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Dry January is a time for adult non-alc (ANA) brands to gauge the category’s consumer demand through sales growth. “Social tonic” seller Hiyo has a different thermometer and the mercury is rising.

💰 The brand reported $19 million in new funding in an SEC Form D filed earlier this month. While the company would not comment on specifics, they did say the total amount reflects “Series A funds, prior convertibles and a recapitalization.”

BevNET Insiders can access the full story to learn where Hiyo is heading and get exclusive data on the growth of RTD ANA beverage.

We’re excited to announce $30M in Series B funding! This milestone drives our mission to transform trade promotion and financial operations with innovations like Transcend AI and Cash Application. Learn more about how we’re revolutionizing trade promotion management and reshaping the future of CPG. Learn more

Supergut founder and CEO Marc Washington understands the bad rap and category-wide challenges of fiber-focused products: they have minimal taste appeal and sit in low-traffic sets. 

• That is why sampling has become an important part of the six-year-old brand’s omni-channel growth strategy. 
• After cutting its teeth with demos at small, regional chains, Supergut brought taste-testing to Target earlier this month. 
• The biggest challenge was moving from Supergut-rep-run sampling to events operated by third-party Target-contracted field marketers. 
• The emerging brand is still refining its messaging to educate consumers on prebiotic fiber and how its bars and powders can be used to complement GLP-1 drugs. 

🆕 Sampling is also new for Target, and its looking to brands to help “create experiential settings” for its shoppers, Washington said; he noted that the costs associated with Target demos are comparable to other retailers. 

BevNET Insiders can access the full story to learn more about Target and Supergut’s sampling strategy.

The Specialty Food Association is taking a page from the Newtopia Now playbook, announcing it is changing the format and location of its annual winter show. 

📰 Nosh managing editor Monica Watrous was at the Winter Fancy Food Show last week and told senior reporters Brad Avery and Lukas Southard about how the news was received by attendees and what trends she saw in the final Las Vegas event. 

🍷 Later, the CPG Week team unpacks some numbers behind the alcohol moderation movement and why adult non-alc continues to grow even outside of “dry” months like January or October.

Click here to listen to this week’s episode.

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