Willpower Weekly: Issue No. 1
🔍 Trend Watch
✨ The Aesthetic Arms Race
SXSW may be over, but Pop Up Grocer—the self-proclaimed Sephora of Food Retail spotlighting trendy, emerging brands—is still open in Austin through April 6th. If you’ve ever walked their aisles, you know it’s a packaging playground.
Their latest stop reminds us of where CPG is today; visual branding has never mattered more. Playful colors, clever copy, and aesthetic design pull people in. But with shelves filled with beautifully packaged snacks and sips, it raises the question: How do consumers distinguish between an aesthetic label and a product worth repurchasing?
In CPG, first impressions matter. But the second, third, and fourth purchase is what separates the trend-driven from the lasting.
Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.
Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.
🪩 The Third Space Era
Once upon a time, you went to the grocery store to shop and to the gym to sweat. But in 2025, brands aren’t just selling products, they’re creating spaces to hang out, connect, and belong. Welcome to the rise of the third space economy: places that aren’t home or work, but somewhere in between.
From Erewhon’s juice bar scene to Lululemon Studio’s yoga meet-ups to elevated, members-only spaces like Soho House and Remedy Place, brands are blurring the lines between retail, wellness, and social club. These spaces aren’t just about transactions, they’re about tapping into lifestyle, culture, and identity.
At Wellness House, we saw firsthand how much consumers are seeking more than just product; they want community, conversation, and connection. It’s a reminder that in CPG and beyond, the most meaningful brand moments today aren’t happening on a shelf—they’re happening in the third spaces where culture is built.
🌟 Big Brand Moments
📈 Poppi’s $2B Milestone
Poppi, the TikTok-famous prebiotic soda brand, just secured a $2 billion acquisition by Pepsi. What started as a niche, better-for-you soda disruptor is now officially part of Big Beverage—and it didn’t happen by accident.
Since launching in 2015, Poppi has done more than bottle apple cider vinegar in a sparkling, approachable format. They built a product with real functional benefits without making wellness feel intimidating. Their gut health formula paired with vibrant branding, clever storytelling, and cultural fluency made them accessible to a much broader audience.
What set Poppi apart was how they built a brand ecosystem—combining functional benefits with culture-first marketing. From viral TikToks to campus tours, swanky events, and branded merch, Poppi didn’t just sell soda—they created a lifestyle. Their audience wasn’t just buying a product; they were buying into a community and amplifying the brand along the way.
It’s a textbook example of what Bain & Company calls an Insurgent Brand—a founder-led challenger that captures cultural momentum and category share, before eventually getting scooped up by the giants. Poppi’s exit is proof the insurgent-to-corporate pipeline is alive and well—and a reminder that the biggest CPG wins come from solving a real problem and letting community & culture follow.
🌀 Saratoga Water’s Viral Morning Routine Moment
Saratoga Water, a premium bottled water brand that’s been around for over 150 years, found itself at the center of TikTok culture last month, thanks to creator @AshtonHallOfficial and his now-viral over-the-top morning routine video. In the clip, Ashton walks viewers through his extreme, hyper-curated routine that begins at 3:50 AM, casually flaunting luxury habits like using Saratoga Water to brush his teeth, cold plunge his face, and sip throughout the day. The brand’s signature blue glass bottle appears in over 25 shots, turning what was once a fine dining table staple into a viral wellness accessory.
The result? A surge in visibility and sellouts at major retailers, as TikTok users scrambled to recreate the aesthetic. Practically overnight, Saratoga’s century-old brand took on a new, elevated feel—becoming a quiet status symbol in the wellness world without spending a dollar on paid media.
It’s a perfect reminder that in today’s CPG landscape, the viral wheel of fortune can spin at any moment. Sometimes, all it takes is one creator, one iconic product, and one unexpected internet moment to give a legacy brand a second life.
🔗 Check out the TikTok that made Saratoga Water a viral wellness status symbol (and a morning routine flex).
🔥 Brands to Watch: Who’s Making Noise in CPG
☕️ Dutch Bros Enters the CPG Chat
Dutch Bros—the Oregon-based coffee chain known for its drive-thru model, vibrant brand energy, and cult Gen Z following—is making its move into retail shelves. The company announced plans to launch its first-ever line of CPG coffee products in 2026, including ground coffee and K-Cup varieties.
After a standout year in 2024, reporting $1.28 billion in revenue (+32.6%) and opening 151 new locations, this shift positions Dutch Bros to compete not just on the road but in grocery aisles alongside Starbucks, Dunkin’, and Tim Hortons. It’s a strategic play to turn their loyal customer base into at-home brewers and challenge the category heavyweights at every touchpoint.
🍲 Kettle & Fire Raises $43M for Next Chapter
Kettle & Fire—the better-for-you bone broth brand known for bringing slow-simmered, functional wellness products to the mainstream—just announced a $43 million investment round to fuel its next stage of growth.
Founded in 2015 by brothers Justin and Nick Mares, Kettle & Fire helped pioneer the packaged bone broth category, tapping into the rising demand for functional food and gut-friendly products. What started in the natural channel has grown into a multi-category brand, now expanding into shelf-stable soups and wellness-forward pantry staples.
We got an inside look at the brand’s journey last month at Wellness House (check out the recap video below), where founder Justin Mares shared what it takes to build a category-defining brand that evolves with wellness trends. With fresh capital and a strong foothold in functional foods, we’re excited to see what’s next. Our favorite Kettle & Fire Italian, Niccolo Gloazzo, is back in Austin with their all-star team—Kelsey Torr, Wheela Michelle & Nick Politi—who will also be at our next Catalyst Event in April.
💭 Willpower POV
If SXSW showed us anything, it’s that today’s CPG brands aren’t just competing on shelves—they’re competing for culture. From beautifully branded snacks at Pop Up Grocer to viral moments that put century-old brands back in the spotlight, the playbook is clear: attention is currency. But attention isn’t the same as longevity.
Whether it’s the rise of third spaces, creators driving unexpected demand, or founder-led brands rewriting categories, the real question is: who’s building for the long term? Who’s turning trial into loyalty—and moments into movements?
That’s the conversation we’re having at Willpower—and the one we’ll be continuing at our next Catalyst Series event on April 16 at Soho House Austin. If you’re a CPG leader, brand builder, or founder looking to create something lasting, you’ll want to be in the room.
