We have some thoughtful and introspective pieces this week as we continue to read the 2024 tea leaves - including interviews with brand founders, and an eye-opening FABID report. Will 2024 be the year of the celebrity backed brand? But, more on all that below.

And, shout-out to Impossible Foods CEO Peter McGuinness who called 2024 a 'decisive year' for the not-meat sector, as he announced a c-suite overhaul.

Alright! On with the Sunday newsletter.

FIRST UP! I ain't gonna work on Maggie's Farm no more: Once Upon a Farm gets dirty at the dairy.

Everyone’s favorite children’s fresh food brand Once Upon a Farm has gone to the creamery with its new line of A2/A2 organic whole milkshake pouches writes Shauna Golden from the dairy cattle ranch.

The 4 oz. shake pouches are available nationwide and mark the brand’s first foray into dairy, in partnership with Alexandre Family Farm - America’s first certified organic regenerative dairy farm who we talked about in 2023.

This marks another step in OUAF’s innovation strategy and comes hot on the heels of last year’s refrigerated oat bars.

It doesn’t stop there - OUAF is slated to build out its dairy portfolio with a line of whole milk smoothies come February. As co-founder/CEO John Foraker says, “We see lots of potential […] especially with OUAF’s standards”. Woof.

Grab the full pouch over on Nosh.com.

🥡 Key Takeaway: There's a few things at play here. Firstly, A2 milk is gaining in popularity for its more easily digestible protein (that market is expected to grow at a CAGR of 9.5% through 2033). OUAF is early to market with its baby-focused A2 offering - include Alexandre Farm’s regenerative credentials and that’s likely a first. Finally: OUAF is working hard to disrupt the baby food and kids nutrition spaces as evidenced by its 1,000 Day Promise cert.

The Official Nosh Expedition Team was out on the road this week, blazing a trail and breaking every red light from Newton, MA to Las Vegas en route to the Winter Fancy Food Show.

The event left everyone with enough material to cover about 6 months’ of articles, not to mention the better-for-you brittles from Tam’s Sweets and the frankly bananas Monkey Brittle that got packed into the van on the way back.

Leave it to Adrianne DeLuca and Monica Watrous to give us a rundown of some of the most notable sights, sounds and smells - including elevated convenience food, new base ingredient puffs and powdered condiments (eh?!).

Read their Fancy Food Show review here.

AND: Ready to go Fancy Food deeper?

Check out this rundown of some of the most exciting new product launches at this year's show.

This week's Community Call sees Sherry Frey of NielsenIQ step into the fray by providing an exclusive look into 2024's consumer trends.

Discover what's flying off the shelves in the natural and conventional channels, understand evolving wellness preferences, and learn how consumers are reshaping branding and packaging.

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.

Hurrah! The Nosh Podcast is back! On the first podcast of the year, we welcome Nosh managing editor Monica Watrous and reporter Adrianne DeLuca from the frontlines of the Winter Fancy Food Show.

CPG's new power team is joined by chef and cookbook author Jenn de la Vega and Drexel University professor Jonathan Deutsch to discuss industry innovation and the latest food and bev releases on display at this year's show.

Spin this week's podcast here.

"VC model is a big bet [...] you’ve kind of committed to a high-growth model"

This week's deep dive comes from business relations expert Monica Watrous who talks to a group of founders and entrepreneurs and the radical shift in the CPG landscape over the last five years - from free-flowing VC money to depressed valuations and tightened consumer demand.

Monica poses some difficult questions to those who have been through the wringer - and in turn brings out insightful stories.

Read the full report over on Nosh.com.

What are your thoughts, Sunday readers? What advice can you give to those thinking of taking the startup plunge? And how have you weathered the difficult economic storms of recent years? Click here to send in your comments.

Notable new products: cosmic creme Oreos and Choco Natchos.

A roundup of some of the more interesting product launches this week.

Distro: Fly By Jing continues retail march, Grillo's Pickles heads to Sprouts.

A look at what's being packed into the big rigs in January.

Justin's goes nostalgic with Chocolate Candy Pieces.

Retro Cool Editor Shauna Golden uncovers the organic cleaner ingredient deck not-M&M's made with Rainforest Alliance Certified cocoa.

Sales Representative - Crank Arm Brewing Company

Raleigh, NC

Regional Sales Representative - Chicago North - Maplewood Brewery & Distillery

Chicago, IL

Bay Area Brewery Sales Representative - Dust Bowl Brewing Co.

Bay Area, CA

2023 was another rough year for companies seeking investment according to the just-released FABID 2023 Annual Report, writes Nosh Dealbroker Extraordinaire Jeff Klineman.

FABID founder Ryan Williams breaks it down for us:

• 231 brands raised funding in 2023 - down from 308 in 2022 and 400 in 2021.
• Total investment was down 36% YOY.
• Not-meat slingers faced the worst of it: after attracting $1BN investment in 2021, the sector brought in less than $100M last year.
• From a peak of 88 in 2018, just a 'handful' of new funds were launched in 2023.

On the positive celebrity brands are on the rise: FABID expects over 100 actors to have launched a CPG brand by the end of 2024. Klineman Coffee, anyone?

Read the full report over on Nosh.com.

🥡 Key Takeaway: We knew times were tough but this report starkly spells it out - from the smaller large-scale investment plays to the huge drop in early seed (<$3M) funding, one wonders where this will bottom out. Celebrities aside, it shows that startups need to continue to focus on the bottom line from day one.

STAND BY YOUR BRAND (I've been waiting years to write that): Dolly Parton is all-in on Conagra Brands with her new line of frozen, refrigerated, grocery and snack items.

Following a successful Duncan Hines cobranding exercise, the undisputed queen of the South is flying solo with products such as a buttermilk pancake mix and eh, well, that's all Conagra has announced so far.

Celebrating the madness, Dolly fans can pick up a limited-edition Bake Like a Rockstar kit over at bakingwithdolly.com.

AND FINALLY: No, it's not a middle finger, it's just a giant droopy Cheeto: Set a course for Toronto as the NHL All-Star Weekend rolls into town alongside a 16ft 'Cheetos Top Cheetle' statue (Cheetle apparently being the word for that trademark Cheetos finger dust).

Aside from the chance to take a picture in front of a giant stained glove, fans can try their hand at a claw machine for some Cheetos-inspired swag.

If anyone needs me, I'll be in the basement den microwaving my just delivered White Castle Love Kit (the candle smells like a 12ft plancha). Until next week, your host,

Mark Murphy

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