Morning Brew buys creator-led CPG brand Express Checkout

What's the deal? Morning Brew Inc.Dealroom has a profile for this one. Try Dealroom → has acquired Express Checkout, a creator-led media brand covering the consumer packaged goods (CPG) industry, chief executive officer Robert Dippell said. The all-cash deal gives Morning Brew 100% of Express Checkout's intellectual property. Terms were not disclosed.

Who's who? Morning Brew, owned by Axel SpringerDealroom has a profile for this one. Try Dealroom →, is a business media publisher. Express Checkout, founded nearly four years ago by Nate Rosen as a weekly newsletter, tracks the CPG and e-commerce world.

What changes? Co-founders Rosen and Jenna Movsowitz will join Morning Brew full time.

Why now? The acquisition is Morning Brew's latest move to pull independent creators and their audiences into its portfolio.

The signal: Established media companies are increasingly buying creator-led brands rather than building audiences from scratch — folding individual newsletter followings into larger publishing operations.

Read more: adweek.com

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