The hard candy brand is expanding its presence in softer offerings, while Uncrustables launches its first new flavor in a decade.

The brand upended the $2.6 billion U.S. tinned fish market by touting its sustainability and transparency attributes while using distinctive packaging.

CEO Fengru Lin said Turtle Tree Labs is avoiding work on commoditized offerings that have hurt other meat and dairy alternative producers.

It has been lauded by supporters as the next healthy superfood, with a positive impact on heart, gut and immune health.