Startup CPG’s 2025 New Year, New You, New Products for Your Routine

New year, new you, NEW products to introduce you to! We’ve curated an extra-special collection of products to start your new year off right – from fitness and nutrition, hydration, beauty and mindful drinking – to kids and pet-focused health and wellness – the Startup CPG community of brands has it all. Looking for something new to add to your routine? Look no further. Welcome, 2025, we’re ready for you!

– FITNESS AND NUTRITION –

 

GREEN REGIMEN

Organic Plant-Based Protein Powder

Starting a new fitness routine and looking for a meal replacement? Green Regimen’s organic, plant-based protein powders are packed with fiber, superfoods, no added sugar, and of course: a whopping 25 grams of protein per serving all while targeting muscle recovery.

DAY OUT

Protein Balls

Protein can be fun! Indulge in flavors like brownie goodness anytime with bite-size, perfect for the gym bag, hike, or on-the-go, protein balls. Gluten-free and made from 100% plant-based ingredients, Day Out is crafted with real, identifiable ingredients – free from gums, sugar alcohols, and seed oils. Satisfy both your nutritional needs and your sweet tooth!

SVRY NUTRITION

UNDRESSED

Salad Bars

Ok, some of us might not like eating salads – and that’s okay. With Undressed, you can have your salad – but in bar form – no need to grab a fork. Each bar is pumped up with protein, fiber, and calcium using real, whole foods only – no protein powders or isolates. With flavors like berry balsamic and sesame ginger, you can take the whole garden to go. Forget the salad.

– HYDRATION –

 

RECOUP

Organic Prebiotic Sparkling Beverage

Sick of kombucha? Recoup sparkling prebiotic drinks promote a happy, healthy gut with 3 grams of prebiotic fiber and a boost of real ginger with essential electrolytes like magnesium and potassium. And if you’re sensitive to caffeine and added sugar, you won’t find any here!

PIRQ

Zero sugar electrolyte + curcumin mixes

Electrolytes don’t have to be boring! Replenish, recover, and refresh with Pirq electrolytes. Featuring five essential electrolytes, Curcumin (the active compound in turmeric), and B vitamins – Pirq wants to perk you up and help support your body after your next physical activity.

BLUESHIFT NUTRITION

Superblend powdered mixes

Harnessing the power of plants, Blueshift has served over 1 million packets of their Superblend powders! Targeting specific needs while hydrating, Blueshift is bringing together superfoods tailored to your needs: energy, focus, immunity, pre-workout, electrolytes, skin health, sleep – and more! You choose the target, Blueshift does the rest.

– NUTRITION FOR KIDS & PETS –

 

SAM + LEO

Wellness vitamins for kids and teen mental health

Can we harness the nostalgia of taking a cartoon character vitamin as kids? Maybe! Sam + Leo is making vitamins fun again with gummies targeted for essentials kids and teens needs like sleep, energy, immunity, and relaxation – making these a great choice over traditional pills which can be a hassle for kids and teens.

TINY SPROUTS

Superfood boosters for babies + toddlers

Picky eater at home? These are for you! Easy to blend (you know, easy to hide) boosters by Tiny Sprouts make getting those essentials like omega 3, fiber, protein, iron, probiotics, and zinc a little easier. Think about how quickly you could pop these into a fruit smoothie!

BRUTUS BROTH

Bone broth for dogs

We can’t forget the pups – they need proper nutrition, too! Keep your fur baby’s joints lubed, skin and coat shiny, hydrated and nourished with bone broth toppers – these are easy to put into your dog’s food or to serve as a treat or an enrichment activity. We know you don’t need an excuse to treat your pup!

– BEAUTY GLOW UP –

 

DAYBIRD

4-in-1 Serum Skin Tint

Time – it’s what we all need more of. So, if we can skip some steps in our morning routine while still getting the job done, why not? Daybird is saving the day with a 4-in-1 multitasking skin serum: serum, moisturizer, sheer tint coverage, and SPF 50 – all in one! What will you do with your new found time in your morning routine?

RĒJINS

All-Encompassing Serum

RĒJINS’ All-Encompassing Serum has amassed only 5-star reviews — and for good reason — it’s geared toward all skin tones and types, but artfully curated for melanated skin. If hydrating your skin is high on your list, this gel serum is worth adding to your shelf.

BEJOU

Luxury skincare at accessible prices

Bejou prides themselves on building community, offering inclusive skin care at “truly accessible” price points, and with seed-to-shelf sustainability. What’s more is that they are on a mission to empower you to embrace your authentic self by providing natural, organic certified skincare for all skin types. If you want luxury without the price tag, now’s your chance to level up.

BANYO

Mediterranean-inspired face and body care

When we said glow up, we meant it. From head to toe. Banyo is all about the glow — from exfoliating gloves to body body and face oils – if you want to pamper yourself, start here!

– MENTAL HEALTH –

 

iCALM

Stress relief shots

What better way to start a new year than while finding your zen? That’s exactly what the sister duo behind iCalm hopes for you. Powered by botanicals, iCalm says you can drink their shot in seconds, feel calm in minutes, and enjoy the effects of anxiety lifting for hours. What do you think? Want to give it a shot?

NOON

Functional mushrooms for cognitive wellness

Wanna do shrooms? Not those kind! The functional kind — made by neuroscientists with a sweet tooth, Noon is prettily packaging gummies and chocolates infused with adaptogenic herbs and mushrooms to help you get in the zone, focus, chill, and sleep. Like Alice, you’ll be off to whatever Wonderland you choose.

ROOTINE

Fast-acting functional drink mixes

74% of women don’t get enough sleep and 69% feel stressed every day – so Rootine is here to fix that. With potions (well, powders) for stress, sleep, and focus support, shake your product of choice into a beverage, and into your new year, new you routine. Let’s see those statistics go down, shall we?

– MINDFUL BEVERAGES –

 

TILDEN

Ready-to-pour non-alcoholic cocktails

So you’re ditching the booze, but you still want to have a cocktail in hand? Tilden can make that happen. Add color to your cocktail glass, but skip the sugar and mind-altering ingredients? Tilden can make that happen. Available in two flavors, you might find your new favorite fun sip!

LIBBY WINES

Non-alcoholic sparkling wine

Libby invites drinkers to enjoy bubbles without the booze with their NA sparkling wines available in rose and white, and waiting to be poured into your glass. You won’t miss the “bite” from bubbles when you have Libby in hand!

SIP HERBALS

Caffeine-free coffee alternative

Calm and balanced energy > caffeinated chaos in 2025. If caffeine is on your ditch list but you still love the taste of coffee, consider Sip Herbals’ fax joes — herb-based coffee without the caffeine. Benefits all around when you feel the power of botanicals in your cup – without the crash!

 

HAPPY 2025!

Startup CPG is the biggest CPG community on the planet with over 22k members. We believe in the massive potential of small consumer brands — and have made it our mission to empower them along their journey. Startup CPG connects emerging brands to resources, industry partners, and the most supportive community in the industry.

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