Unpackaged Goods
Keep a pulse on the people and news shaping retail, health, wellness, and consumer packaged goods.
On Unpackaged Goods, Jonathan Deeter talks with the founders, operators, and investors behind consumer brands—and breaks down the industry’s latest news, deals, and trends. From the decisions that get a product onto shelves to the forces changing what consumers buy, the show connects the stories behind the brands with the business around them.
For anyone building, backing, or simply curious about what’s next in consumer goods.
Presented by Deet’s Eats Media, a Pickle Advisors company.
Episodes
35 episodes
Why Oura Walked Away From Its IPO + Afternoon Toast's Kimmy Pace on Building a Brand Nights and Weekends
This week on Unpackaged Goods: why Oura walked away from an IPO with demand to spare, plus Kimmy Pace, founder of Afternoon Toast, on building a brand on nights and weekends.In the news:- Oura postpones its IPO despite orders report...
Graza Hires Lazard, Costco Goes Kirkland on Electrolytes + The Founder Making Sparkling Bone Broth (Marro)
This week in CPG: Graza hires Lazard to explore a sale, Costco launches a Kirkland electrolyte, and the Whole Foods LEAP class is announced. Then Nick Foreste, founder of Marrō, on making the first cold, canned, sparkling bone broth.IN ...
From Locker Rooms to Retail: NextFoods CEO Marc Seguin on Cheribundi & GoodBelly
What does it take to turn a product trusted by athletes into a brand more consumers discover on the shelf?Jonathan Deeter sits down with Marc Seguin, CEO of NextFoods, the company behind Cheribundi and GoodBelly, to unpack the decisions ...
Nestlé Dumps $1.2B of Vitamins + Organic Traditions on Waiting 25 Years to Raise
Nature's Bounty is in more than one in five American households. It's the second-largest vitamin brand in the country. Nestlé just sold it, plus six sibling brands, for less than a year of their combined revenue.Two days later, a compan...
Vegas, Target, and a Gummy That Looks Like a Condom | Kevin Mai, UNDO
Pre-alcohol supplements have existed for over a decade. Walk into any 7-Eleven in Tokyo or Seoul and you'll find racks of them. Nobody in Asia needs convincing.So why does nobody at your fantasy football draft take one?Kevin Mai...
The $23.8 Million Pint: Rebel Creamery Files Chapter 11
Five weeks ago I said the Van Leeuwen trade dress ruling was the most important thing that happened in CPG that month. Rebel Creamery filed for Chapter 11 on August 14, twenty-nine days after the judgment.The filing lists $13.78 million...
Seventeen Years vs. Two: Ferrero Buys Purely Elizabeth as Unwell Shuts Down
Two brands ended this week. Purely Elizabeth spent seventeen years building and was acquired by Ferrero. Alex Cooper's Unwell beverage line lasted less than two years and is reportedly shutting down after Halloween.Cooper has one of the...
Belle Robinson on Inventing the Functional Ice Cube + P&G Buys Thorne for $3.8B, Celsius Loses 17% on Record Revenue
Celsius posted record revenue last week and the stock fell 17%. The reason is in the breakdown.Plus: an interview with Belle Robinson, the London nutritionist who invented the functional ice cube.THIS WEEK IN CPGP&G ...
Rachel Krupa on What Gets a Brand on the Shelf + Brown-Forman Rejects $15B, LVMH Exits Beyoncé's Whisky | Unpackaged Goods
The growth in alcohol has left alcohol, and this week the whole industry admitted it at once.Two celebrity-linked spirits brands were sold in seven days. A whiskey family turned down $15 billion for the second time in three months. And ...
Inside the Summer Fancy Food Show: What's Coming Next in CPG + Interview with Lucille Founder Jess Haghani
I just spent three days at the Summer Fancy Food Show at the Javits Center. Then I sat down with Jess Haghani, founder of Lucille Health, the senior nutrition brand building for a consumer most CPG brands completely ignore. Then I break down Da...
Second Nature's $175M Acquisition, L Catterton Backs Remedy at $50M, and the Milly Pepper Founders | Unpackaged Goods
Second Nature Brands just acquired Tillamook Country Smoker — $175M+ in sales, two manufacturing facilities, and fifty years of heritage. Nobody covered it. Nobody tweeted about it. And that's exactly why they're winning.Plus, we sit do...
