CPG Week by BevNET & Nosh
Meat Snack Mania, Celsius In Hot Water and Tom Brady's Good Nut
Why It Matters
Understanding these shifts helps CPG professionals anticipate where investment and innovation will pay off—protein snacks and functional beverages are booming, but regulatory risk around youth marketing is rising. The episode offers timely insight into how consumer health trends, celebrity endorsements, and legal challenges intersect in today’s food and beverage landscape.
Key Takeaways
- •Meat snack sales hit $6.6 billion, up 11.8% YoY.
- •$1 billion invested in meat‑snack processing since 2020.
- •Tom Brady launches Good Nut coconut water via GoPuff.
- •Celsius faces Texas AG probe over youth‑targeted marketing.
- •Morinaga acquires MyMochi, expanding frozen mochi ice cream
Pulse Analysis
Meat‑based snack bars and jerky are reshaping the CPG landscape, with retail sales climbing to more than $6.6 billion in the past year—a near‑12% increase. The surge is driven by consumer demand for high‑protein, portion‑controlled options and the influence of GLP‑1 weight‑loss drugs that steer users toward protein‑rich foods. Manufacturers are responding with massive capital commitments; over $1 billion has been earmarked for new processing lines since 2020, including Jack Links’ $450 million Georgia plant and Archer’s $100 million JPMorgan credit facility, positioning pork and poultry alternatives for a constrained cattle supply.
NFL icon Tom Brady is extending his personal brand into the beverage aisle with Good Nut, a premium coconut‑water line sold exclusively on GoPuff. The 11.8‑ounce cans—available in original, chocolate, and sparkling formats—target health‑conscious consumers seeking functional hydration. Brady’s CPG pedigree, from TB12 supplements to high‑profile ad campaigns, lends credibility, while the partnership with a rapid‑delivery platform aligns with the convenience‑first mindset dominating today’s snack and drink purchases.
Meanwhile, energy‑drink maker Celsius is under scrutiny from the Texas Attorney General for allegedly marketing its products to minors, a claim the company disputes but must address amid growing regulatory pressure on sugary and caffeinated beverages. At the same time, Japanese conglomerate Morinaga’s acquisition of MyMochi signals a strategic push into the fast‑growing frozen mochi ice‑cream segment, leveraging MyMochi’s $80 million sales base to broaden distribution and introduce innovative flavors. Both stories underscore how CPG firms must balance rapid growth, brand authenticity, and compliance in an increasingly health‑aware market.
Episode Description
In this episode:
This week on the podcast, Nosh managing editor Monica Watrous and senior reporter Brad Avery discuss why analysts are bullish on the meat snack category, plus a new premium coconut water brand founded by Tom Brady. The hosts also talk about the strategy behind Morinaga's acquisition of My/Mochi and an investigation into Celsius Holdings over marketing to minors.
Show Highlights:
0:20 - Jerky and meat sticks have emerged as one of the fastest-growing segments in packaged food. Monica highlights a new report detailing growth and future opportunities in the segment.
2:40 - NFL legend Tom Brady continues to push further into the beverage industry, announcing a collaboration with gopuff on a new line of premium coconut water. Brad spills the tea on Good Nut.
4:25 - Morinaga & Co.'s recent acquisition of mochi ice cream maker My/Mochi gives the company a ready-made vehicle in the fast-growing frozen snack category. Monica outlines the strategy behind the transaction.
6:05 - Texas Attorney General Ken Paxton has launched an investigation into Celsius Holdings, Inc., alleging the Florida-based energy drink brand has improperly marketed Celsius and Alani Nu to minors. Brad breaks down the case.
About CPG Week
CPG Week is the podcast that explores the latest happenings in the consumer packaged goods industry. Join our seasoned reporting team as they dish out the week's stories in quick, easy-to-digest episodes. Catch up on the top headlines of the week, dive into exclusive insights with the BevNET and Nosh teams, and set yourself up to make more informed business decisions. Tune in to stay up-to-date on the latest developments in the dynamic world of packaged food and beverage.
New episodes are released every week. Send us comments and suggestions anytime to cpgweek@nosh.com.
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