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Consumers are driving growth in the refrigerated bar space as they increasingly seek out fresh, better-for-you snacking options. Now, overnight oats brand MUSH is hoping to get in on the action with the debut of its refrigerated protein bars. 

Co-founder and CEO Ashley Thompson said the inspiration for the new line – which includes Peanut Butter Chocolate Chip, Double Chocolate Chip, and Maple Cinnamon varieties – stemmed from a conversation with a Whole Foods buyer just eight months ago. 

“A buyer who enjoys our [flagship] overnight oats asked if we could translate the product into bar form. I think had she not leaned into the project with us, we wouldn’t have had as much confidence in moving through the process so quickly,” said Thompson. 

Nosh Insiders can access the full story for all of the new product plans and insight into the brand’s growth strategy.

Vertical farming startup Oishii announced it has tacked an additional $16 million to its previously announced Series B, bringing the total round to $150 million. 

💸 Climate tech fund Resilience Reserve, co-founded by the Head of TED Chris Anderson and entrepreneur Rob Reid and Japanese venture firm Miyako Capital joined the round right before closing, alongside a slate of existing investors.

🛒 The new cash will be used to fuel the premium strawberry grower’s expansion into new markets and fund additional R&D to help “further mainstream the practice of vertical farming.”

🗣️ “We’re excited to support the Oishii team, both for the deliciousness of their existing produce and even more importantly for the extraordinary model they’re pioneering, which enables agricultural innovation at breakneck pace,” said Chris Anderson, co-founder of Resilience Reserve.

⛔ The news comes on the heels of numerous closures and bankruptcies in the vertical farming space including the shuttering of Bowery Farms earlier this month.

Go Deeper: Oishii’s $134M Investment Round.

• Details on Lifeway's latest acquisition rejection
• News of a new industry advocate heading to GoodPop
• Why Campbell's dropped its soup moniker
• Expansion plans for a major dips and dressings outfit

Make more informed decisions with exclusive industry reports and insights. We partner with leading data providers to cover a variety of critical topics impacting packaged food and beverage brands. Check out a few of the past reports:

• Functional Beverages for Women
• What’s New in the Sports Drinks Category
• Juice Category Trends
• Will Kava Take Off?
• The GLP-1/Ozempic Craze
• Condiment Category Trends
• The Protein Power Play
• On-Premise Spirits Update: Summer Trends
• Plant Based Water

Become an Insider to access past and future reports.