The Week in Consumer Packaged Goods: June 6, 2025 edition

Welcome to The Week in Consumer Packaged Goods, a weekly roundup for marketers from Quad Insights that covers the latest must-know news surrounding the CPG space.

In a move demonstrative of the supplement market’s continuing growth, Tylenol just rolled out its first-ever drug-free product, Proactive Support. This new offering uses a proprietary blend of turmeric and tamarind to “improve joint comfort, flexibility and function,” per a brand statement. Two versions are available at launch, each featuring a patent-pending formula: Muscle & Joint (with cucumber extract) and Muscle & Joint + Stress (with sceletium, which the brand says “promotes calmness” and helps “manage occasional stress”). Notably, neither contains acetaminophen, the active pain-relief and fever-reducing ingredient that’s been synonymous with Tylenol since the 1950s. Both versions are now available at major retailers, with a suggested price of $19.99 per bottle of 30 capsules.

More CPG launches:

• “Goldfish Made a Cracker That Screams ‘Extra Sauce’ — and We’re Not Mad About It” (Food & Wine)
• “Lavazza debuts new decaf coffee to meet growing demand” (FoodBev Media)
• “Kodiak launches trail bars, frozen breakfast sandwiches” (Snack Food & Wholesale Bakery)
• “ISCO Spirits launches Pizza Vodka” (Beverage Industry)

Heading into the heat of summer blockbuster season, Pop-Tarts has announced a limited-time collaboration with Marvel Studios promoting “The Fantastic Four: First Steps” ahead of its July 25 release. The tie-in will see the pastry brand’s Frosted Blue Raspberry flavor return (following a six-year hiatus), featuring co-branded packaging and special frosting designs inspired by the film’s titular superheroes. Available exclusively at Walmart, the Pop-Tarts x Marvel hits shelves nationwide on June 9. Fans who buy $10 worth of participating boxes can also receive a $5 Fandango credit, good toward the purchase of tickets to see “The Fantastic Four: First Steps” in theaters.

Previously: “Pop-Tarts launches giant Pop-Tarts Party Pastry,” from the Aug. 9, 2024 edition of this column.

More brand collabs and partnerships:

• “Penelope Bourbon Hops on the Cigar Blend Whiskey Trend With an Unorthodox Blend” (Bottle Raiders)
• “WWE, Slim Jim renew partnership with new components ahead of major events” (Fox Business)
• “Mars drafts Josh Allen for LTO Snickers packs” (Candy Industry)
• “AB InBev prepares for FIFA Club World Cup with Michelob Ultra” (Global Drinks Intel)

For the past decade, RXBar’s marketing strategy has centered around simplicity and transparency; its bold, minimal packaging focuses on the spartan ingredients list and carries the tagline “No B.S.” For its latest campaign, the brand has translated that POV into a Google Chrome browser extension. The RXBar B.S. Feed Filter, available as a free download, monitors professional networking sites for filler jargon (think: “hustle mindset,” “fail forward,” “move the needle”) and blocks the offending posts. Fans can also tag RXBar social handles to report new buzzwords, which the brand will add to its database of blocked terms over time. Watch the lighthearted launch video, complete with classical music and cringey stock footage, here.

More brand campaigns:

• “Creamer brand Nutpods says your coffee should taste like an ’80s ballad” (Ad Age)
• “Chewy Supports Nom Nom’s ‘Enrichment Magic’ Digital Campaign” (Path to Purchase Institute)
• “Celsius Looks Beyond Fitness Buffs in New Marketing Campaign” (The Wall Street Journal)
• ICYMI: “Liquid Death Stages ‘Toilet Taste Test’ Showdown Against Prebiotic Soda” (MediaPost)

Anheuser-Busch’s Natural Light has unveiled its Father’s Day product activation: the ToolBar, a functional garage workbench that folds up, à la a Murphy bed, into a party center with dartboard and can holders. According to the beer brand, the concept grew out of market research which revealed that 94% of its customers in top-selling markets identify as “hardcore DIYers.” Appropriately, Natural Light partnered with Richard Karn, co-star of the 1990s sitcom “Home Improvement,” for a new launch campaign; he serves as the pitchman in a tongue-in-cheek, infomercial-style hero spot. The activation also includes a product sweepstakes (fans can enter to win by following Natural Light’s social media and commenting on the entry post by June 15) as well as a CTA for the hardest-core DIYers: The ToolBar blueprint-and-assembly guide is free to download through a dedicated campaign landing page.

Previously: “Natural Light helps neighbors forge a ‘natural’ connection with dual-sided outdoor fridge,” from the Dec. 13, 2024 edition of this column.

More Father’s Day activations:

• “Hard Mtn Dew Puts Baja Blast Cans Up for Adoption” (Adweek)
• “Nothing Bundt Cake launches Hershey’s flavor, Father’s Day Sweepstakes” (Bake Magazine)

Equal parts absurdist stunt and legitimate giveaway, the premise of the latest Hellmann’s Mayonnaise campaign speaks for itself: Couples can apply online to win a dipping sauce–themed wedding. The promo, supporting the brand’s recent release of a line of Chicken Tender Dips, provides the winner with a comprehensive package for their big day, including a ceremony at the famed Viva Las Vegas Wedding Chapel (officiated by the Hellmann’s mascot, Manny Mayo), a professional photographer (“to capture every tender loving moment”) and a catered reception (with chicken “towers”), plus a $5,000 travel stipend. The contestant entry portal, open through June 20, suggests that the winning couple may also star in a future Hellmann’s commercial.

More brand activations:

• “Dewar’s taps into Broadway at the Tonys” (The Spirits Business)
• “Dove Gives Consumers Access to Summer 2025’s Hottest Concerts” (Happi)
• “How Slice soda is relaunching with an AI-generated retro radio station” (Ad Age)
• “Tequila Don Julio Debuts ‘Por Amor’ an Immersive Tasting Experience” (Trend Hunter)
• ICYMI: “Coors Light, Instacart Partner For ‘Chill On Shuffle’ Music Contest” (MediaPost)