• Ayoh Locks In $4.5 Million
• CPG Vet Wants To Modernize Food Testing
• Mealogic Raises $16M
• General Mills Also Ditching Dyes
• What Else Is New?

Kristen Bell’s snack bar brand, formerly This Saves Lives, is now known as All In Foods. Adrianne DeLuca here, assistant managing editor, with the full scoop…

The company emerged with its new moniker this month alongside announcing a fresh, $4 million cash infusion from Obvious Ventures to support its retail growth as well as a rollout for its new Madagascar Vanilla snack bar at Starbucks nationwide. The changes come nearly three years after its acquisition by GOOD Worldwide. 

Along with the updated identity, All In changed up its leadership with CPG veteran James McGinnis now in the CEO spot, overhauled its formulations with a mandate for clean-label, organic and palm oil-free products, and iterated its impact model to better tackle its core mission for eliminating childhood hunger around the globe.

“Going through the fundraising process and a total rebrand and reformulating a bar and repositioning it and all those things has been such an awesome learning for me,” McGinnis told Nosh.

This is McGinnis’ first CEO role after spending nearly 24 years in the CPG industry at companies spanning Unilever to Clif Bar; he said he has been following his new company since its launch in 2013 when, at the time, he held a senior sales role at then, independently-owned Clif Bar.

He acknowledged the brand’s previous iteration always had a strong mission and position, but the product itself never became a “sell through success.” He believes the Starbucks partnership will be integral to All In’s future as a trial driver and a way to provide a steady, low-lift path to “get bars in mouths.” 

“[We’re] fortunate to have the initial partnership with Starbucks where [in terms of] awareness and generating trial, [they’re] a pretty great initial partner for that… Seeing their response has been pretty rewarding.”

Insiders can access the full story for a complete breakdown of the new business and a look at McGinnis’ approach. 

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Ayoh, the flavored mayo brand created by food influencer and cookbook author Molly Baz, has secured $4.5 million in seed funding to expand its brick-and-mortar retail footprint. 

• The round was led by Imaginary Ventures, with participation from Lerer Hippeau, Simple Food Ventures, Habitat Partners and Great Circle Ventures. 
• Imaginary Ventures contributed $3.3 million, as reported by Forbes. 
• The digitally native brand will use the cash infusion to expand its brick-and-mortar distribution footprint, starting with a partnership with Whole Foods Market, its first national retail partner. 

💭 “Partnering with Imaginary to enable innovation and more reach has been a transformative step for Ayoh. As for Whole Foods, they are a dream partner that hits deep,” said David McCormick, co-founder and CEO of Ayoh, in a statement. 

Insiders can learn more in the full story on Nosh.

There is a growing push to hold the food industry to higher traceability and transparency standards, stemming both from consumer demands as well as from the Trump Administration’s Make America Healthy Again (MAHA) campaign.

💡 Light Labs, a “modern food testing” startup,” believes it can push the industry toward these objectives while creating a “virtuous cycle” that ties product transparency to increased revenue for brand operators.

💸 Co-founded by Nick Mares (you may know from bone broth brand Kettle & Fire) and Vijay Manohar, the new upstart also aims to make product testing more efficient, accessible and cost effective.

🥼 They have built both a laboratory as well as proprietary software to scale up operations and rework food testing norms for the modern era.

Insiders can access the full story to understand the new operation and get a look at the CPG partners it already has on board.

Meal delivery platform Mealogic has secured $16 million in a new investment round led by S2G Investments with additional funding from Dohmen Company Foundation, U.S. Venture Partners and Unilever Ventures. 

The platform emerged from stealth in August 2024 as a carve-out of technology from Territory Foods. At the time it announced, it was closing an undisclosed sum of Series A funding.

The new capital will go towards scaling the business deeper in its approach to providing diet-related meals to healthcare providers, wellness brands and clinical programs.

Mealogic offers over 5,000 nutritionally profiled white-label meals that meet specific diets from plant-based to anti-inflammatory.

Insiders can access the full story for all of the details.

The day after Kraft Heinz announced a similar commitment, Lucky Charms and Trix maker General Mills said it will remove certified colors from all its U.S. cereals and all foods served in K-12 schools by next summer. 

• The food conglomerate also aims to remove certified colors from its full U.S. retail portfolio by the end of 2027, noting 85% of its products already fit the bill.

“Across the long arc of our history, General Mills has moved quickly to meet evolving consumer needs, and reformulating our product portfolio to remove certified colors is yet another example,” CEO Jeff Harmening said in a statement. 

Related Reading: Kraft Heinz Commits To Remove Artificial Food Dyes By 2027

It’s Hump Day! Here’s a taste of the new drops and activations from the first half of the week.

🥩 Supplement company Equip Foods unveiled a new protein bar that combines 20 grams of pasture-raised beef protein with a “fudgy,” dessert-like texture and nutrient-dense superfoods and comes in two flavors – Chocolate and Mixed Berry.

🍊 Supergut expanded its portfolio of gut health products with three new flavors of its GLP-1 Booster: Blood Orange, Raspberry Lemon and Watermelon Lime. Each serving has 7 grams of prebiotic fiber and 20 calories. 

🍎 Mott’s added Apple Filled Bars to its Soft Baked collection. Offered in three flavors – Apple, Strawberry and Blueberry – the new snack is available at retailers nationwide with a SRP of $4.79 per 5-pack. 

🥗 Wonder food hall joined forces with Baked By Melissa co-founder and CEO Melissa Ben-Ishay to bring her viral Rainbow Kale Salad to the menus of its Royal Greens restaurants in over 50 locations. 

🆓 Get more new product news on Nosh.