"Gum is Dumb" says ... a gum company?

Functional gum and mint brand Neuro launched its first brand campaign, titled "Gum is Dumb, Neuro is Smart (Gum)"—a playful reframing of gum from a passive habit to a functional tool for cognitive health. The brand is aiming to challenge a long-stagnant category and make its benefits like energy and focus instantly clear. Featuring real sloths and reportedly shot using cutting-edge studio technology, the resulting content aims to blends real-world footage with hyper-stylized visuals to bring the "smart vs. dumb" contrast to life. The hero video follows an actual sloth as it swaps generic pink bubble gum in the jungle for Neuro’s "smart gum" and suddenly finds itself in a high-performance setting—on stage at piano recital. The campaign launch builds on strong momentum for the brand, which has sold over half a billion pieces to date and recently returned to Shark Tank, securing an investment from Daniel Lubetzky.

Godiva, you don't look a day over 99

Courtesy of Godiva

This month, Pladis's Godiva brand—the chocolatier founded in Belgium in 1926—is celebrating 100 years of craftsmanship, honoring a legacy of artistry, innovation, and timeless indulgence, it says. To celebrate 100 years, it released the Centennial Collection, an LTO assortment crafted by its chef chocolatiers, available in 10- and 20-piece varieties, as well as a 2D animated film, reportedly marking the first time a premium chocolate brand has brought its story to life in this way. Additionally, Godiva and United Airlines are marking their shared centennial anniversaries with a special onboard and lounge offering throughout this month. The brand's chocolate pieces will be available on select domestic United First flights and across all six United Polaris lounge locations.

M&M's steps onto the court

Courtesy of Mars

As the WNBA tips off its historic 30th season with record-breaking momentum, Mars Snacking has announced that M&M’s was named the league’s Official Chocolate Partner, launching a multi-year collaboration that began at the 2026 WNBA Draft on April 13. The partnership will focus on bringing "courtside" energy to fans through co-created content and in-arena activations, and the collaboration tipped off with an interactive photobooth experience and product giveaways at the draft. The partnership brings together two brands dedicated to creating unforgettable, shared experiences for fans, the brands say—underscoring that with basketball and chocolate, “It’s More Fun Together.”

Cupcake brand purveyor encourages community

Courtesy of Baked by Melissa

On April 21, viral content creator, Baked by Melissa co-founder and president and New York Times bestselling author Melissa Ben-Ishay published her latest cookbook, Come Eat: 100 Nourishing Recipes to Eat Every Day. As the content creator who took off on TikTok during COVID with her viral salad recipes, Ben-Ishay has reportedly spent the last two years evolving her food philosophy into something more intentional, nostalgic, and community-focused. Come Eat delves into how gathering around a table for a nourishing meal can anchor a family, rebuilding that sense of IRL community and togetherness lost during the pandemic.

Scottie dog cookies gives back

Courtesy of Walker's Shortbread

Walker’s Shortbread is putting its Scottie to work for a sweet cause, launching a national, multi-year partnership with ASPCA through its new Shortbread That Saves initiative—pledging at least $100,000 every year to help animals in need. Every bite of the Scottie-shaped cookies helps make it happen—purchases of the Shortbread Scottie Dogs Carton, Mini Scottie Cartons and Bags, and Dog Tins all contribute to the cause. Consumers can snag the treats at select retailers nationwide and online at  us.walkersshortbread.com, with expanded distribution at additional retailers beginning in May; just look for the Scottie and the ASPCA partnership callout on packaging to support animals in need through their purchase.