The Checkout: Beech-Nut Exits Rice Cereal After Recall; Instacart Initiative Supports Black-Owned Brands

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Beech-Nut Recalls Rice Cereal Due to Arsenic Levels, Exits Segment

Baby food company Beech-Nut Nutrition this week issued a voluntary recall of one lot of its Single Grain Rice Cereal following a routine sampling program by the State of Alaska that found some of the product tested above the FDA’s guidance level for naturally occurring inorganic arsenic.

Beech-Nut noted in a press release that the rice flour used in the product had been tested and was found to be below the FDA guidance limit of 100 parts per billion. The product was distributed nationally both through retail and ecommerce, though no illnesses related to the product have been reported. No other Beech-Nut products were affected by the recall.

Following the recall, Beech-Nut announced its decision to exit the rice cereal segment, citing concerns about the company’s ability to obtain a consistent supply of rice flour testing below the FDA guidance level.

“The safety of infants and children is Beech-Nut’s top priority,” Beech-Nut VP of Food Safety and Quality Jason Jacobs said in a statement announcing the exit.

The recall follows a February congressional report which revealed that “dangerously high levels” of toxic heavy metals such as arsenic, lead, cadmium and mercury had been found in baby food products produced by Beech-Nut, Hain Celestial, Nurture and Gerber. U.S. lawmakers introduced legislation in March that would limit the amount of heavy metals allowed in baby food, followed by a “Closer to Zero” initiative launched by the FDA in April aiming to reduce babies’ and young children’s exposure to toxic elements found in food.

“We understand the recent Congressional Report and news stories have been unsettling to parents,” Beech-Nut said in a statement on its website following the report’s release in February. “We must continue to reduce heavy metal contaminants and continue developing science-based standards for limiting heavy metals found in baby food ingredients.”

Instacart Announces $1M Ad Initiative to Support Black-Owned Brands

Online grocery platform Instacart yesterday unveiled a new advertising initiative to support and amplify awareness of Black-owned food and beverage brands. The company has committed up to $1 million to help brands within the Instacart marketplace reach more consumers.

As part of the initiative, brands will receive ad credits to use for Featured Products advertising, which includes higher visibility search placements. The company will also establish new resources for Black-owned brands, with a specific team dedicated to supporting these brands and a monthly training session to ensure they’re making the most of their ad space.

The first brands in the program will include allergen-friendly cookie brand Partake, ready-to-eat rice and beans maker A Dozen Cousins, sauce brand Capital City and whiskey maker Uncle Nearest.

“We want Instacart Ads to make a lasting impact on the CPG ecosystem by equipping emerging Black-owned brands with the tools, resources and investment needed to excel in online grocery,” Seth Dallaire, Chief Revenue Officer at Instacart, said in a press release. “This is just a first step as we continue to focus on delivering equitable outcomes for historically underrepresented entrepreneurs and brands and create more opportunities for more companies to flourish.”

LiveKindly Acquires The Dutch Weed Burger

LiveKindly Collective this week announced it has expanded its portfolio of international plant-based brands with the acquisition of Amsterdam-based seaweed burger maker The Dutch Weed Burger.

Founded in 2012, The Dutch Weed Burger offers a selection of seaweed-based meat alternatives including its namesake burger along with hot dog alternative Weed Dogg and snackable breaded Weedballs. With the acquisition, LiveKindly said it will initially expand the brand’s presence in the UK and Nordics, two key markets in Europe and to the U.S. and Canadian markets, eventually launching into Asia as well.

The acquisition is its fifth brand acquisition since LiveKindly Collective launched last year, joining Oumph!, The Fry Family Food Co., No Meat and Like Meat, which are distributed in more than 40 countries. It also adds a new protein source to its portfolio, which already includes alternatives to chicken, pork, beef and seafood.

“It’s an exciting opportunity to explore what more we can create with this high-quality source of protein cultivated using minimal fresh water and no agricultural land,” LiveKindly CEO Kees Kruythoff said in a LinkedIn statement announcing the acquisition.

Zooey Deschanel Joins Better-for-You Shopping App as Co-Founder

Merryfield, a reward app that encourages consumers to buy better-for-you food and beverage, personal care and beauty products, announced this week it has added actress Zooey Deschanel to its team as co-founder and chief creative officer. In the role, Deschanel will be involved in brand strategy, app product experience and community building.

Founded in 2018, the Boston-based app company partners with better-for-you brands that meet its quality standards, a list developed with co-founder Joe Dickson, former Director of Quality Standards at Whole Foods. It then allows consumers to earn points for purchasing products, which can then be redeemed for gift cards at a variety of retailers. Brands on the platform currently include Justin’s, NadaMoo!, Orgain, Good Culture and Once Upon a Farm.

“The idea behind Merryfield made so much sense to me,” Deschanel said in a press release. “When I met [co-founder and CEO] David and the team and they told me about this idea to help make it easier for people to know which brands they can trust, then reward them for regularly supporting them with their purchasing power, I wanted to help make that happen.”