Danone just acquired Huel for a reported €1 billion — the brand hit £254M revenue in its 10th year. AG1 quietly launched at Target. And Parade, the underwear brand, was acquired by Mudflap.

Here's what brand leaders shared on LinkedIn this week.

Brand Voice tracks what 8 and 9 figure Shopify brand leaders are sharing on LinkedIn each week. We started this because our feed was full of SaaS and agencies - we wanted to see more from the brands themselves.

This week: 434 posts from 424 people across 24,900 profiles tracked.

Full data set linked at the bottom. If this was forwarded to you, subscribe at dtcmvp.beehiiv.com

_{^{We also want to give a quick shoutout to our friends at the Hot Takes Big Stakes podcast, give it a watch!}}

Huel completed its 10th financial year with revenue reaching £254M. Founder Julian Hearn shared the milestone the same week reports surfaced that Danone acquired the brand for a reported €1 billion. → post

MaryRuth Organics launched their TikTok Shop grand opening campaign and hit #18 overall shop ranking on day one, #5 in beauty and personal care. → post

First Day (kids vitamins) went from early conversations to 6+ feet of shelf space at Target. → post

Nothing has been the fastest-growing smartphone brand in India for 8 out of the last 9 quarters. → post

Social Print Studio just had their best Q1 ever. → post

AG1 is now at Target. → post

Super Coffee is launching Protein+ Caffe Latte in 150+ Costco US locations. → post

BERO (Tom Brady's non-alcoholic beer) expanded its US retail footprint with a Kroger launch. → post

Pet Honesty went live across 2,800 Walmart stores with a first-of-its-kind permanent display — and is now distributed in the top 5 pet specialty retailers after adding Pet Supermarket. → post → post

Genexa expanded into Target with their clean medicine line. → post

DRMTLGY is expanding in Ulta — founder Scott Futterman said Ulta has been "the best partner" for bringing their dermatologist-backed skincare to stores. → post

Faherty opened a pop-up with MERCI in Paris, continuing international expansion. → post

goop is now available in South Africa. → post

Parade has been acquired by Mudflap. Founder Anthony Sutardja called it "the biggest announcement in our company's history." → post

Hedley & Bennett launched cookware — a major category expansion for the brand known for aprons and kitchen gear. → post

Liquid Death dropped their first-ever Iced Tea limited edition collab with Pop-Tarts. → post

Cornbread Hemp launched a Non-Alcoholic Spritz line — the brand's move from hemp supplements into beverages. → post

Dr. Squatch launched their biggest campaign yet featuring Megan Fox — "Dr. Squatch University." → post

Chemical Guys launched a first-of-its-kind brand campaign — their first major brand-level push. → post

Allbirds, once valued at $4B and recently sold for $39M, is now pivoting to AI infrastructure. The stock surged nearly 600%. → post

Gotham Greens brought on Craig Stevenson (former Lundberg Family Farms) as CEO. → post

Tarte Cosmetics won TikTok Shop Seller of the Year. CEO Maureen Kelly called it a "full-circle moment." → post

Crocs won Seller of the Year at the TikTok Shop Summit — going from idea to #1 footwear brand on the platform. → post

Hibbett launched their app within OpenAI's ChatGPT. → post

IPSY became the official beauty partner of the Las Vegas Aces. → post

LYS Beauty landed two hero products in Ulta's Conscious Beauty collection. → post

Lenox and McCormick launched an unexpected collaboration: McCormick Gourmet x Lenox. → post

Rhode built their first "rhode skin world" at Coachella during Bieberchella. → post

QVC is readying a bankruptcy filing after mounting debt. → post

Spikeball announced they're now "AI Spikeball Inc" — no more selling sets, just computers and software. (Satire, but well-timed.) → post