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With the creation of a new growth platform called Advanced Micronutrient Food as Medicine, investment fund KEEN Growth Capital is aiming to bridge the gap between “average feel-good supplements” and pharmaceutical grade medications, the company announced this week.

KIND Snacks founder and chairman Daniel Lubetzky is looking beyond the snack aisle for his next bite. The outspoken executive and entrepreneur is aiming to take a fresh approach to Mexican food with the launch of his next venture, SOMOS. Joining him as co-founders are two former KIND executives, with Miguel Leal, former CMO at Cholula, also serving as CEO

In this week’s distribution roundup: Plant-based meat alternative brand Barvecue expands to Sprouts, Whoa Dough launches a Festival Foods, Ella’s Flats enter South Florida Publix, Rowdy Bar Expands to Whole Foods and SIMULATE introduces NUGGS to Stop & Shop.

Episode 42 of Elevator Talk features leaders from Popcorn Powder, New Wave Foods, Actual Veggies, The Baconer, and Blenders & Bowls. Watch founders and CEOs introduce their brands and provide a recap of recent news and updates. Our co-host is CPG sales and distribution coach Sandra Velasquez.

After reaching a joint agreement in 2019 between the U.S. Department of Agriculture (USDA) and Food and Drug Administration (FDA) to regulate cell-based meat products, the agencies are now taking steps toward establishing actual labeling requirements.

When Zoe Sakoutis and Erica Huss launched their latest venture, Earth & Star, last year with a line of mushroom lattes, the intent was always to build the brand into a “mushroom platform.” Over a year later, the vision is taking shape.

Having tackled meatballs, sustainable seafood and functional beverages, Michael Chernow is turning his sights to fitness with the launch of health and wellness CPG brand Kreatures of Habit last month. The company’s first product is a line of functional oatmeal that can also replace consumers’ daily supplement regimens, called The PrOATagnonist.

Two years after the launch of its spoonable frozen smoothie cups, Sweet Nothings is trying something new for its second line. The brand introduced Superfood Nut Butter Bites last week, representing both an expansion into shelf-stable snacks and a push into ecommerce as it seeks to prove that it can be dynamic across categories and channels.

Members of the natural products industry have had a sense of deja vu the last few weeks as the fate of the annual trade show Natural Products Expo East has been a hot discussion topic. Last year, show organizer New Hope shifted its shows to a virtual format, but this year the company is moving forward, having spent recent weeks attempting to address attendee safety concerns and generate enthusiasm for a return to in-person events.

Plant-based protein brand Meati is beefing up its marketing and communications team. In August, Patrick Jammet joined as VP of marketing and, last week, Christina Ra came aboard as VP, brand and communications.