New Khloud launch, $1M for Wizard Wellness, and Maple Syrup hydration

New, new, new.

DTC brands are ramping up their speed, launches, and collabs as we get closer to the biggest buying season of the year.

This 2x weekly Hotline is built to help you stay on top of it all.

Shall we?

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[ in the news ]

SAP Drops Maple Syrup Mix

SAP’s new mix is only 3 ingredients and built to fuel runners and athletes.

They’ve spent 11 months making a maple syrup powder so athletes don’t have to feel gross, bloated and heavy while keeping up with electrolytes.

“SAP MIX IS A REAL FOOD ALTERNATIVE TO ARTIFICIAL CARB MIX. IT DOESN’T CLUMP. TASTES REAL. DELIVERS LIQUID CARBS AND ELECTROLYTES.”

- SAP

What this means for DTC operators:

Lean into your differentiators. Whether it’s a different ingredient, type of athlete, or brand style, do the things that competitors can’t copy. SAP’s maple syrup mix is a prime example.

Beyond Yoga turns to NYC

Beyond Yoga is using a NYC pop-up to expand what customers know and love it for. The Flatiron location showcases Glowzone (its new fabric for higher-sweat workouts) alongside a broader assortment and an on-site workout studio, running through January 2027.

Customer feedback was the ticket to developing the lighter-weight Glowzone apparel.

And rather than launching through traditional advertising, the brand used fitness influencers and ambassadors. NYC is already a major e-commerce market for Beyond Yoga, making the pop-up an opportunity to test a potential permanent retail location.

What it means for DTC operators:

Ask your customers for feedback both online and in IRL. That type of data can fuel your next pop-up, launch, or brand breakthrough. Don’t build something they don’t want.

Little Spoon Takes On The Kids Vitamin Aisle

America’s #1 online baby and kids food company is launching Superstar Multivitamins — its first daily multivitamin. Little Spoon’s expansion into the kids’ nutrition and supplement category brings their high standards to a notoriously murky (and yet, booming) aisle.

"Superstar Multivitamins have been three years in the making," says Angela Vranich, Co-Founder and Chief Product Officer at Little Spoon. "We've spent eight years thinking about what it actually takes to feed kids well, and we knew we wouldn't launch a vitamin until it met the same standard as everything else we make…”

Little Spoon is on a mission to make parents’ lives easier and kids healthier.

Brands building EARLY creator campaigns

Creators like Devin Cordle are seeing brands reach out earlier and earlier for the holiday campaigns and marketing pushes.

“…some brands now view August and September as a critical time to increase brand awareness, and even start making consumers aware of their holiday offerings.”

With ad spend increasing and new launches left and right, positioning ahead of other players in your space early is becoming a priority for DTC brands and their creators.

[ brands we’re watching ]

Khloud

Khloé Kardashian’s fast-growing protein snack brand is adding its first-ever seasonal LTO to the lineup:

Pumpkin Spice Protein Popcorn, launching September 22.

Following a year of fast expansion for Khloud, the brand is leaning into the season with its take on fall’s most recognizable flavor. It’s made with brown sugar, warm spices, and real pumpkin flavor. Pumpkin Spice delivers the same clean ingredient standards and 7g of protein per serving Khloud fans have come to expect.

The retail details:

Pumpkin Spice Protein Popcorn launches exclusively in-store at Target on 9/22, with online availability at Target.com, Amazon and KhloudFoods.com beginning the same day.

Wizard Wellness

Wizard Wellness recently announced its national retail distribution across two of the country’s largest mass retailers: Walmart and CVS. Now, they’re in Target.

Within just four weeks, the brand’s three hero SKUs are reaching more than 4,000 doors.

This major retail play comes on the heels of a significant funding round of over $1 million from new investors like Pave Health Ventures and Vanquish Equity, joined by existing backers True Beauty Ventures and Barrier Island Capital.

They also announced their first celebrity partnership with Elisa Donovan, the iconic actress who played Amber in Clueless.

Gimme Seaweed

Gimme Seaweed is bringing Korean-inspired crunch to the kitchen with a new limited-edition collaboration with cult-favorite kitchen brand Hedley & Bennett.

The Gimme Seaweed x Hedley & Bennett**** custom apron celebrates K-Crisps™, Gimme’s first-of-its-kind topping inspired by a staple of everyday Korean cooking.

Love seeing collabs like this.

[ quick hits ]

The Laundress → enters Target with its 16-SKU collection

Rothy’s → building patiently as they grow their brand

Flings → launched their new protein line

Before → enters the Whole Foods Market

See you Thursday,

Zach and 1800DTC Team 1800DTC.com

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