Food & Beverage CPG Roundup – May 2025
Top Story: Frozen Crunchy Soda? 🍒🥤
@FruitRiot & OLIPOP PBC Team Up for a One-of-a-Kind Treat. Billed as “frozen crunchy soda,” Fruit Riot’s new Candy Crunch Cherries are real frozen cherries encased in a cola-flavored candy shell — thanks to a collab with prebiotic soda brand Olipop. The Whole Foods-exclusive treats recreate a classic cherry cola taste with a satisfying crunch, and fans are already obsessed. On social media, some even joked they’d get up at 7 a.m. to snag a bag, as others raved that the sweet, fizzy and fruity bites are “so good” they trigger mouth-watering nostalgia. If your childhood soda had a glow-up and moved to the freezer aisle, this would be it. LINK
Quick Bites: Noteworthy News from Emerging Brands
- PepsiCo pops poppi: Big Soda is officially getting better-for-you. PepsiCo closed a $1.95B deal to acquire Poppi, the Texas-based prebiotic soda startup. The move underscores how giants are chasing healthy fizz trends – Poppi now joins Pepsi’s portfolio (alongside brands like Siete Foods and Sabra) to cater to consumers’ growing taste for functional, gut-friendly drinks. LINK
- Final Boss Sour levels up: The retro gaming-inspired candy brand Final Boss Sour is leveling up its flavor game with a new Tropical Sampler box. This limited bundle introduces nine zany fruit “characters” (using real mango, pineapple and kiwi pieces) across three tiers of face-melting sourness. The startup’s over-the-top sour challenges have already notched hundreds of millions of views online, and its fans asked for new flavors – Final Boss delivered with a tongue-tingling sequel. LINK
- Fortune Favors bets on pecans: Artisan snack maker Fortune Favors is doubling down on nuts in its self-declared “Year of the Pecan.” The Madison, WI brand announced a major Whole Foods expansion, adding 142 more stores (382 total) to carry its vegan, gluten-free pecan mixes. Known for bold fusion flavors – its hit variety “The Spark” blends candied pecans with Korean gochugaru chili for a sweet-and-spicy kick – Fortune Favors is now bringing its unique crunch coast-to-coast. LINK
- Fungi for lunch? Chicago’s Nature’s Fynd is redefining alt-protein snacking with new Spicy Indian “Fy Bites.” These falafel-style bites are made from the startup’s nutrient-rich Fy fungi protein instead of meat. Debuting via NYC’s Plantega bodegas, the curry-seasoned bites pack 14g of protein plus veggies per serving and are free of common allergens. Rather than mimic a nugget or burger, Fy Bites are their own beast – the first of a global flavor lineup (Greek, Thai, Italian) that showcases how fermentation-based protein can stand on its own. LINK
- Grape soda grows up: Probiotic soda brand Culture Pop Soda just dropped a nostalgic Grape Soda that has ’90s kids “grapeful” with joy. The new fizzy purple pop is a reimagined classic made with 20% real fruit juice and live probiotics, so it delivers a throwback taste with a fraction of the sugar. Fans are already calling it “the flavor of my dreams” and snapping it up — look for Culture Pop’s grown-up grape on shelves at Target, Whole Foods, Amazon and more as it rolls out nationwide. LINK
The Art and Science of Buyer Presentations
You’ve gotten the meeting. Your sell sheets are printed. The samples are packed. Now comes the moment of truth — your pitch to the buyer.
After a decade in food and beverage sales, I’ve sat through (and delivered) hundreds of buyer presentations. I’ve seen brand new founders nail it on their first try and watched industry veterans crash and burn spectacularly. What separates the winners from the losers isn’t always what you might expect.
Always Sell George
The best advice I ever received about buyer presentations came from my former boss and close friend Kam Khazai: “Always sell George.”
His point was clear – I needed to link myself with brands and products that resonated with me, then sell my enthusiasm and partnership first. The product comes with it. More than a decade later, this remains the core of my selling philosophy. When you’re in front of a buyer, your product isn’t the only thing you’re selling — you’re selling yourself. Your passion. Your reliability. Your understanding of their business.
Buyers want to work with people they trust. People who “get it.” People who will be there when things inevitably go sideways. In an industry where relationships matter more than almost anything else, being someone buyers want to work with is just as important as having a great product.
In this industry, the strength of your relationships often outlasts any individual product or brand. When buyers know you understand retail realities and will be a reliable partner, doors open that remain closed to those with better products but weaker connections.
What Actually Works
1. Authentic enthusiasm (that’s grounded in reality)
Passion is contagious, but it needs to be coupled with a clear understanding of retail realities. When I pitch, I make sure my enthusiasm for the product is evident, but I’m equally enthusiastic about how the product fits into the retailer’s specific strategy.
This means knowing:
- Their consumer demographics
- Their margin requirements
- Their merchandising philosophy
- Their competitors’ strategies
- Their pain points with similar products
Your excitement alone won’t sell the product, but your excitement about solving a specific problem for them might.
