In search of what 2024 has in store, the Nosh team has been deep diving into a diverse array of spaces this week - including microinfluencers, heat-and-eat meal delivery services and better-for-you candies. But, more on all that below.

And, shout-out to Molson Coors for knowing its audience with these Miller Lite Beer Mints. Perfect for Dry January, when you still want the taste of beer but the freshness of mint (yes, really).

Alright! On with the Sunday newsletter.

FIRST UP! Whole30 takes on meal delivery - a match made in supply chain heaven?

Elimination diet program biz Whole30 has entered the meal delivery arena with its new range of heat-and-eat breakfasts, lunches and dinners, writes Food-as-a-Service Editor Monica Watrous.

Confused? Thought the meal delivery segment was hitting rocky waters? Me too. And yes it's been a tough time for first-gen kit kings like Blue Apron (it has to be when 90% of subs are canceled within 12 months) - but the sector is expected to grow at a CAGR of 15.3% by 2030. Much of this growth is coming from readymade heat-and-eat entrepreneurs like Factor and this is where Made by Whole30 sits.

Co-founder and CEO Melissa Urban has learned from pioneers like Hello Fresh by creating a network of meal offerings based on delivery areas overseen by local chefs, B̶o̶b̶b̶y̶ ̶F̶l̶a̶y̶ ̶i̶m̶p̶e̶r̶s̶o̶n̶a̶t̶o̶r̶s and food truck owners working in commerical ktichens, giving the company an asset-light supply chain model.

So far it's working: since launch just over a month ago over 18,500 meals hav been sold, with a 64% repeat order rate.

Read the full story - and interview with Melissa Urban - on Nosh.com.

🥡 Key Takeaway: It's very early days for Made by Whole30 but the signs are promising. From-scratch meal kits don't align with the current Millennial and Gen Z trend of having readymade food on hand, while pesky supply chain issues have damaged trust (nobody wants mushy tomatoes). The application of local produce, rotating offerings and steady delivery might be a winning combo.

A couple of feel-good retail stories to warm the hearts on this cold Sunday afternoon:

It's-not-just-for-breakfast granola brand Tom's Perfect 10 has landed a perfect 10 with its brick-and-mortar retail expansion into Whole Foods across the NY region, writes Figure Skating Expert Shauna Golden.

45 Whole Foods in the tri-state area are now stocking 2 core SKUs, Ginger Zing and Classic, distributed via UNFI.

Grab the full story on Nosh.com.

AND: Spoonable smoothies biz Sweet Nothings is working on a nationwide rollout of Acai Bowls exclusively in the Sprouts frozen aisle writes Taylor Swift Fan Monica Watrous.

Acai bowls are certainly on the move and the frozen food segment is booming as time and money strapped shoppers look for that ideal effort to quality ratio. What sets Sweet Nothings apart - aside from being made in an ice cream machine (no, really) - is the lack of mix-ins, which are often critiqued as soggy, frozen and c̶u̶r̶s̶e̶d bland. Mix it with some Tom's Perfect 10 perhaps?

Read the full l̶a̶b̶e̶l story on Nosh.com.

The natural channel is evolving at an incredible pace and with it, so is Nosh. We're expanding our coverage to be more inclusive of thw wider CPG industry. That means more insights, better intel and - crucially - more for me to wax lyrical about on a Sunday. Hoorah!

Get involved - join the conversation and submit your news.

This week's Community Call sees the New Hope Media team fill us in on the fast-approaching Expo West, taking place from March 12-16 in Anaheim CA.

Learn about best practices, hear the latest udpates from exhibitors and attendees, and get the low-down on everything you need to know to make the most of this year's show.

Listen up: Community Call open meetings are free to take part in and are as easy as hopping on a 30min Zoom call - except way more exciting, obviously.

Click - hey! - here to register.

"[Micro influencers’] content feels more authentic. It feels like less of an ad"

This week's deep dive comes from viral TikTok star Shauna Golden who goes in undercover with minisocial, a tech platform that pairs brands with likeminded micro-influencers (sub-100k followers) to produce user-generated content.

Influencer relationships can be extremely valuable for brands (hi, Chamberlain Coffee) but for most it can be a logistical step too far, especially at an early stage. Minisocial is looking to take the lift out of the equation by acting as a kind of talent scout, albeit much more complex than that.

And, microinfluencers are where it's at - social media warriors are jaded by viral stars pushing ads and instead are looking for authentic, homely voices.

Read the full spiel over on Nosh.com.

What are your thoughts, Sunday readers? Have you used influencers in your brand building in the past? What platform really worked for you? And is the ROI on a microinfluencer greater or less than working with more established names? Click here to send in your comments.

Condiment and beverage brand Acid League is refocusing on retail, ditching online.

The company agonized over the decision for months, says Shauna 'Liquid Kimchi' Golden.

Snack brand Catalina Crunch has appointed a new CEO.

The better-for-you biz is looking to expand further into snacking although cereal will remain its main 'avenue of growth', writes Highways and Byways Editor Lukas Southard.

Snack House Foods has unveiled Daddies, a sugar-free high-fiber peanut candy.

The mommies-approved vegan delights also contain 5g of protein.

Brewer/Cellarperson - Mountains Walking Brewery/ New Hokkaido Bevco

Bozeman, MT

Staff Brewer - WeldWerks Brewing Company

Greeley, CO

Craft Beverage Sales Facilitator - ABC Distribution

USA

Mochi gummy brand Issei is looking to build a better-for-you candy portfolio as the segment becomes a hot spot for innovation, writes Jawbreaker Kingpin Adrianne DeLuca.

Issei is sitting at the center of a number of trends - notably consumer appetite for authentic global products with bold flavors, clean labels and modern branding. Founder/CEO Mika Shino is stepping things up by managing retail buyer relationships directly.

It's been an effective strategy. After 18 months Issei is now in around 870 stores and Shino is looking to conventional retail via Walmart for 2024.

From sports fields to Whole Foods, the story of Issei is as interesting as Shino's own.

Read the full interview on Nosh.com.

🥡 Key Takeaway: Broadly, candy is not a fast-evolving space. The better-for-you subcategory however is booming (there's been 10% growth in new products last year, says Mintel). Consumers want real ingredients while the National Confectioners Association claims 61% of consumers occasionally or frequently shop for new treats. All-in, Issei has plenty of headwinds.

This AI stuff is getting out of hand: Taco Bell is launching a limited edition cereal made with, wait for it, its trademark Cinnamon Twists.

Uber One members can pick up a box with free delivery on any Taco Bell breakfast order in select cities while supplies last.

Not in your city? Don't worry - Taco Bell says you can just 'hack' your own cereal by literally crushing up some Cinnamon Twists in a bowl and adding milk to the whole affair. Enjoy! H/T Adrianne 'I prefer Del Taco' DeLuca.

AND FINALLY: Has all that cereal aggrivated your lips? Reach for the latest innovation in lip balms - Hidden Valley Ranch scented balms, a surefire hit at your next important company meeting. The limited-edition 4-pack of Burt's Bees lip balm boasts flavors of Hidden Valley Ranch, Buffalo Sauce, Crunchy Celery and Fresh Carrot.

With game day fast approaching, dry lips often meet hot wings - so why not cut out the messy sauce middleman and just slather it straight on your gumline?

Game on. H/T Adrianne.

If anyone needs me, I'll be off saponifying Tabasco for my secret Burt's Bees collab. You heard it here first. Until next week, your host,

Mark Murphy

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