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• Why That’s it. believes giving away 10 million samples will boost retention
• Details on C&S Wholesalers’ acquisition and new chapter
• Inside Texas’ new MAHA-inspired labeling law
• People and product move news from around the industry 

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Build awareness and protect profits. It is a balancing act that many food startups fail to manage, especially when actively trying to convert new consumers. 

That’s it. – the 13 year-old minimal ingredient fruit bar brand – knows sampling is integral to its business. But how could giving away 10 million samples possibly generate an ROI?

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KRAVE may have started as a grassfed beef jerky brand in 2009 but it has evolved over its 15 years. CEO Andrew List sat down with Nosh to talk about how KRAVE has aligned its stick innovation with its sister brand Chef’s Cut and why jerky is not getting left behind.

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Kroger will be closing over 60 stores over the next 18 months as it looks to open new locations in “high-growth geographies” during 2026. 

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