it's time to bet on pickles not stocks
as well as the four seasons hotel chain
Liberation Day sent U.S. markets into freefall—but not the “freedom” Trump likely envisioned. Since the Trump administration announced sweeping tariffs, the S&P 500 hit its lowest level since COVID’s peak in 2020. It goes without saying: anyone who imports goods is panicking. I highly recommend reading Emily Sundberg’s Substack on how consumer brands plan to weather the fallout. She spoke to numerous brands, including those in the food & beverage space. Unfortunately, no matter whether you rely on imports, no business feels immune.
“Small businesses and consumer startups are becoming collateral damage in a global trade war. While large corporations have the leverage to negotiate pricing and the resources to weather the storm, small businesses simply don’t. Many of us believe in the idea of manufacturing in the U.S., but we’re not the ones with the resources to make that change. So when the administration talks about short-term pain for long-term gain, unfortunately I think it’s going to be small businesses and consumers who bear the brunt of that pain” - Allison Luvera
In non-tariff news…
It’s time to bet on pickles. Good Girl Snacks, which produces TikTok’s favorite pickle brand Hot Girl Pickles, just closed their first pre-seed round. Founders Leah Marcus and Yasaman Bakhtiar have bootstrapped the brand since launching in February 2024—and with a $0 customer acquisition cost (CAC), their financials have me so curious.
Is the pickle craze a sign of a new cultural era? Just like pickles—salty and not for everyone—Gen Z wants to be the same. I loved this post by PRZM that explores how when trying to unpack an era in digital culture, we should look to the food that defines its ethos.
“If last year was all about sweetness, this chaotic year seems to be all about saltiness and adulting—hence the ubiquity of the pickle.
April Fools is the one day a year when brands can act like a total nutter and no other brands can say anything about it. Participating in April Fools’ Day is a great way for brands to get creative, showcase their sense of humor, and personality. I’d love to be a fly on the wall when marketing teams are talking about what they should do for April Fools’ Day. I’m sure there’s unhinged ideas being tossed around, yet only a few make the cut. Here’s a round up of my favorite April Fools’ Day pranks—from beloved food and beverage brands.
@foodbaby.clubimo the more unhinged the better!! here’s a round up of my fave April Fools day pranks from food & beverage brands shall we call yesterday April Foods Day?! jk I’m not funny but some of these brands are 🤪 Spotted: @OLIPOP @Hidden Valley Ranch @Seoul Tonic @Beyond Meat @SmartSweets @Deep Indian Kitchen @Good Girl Snacks @MALK Organics @Graza @Betty Crocker @Pringles @Auntie Anne’s Pretzels @Poppi @Tower 28 Beauty #aprilfools #aprilfoolsday #aprilfoolsprank #branding #marketing #cpg #foodtok #greenscreen
Tiktok failed to load.
Enable 3rd party cookies or use another browser
A TikTok ban might seem like an April Fools’ joke, but it's getting real. Last week, the Trump administration thought they had a plan to save TikTok, but it’s now being derailed. Since the slew of tariffs were announced, the Chinese government has blocked the deal. In response, Trump has had to buy the app more time, now extending the deadline for a TikTok deal into mid-June. I’m not sure how consumers feel about TikTok being used as a bargaining chip. We just want prices to remain stable and enjoy doom scrolling from time to time. Is that too much to ask for? Apparently so…
The White Lotus season finale has the Internet spiraling, but it’s also sending fans “set-jetting” to Koh Samui. Don’t worry, no spoilers here! Since its 2021 premiere, the show has driven bookings at Four Seasons resorts in Maui, Sicily, and now Koh Samui. There’s irony in viewers being drawn to a show satirizes luxury tourism, but it seems people can't resist living out their own White Lotus (fever) dream.
Cake Picnics need to be made a regular occurrence. Period.
1,387 cakes (and many more ppl) gathered in SF for a massive cake picnic last week. The only rule for attendance: no cake, no entry. 
after dropping off your cake, you received a box to fill with as much cake as you could fit inside (credits: SFGATE) I recently stumbled upon Sult, a new UK-based hydration drink brand with a social strategy that’s chef’s kiss. By building in public, they're building anticipation and community pre-lunch. What’s captivating about Sult’s socials is the founders' chaotic, reality-show-like dynamic: running across London to spell “Sult” on Strava, sitting in a bathtub for 5 hours to evangelize electrolytes, and buying a billboard 45 minutes before a pitch. Also plot twist: apparently the founders met on a dating app but opted to build a business together instead.
I’ve said before that we’re seeing a new wave of sauce brands. Now Glen Powell has entered the chat with Smash Kitchen. The condiment line includes ketchup, mustard, mayo, and BBQ sauce—all made with better-for-you ingredients but priced near mainstream rivals. Smash’s ketchup is $3.97 vs. Heinz’s $3.48 at Walmart. With grocery prices under scrutiny, Smash Kitchen bets health-conscious shoppers will pay a modest premium. We’ll see if it sells.
Anyone else in shock that we’re already in month 4 of 2025? Ending this week’s newsletter with a wonderfully melodic and chaotic recap:
Tiktok failed to load.
Enable 3rd party cookies or use another browser
🙋🏼♀️ where else to find me?!
call me gen z but i’m most active on tiktok, then on instagram.
food baby club is a weekly newsletter covering insights at the intersection of food, culture & design. if you enjoyed reading this, please consider sharing with a friend 💚