Alani Nu, Brightland, SPYLT.

On June 18, Apple & Eve, the original 100% juice box brand in the U.S., brought soccer-inspired packaging to shelves with limited-edition Apple, Very Berry and Fruit Punch boxes designed to ride the excitement around the sport across North America this summer. The mixed 8-packs pair the classic boxes with "jersey" boxes inspired by soccer uniforms, complete with player-style numbers and fun soccer facts, 21 unique facts across the three flavors, built to drive discovery, collectability and sharing. The packs hit Walmart, Target and regional chains including ShopRite, Publix, Stop & Shop, Giant and Food Lion beginning in June, while supplies last.

The product inside did not change, but the package became a reason to reach. By printing player numbers and trivia onto a juice box parents already toss into the bag for practice and tournaments, Apple & Eve turned a routine pantry buy into a small game kids want to collect and compare. The cultural moment is free, the brand is already in the occasion, and the packaging does all the talking.

On June 16, SPYLT, the ready-to-drink protein milk for people who refuse to grow up, unveiled a bold new look alongside its "Deliciously Outta Hand" campaign and a creator-led Chug Challenge. The redesign was built to make the shelf-stable can impossible to miss, dialing up the brand's mix of nostalgic flavor and playful rebellion while keeping its functional promise: 20g protein, a caffeine boost, zero sugar, 90 calories and a lactose-free formula. The refresh follows an explosive run that has carried SPYLT to more than 20,000 retail locations, including 1,300-plus Target stores and national distribution at Kroger and Albertsons.

When a brand goes national fast, the shelf becomes the most important media it owns, and a thumbnail on Amazon or TikTok Shop has half a second to land. SPYLT leaned into louder color and stronger cues precisely as it scaled, so the can sells itself in the aisle and in the feed before anyone reads a claim. The redesign modernized the look without changing what built the brand.

On June 18, Alani Nu announced Purple Cotton Candy, a limited-edition energy drink that extends its fan-favorite Cotton Candy line with a grape-forward twist, fronted by a summer campaign with multi-platinum artist Becky G. The 12 oz can carries 200mg of caffeine, zero sugar and 10 calories, but the headline is the design: deep purples, teal accents and playful details inspired, in the brand's words, by "the magic of a summer carnival at dusk," built to bring the flavor to life from the moment a shopper sees it. It went on sale June 17 at $29.99 a 12-pack and rolled into retailers nationwide for a limited time.

In the crowded energy set, the can is the ad and the flavor cue at once. By coloring the package to a feeling, a carnival at dusk, and pairing it with a partner whose audience already lives in the brand's world, Alani Nu lets the design telegraph the taste before the first sip. The limited window manufactures urgency, and the celebrity gives the drop a story to travel on.

On June 16, Catalina Snacks announced the nationwide launch of Snack Size Multipacks, bringing its best-selling Protein Cereal and Protein Snack Mix into single-serve formats built for life on the go. The cereal multipack holds six individually wrapped pouches with 11g protein, an excellent source of fiber and 0g sugar, in Cinnamon Toast and Fruity. The snack mix multipack holds five pouches with 10g protein in Traditional and Cheddar. The packs anchor the brand's upcoming "Snack Like It Matters" campaign and the insight that people are snacking more than ever, so what they snack on matters.

The product is proven; the format is the unlock. By shrinking a hero into a pocket-sized pouch, Catalina meets the GLP-1 and high-protein shopper exactly where snacking now happens, between meetings, commuting, traveling, even replacing meals, without asking buyers to learn a new brand. Same nutrition, smaller pack, more moments in the cart and the bag.

On June 17, Brightland, the California brand known for artfully designed pantry essentials, introduced The Mediterranean Capsule, a limited-edition duo of single-varietal extra virgin olive oils: the return of its twice sold-out Castelvetrano from Sicily and the debut of a single-varietal Kalamata from the Greek Peloponnese. Both are sourced from family farms, hand-harvested early and cold-pressed within hours. The Mediterranean Duo runs $83 for two 375ml bottles, with each bottle in fully recyclable, UV-coated glass and nitrogen-capped to protect freshness, flavor and antioxidant integrity. When the season's harvest is gone, it is gone.

Brightland sells olive oil the way other brands sell fragrance: the bottle is the brand. By pairing rare single-origin oils with design-forward, fully recyclable glass and a real freshness story, Brightland gives a premium price something concrete to stand on and gives shoppers something worth photographing and gifting. Scarcity does the rest, converting a pantry staple into a seasonal drop.

On June 17, Be Truffle, a self-styled punchy disruptor in the Italian truffle category, expanded its portfolio into a new recyclable squeezy bottle format, sitting alongside its existing jarred range. Eight flavor favorites make the jump, including Truffle Ketchup, Truffle Mayonnaise, Sweet Truffle Chilli, Truffle Honey Mustard and Truffle Black Garlic Aioli, in two pack sizes. The brand frames the squeeze bottle as a fun, user-friendly format aimed at a younger, more casual cook who wants transformative ingredients without the fine-dining ritual, with a suggested price of GBP 4.50 to 5.00.

A jar signals occasion; a squeeze bottle signals habit. By moving the same truffle sauces into a familiar, convenient format, Be Truffle reframes a premium specialty product as an everyday condiment for time-poor cooks and self-serve moments. The format change alone widens the audience, the use cases and the aisle the brand can win, with no reformulation required.

On June 16, e.l.f. Beauty announced e.l.f. Hair, its first-ever haircare collection and newest category extension, debuting with six prestige-quality products. The line comes in pastel packaging, with each color representing a different product range, from the Never Thirsty moisturizing shampoo and conditioner to the Gloss Mode treatment oil, the Humidity Hero anti-frizz spray and the 3-in-Wonder magic styling cream and wand. The launch rides a playful "What the h.e.l.f.?" campaign and an immersive Roblox experience, extending the brand's accessible-luxury promise into a new aisle.

A new category is a navigation problem, and e.l.f. solved it with color. By assigning each range its own pastel, the brand made a six-product debut legible at a glance and carried its recognizable, accessible-luxury identity straight into haircare. The packaging does the explaining, so shoppers who already trust e.l.f. for eyes, lips and face can find their product without reading a word.