2. Data that tells a story
Numbers matter, but numbers with context matter more. Don’t just throw velocity metrics at buyers — explain what those metrics mean for their business.
Instead of: “We’re selling 8 units per store per week.” Try: “We’re selling 8 units per store per week, which is 30% higher than category average, with minimal promotional support. And in stores where we’ve implemented our shelf talker program, that jumps to 12 USPW.”
The best presentations weave data and narrative together to tell a compelling story about why this product deserves precious shelf space.
3. Creative problem-solving
Some of my biggest wins have come from thinking beyond the standard pitch playbook.
When a key regional chain that already carried our products was planning their annual charity golf tournament, the buyer asked if we could provide samples. I immediately said yes, seeing an opportunity to strengthen the relationship. That small investment in providing product for an event that mattered to them helped solidify our partnership and made introducing new items significantly easier in our subsequent meetings.
Creative problem-solving also means tailoring your approach to each specific retailer rather than relying on cookie-cutter presentations. I once landed a major account by completely customizing my pitch deck and data presentation to align with that retailer’s unique category review. Getting into their mindset rather than forcing them into mine made all the difference.
I’ll dive deeper into how to adjust your deck and data for specific retailers in the next edition of The Sell Sheet, but for now, remember that buyers appreciate when you’ve clearly done your homework on their business specifically.
Showing you’re willing to get creative and invest in success tells the buyer you’re a true partner, not just another vendor.
4. Knowing when to stop talking
This might be the hardest skill to master. So many presentations fail because the salesperson doesn’t recognize the moment when the buyer is ready to say yes.
Pay attention to shifts in the conversation that signal interest:
- The buyer starts asking about logistics rather than product features
- Questions about timeline, pricing, or operational details emerge
- They begin discussing where your product might fit in their set
- The conversation turns to upcoming category reviews or resets
- They become more engaged, whether in person or on video calls
When you notice these signals, it’s often time to shift into closing mode. Ask directly: “Based on what we’ve discussed, do you see this fitting into your set?” or “What would you need from us to move forward with these items?”
Whether you’re in a buyer’s office or on a video call, recognizing when to transition from pitching to closing can make the difference between walking away with an opportunity or just another meeting.
What Totally Bombs
1. Category ignorance
Nothing tanks your credibility faster than not knowing your category fundamentals. I’ve watched founders get demolished when they couldn’t answer basic questions:
- What’s the average price per ounce in your category?
- Who are the category leaders by dollar share?
- What’s the average velocity for new brands in this segment?
- How does your margin structure compare to category standards?
If you don’t know these answers, you’re essentially telling the buyer you haven’t done your homework. Why would they trust you with valuable shelf space?
2. Over-promising and fantasy forecasts
Imagine a scenario where a founder claims their new beverage will hit 20 units per store per week in the first month, when the category leader is only doing 12. No buyer would take that seriously—they might even laugh out loud.
Unrealistic projections signal one of two problems: either you’re deliberately misleading the buyer, or you don’t understand the market. Neither builds confidence.
Buyers respect conservative forecasts that you can beat rather than ambitious ones you’ll miss.
3. Ignoring or dismissing buyer concerns
When a buyer raises a concern, it’s a gift. They’re telling you exactly what’s standing between you and a purchase order. Yet presentations frequently fail when salespeople:
- Rush past objections without addressing them
- Dismiss concerns as irrelevant
- Get defensive or argumentative
- Fail to follow up with solutions
Each concern is an opportunity to demonstrate problem-solving abilities and commitment to the relationship. Treat them that way.
4. The pitch that never ends
Time is a buyer’s most precious resource. Most have back-to-back meetings all day, every day. When you run long, you’re communicating that you don’t value their time.
Consider a scenario where a founder refuses to wrap up their presentation, repeatedly adding “just one more thing” while the buyer grows visibly frustrated. Not only would they likely miss out on the placement, but the negative energy would spill into the next meeting, affecting the next presenter’s chances as well.
Create a tight presentation with clear sections. When you sense time running short, jump to the most critical points. Always leave time for questions, and if the buyer seems engaged but you’re out of time, offer to send follow-up materials rather than keeping them captive.
The Close: Make It Easy to Say Yes
The best presentations lead naturally to a clear next step. Before I walk into any buyer meeting, I know exactly what I want to happen and what I’m going to ask for.
Sometimes that’s an immediate purchase order. Sometimes it’s agreement to a follow-up meeting with specific decision-makers. Sometimes it’s participation in an upcoming promotion.
Whatever it is, make it concrete and easy to act on. Give them a clear path to “yes” with minimal friction.
And remember, the presentation isn’t over when you leave the room. A prompt follow-up email summarizing action items, addressing any open questions, and thanking them for their time shows you’re organized and reliable — two qualities retail buyers value enormously.