This week, we’re breaking down the biggest moves shaping food and beverage–starting with America’s egg crisis going global. With prices still climbing, the U.S. is turning to Turkey for supply. But will imports actually solve the problem?
Meanwhile, Universal Pure just made a big HPP acquisition, cementing its dominance in high-pressure processing.
With Expo West around the corner, first-time founders need a game plan to stand out in the sea of brands, and Celsius is making waves–pulling in record revenue while facing tough questions about its $1.8 billion Alani Nu deal.
And if you thought the push for “clean” ingredients was unstoppable, David just flipped the script, swapping natural sweeteners for artificial ones.
Let’s get into it.
America’s Egg Crisis Just Got International—What It Means for Co-Manufacturers
Egg prices are through the roof, and the U.S. is looking for solutions beyond its borders. The latest move is importing 420 million eggs from Turkey. That is nearly six times last year’s imports. But will that be enough to stabilize supply?
Why It’s Happening
A massive avian flu outbreak has wiped out 140 million egg-laying birds in the U.S. since 2022, with 17 million lost in the past two months alone. That’s sent prices soaring 53% year over year, leading to purchase limits at retailers like Costco and Trader Joe’s.
The USDA expects egg prices to rise another 20% this year, and even with Turkey stepping in, experts say imports won’t fully cover the gap. The U.S. consumes 7.5 billion eggs per year, making this crisis far from over.
What’s Next? More Imports, Vaccines, or Reformulation?
The USDA just approved an avian flu vaccine, but it comes with trade risks—vaccinated birds could be seen as a potential disease carrier, which might hurt U.S. poultry exports.
With no quick fix, brands are looking beyond eggs, and that’s where co-manufacturers have a massive opportunity.
What This Means for Co-Manufacturers
Eggs are a CPG backbone, and brands are scrambling to future-proof their supply chains. Co-mans that step up now will shape what’s next in bakery, snacks, and protein-based innovation.
- Egg-free solutions might be the next power move. Brands need plant-based swaps, functional stabilizers, and hybrid formulations that actually perform.
- Agility is everything. Expect more demand for eggless SKUs, test runs, and diversified production as brands hedge against supply shocks.
- Reformulation means finding solutions that maintain both product integrity and profitability. Co-mans that help brands cut costs without compromising quality will win.
Universal Pure Just Made a Power Move in HPP
The HPP landscape just shifted. Universal Pure, the largest independent high-pressure processing (HPP) provider in North America, just acquired Dora’s Naturals’ HPP business, expanding its Northeast presence and reinforcing its grip on the category.
With this deal, Universal Pure now operates 22 HPP machines across seven states–a major play in food safety, shelf-life extension, and cold chain logistics.
HPP exploded a decade ago with the rise of cold-pressed juice. While that initial boom has cooled, demand for HPP isn’t slowing down. Today, the biggest growth areas include:
- Juice shots and functional beverages – Small-format, nutrient-dense drinks are keeping HPP in play.
- Dips, sauces, and spreads – Hummus, guacamole, and plant-based dips benefit from extended shelf life.
- Meat and seafood safety – As foodborne illness concerns rise, HPP is becoming standard in proteins.
Meanwhile, Dora’s Naturals is exiting HPP entirely, shifting focus to distribution and third-party logistics (3PL). This move frees up capital, space, and leadership focus for their core business, signaling where their growth bets are headed.
Expo West 2025: How First-Time Founders Can Stand Out
Expo West is where brands make their mark or get lost in the crowd. The ones who win? They know how to turn heads and make it count.
For a deeper dive, Food Navigator published a great guide on how to make the most of Expo West. Check it out here.
Celsius Keeps Climbing. But Can It Keep the Momentum?
Celsius just pulled off a record-breaking year, raking in $1.36 billion in 2024 revenue and announcing its $1.8 billion acquisition of Alani Nu. But its latest earnings report also revealed some turbulence–Q4 revenue dropped 4% year-over-year to $332 million, largely due to increased distributor incentives.
