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In an effort to embrace customer feedback, Ips Snacks has launched a completely new look across both its high-protein chip and popcorn lines.

On Sunday, some of the industry’s biggest brands got into the April Fool’s Day spirit, announcing the launch of everything from trendy new flavors to line extensions that we all wished for, or rather, winced thinking about.

From booming seasonal chocolate sales to synergies between retailers proving effective, here is this week’s lineup of natural food news.

Numerous companies including Nothin’ But, Grainful and The Jackfruit Company used Expo West as their own red carpet to highlight recent rebrands. While at the show, the NOSH team spoke with these companies to hear about their new looks and the motivations behind them.

On Monday, Senate majority leader and long-time hemp advocate Mitch McConnell announced he plans to introduce a bill to legalize industrial hemp as an agricultural product. If passed, the bill could have major implications for the natural food industry.

Last year, the specialty condiment and fruit spread purveyor filed for Chapter 11 bankruptcy after a jury found they violated the federal Defend Trade Secrets Act. But by streamlining and strengthening their business both operationally and financially, the company is seeing growth.

SmartSweets founder Tara Bosch has put CPG giants like Hershey’s and Ferrara on notice and captured the wallets — and stomachs — of a new generation of candy lovers. With the announcement today of a $3 million round of funding, and a launch in Whole Foods Market nationwide, the Canadian gummy brand is taking on the American market.

Nuun has made health-through-exercise a core tenet of the brand identity for its line of hydration tablets and powders. But now the company says it is looking to take care of its consumers around the clock with Nuun Immunity, a new line launching next month.

How Jägermeister is carefully embracing a softer side of its iconic history, while maintaining its core identity; Shutthekaleup explains why authenticity and transparency are the keys to winning with influencers; Why the founders of acclaimed brand The Coconut Cult set out “to create a religion, essentially.” This episode is presented by Symrise Califormulations.

The Denver-based flour supplier announced earlier this month the launch of its new business unit, The Annex, which is a 15-person team dedicated to providing food companies and foodservice operators with “next” grains and plant-based ingredients. The goal for the “company within a company” is to establish itself as a thought leader and problem-solver in the grain market.