Urban Farmer Acquires Caulipower, Fruitist Closes $150mm, Novak Invests in Cob & More
Consumer VC Roundup #141– Latest News in Emerging Consumer Brands, Tech & Commerce Enablement From the Week of November 3rd 2025
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Hey everyone,
I wanted to share some news. You may have seen on LinkedIn, but last week was my final one at MFD. I had a wonderful time over the past two and a half years there working with Pranay, Rob, Karina, Aaron and the rest of the marketing team -- learning a ton along the way.
This week I started my new gig: I’ve joined the team at Bridge Marketplace. Their 10-minute application instantly connects consumer brands with the right financing partners, turning months of paperwork into competing offers in 48 hours. If you’re a brand and looking for financing, happy to chat!
Now on to This Week in Consumer –
This Week In Consumer
📰 Consumer News📰
U.S. retailers are scrambling to adjust prices and cash transactions after the government ended penny production earlier this year. The shortage is forcing many to round down to avoid customer backlash and legal issues, cutting into profits. The National Retail Federation said the impact is widespread, affecting businesses from major retailers like Walmart and Target to local restaurants and gas stations. RT
Amazon has issued a cease-and-desist letter to Perplexity, demanding the AI company stop using its agentic shopping assistant, Comet, on Amazon’s site for violating terms of service. Amazon says Comet fails to identify itself as an agent, unlike other third-party apps, while Perplexity argues its bot has the same rights as a human user. The dispute highlights growing tensions over how AI agents interact with online platforms, with Amazon hinting it may block bots like Comet entirely. TC
🧃Consumer Brands👚
Miyoko Schinner, founder of Miyoko’s Creamery, is planning a bid to buy back her plant-based dairy brand after being ousted in 2023. Schinner, who built the company over nearly a decade, revealed to AgFunderNews that she’s preparing to regain control of the beloved vegan cheese brand, marking a potential comeback after her controversial exit. VN
Fruitist raised $150 million in equity funding led by J.P. Morgan Asset Management to accelerate global expansion and meet rising demand for healthy snacks. Now sold in 12,500 stores across 40 countries, the superfruit brand is scaling its popular Jumbo blueberries and launching new products like Snack Cups, aiming to make nutritious, fresh fruit as convenient as processed snacks. BW
Novak Djokovic-backed Cob has launched its first gluten-free, corn-free popcorn made from puffed sorghum, a sustainable grain that uses 36% less water than corn. Available in four savory flavors, the brand raised $5 million to expand nationwide, offering a nutrient-rich, family-friendly snack alternative. FnW
Kimberly-Clark is acquiring Kenvue, the maker of Tylenol and Band-Aid, in a $48.7 billion deal that will merge major consumer brands like Huggies, Kleenex, and Tylenol under one company. The transaction, set to close in late 2026, will create a $32 billion consumer staples giant and mark one of the year’s biggest Wall Street acquisitions. CNBC
Urban Farmer has acquired CAULIPOWER, America’s top gluten-free and cauliflower-crust pizza brand, to create a leading vertically integrated better-for-you frozen foods platform. The merger combines Urban Farmer’s manufacturing strength with CAULIPOWER’s nationwide brand reach, expanding innovation, private label, and co-manufacturing opportunities across North America. GNW
Vranjes Firenze rebranded, became a B Corp, and acquired a 51% stake in Integra Fragrances to expand from home scents to full perfumery. It also launched a collaboration with The Bridge and is accelerating global expansion. WWD
Gymshark has teamed up with Dick’s Sporting Goods in its first U.S. wholesale deal, bringing its fitness apparel to 12 Dick’s House of Sport stores across 10 states. The partnership will feature popular Gymshark lines like Power and Vital, priced from $16 to $70, in branded spaces within the stores — which focus on experiential shopping with features like climbing walls and gear repair. RD
Urban Outfitters is expanding its Gen Z–focused, localized store concept to Bethesda and seven more cities next year, featuring brighter designs, tailored assortments, and expanded beauty and private label lines. RD
Macy’s will close its Backstage unit at the South Windsor, Connecticut, distribution center starting Dec. 28, affecting 106 employees as part of its ongoing supply chain overhaul. RD
Puma will cut about 900 more corporate jobs by the end of next year, bringing total layoffs to 1,400 as part of its global reset. The move affects wholesale, DTC, and all regions, alongside leadership changes including new CEO Arthur Hoeld and other former Nike and Adidas executives. RD
