Running a business within the natural food and beverage industry is a serious undertaking — for 364 days of the year, that is. April Fool’s Day is more of a laughing matter.
On Sunday, some of the industry’s biggest brands got into the April Fool’s Day spirit, announcing the launch of everything from trendy new flavors to line extensions that we all wished for, or rather, winced thinking about. Here are some of this year’s best jokes we hope you didn’t fall for.
Chickpea pasta maker Banza thinks it’s found a great use for all your leftover pasta water -- as a hydration beverage.
Popped chip maker Popchips is jumping on the unicorn-bandwagon with the launch of Unicorn Balls. The product features rainbow packaging and ingredients like “unicorn tears” and “essence of pink.”
Collagen-peptides leader Vital Proteins is out-paleoing the rest with its Paleozoic Peptides. The main ingredient? Dinosaur bones.
Bulletproof found a new use case for butter: smooth lips. Dave Asprey, the founder of the MCT oil coffee, snack and lifestyle brand, talked about his “butter balm” experience in the company’s latest YouTube post.
Care to get a true taste of Iceland? That’s a spoonful of fermented shark yogurt, according to the Skyr pioneer, Siggi’s. Described as “the fuel of the Vikings,” the brand pointed out the product’s unique flavors -- and odors.
Dessert-inspired protein bar company ONE Brands paired up with Real Good Foods to sneak a slice of the “savory” protein market with this new flavor, pepperoni pizza. Because who can say no to pizza, right?
With Easter, Annie’s Organic said there were too many competitors in the bunny set. The goal of its new mascot, Lloyd the Llama, is to better resonate with those millennials.
Real fruit doesn’t only taste better, it makes you look better, too. That’s why sparkling water brand Spindrift announced its move into the beauty world.
Who needs hand-picked herbs when you could have them rabbit-scavenged? The online grocer created a farmer spotlight video with Ned Hopper about his unique herd of fluffy foragers.
Time to pucker up. Indulgent yogurt maker Noosa announced a new, savory flavor: dill pickle.
Your dreams of smelling like bacon have come true. “Unleash the animal within,” with meat snack maker EPIC’s new signature fragrance: Le Carnivoure.
Nutrition brand Garden of Life thinks you should focus on a new kind of gut health. Its new belly-button health supplement assists with healthy lint production.
Suja wants you to "drink plants" in your boozy beverages, too. The juice maker took to Instagram to announce Suja Spirits, its first line of ready-to-drink juice cocktails.
Want to smell as sweet as your favorite dairy-free dessert? Now you can thanks to Nada Moo’s new essential oil beauty line. Scents are modeled after some of their most popular flavors.
In the name of promoting more product trial, specialty food giant Stonewall Kitchen announced the launch of its “Gently Used Jams” program, which “allows you to enjoy a previously owned jam before splurging on a new version of your very own.”