Confido Acquires Muffin Data to Expand Analytics Capabilities for CPG Brands

This article was originally published on NOSH.com on October 8, 2025.

Confido, the financial operations platform purpose-built for CPG brands, today announced its acquisition of Muffin Data, the CPG analytics platform that consolidates retailer and distributor data for high-growth brands.

Muffin Data, founded by Andrés Recalde and Salvatore Calvo, helps brands unify fragmented sales and trade data, automate data cleaning and consolidation, and generate actionable reporting. The platform integrates directly with retailer and distributor partners, enabling brands to move beyond basic reporting into deeper insights and cross-platform integrations.

“We saw many of our larger customers moving off Crisp and onto Muffin, and it quickly caught our attention,” said Justin Hunter, co-founder and CEO of Confido. “Adding Muffin to the Confido suite of products means our customers no longer just plan, execute, and analyze trade spend – they can connect it seamlessly to their retail sales performance in real time. Andrés and his team have built a product that solves one of the most painful, time-consuming challenges for brands, and together we’re laying the foundation for a connected platform that unites sales analytics with financial operations.”

The acquisition will add Muffin’s data consolidation and reporting capabilities into the Confido suite of solutions. While Muffin will remain available as a standalone product in the short term, the two platforms will be fully integrated by the end of the year – creating a single system that unifies retail sales analytics with financial operations like deductions, cash application, trade management, and forecasting.

“At Muffin, our vision has always been to give brands clarity and control over their retail data,” said Andrés Recalde, founder of Muffin Data. “Joining Confido accelerates that vision. By combining our analytics engine with Confido’s financial operations platform, we can empower brands to not only understand their performance but also take action on it – from recovering revenue to planning future growth.”

The acquisition of Muffin Data expands Confido’s mission to provide CPG brands with a single, intelligent system to manage their financial and sales operations. Hundreds of brands already rely on Confido – including OLIPOP, MUSH, Dr. Squatch, Momofuku, and Dude Wipes – and the addition of Muffin Data’s analytics will further strengthen the platform’s role as the operating system for modern consumer brands.

About Confido

Confido is the financial operations platform purpose-built for CPG brands, helping them scale without outdated systems or manual processes. With AI-powered automation across cash application, deductions management, trade promotion management, sales forecasting, and now retail analytics, Confido enables brands to maximize on-shelf performance and plan with confidence.

About Muffin Data

Muffin Data is an analytics platform for CPG brands, consolidating and cleaning data directly from retailer and distributor partners, delivering pre-built and customizable reporting, and powering integrations beyond reporting to unlock actionable insights.