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Food makers have long viewed April Fool’s day as a time for some out of the box new product innovation. While it seems many brands have forgone lighthearted launch “announcements” this year, a select few have poked fun at emerging trends, mocked the personal care aisle and overall, had us raising a few eyebrows. Here’s a look at some of the pranks we fell for today.

From chocolate bars and frozen treats to vegan sauce and organic baby oatmeal, this week’s new product releases will offer consumers plenty of variety. Check out the gallery for this week’s notable new items, including new flavors from Beyond Good and Haven’s Kitchen alongside launches from Atlas Bar and Betterland Foods.

In this week’s Checkout: Eat Your Coffee sells to a Chicago-based private equity firm; A Louisiana court sides with Tofurky on labeling legislation; Lenny & Larry’s teams up with the San Diego Zoo; and Upfield voluntarily discloses methane emissions.

On this month’s Market Share, we’ll hear from Pangaia Health’s CEO, Ira Laufer, about how the apparel company has made the jump into food and brought customers along for the journey.

Delivery service Gopuff has fired hundreds of employees as it aims to cut costs, the company confirmed today. Former employees claimed the number was more than 1,000.

A new plant-based meat brand is trying to disprove the old adage: never trust a skinny butcher. Launched in March, new brand Skinny Butcher’s line of breaded, Crazy Crispy Chick’n tenders, breasts, nuggets and patties are designed to not only catch the eye of mainstream consumers with its “futuristic yet retro” packaging design and mascot, but also drive conventional shoppers to the crowded category as flexitarianism continue to rise.

The Coconut Collaborative is embracing its dark side. The European yogurt and dessert brand this month announced a relaunch as Bon Devil in the U.S.

In the case of Zero Grocery, sustainable grocery delivery does not make for a sustainable business model, according to retail analysts. This month, Zero Grocery abruptly announced on its social media platforms that it had closed up shop.

Coming on the heels of launching 15 new products into Whole Foods this winter, condiment and beverage brand Acid League announced it has closed a $6.2 million funding round aimed at supporting expansion into new product categories and reinforcing manufacturing and marketing.

Maruha Nichiro announced last week it has invested an undisclosed sum into Happi Foodi’s business with the stated aim of bringing the better-for-you, keto-focused frozen food brand into new “foreign markets.” The move represents an opportunity for the company, one of Japan’s leading frozen food distributors, to easily integrate a new brand with established tenants into its core business, said a spokesperson from its execution team.