Even in a tough fundraising market, investors are still writing checks. The question is: to whom?

This week, we break down the latest CPG investment data and examine why protein-packed, dye-free, and ingredient-conscious startups continue to stand out with investors.

We also take a closer look at the emerging products generating buzz – including protein candy, mushroom lemonade, snacking croutons, and tinned protein bars – and what they say about the future of food and beverage.

Show notes:

0:20: A Timely Story. Which Direction? Head North. Algae Oil Is Hot. Jacked Up. Crunch, Sip, Snack. – The hosts open the episode by discussing the rapid rise of better-for-you candy, prompted by a recent New York Times article highlighting the category's momentum. While debating the role of alternative sweeteners and whether consumers ultimately prefer lower-sugar formulations or products made with real sugar, they also discuss how the success of brands like Poppi has inspired entrepreneurs to apply similar better-for-you playbooks to adjacent categories. The conversation then shifts to investment trends, drawing on Northhall's Q2 2026 Food, Beverage & CPG Financing Report to examine which early-stage concepts are attracting the most investor interest. They highlight recent funding rounds for companies such as Buffs and Algae Cooking Club, along with large-scale M&A activity driven by major corporations repositioning their portfolios around evolving consumer preferences. The hosts also turn their attention to a range of new products, including protein bars packaged in sardine-style tins, snacking croutons, Korean-style bone broth, and mushroom-infused sparkling lemonade. They discuss merchandising strategies, consumer appeal, and whether these unconventional formats and flavors have the potential to break into the mainstream.

Brands in this episode: Rotten, Original Tiniez, Chewerz, Happy Candy, Better Sour, SmartSweets, Joyride, Good Greed, Poppi, Olipop, Buffs, Algae Cooking Club, Jacked Granny, RXBAR, David, Croots, Kushi, Pepperidge Farm, Reclamation, Brodo, Brio Drinks, Goldie