Hey 1800 Fam,
The moves worth paying attention to this week are not the loud ones.
A founder who started with $5K in savings is now potentially sitting on a $600M exit. A Swiss holding company quietly keeps acquiring brands most people are just starting to pay attention to. And a fragrance brand bet on a country artist before she was the biggest name in music, then activated at a festival instead of buying a billboard.
Sharp, specific bets. Every single one.
Let’s get into it.
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Brand Shoutout: Rally
Pickle juice has been a quiet performance secret in pro sports for decades. Brett Weisberg built a brand to bring it to everyone else.
Rally is a vinegar-forward 2oz shot with a full electrolyte stack: 400mg sodium, 250mg potassium, 47mg magnesium, plus B vitamins and zinc, and no artificial anything. The science points to a neurological mechanism that stops muscle cramps faster than traditional hydration products, not just replenishing electrolytes but interrupting the cramp reflex at the source.
The brand is built for athletes, but also for anyone who has ever woken up at 2am with a leg cramp, or needed to rally back the morning after a late night. That wider positioning is smart. It takes a product rooted in sports performance and makes it relevant to a lot more people’s everyday lives.
Weisberg spent ten years on a trading desk before stepping away to build something he could not find on the shelf. Two years of formula refinement later, Rally launched. Available DTC at rallypicklejuice.com, on Amazon in 12, 24, and 48-pack formats, and at early retail placements across New York City including Padel Haus and Red Hook Pickleball Club.
Early stage. Right founder energy. One to watch.
What We Are Seeing
Functional hydration is having a moment and it is not slowing down.
Three launches in the same week: Rally bringing pickle juice science to everyday athletes, Capri Sun entering the kids electrolyte aisle for the first time, and Celo Nutrition dropping Electrolytes + Aminos. This is not a coincidence. The category is expanding in every direction at once, across age demographic, format, and distribution channel. The brands getting in now with a clear point of view are going to have a real head start when this fully hits mainstream.
NOYZ made a genuinely smart move at Stagecoach this weekend.
The fragrance brand, part of the Beach House Group alongside Beis and Pattern, soft-launched its first celebrity collaboration at the festival. "Be Her" is a warm floral co-created with country artist Ella Langley. What is worth studying is not the product but the execution: invite-only after-party activations, local Ulta placement, and a rollout built entirely around Langley's existing community. They connected with her team before "Choosin' Texas" became the biggest song of 2026. That is not luck. That is betting on momentum before it gets obvious. Hits all Ulta locations May 10.
The better-for-you M&A wave is not slowing down either.
Purely Elizabeth just hired Houlihan Lokey to explore a sale at up to $600M. Hero Group acquired The Gut Stuff right after picking up Deliciously Ella in 2024. Ferrero took Power Crunch. ETi Gida grabbed TRUBAR. Strategic buyers are moving deliberately and they are paying attention to brands with real distribution and genuine consumer loyalty, not just growth stories. The consolidation is happening fast and the brands getting acquired earned it over years, not quarters.
The Big Story: From $5K to $600M — What the Purely Elizabeth Exit Says About Where Better-For-You Is Headed
In 2009, Elizabeth Stein started Purely Elizabeth with $5,000 in savings and a background in holistic nutrition. She built the brand around non-GMO and organic ancient grain products: granola, oatmeal, cereal, at a time when most of the natural foods category was still figuring out what clean label actually meant.
Seventeen years later, the brand does north of $200M in annual sales, sits in more than 100,000 points of distribution across the U.S., and has now hired Houlihan Lokey to explore a sale that could value the company at up to $600M. Investors include SEMCAP, Swander Pace Capital, Fresh Del Monte, and Cloudbreak Capital.
The Purely Elizabeth story is worth sitting with for a minute. This was not a brand that raised a massive Series A, burned through capital chasing growth, and landed a splashy exit. It was a founder who knew her category, built real distribution, and compounded quietly for nearly two decades. The exit multiple reflects what that kind of discipline actually produces.
And it is not happening in isolation. Hero Group just announced the acquisition of The Gut Stuff, a UK gut health brand that nearly doubled its revenue over the past year through Tesco and The Co-op. Hero already picked up Deliciously Ella in 2024 and is clearly assembling a scaled portfolio in the better-for-you space. Earlier this year, Ferrero acquired Power Crunch and ETi Gida picked up TRUBAR. The consolidation wave in this category is real and it is moving fast.
What this tells operators: the strategic buyers are paying attention to brands that have built genuine distribution and real consumer loyalty. Not just growth at any cost. The ones getting acquired right now earned it over years, not quarters. That is the arc worth building toward.
Quick Hits
BTS launched ARIH, a food and beverage line including noodles, sodas, and energy drinks, now available at Walmart.
