing stats in the latest edition of The Weekly 10 from Quad Insights.)

More CPG stats and insights:

• “Modelo’s college basketball ad spend jumps 48% as championship fever hits” (Marketing Dive)
• “A big year for fairlife: Strong growth in overall refrigerated milk sales” (Dairy Foods Magazine)
• “Inflation continues to drive private label growth” (Grocery Dive)
• “What’s New In Snacks? Consumers Seeking Healthier Options” (Store Brands)
• “Consumers are willing to trade down, but not on their favorite sodas” (eMarketer)

Sour Patch Kids just launched an illuminating spin-off: Sour Patch Kids Strawberry-Watermelon Glow Ups, “the first-ever gummy candy that glows,” per a brand announcement. The new Glow Ups are coated with edible confetti — made with flavorless turmeric extract — that “emits a fluorescent glow when under a blacklight.” The Mondelēz brand also created a special Snapchat filter using AR that allows fans to experience the glow sans blacklight simply by scanning the candy. Sour Patch Kids Strawberry-Watermelon Glow Ups are available online now in 3.08-ounce and 6.7-ounce bags, with rollout to national retailers coming soon. For the pescatarians out there, Mondelēz is also launching Swedish Fish Mini Strawberry-Watermelon Glow Ups later this month.

Previously: “Sour Patch Kids releases limited-time candy mix with Snapple,” from the July 12, 2024 edition of this column.

More food and beverage innovations:

• “Hostess launches Donettes Apple Cinnamon Fritter Rings” (Baking Business)
• “Peeps Just Became a Frozen Treat, and You Need to Try It” (Food & Wine)
• “Bucked Up Drops its ‘Lightly Carbonated Protein Drink’ in Four Flavors” (Trend Hunter)

The Botanist Islay Dry Gin — which calls itself the “Official Gin of Pickleball” — and racquet sports/lifestyle brand Prince just announced a collaboration ahead of National Pickleball Month in April, per a brand announcement. “A celebration of iconic ’90s sportswear style with a modern twist,” the limited-edition Botanist x Prince “Dink & Sip” Set includes a custom tote, paddle and balls featuring “bold geometric patterns, vibrant colors and layered textures” merged with “the energy of pickleball” and “the essence of The Botanist’s 22 botanicals and signature martini cocktail.” But that’s not all: The collaboration also features a “Dink-Tini” Set, which includes the pickleball set plus a Botanist martini kit. Both sets are available now for pre-order at prince.thebotanist.com. To celebrate the launch, The Botanist and Prince are hosting pop-up events this month in New York City and Los Angeles, where fans can preview the collection, sip on Botanist “Dink-Tinis” and, of course, engage in a game of pickleball.

Previously:

• “Vlasic Pickles releases limited-time pickleball collection,” from the May 24, 2024 edition of The Week in Retail.
• “Target launches limited-time pickleball collection,” from the April 19, 2024 edition of The Week in Retail.

More brand collabs and partnerships:

• “This Devil’s Reserve Cocktail Kit Honors a Marvel Show” (Trend Hunter)
• “Degree teams up with USC Basketball star JuJu Watkins on Whole Body Deodorant launch” (Drug Store News)
• “Nutella Lovers Rejoice: Paris Baguette Brings Back Classic Treats for Spring” (RetailWire)
• “Demi Lovato named brand partner for Caliwater” (Drug Store News)
• “Hard Candy Shakes Hands with Girl Scouts for Second Makeup Collaboration” (Happi)
• “Haribo Drops ‘Harry Potter’ Gummies” (License Global)
• “My/Mochi and Mattel Debut Barbie Birthday Cake Ice Cream” (Trend Hunter)
• “Dave’s Hot Chicken Launches a Shake Made With Lucky Charms Breakfast Cereal” (RetailWire)
• “Garnier taps Ilana Glazer to help introduce Micellar Water with Salicylic Acid” (Drug Store News)
• ICYMI: “Moet & Chandon teams with Pharrell Williams” (Brand Innovators)

CPG brand campaigns and content:

• “Old Spice’s Silly, Stinky Pirate Ship Sets Sail” (Muse)
• “Adam Lazzara Sings Ode To New Waterloo Spring Flavors” (MediaPost)
• ICYMI: “SkinnyPop shows off brand refresh in comedic campaign with Jennifer Aniston” (Marketing Dive)
• ICYMI: “Sweet Release: Angry Orchard Gets ‘Angry’ So You Don’t Have To” (MediaPost)