Three Dairy Giants All Buying Functional Nutrition, Salt & Straw's $200M Exit, and David's $90 Ice Cream | Unpackaged Goods
The three largest dairy companies in Europe are all acquiring functional nutrition brands in the same year. Over $2 billion in deals in two weeks. And David sold protein ice cream for $90 a six-pack and sold out in 28 minutes.This week ...
Puig-Estée Collapses, Jams Lands the NFL, and the Most Famous Athlete on Earth Couldn't Save His Brand
The $40 billion beauty mega merger is dead. Lionel Messi's hydration brand shuttered. And a PB&J brand with zero celebrity co-founders just became the official PB&J of the NFL.This week on Unpackaged Goods:Puig and Estée...
She Started With $5K. Now It's Worth $600M. Plus BTS, BERO, and Why Quiet Compounding Builds Empires
A woman started a granola brand with $5,000. Seventeen years later it might sell for $600 million. In the same week, BTS launched 30 products at Walmart on day one. Two playbooks. Both might work. But only one was built to last regardless of wh...
Unilever's $1.2B War Chest Deploys, David's Lawsuit Dropped, and $1M in 5 Minutes
Two weeks ago I said every beauty and wellness founder should have their deal room ready. This week Unilever spent $1.2 billion on a supplement brand that didn't exist three years ago. Called it.This week on Unpackaged Goods:Uni...
The Co-Founder of Hims & Hers Is Back — And She's Reinventing Coffee Syrup | Interview with POCA Founders + CPG News
She co-founded Hims & Hers in 2017 and helped build it into a $4 billion telehealth company. Now Hilary Coles is back — and she's coming for your morning coffee.This week on Unpackaged Goods, I sit down with Hilary Coles and Emily B...
$4B Supplements, $1.15B Meal Shakes, and the Biggest Food Deal in Years
Every major story this week is about deciding what you want to be when you grow up.McCormick and Unilever are in talks to merge food divisions — Hellmann's, Knorr, Cholula, Frank's Red Hot under one roof in a deal worth tens of billions...
$530M in Firepower, PepsiCo Enters the Chat, and Clooney's Back | EP 019
The firepower is real this week. David Protein gets hit with a class action lawsuit claiming 83% more calories than labeled — but the internet completely missed the science. Coefficient Capital closes $530M across two funds. PepsiCo launches me...
This Couscous Has More Protein Than Chicken | Bar from BoostCous | Unpackaged Goods EP 018
This week I sit down with Bar, the founder of BoostCous — a gluten-free couscous packed with protein and fiber that's rethinking one of the most overlooked staples in the grocery aisle. We talk about how he came up with the concept, the challen...
Jake Shane's C-Suite Takeover + Kraft Heinz's $600M Plot Twist
This week the business world officially lost its mind. A TikTok creator became Chief Creative Officer of a German candy company, Kraft Heinz reversed a billion-dollar corporate split to invest $600M in growth, and someone created probiotics tha...
Willie Nelson's $80M Cannabis Empire + $400M Barbecue Sauce
This week the CPG world officially lost its mind. Willie Nelson built an $80 million cannabis beverage empire in under 12 months, someone paid $400 million for barbecue sauce, and a baby food company is now trading on the NYSE next to Apple and...
From Poker Player Oats to Artisan Challah: 5 Humans Behind the Hustle
This week I took over The Shelf NYC for a special edition of "The Humans Behind the Hustle" - diving deep into the stories of five incredible food founders who are building authentic brands through relentless execution and genuine passion.<...
$10M for Alcoholic Gatorade + Michael Zabar's Coffee Shop Revolution
This week in CPG was absolute chaos. Tom Brady's selling protein powder, Beyond Meat launched beverages, and someone raised $10 million for alcoholic sports drinks that taste like Gatorade. Categories officially don't exist anymore.In...
Why Cottage Cheese Is Worth More Than Your Startup & THC Infiltrates Grocery Stores
Episode 12: The $500 Million Cottage Cheese EconomyL Catterton just valued cottage cheese at half a billion dollars. Sprouts put THC drinks next to kombucha. Parents paid $15M to hide vegetables in waffles. And someone put mushroo...
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Australia Buys California & Other 2026 CPG Shockers
Unpackaged Goods Episode 11: The $200 Frying Pan EconomyWelcome to 2026, where your cookware costs more than your groceries and the Poppi founder is already building his next billion-dollar brand.In this week's episode, we ...