Shein has banned the sale of sex dolls worldwide after France’s consumer protection agency accused the platform of hosting products with a “childlike appearance.” The company has removed all related listings, disabled offending seller accounts, and temporarily taken down its entire adult products section while reviewing its marketplace operations. RG
Former Cosmetic Solutions CEO Warren Becker launched Next Beauty Labs, a Boca Raton-based private-label skincare manufacturer focused on emerging beauty brands. With a $500,000 investment and low minimums of 50 units, the company offers fast turnkey services, delivering stock formula products in as little as three to four weeks. BI
J.C. Penney has teamed up with iHeartRadio to launch a limited-edition 29-piece “holiday glam” collection inspired by the iHeartRadio Jingle Ball. Available online and in select stores, the launch is part of J.C. Penney’s broader holiday push, which includes 24-hour deals in November and a new festive ad campaign. RD
Amazon is cutting about 14,000 corporate jobs as part of an effort to stay “nimble” and streamline its structure amid shifting workforce needs driven by AI. Impacted employees will have about 90 days to find internal roles or receive severance packages. RD
Carter’s will lay off 300 corporate employees and close 150 North American stores over the next three years as tariffs slash profits. The cuts aim to save $35 million annually after Q3 net income fell 80%. RD
After nine years in finance, Emily Griminger launched Semmi, a chic, biodegradable wipe brand designed for women who prefer wipes over toilet paper. Self-funded with $150,000, Semmi offers flushable, skincare-infused wipes in stylish reusable dispensers aimed at women aged 25–45. With prices starting at $48, the brand emphasizes sustainability and design while avoiding plastic—passing all international flushability standards. BI
Cove Soda, a Canadian zero-sugar probiotic soda brand, raised $15 million in Series A funding led by Vanterra Ventures, with investors including Diplo, The Chainsmokers, and Miles Teller. The funds will fuel North American expansion, new flavors, and key hires. Since its 2023 launch, Cove has grown rapidly, now in 7,000+ stores like Costco and Target, and recently partnered with Keurig Dr. Pepper Canada to boost distribution. PRN
💻Consumer Software💻
OpenAI signed a $38 billion deal with Amazon Web Services to run AI workloads, ending its exclusive reliance on Microsoft. The partnership will expand over time, and Amazon’s stock rose 4% to a record high following the news. CBNC
Google is expanding AI Mode with new agentic features that help users book event tickets and beauty or wellness appointments directly in Search. Available through Search Labs in the U.S., the tool searches multiple sites for real-time options and links users to booking pages. The update builds on earlier capabilities like restaurant reservations and reflects Google’s push to compete with AI search tools like ChatGPT and Perplexity. TC
Pinterest is rolling out new AI-powered personalization tools to make the platform more like a personal shopping assistant. The updates include features like “Make it yours,” “More ideas,” and “All saves,” plus AI-generated outfit collages and custom boards for users in the U.S. and Canada. RD
Wayfair is deepening its AI investments to enhance product discovery and customer experience, using the technology in its search engine, image carousels, and contact centers. Its Muse AI tool now powers shoppable room images, boosting engagement and conversions. RD
HoloMD, an AI-powered Remote Therapeutic Monitoring platform for psychiatry, closed the first $1.6 million tranche of its $3 million seed round. The funding will advance development of Dr. Holo, an AI companion that supports psychiatrists and patients between visits. The company will host a virtual investor briefing on November 11 to outline its growth plans. BW
Beacon Software has raised $250 million in a Series B round led by General Catalyst, Lightspeed Venture Partners, and D1 Capital, bringing its total funding to $335 million since launching last year. The AI holding company aims to modernize key real-world industries, with additional backing from investors including Instacart CEO Chris Rogers and DoorDash CEO Tony Xu. BW
Ruli.ai, a legal intelligence startup founded by former Google and Meta technologists, raised $6 million in seed funding led by Album VC, bringing its total to $8 million. The company also added former Pinterest GC Michele Lee to its advisory board. Ruli’s AI platform delivers continuous, personalized legal insights by learning from internal company data and global regulations while maintaining strict data privacy. PRN
Thanks for reading!