The race to acquire "better-for-you" brands continues to get crowded. Just last
By Daniel Tejada 🚀 · June 2, 2026 · Curated by George's Blog
The race to acquire "better-for-you" brands continues to get crowded.
Just last year:
• The Hershey Company acquired LesserEvil Brand Snack Co.
• PepsiCo acquired poppi
• CELSIUS acquired Alani Nutrition
• Nutrabolt invested $150M into Bloom Nutrition
At some point it stops looking like a coincidence and more like a land grab.
What's interesting is that most of these brands didn't win because they had bigger budgets.
They won because they moved faster than the incumbents.
They built communities, figured out TikTok resulting in cult-like followings.
aaaand they won on Amazon.
They created products consumers actually got excited about (that's usually how these stories start).
A smaller brand finds a trend before everyone else and they execute relentlessly.
Then one day the category is too important for the big players to ignore.
What feels different right now is the pace.
It doesn't feel like large food companies are asking whether they should enter these categories anymore.
It feels like they're asking which assets are still available before their competitors buy them first.
The better-for-you movement has been growing for years.
But 2025 felt like the year it became impossible to ignore.
What's the next better-for-you brand or category that gets acquired?
#cpg #betterforyou #amazon