RollinGreens Expands Availability of Plant-Based Meat Alternatives, Seeks to Become Shelf-Stable Category Leader

RollinGreens has expanded its retail footprint through partnerships with Sprouts, Walmart, Raley’s and Safeway & Albertsons banners in a continued effort to become a category leader in the shelf-stable, plant-based meat space. The new distribution gains bring the brand’s total store count to 4,300.

The growth is part of a broader push that will continue in the latter half of 2023 and boost the brand’s nationwide footprint: Sprouts is set to move RollinGreens from the Innovation Center – a section that calls attention to rotating selections of new products – to a fulltime location across stores, Walmart will grow the brand from 1,700 to 2,400 stores in July, Raley’s will pick up the brand in September, and Safeway & Albertsons will take on the brand in Southern California in November. By year’s end, the brand is aiming to be in 5,900 stores, according to co-founder and CEO Lindsey Cunningham.

RollinGreens products are located in the center of the store in the traditional Mexican set with the exception of Walmart, where the brand can be found in the shelf-stable meat section. The shelf-stable nature of the product lends itself to more opportunities to secondary placements to gain more visibility and trial, Cunningham told NOSH.

Founded in 1980 as a Colorado-based food truck by the parents of owner Ryan Cunningham, known as Chef Ko, RollinGreens entered CPG in 2016 with frozen Millet Tots but, as of 2022, the company has been focused exclusively on its shelf-stable plant-based meat alternatives. Sales data backs up that decision, as within the past year, Cunningham noted, RollinGreens has achieved greater distribution with its ME’EAT crumbles than it did during the five and a half years of its Millet Tots and Cauliflower Wings being on shelf.

Currently available in four varieties – Ground Taco, Classic Salt & Pepper, Chorizo and Chopped Chic’ken Fajita – the plant-based meat alternatives are made with pea protein and pack 7 to 9 grams of protein per serving depending on the flavor. Chopped Chic’ken Fajita, the brand’s most recent addition launched in March, features a blend of shitake mushroom, rice and pea protein and contains all nine essential amino acids.

The landscape for plant-based meat continues to evolve as more products and varieties emerge within the category, according to a recent report by the Plant Based Food Association (PBFA). In 2022, frozen plant-based meat accounted for 63% of total plant-based meat sales, growing 5% in dollars, while shelf-stable meat grew 3% in share and 83% in dollars.

“Where we sit is a category that is on the cusp of explosion. We’re very excited about being a category leader in this [shelf-stable] category that is new to plant-based meat,” said Cunningham. “Plant-based is an $8 billion category and rapidly growing. And this is a new segment of the category that we are really excited [about].”

While the shelf-stable meat category has existed for years, outside of alt-tuna options, products have been limited. In 2019, Adda Veggie by Down to Cook launched a line of protein-rich ground meat alternatives designed to be mixed with veggies and formed into patties, meatless meatballs or used as a crumble. In 2021, Canadian plant-based food company Above Food acquired Atlantic Natural Foods, including shelf-stable alt-protein brands Loma Linda and Neat, from AFT holdings.

“The shelf-stable protein space is certainly a difficult category to enter. However, we have been able to not only make shelf-stable plant-based meat to begin with, but have done it with taste first, no soy or wheat and clean ingredients, which is a real differentiator,” said Cunningham.

Looking ahead, RollinGreens will remain focused on supporting its retail growth (around 65% of the brand’s sales) and building out the food service side of its business (20% to 30%) before working on new innovations. In order to scale its foodservice presence, which targets co-branded partnerships, restaurants, QSR and colleges and universities, the brand is currently working on hiring a full-time director of food service.

When asked if the brand would ever make a move back into the refrigerated space, Cunningham said, “We never say never. But I would say the goal is shelf-stable. That’s really the path for the future and where our innovation lies over the next few years.”