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Sunday Supper is moving beyond its plant-based roots. 

While it’s not totally ditching the vegans, the brand sees an opportunity in adding some dairy to the mix as it expands its brick-and-mortar distribution.

Why? Well, that strategy pivot from plant-based to “plant-forward” has opened new retail doors, including Whole Foods Market and Target. And Sunday Supper isn’t the first to make this shift. 

• Back in 2023, vegan frozen food company Mings Bings made a similar pivot, extending its frozen appetizer line with animal-protein offerings to build awareness among a broader swath of consumers. 

• Concerns over long ingredient lists and highly processed alternatives have continued to drive consumers away from plant-based dairy and back to “the real thing.”

What They Said: “We lead with premium, restaurant-quality frozen food. We don’t brand ourselves as vegan or vegetarian.” – Sunday Supper co-founder and CPO Richard Klein.

Rewind: Having established itself in 2021 with plant-based frozen lasagnas, the Los Angeles-based brand has spent the last few years formulating new options in vegan appetizers and vegetarian meals.

• Those items include a vegan mozzarella stick, which is being extended into a veg-forward line this year with flavors like CAULI, ZUCCH, MSHRM and EGGPLNT

• It also introduced four new classic Italian entrees that incorporate cheese and sustainably sourced cream in the recipes.

With new retail doors opening up for products across Sunday Supper’s portfolio, the company is raising a $1.5 million funding round to support its sales team and operations.

Read the full story and analysis on Nosh

Beyond Meat and Milk Bar today launched a new collaboration that will bring plant-based and savory options back on to the latter's bakery menu after nearly 15 years. Read the story.

David Protein is facing a proposed class action lawsuit taking aim at its claim of containing zero sugar despite its use of allulose. The case comes as Liquid Death is also facing two proposed class action lawsuits surrounding its allulose-infused energy drinks' “0g sugar” claim. Read the story.

Giadzy, the lifestyle brand founded by celebrity chef Giada De Laurentiis, has landed its gluten-free pasta line in Sprouts Farmers Market. Read the story.

Innovating in a category as old as salt is bound to be complex. But during the COVID-19 pandemic, Raina Kumra, a tech investor-turned food and wellness entrepreneur, found a way. Read the story.

Tired of chasing food, beverage, and beer reports across sites? The Nombase Data Hub, powered by BevNET, brings together consumer trends, category shifts, retail data, all in one searchable archive, powered by top research partners.

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Here's a roundup of notable bits of news you may have missed this week...

💅 Argan oil is adding a culinary classification to its use case (yes, the oil best known for hair, nail and skin care). ARLO is bringing the first culinary argan oil to U.S. home cooks as it works to capture share of the premium oil market. Get more details. 

🥣 General Mills has completed the removal of artificial dyes from its U.S. cereal portfolio, in line with its Summer 2026 commitment. Read more

🌶️ TABASCO added a new position to its c-suite this week: Chief Hot Ideas Person (C.H.I.P.), with The Imperfects actor Iñaki Godoy assuming the role. Check out the spicy scoop