If you weren't watching food news for the last 7 days, here's the catch-up:

1. PepsiCo is pivoting to fresh food 🥑

The maker of Doritos and Pepsi is pushing into fresh groceries like guacamole, hummus, and gazpacho, chasing a $271 billion part of the store. All because shoppers are moving away from processed snacks toward fresher food, and even the biggest processed-food company can't ignore it.

2. Nestlé is selling off $1 billion worth of vitamin brands 💊

The food giant agreed to sell seven supplement brands, including Nature's Bounty and Ester-C, to a private equity firm. It's part of a bigger push to shed brands and focus only on its strongest ones.

3. Young shoppers are ditching big brands for store brands 🛒

Gen Z and millennials drove 81% of the growth in private-label (store brand) sales this year. Younger buyers care less about famous names and more about value, health, and new flavors.

The old food giants are under pressure, cutting and reshuffling, while younger people move toward fresher, newer, better-value brands.

The power is shifting from the big names to the next generation of brands.

More fresh out of the oven next week.