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Health Warrior wants to go beyond bars. The plant-based food brand announced today that it is launching new lines of protein powders and microwavable muffin cups in a quest to become a superfood-based platform brand.

From an accelerator supporting a startup that fits its new priorities, to brands differentiating their product portfolios beyond their legacy offerings, here are some of this week’s top stories that you should know.

Halo Top, Quest, Kodiak Cakes. These are the CPG role models former Wild Oats category manager and Quest product developer Chris Chiarella looked to when creating Ideal Oats, a line of high-protein, low sugar oatmeal cups.

PepsiCo’s Frito-Lay division, which makes Cheetos, accused World Peas Brand’s Peatos of trademark infringement. PepsiCo alleges that Peatos’ name and paw-print logo are “confusingly similar” to Cheetos and that Peato’s slogan, “tigers live longer than cheetahs,” unfairly denigrates the Cheetos brand.

Shake Shack COO Zach Koff explains how the restaurant chain’s surprisingly simple business philosophy led to stunning success; Zak Normandin, CEO, Dirty Lemon takes us on a deep dive inside its innovative detox-to-your-doorstep business model.

From the distribution boom of a tater tot alternative company, to the strategic launch of a clean protein maker with a natural retailer, here is the latest distribution news.

Just five months after announcing their U.S. debut in Whole Foods Markets, low-sugar candy company SmartSweets is ramping up its mission to kick sugar out of the confection set, launching two new innovations today. The new products will be complimented with an increase in distribution.

While the bar category may be a crowded set, Tosi Health thinks there’s room for one more leader at the front of the pack. And now, armed with new capital, the company has more gas in the tank to make this goal a reality.

Last week Emmy’s launched a new line of Radiant cookies, which embrace “ancient” ingredients with more unconventional flavor profiles. The line came about as a result of the company’s growth in e-commerce sales.

While working at General Mills, Ibraheem Basir found himself trying to develop products that would both encourage healthy eating and appeal to mainstream shoppers. Now, he’s applying that strategy to his own company — A Dozen Cousins — which is backed by John Foraker, former president of Annie’s Homegrown and current CEO of Once Upon a Farm, and Gail Peterson, a former General Mills marketing director.