How This CPG Brand Convinced Target to Put Food in the Toy Aisle

Swoon’s founder wants to mirror the arc of a reimagined childhood staple

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When Jennifer Ross, co-founder of beverage company Swoon, first reached out to Mattel, she had two objectives: stand out among a sea of digitally-native brands competing for big box shelf space, and align with a brand that honors consumer nostalgia with a reimagined legacy product. She was determined to score a short-term partnership that positioned the brand for long-term growth. 

Alongside her co-founder Cristina Ros Blankfein, Ross introduced a line of sugar-free drinks that she wishes she was offered as a kid growing up with Type 1 diabetes.



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