CPG Brands Rethinking the Everyday
- Ava Vitiello
- 3 days ago
- 2 min read
From the pantry to the freezer aisle, a new class of makers are reimagining what “better-for-you” can taste like. These brands aren’t chasing trends, they’re rewriting them. Meet the innovators making grocery staples feel fresh again.
Born out of necessity, Besto began when founder Kaureen Randhawa started making her nut-free pesto to accommodate her lifelong allergy. What started in a tiny New York City kitchen has turned into a clean-label cult favorite: no nuts, no seed oils, no gluten, no preservatives. Made with just nine ingredients: basil, garlic, spinach, apple cider vinegar, parmesan cheese, olive oil, salt, red chili flakes, and black pepper, it’s a lesson in turning limitations into flavor innovation.
Cinny is redefining sweet by skipping the sugar entirely. Made from 100% pure, single-origin Indonesian cinnamon, these neat little packets are the new ritual for coffee, smoothies, oats, and more. The brilliance lies in the simplicity: one ingredient with endless possibilities, bringing ancient wellness into modern daily life.
Inspired by Armenian flavors and family recipes, LAV makes dressings that are as intentional and convenient. Each single-serve pouch is crafted without seed oils, dairy, or gluten, and is portable, vibrant, and built for real life.
Fishwife is the bold take on tinned seafood, bringing sustainably-sourced, premium preserved fish into cupboards everywhere. It is the female-founded brand making tinned fish undeniably cool again. Their ethically sourced, small-batch seafood pairs restaurant-level quality with pop-art packaging that you actually want to display. It’s nostalgic, sustainable, a little cheeky, and (most importantly) delicious.
Hot Take Dough makes the kind of cookies that remind you why quality ingredients matter. Founded by two sisters obsessed with better ingredients and better bites, their frozen, bake-at-home dough delivers that golden-edge, gooey-center payoff, without the shortcuts or weird additives. It’s the elevated answer to a late-night cookie craving.
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