Chicken In A Biscuit, Messi No Más, And a Can Of Cod

Wild Brands is reshaping the protein‑snack category with its new Wild Protein Crackers. The Lexington, Kentucky company invested tens of millions of dollars in a 130,000‑square‑foot USDA‑regulated plant, boosting capacity sixfold and delivering 12 grams of protein per serving—four times more than typical cheese crackers. By adapting European‑style dough equipment for chicken‑based dough, Wild moved beyond its flagship chicken chips into the cracker aisle and secured national shelf space at Costco, Target, Sprouts and 7‑Eleven. The expansion positions the firm to surpass $100 million in annual sales and to explore pretzels, pita chips and other protein‑forward formats.

The short‑lived Moss Plus by Messi illustrates how difficult it is for new entrants to displace entrenched sports‑drink giants. 7 billion of Coke’s Body Armor and Powerade. Market analysts note that even fast‑growing challengers like Prime and Barcode have struggled, while niche players such as Electrolit and Roar Hydration are carving out modest slices. PepsiCo’s recent Gatorade portfolio overhaul underscores the shifting line between pure hydration and performance‑focused beverages.

Functional beverages are gaining traction across diverse consumer needs. The Cycle, a sea‑buckthorn‑infused period‑relief drink, targets menstrual comfort and is now stocked in Sprouts, Lazy Acres and online channels, aiming to become a mainstream shelf staple rather than a pharmacy niche. Meanwhile, protein bar brand David launched a canned cod product—“cod2”—to offer portable seafood protein, extending its D2C line into grocery aisles. Additional CPG moves include Perfect Puree’s acquisition of craft‑bitters maker Strongwater, Heartland’s purchase of Whole Earth sweeteners, and Apopop’s rollout to 3,000 Walmart stores, signaling aggressive retail expansion.