Plus, Tia Lupita acquired, ICE threat on U.S. food system, people and product moves͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ 
 
 
NoshJuly 21, 2025
DAILY BRIEFING: LITE EDITION
A preview of today's news & insights for the food industry.
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📰 Today's Top Story

🥯 Can Hero Be Super After Better Bagel Meltdown?

🥯 Can Hero Be Super After Better Bagel Meltdown?
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Monica Watrous

Managing Editor, Nosh

When one freezer door closes, another opens. 

The meltdown of beleaguered bagel slinger BetterBrand provided an opportunity for Hero Labs to replace its reduced-carb rival on shelves nationwide at Whole Foods Market this past spring. The natural grocery chain had ended its supply agreement with The Better Bagel maker and called on Hero to save the day. 

Insiders can access the full interview with Hero’s CEO to learn more about the brand’s new product plans, how the brand benefited from the collapse of BetterBrand and more.

 

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✨ What You Need to Know ✨

💃 Tia Lupita Acquired By Vilore Foods

Mexican food brand Tia Lupita has been acquired by Vilore Foods, the San Antonio, Texas-based distributor and commercial subsidiary of heritage food brands including La Costeña, Jumex and Totis.

Insiders can access the full story to learn what Vilore’s entry into the BYF Hispanic market signals about the category’s trajectory. 

 

👀 ICYMI: The Past Week’s Top Reads

The industry has been abuzz. Here’s a sample of Nosh’s top headlines from the past week…

🐟 David’s Latest Innovation Smells Kinda…Fishy

Peter Rahal’s latest venture, David, unveiled a fishy new product launch intended as a repudiation of the negative chatter surrounding the company’s protein bar ingredient deck. 

🥪 Another Uncrustables Challenger Has Entered the Chat

Following the closure of Chubby Snacks earlier this year, the frozen peanut butter and jelly sandwich category has gained a new, high-protein entrant that is making a sprint for freezer cases nationwide.

🔀 Big Food Is Reshuffling. What Does It Mean for Emerging Brands?

While strategics are eyeing opportunities in new configurations (see: Kraft Heinz’s rumored journey to splitsville), there’s still plenty of opportunity for smaller brands to achieve profitable, sustainable growth and possibly replace the Nestlé’s of the world within a decade or so. 

Become an Insider for all of the details.

 

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