2025 Game Changer: FedUp Foods
The private label segment maintained its momentum in 2024 as sales across a host of food and non-food categories continued its multi-year growth streak.
A larger number of consumers in the U.S. have grown accustomed to retail brands that offer quality and value, and more affordable selections than many national brand products. Now, the pressure has been ramped up for retailers and product suppliers to exceed the high bar they have set as they continue developing unique new products.
The honorees featured in Store Brands 2005 Game Changer show the broad selection of ideas that are being implemented by major retailers and product suppliers across the industry. The items are giving shoppers additional choices and allowing retailers to carry products not found elsewhere.
FedUp Foods
Regenerative Organic Certified Cold Brew Coffee
FedUp Foods is breaking new ground in the coffee industry with the launch of the first-ever private label Regenerative Organic Certified (ROC) cold brew coffee. This innovation addresses long-standing environmental and ethical concerns in coffee production, including deforestation, pesticide use, and exploitative labor practices.
As a women-founded Benefit Corporation, FedUp Foods is committed to using its platform for positive change. The decision to introduce an ROC cold brew stemmed from a desire to fill a critical gap in the market. With cold brew coffee sales growing nearly 12% year-over-year, the company saw an opportunity to combine bold flavor with a mission-driven approach, making high-quality, sustainable coffee accessible to more consumers.
Developing the line came with challenges, particularly as FedUp Foods ventured beyond its core kombucha and prebiotic soda categories. The process involved sourcing a 100% post-consumer recycled bottle, designing a custom mold, navigating new packaging formats, and implementing a cutting-edge cold brew extraction system. Additionally, the team conducted extensive research and countless internal tastings to craft a balanced, smooth, and full-bodied cold brew that meets the expectations of today’s coffee drinkers.
FedUp Foods is also supporting its retail partners by providing marketing materials, consumer insights, and on-package messaging that highlights key benefits such as ethical sourcing and biodiversity protection. The company also leads thought leadership initiatives, such as the FedUp Foods Summit, bringing industry leaders together to discuss the future of regenerative food systems.