Distribution: Immi Finds Military Consumer Base

Immi Finds Military Consumer Base

Better-for-you ramen producer immi has upended the category and expanded into all major channels of trade from conventional to natural, club and mass retail. This month, the company is suiting up to enter a new space as it rolls out to approximately 150 Defense Commissary Agency (DeCA) locations on U.S. military bases across the U.S., European Union and Far East.

“This deal with the military channel is incredibly meaningful to us,” said Tyler Olivas, immi director of sales. “Many of my family members and close friends have served in the military, so bringing immi to commissaries on U.S. military installations across the world feels deeply personal. For the brand, this partnership is a significant step in expanding our reach to a loyal and diverse customer base.”

Olivas joined the company in 2023 as it was entering retail and said having worked with the military channel in the past, it was one of the first partnerships he began to seek out. As the brand has proven itself in traditional grocery retail, this opportunity began to take shape, he explained.

“In my past experiences, DeCA has been an incredible partner and continues to be one by providing immi with this opportunity,” Olivas said. “We’re excited to provide military families with a better-for-you, high-protein ramen option while continuing to grow our mission-driven brand.”

Both immi’s pouch and cup formats will be sold on the bases. According to Olivas and co-founder Kevin Lee, this partnership is just the beginning of immi’s expansion into the space, with Lee noting in a LinkedIn post that the U.S. Navy also recently requested products be sent to rescue swimmers.

“Military installations act like a mini city in a lot of ways so there are multiple ways [to expand] other than Grocery (DeCA),” said Olivas. “I think out-of-home opportunities or more convenient formats – [like] gas stations and exchanges – are areas we think we can provide immense value. There is no reason why military families can’t have better ramen options, regardless of where they’re shopping.”

Maazah Heads to Whole Foods

Women and MENA-owned chutney startup Maazah is expanding its sauce’s store footprint with an agreement to distribute its Cilantro Chutney, Lemon Ailoi and Mango Chutney to Whole Foods Market stores nationwide, according to an announcement on LinkedIn.

“Maazah was born from the spirit of our immigrant family, who taught us resilience, hard work, and the value of bringing people together through food. Bringing our family recipes to shelves across the country is not only a celebration of our culture but a tribute to their legacy,” reads the post.

The sauces, designed for spreading, dipping, and drizzling, will be available for a SRP of $7.99 per 10 oz. bottle.

Del Real Foods Expands Kroger Partnership

California-based Del Real Foods, a purveyor of Hispanic fresh foods that was acquired earlier this month, is deepening its partnership with Kroger with the introduction of its Birria & Cheese Pupusas across seven Kroger divisions, including Ralphs and King Soopers.

“With the demand for Hispanic dishes on the rise and growing consumer interest in pupusas, we’re excited to be expanding our retail partnership with Kroger. At Del Real Foods, we believe authentic recipes, fresh ingredients, and modern convenience can – and should – live together on the same grocery store shelf,” said Daniela Simpson, CMO at Del Real Foods, in a statement.

The gluten-free pupusas, crafted with stone ground corn masa and stuffed with beef birria and mozzarella, are priced at $9.69 per 6-pack but will be discounted to $7.99 through December to drive consumer trial.

Mikuna Brings Its Plant-Based Protein to Sprouts

Mikuna’s Pure variety plant-based protein powder, perhaps best known for being the exclusive plant protein at Erewhon’s tonic bars, is now featured in the “New For You” section of 300 Sprouts Farmers Market locations nationwide as part of the retailer’s Forager Program.

“[This] program provides us with a fantastic platform to showcase our innovation and reach a new customer base to drive awareness on choco throughout Sprouts,” said Ricky Echanique, founder and CEO of Mikuna, in a LinkedIn post.

The product is made from chocho, a regenerative plant-protein native to the Andean region of South America, and contains 20 grams of protein per serving. Beyond Sprouts, the brand’s protein powder – also available in Vanilla and Cacao varieties – is available at select Whole Foods stores across the country and a plethora of regional grocers in California.

Mikuna’s new retail partnership comes on the heels of a recent debacle with former CEO Tara Kriese, who was terminated by the company in 2022. Her complaint, filed in January 2023, alleges breach of contract, failure to pay wages, and breach of the implied covenant of good faith and fair dealing.

SUMM! Lands in Publix

British Columbian, Asian-inspired prepared foods producer SUMM! has expanded its stateside retail presence with a launch in Publix. The new distribution deal brings the brand’s products to more than 20 retail banners across the U.S.

The retailer will carry SUMM!’s Vegetable Gyoza Dumplings, Pork & Shiitake Gyoza Dumplings, Sesame Ginger Chicken Gyoza Dumplings, and Thai Basil Chicken Spring Rolls in its deli section.

“We’re thrilled to partner with Publix and roll SUMM! Brand products out on a much larger scale in the U.S. market. This expansion represents a major step in our ongoing growth strategy, allowing us to serve new customers while deepening our relationships with retailers,” said Jason Longden, CEO of SUMM!’s parent company, Fine Choice Foods, in a press release.

To support this stateside growth, Fine Choice Foods is upgrading its Richmond, B.C., facility with additional equipment in order to ensure SUMM! can meet rising demand from consumers, according to the company.

Kokada Launches in Whole Foods Across the Southeast

Coconut spread maker Kokada has announced a new distribution partnership with Whole Foods in its Southeast region that, according to the brand, has been a year in the making.

The natural retail chain will carry the brand’s two most popular flavors: Original and Brownie. Both SKUs are crafted with coconut treacle (natural coconut sap), coconut, and carrageenan (a natural ingredient from red seaweed used to thicken and preserve) and are free of refined sugars.

Other notable distribution moves:

• Tahini brand Soom is expanding its 11 oz. Premium Tahini to over 1,000 Walmart stores nationwide where it will be available for $6.49 per jar.
• Country Archer Provisions is rolling out Ancestral Beef Blend Meat Sticks to Whole Foods stores across the country; the product is available in Original and Spicy varieties and is made with 80% grass-fed beef, 10% beef liver, 10% beef heart and no added sugar.
• Ethically-sourced chocolate company Tony’s Chocolonely is celebrating the holiday season with its debut at 14,000 Starbucks locations across the U.S. where its Milk Chocolate Gingerbread bar will be available at the checkout counter holiday set.
• Globally-inspired candy brand Better Sour announced an expansion to Hy-Vee stores across Iowa and Illinois after a buyer from the chain cold-emailed the company’s general inbox inquiring to bring in the products, said co-founder Bella Hughes in a LinkedIn post.
• Stir-fry sauce brand Bowlcut made its Target debut, rolling out its Classic and Spicy Lemongrass sauces to select locations across the Midwest, Southeast, West Coast and Midwest.