OffLimits
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FDA Raises Vitamin D3 Fortification Levels, Allows Fortification in Nutrition Bars
The U.S. Food and Drug Administration made a small but notable move in nutrition standards this week, raising vitamin D fortification level allowances in cereal while expanding regulation to permit the nutrient’s addition in the bar category.
Distribution: OffLimits Expands Retail Footprint with Fresh Thyme; Barvecue Partners with The Giant Company
Through its new partnership with Fresh Thyme, New York-based cereal brand OffLimits had added 73 new doors, bringing its total nationwide door count to 150. The partnership marks the formerly direct-to-consumer brand’s first natural grocery chain placement.
Notable New Products: Pickle de Gallo and Chamberlain Coffee Cereal
This week’s new product launches saw a cereal brand collaborating with Emma Chamberlain’s popular coffee company, new noodle shape creations and the salsa category heating up with the launch of ‘Pickle’ de Gallo.
Brands Energize Offerings With Caffeinated Product Launches
Caffeine is perhaps the original functional ingredient, with coffee and tea battling sleep-derived mornings and afternoon slumps for generations. Over recent years, demand has continued to surge, with the rise of RTD coffee and highly caffeinated energy drinks and shots making it even easier for consumers to get their caffeine fix. Food brands are trying to get in on this energy action, taking cues from beverage companies and stepping up their use of caffeine as an ingredient.
Watch: How OffLimits Cereal Plans to Break Out of the Box
In this video interview, Emily Elyse Miller discusses the launch OffLimits, of her new quirky cereal line, including her creative process and where she feels mainstream CPG products are missing the mark. Miller also discusses what the process of raising venture funding was like for a new, entrepreneur who isn’t worried about making a product that’s “going to please everyone.”
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