This is not a celebrity slapping their name on a product and calling it a day. BTS built one of the most loyal and commercially active fanbases in the world, and ARIH is a direct play to convert that community into consumers at mass retail scale. For operators watching the creator-to-CPG pipeline, this is the clearest example yet of what it looks like when the audience already exists before the product does. The distribution question basically answers itself.
Grüns and Olipop dropped a limited-edition Strawberry Vanilla Superfoods Greens Gummy, available through May 21.
It is Gruns' first CPG collab and it lands right after Unilever's reported $1B+ acquisition of the brand. That timing is worth paying attention to. Post-acquisition, a lot of brands get quieter and more conservative. Gruns is doing the opposite, moving into partnerships that expand the consumer base and keep the brand culturally relevant. If you are thinking about how to maintain brand energy through a major transition, this is a case study worth watching.
Celo Nutrition just dropped Electrolytes + Aminos.
The timing is notable given everything else happening in the functional hydration category this week. More brands entering the electrolyte space means more consumer education happening across the board, which is generally good for everyone in the category. The brands that will win are the ones with the clearest point of view on who they are for and why. Worth watching to see how Celo positions as the field gets more crowded.
Capri Sun launched Capri Sun Hydrate, an electrolyte drink designed specifically for kids.
One of the first mainstream entries into functional hydration for the under-18 aisle, rolling out now at Walmart, Target, and Amazon. When a brand with Capri Sun's household penetration moves into a new functional format, it signals the category has hit a tipping point. Better-for-you hydration is no longer a niche conversation. It is a mass market one. And that rising tide is going to pull a lot of smaller, more specialized brands up with it.
Data Drop
Walmart's ecommerce business crossed $150 billion in sales in fiscal year 2026, growing 24% globally and 27% in the U.S. alone.
Ecommerce now represents 23% of total Walmart U.S. sales, a record, and contributed 4.3 percentage points to comparable sales growth this year compared to 2.9 points the year before. Store-fulfilled pickup and delivery drove the bulk of it, with expedited deliveries under three hours representing about 35% of store-fulfilled orders.
The number that should land for brands: this is the 15th straight quarter of at least 10% year-over-year ecommerce growth at Walmart. That is not a trend anymore. That is the baseline. If you are building toward Walmart distribution and treating their digital shelf as secondary to their physical one, this report is your reminder to reconsider that order.
Source: Walmart FY2026 Annual Report, April 2026
Event Radar
DTC Coffee Meetup
Tuesday, May 5th | Public Coffee in Salt Lake City | 8:00 AM to 10:00 AM
A couple hours, good coffee, and a room full of sharp operators.
1800DTC and BRIJ are bringing together founders, marketers, and ecommerce operators from across the Salt Lake community for a casual morning meetup built around real conversation and meaningful connections.
Come by, grab a cup, and meet good people doing interesting things in ecommerce, CPG, and beyond.
Originals Summit
Friday, May 8th | Assembly Hall in Austin, TX
500 founders and operators. One day. The kind of room where the conversations you have between sessions are just as valuable as the sessions themselves.
Bala, Four Sigmatic, Hyperice, Lululemon, Whole Foods, Supergoop, YETI, Siete, Tecovas, and Harry’s are all in the mix. This is not a trade show or a conference where everyone plays it safe on stage. It is a vetted, curated room of people who are actually building and who show up to get better, not just to be seen.
Tickets are $149 right now. Prices go up to $349 soon.
Code or Exclusive Offer for 1800DTC Audience: Use code 1800DTCGA to register
The Lead Summit
May 20-21, 2026 | New York City
The Lead Summit is a premier gathering of brand, retail, and digital leaders shaping the future of commerce. Bringing together top executives from the most innovative brands and retailers, the event focuses on the intersection of marketing, technology, and customer experience.
Join industry leaders for two days of curated content, meaningful connections, and actionable insights designed to help brands scale, innovate, and stay ahead.
Brand and retail friends of 1800DTC attend for FREE! We’re thrilled to share this special offer, register:
Free registration for all brand & retail attendees (must note “1800DTC” in “How did you hear about us”)
25% off for non-brand / non-retail attendees via this unique referral link
That is Signals for Issue 007.
Purely Elizabeth. $5K in savings to a potential $600M exit. What is your honest read on what that arc says about building in natural foods right now? Hit reply.
We read every reply. See you tomorrow (just for this week)!
— Zach and the 1800Hotline Team
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The Purely Elizabeth arc is the most honest counter-narrative to the "raise big, grow fast, exit quick" playbook. Seventeen years of compounding distribution and consumer loyalty built something that strategic buyers actually wanted. The brands getting acquired right now are the ones where retention was built into the product and the relationship, not bolted on as a last-minute CRM initiative before the sale process.