Vegan man sues Burger King, Target’s Good & Gather forges ahead, FDA allows ‘ruby chocolate,’ and more in this week’s Checkout.

With new plant-based brands sprouting every day, there’s more competition in the category than ever before. But these start-ups will have another champion, with the launch of The Garden, an investment vehicle and service provider for emerging plant-based food and beverage brands. Brands accepted into The Garden will receive funds and services valued at up to $250,000 from investment firm New Crop Capital and meal kit company Purple Carrot.

While fresh produce is often seen as a stalwart of a better-for-you lifestyle — and driver of perimeter growth in stores — fresh food overall isn’t being picked as much as retailers and manufacturers would like. In a study released last week, consulting firm Deloitte surveyed 153 fresh food manufacturers and retailers and 2,000 consumers to understand why fresh is lagging — and the challenges ahead.

Gluten-free breakfast brand Love Grown wants to wake up the tired cereal aisle. The brand, which first launched its better-for-you take on the breakfast staple in 2008, sees a bright future fueled by beans and other novel, nutritionally-dense bases and is launching new packaging — a key move as it prepares to expand into Walmart early next year.

With eyes on expanding beyond the yogurt set, Chobani announced yesterday the launch of a range of new both dairy and plant-based products, including its entry into the fast-growing oat “milk” category.

The holiday season is here and retailers are stocking their shelves with festive limited edition flavor offerings from classic pumpkin spice to peppermint to gingerbread. With the proven popularity of seasonal plays, brands are testing new flavors and entering new retailers with limited edition sweets, snacks, stocking stuffers and convenient Thanksgiving feasts on-the-go.

Albertsons moves Plated to private label, Honest Tea co-founder to focus on Beyond Meat, Mondelez studies snacking and more in this week’s Checkout.

Faced with an ever-increasing selection of products on the shelves, more consumers are turning to private label brands for price-conscious options that don’t compromise on value, according to a new report by market research firm IRI. The Consumer Connect report, “Beyond Price, Consumers Find Value in Private Brands” examined the growing influence of private label brands and consumers’ shifting attitudes toward them.

IQ Bar is allocating some of its brainpower to the retail shelf. Though the Boston-based brand has so far garnered half its business from e-commerce, it recently entered 1,000 Kroger stores, increasing its retail footprint to about 6,000 doors.

Texas-based Dean Foods, the largest milk processor in the U.S., has filed for Chapter 11 bankruptcy protection. The dairy producer announced yesterday it will use the process to “protect and support” ongoing business operations and address debt and pension obligations.