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An innovative, novel ingredient — such as a fermented protein found inside volcanic rock — can be difficult to explain. As a result, ingredient suppliers often find themselves creating or evolving into CPG brands to showcase their unique ingredients before outside brands are willing to commit. It’s a move that can help drive ingredient sales, but also requires new capital, skills, labor and time to execute.

Gregory Struck has spent over ten years trying to reinvent classic American favorites with a better-for-you bent. Now the Long Island Iced Tea and Hungryroot cofounder is at it again with Noops, a new line of indulgent oat milk puddings, this time with the backing of several prominent investors.

The state of strategic venture units during the ongoing Covid-19 pandemic will be explored during Office Hours on Tuesday, Aug. 11 at 3 p.m. ET when our guests will be the John Haugen, Heidi Dillon Otto, and Daniel Grubbs, the leaders, respectively, of 301 INC (General Mills), Distill Ventures North America and PepsiCo Ventures Group. Office Hours viewers are encouraged to submit questions before and during the show, and will be invited to join the discussion live.

In this week’s Checkout, Indigo Agriculture raises $360 million to fuel its sustainability platforms, GoMacro powers its community with renewable energy and the Food Supply Protection Act is reintroduced.

This week Covet PR, a public relations firm focused on CPG and wellness, announced it had been acquired by digital marketing company Power Digital. The firm, which was founded by Sara Brooks in 2014, will now be known as the Covet Consumer Business Unit, with Brooks taking on the role of President.

Chocolate company Little Secrets has announced that its founder and CEO Chris Mears will depart the brand, with president and COO Jeremy Vandervoet taking on the role. The company also said it plans to launch a low sugar line as it evolves beyond its core focus on indulgent products.

A leader from dairy and meat snacks companies is joining the plant-based revolution. Non-dairy cheese company Good PLANet announced today Bart Adlam, formerly of Chef’s Cut and Siggi’s, will join the company as co-CEO, a role he will share with founder and current CEO David Israel.

If you’ve ever wondered what might happen if “Costco met Whole Foods and had an ecommerce child,” the result might look something like Bitewell. The new dietitian-curated CPG marketplace, which launched last month, offers a platform for emerging food and beverage brands while providing consumers with a weekly menu of better-for-you products offered at lower prices.

Following the ongoing relaxation of GMO labeling laws by the USDA, a coalition of industry members led by the Center for Food Safety last week sued the agency, noting that a lack of regulation over the growing biotech industry is threatening the ability to provide transparency in food and beverage products — something consumers increasingly want.

In the latest distribution news, Mason Dixie Foods expands into Whole Foods nationally and enters Wegmans, RollinGreens debuts at Kroger and Walmart, and Tone It Up launches new protein bars and powders in Kroger stores.