Despite the dip, Celsius is still outpacing the category. It contributed 30.3% of all energy drink growth in 2024 and solidified its spot as the #3 brand in the U.S., trailing only Red Bull and Monster. Internationally, sales surged 39%, proving that the brand’s global expansion is working.
Alongside the Alani Nu deal, Celsius is doubling down on zero-sugar innovation, hydration powders, and multi-pack formats to capture more of the wellness crowd. And with its recent $75M acquisition of co-manufacturer Big Beverages, it’s gaining tighter control over supply chain, R&D, and production.
But there’s a big question hanging over this deal: Will Alani Nu help Celsius grow, or just cannibalize its existing audience? Both brands cater to health-conscious, young female consumers, and while Celsius claims the overlap is minimal, industry analysts aren’t so sure.
CEO John Fieldly remains confident: “We have the right strategy to drive sustained, long-term growth.” But with competition heating up and questions around brand differentiation, Celsius is under pressure to prove that its explosive run isn’t losing momentum.
David Swaps “Clean” Ingredients for Artificial Sweeteners—Where Does That Leave Huberman?
It’s not every day you see an emerging brand swap out “healthier” ingredients for ones with a PR problem—but that’s exactly what David is doing. Less than six months in, the high-protein, ultra-low-calorie bar is replacing stevia, monk fruit, and polydextrose with sucralose, acesulfame potassium, maltitol, and artificial flavors.
The reason? Taste, texture, and shelf life. Co-founders Peter Rahal and Zach Ranen say the new formula makes the bar better while keeping its signature 28g protein, 150 calories, 0g sugar profile intact. David is fully leaning into ultra-processed, performance-first nutrition.
But this move puts the brand in an interesting spot.
- Artificial sweeteners are a hard sell in certain circles. Sucralose and ace-K are banned at Whole Foods and aren’t allowed at Natural Products Expo West: a major gatekeeper for better-for-you brands.
- The fitness crowd won’t blink. Most gym-goers and lifters already consume sucralose-packed protein shakes, pre-workouts, and bars daily. They’re not looking for “clean”. All they want is high protein, low calories, and functional performance.
And then there’s Andrew Huberman. The neuroscientist and podcast powerhouse has been vocal about his concerns with artificial sweeteners, yet he’s one of David’s investors and backers. Whether he justifies the shift or sidesteps the conversation, his audience will be watching.
Podcast of the Week: We Need to Talk – Hidden Brain
We all assume we’re pretty good at talking to others—but what if we’re getting it wrong without realizing it? This week, Hidden Brain kicks off a two-part deep dive into the science of conversation, featuring behavioral scientist Alison Wood Brooks.
From awkward blind dates to tough conversations with friends, this episode breaks down why some interactions feel effortless while others crash and burn. Why do some people dominate conversations without ever asking a question? How do we escape the purgatory of small talk? And what makes a truly great conversationalist?
If you’ve ever walked away from a conversation wondering why did that feel off?, this episode is worth a listen. Because the way we talk to others shapes everything from our relationships to the opportunities that come our way.
That’s It for This Week
Big bets and bigger questions. Celsius just spent $1.8 billion on Alani Nu. But will it fuel growth or just cannibalize sales? David swapped “clean” ingredients for artificial sweeteners, doubling down on performance nutrition, while Universal Pure made a major HPP play, expanding its foothold in food safety and shelf-life extension. And as Expo West approaches, first-time founders are gearing up for the ultimate brand showcase.
One thing is clear: food and beverage is moving fast. Whether it’s reformulations, acquisitions, or supply chain shifts, the brands that see what’s next–and act on it–will be the ones that win.
Got thoughts? Questions? Just hit reply. I’d love to hear what’s on your mind.
And if you’re looking for the right co-manufacturer or supplier to bring your next big idea to life or looking for your next co-man, Chapter Foods has got you covered. We connect brands with vetted partners who can deliver on quality, efficiency, and innovation. Let’s build something great. Reach out anytime.
Until next time, stay sharp and keep looking ahead.
Can Koyuncu, Co-Founder & CMO