Distribution Roundup: Know Brainer Launches in Walmart and CVS

In the latest distribution news, Know Brainer’s Max Mallows land in Walmart and CVS, Whole Foods adds offerings from Yolélé and Fancypants Baking Co.’s new keto cookies hit shelves at multiple retailers.

Know Brainer’s Max Mallows Hit Shelves at Walmart and CVS

NOSH Live Pitch Slam 7 winner Know Brainer rolled out its Max Mallow line of sugar-free ketogenic marshmallows into Walmart and CVS last month. While CVS took in the brand’s Classic Vanilla, Burnt Caramel Cinnamon Toast and Lightening Vanilla flavors in 100 locations, 150 Walmart stores added all six varieties to its shelves. Know Brainers keto-friendly creamers will also be available on Walmart.com.

Leidich said she first connected with CVS at NOSH Live Winter 2019, where a CVS investment partner was scouting brands to attend the upcoming CVS Innovation Summit. The brand originally caught the attention of Walmart after its creamer won the 2018 East Expo East Nexty Award for Best New Special Diet Food. Leidich said the opportunities will allow the brand to reach more conventional shoppers and continue its growth beyond the natural and speciality channel

“We can now supply the first and only zero sugar marshmallow on the market with maximum benefits and zero guilt to a mass market,” Know Brainer founder and CEO Shari Leidich said. “Max Mallow needs to be in every home.”

With the addition of Walmart and CVS, Know Brainer is now in 2,300 doors, including Whole Foods, Safeway, H-E-B, Vitamin Shoppe, Hy-vee and Earth Fare.

Leidich said the brand is able to maintain its margins with the CVS and Walmart partnership by shipping products directly to stores rather than through a distributor. Over the past few months, the company has also heavily focused on e-commerce sales because of the larger margins the channel allows for. During the pandemic, Leidich said, these efforts particularly paid off, with Max Mallows seeing a high reorder rate.

“Currently, Max Mallow is proving to be a product that sells itself,” Leidich said.

Yolélé Launches Nationally at Whole Foods

African food company Yolélé launched its line of fonio, an ancient East African grain, in Whole Foods nationwide this month. Yolélé also debuted its new line of Fonio Pilaf blends to the Northeast and North Atlantic regions of Whole Foods. The pilaf will debut in Yassa!, made with caramelized onions, lime and chili pepper; Suya Spice, an ode to the spiced grilled skewers sold by street vendors in West African cities; Dakar Curry, which contains sweet currants; Greens!, which has additional protein and amino acids from the addition of moringa and Afro-Funk, which has probiotic benefits.

Both its Fonio and Fonio Pilafs now feature new packaging celebrating the brand’s African roots, available at the natural retailer for a suggested retail price of $5.99.

In the foodservice channel, Yolélé will also introduce a gluten free Fonio Flour, a fine-milled flour with the same health benefits of the fonio grain. The flour has a slightly nutty flavor but is neutral enough that it can be used as an alternative in everything from baked goods to breads to pastas, and even as a thickener for sauces.

Before the national launch, the brand was available in approximately 40 Whole Foods locations, first entering the retailer’s Harlem location three years ago. The brand is also available at The Fresh Market, King’s and Balducci’s.

“West African Foods were named a Top Ten Trend for 2020 by Whole Foods Markets, and now people across the country will be able to experience and enjoy it through Yolélé fonio,” co-founder Pierre Thiam said. “We are so proud and grateful to see our cuisine and ingredients getting the spotlight they truly deserve.”

Fancypants Baking Co Adds Costco, Whole Foods

Massachusetts-based cookie brand Fancypants Baking Co. last month launched its new Keto Friendly Cookies in Costco Northeast stores, most Whole Foods Market stores nationwide, Raley’s Supermarket and on Amazon.com.

The pumpkin and sunflower-seed based cookies are available in 6 oz. and 18 oz. containers in two flavors: chocolate chip and double chocolate. A portion of every sale of these cookies will be donated to non-profit partner 1% for the Planet.

Additionally, Smart & Final Supermarket stores have taken on the brand’s Crispy Cookies in limited edition flavors Lemon Ginger, S’mores and Orange Burst seasonal flavors throughout May and June, and will add additional flavors later in the year. BJ’s Wholesale Club will also offer a club size 15.5 oz. container of the S’mores flavor at all locations.

Dressings and Marinades from Cleveland Kitchen and Gotham Greens Hit Whole Foods

Greenhouse-grown produce brand Gotham Greens launched its pesto and dressing line in Whole Foods nationally last month. The company’s new chimichurri marinade and sauce also launched in Whole Foods and select retailers in the Northeast this month.

Gotham Greens’ dressings — available in Green Goddess, Vegan Goddess, Basil Caesar and Lemon Basil Vinaigrette flavors — along with pesto in Spicy, Classic and Vegan varieties, are now available in the retailer’s produce section. First launching with a line of salad greens and herbs, the launches help move the company further into value-added products.

“There’s a lot of synergy for convenient, delicious plant-forward food and fresh ingredients,” founder and CEO Viraj Puri said. “We see ourselves as a fresh food company, not a produce company.”

This spring, Cleveland Kitchen also rolled out its gut-healthy fermented dressings and marinades in Whole Foods nationwide. The dairy-free dressings utilize the brand’s classic sauerkraut flavors, and are available in Hail Caesar, Sweet Beet, Roasted Garlic and Gnarly Miso Jalapeño for $5.99 each.

Other Distribution News Includes:

• Top 8 allergen-free vegan cookie brand Partake’s Soft Baked Cookie Butter, Crunchy Chocolate Chip and Crunchy Birthday Cake flavors hit shelves nationwide at Target and target.com last month.
• All five flavors of organic superfood bar brand LivBars are now available in 88 select Walmart stores in California, Arizona, Texas, New Mexico and Florida.
• Bushwick Kitchen’s Trees Knees maple syrup in Butter Maple and Spicy Maple flavors hit Walmart shelves nationwide in April.
• Veggiecraft Farms’ Microwaveable Pasta Cups made with cauliflower and sweet potato are now available at over 2,000 Walmart locations and Walmart.com
• Ice cream brand Coolhaus launched its new Multiserve Sammies and Dairy Free Mini Cups at Whole Foods Markets nationwide and for delivery on Uber Eats and Postmates.
• Craft coffee maker Night Shift Coffee launched three of its flagship coffee blends — Lovejoy, Chelsea and Everett — at Whole Foods locations in Massachusetts this spring.
• Last month, CBD and edibles brand AZUCA launched its Infused Sugar Sticks, Simple Syrup and Infused Chocolate coins in dispensaries, retail stores and coffee houses in Arkansas, Colorado, Connecticut, Florida, Georgia, Hawaii, New Mexico, New York, Oregon and West Virginia.
• Beekeeper’s Naturals expanded its Canadian partnership with Whole Foods, rolling out its B. Powered Superfood Honey, B.Lxr Brain Fuel and Bee Pollen in 422 United States locations.
• Supergrain Puff maker Regrained launched all five of its SKUs at REI.com last month, and will be available in-store once locations re-open.