Distribution Roundup: Mason Dixie Expands to Whole Foods Nationally and Wegmans

In the latest distribution news, Mason Dixie Foods expands into Whole Foods nationally and enters Wegmans, RollinGreens debuts at Kroger and Walmart, and Tone It Up launches new protein bars and powders in Kroger stores.

Mason Dixie Grows Whole Foods Footprint, Enters Wegmans

After changing its name from Mason Dixie Biscuit Company to Mason Dixie Foods, the frozen baked goods brand recently grew its distribution in Whole Foods and entered Wegmans, its first major Northeast-based retailer.

Whole Foods’ Mid-Atlantic region first took on the Washington, D.C.-based brand in 2015 as a local producer. The retailer will now carry both the brand’s Cheddar and Buttermilk biscuits in all of its stores nationwide. Meanwhile, Wegmans has picked up those flavors as well as two new ones, Cheddar Chive and Garlic Parmesan, which launched in June.

The moves come as Mason Dixie looks to expand within the frozen breakfast set. The company in June launched frozen scones in Publix, as well as sweet rolls that will hit retail this month. To accompany the innovations and name update, the brand also debuted new packaging that will fully roll out this month.

“We wanted to make sure we had a broad enough identity that could translate across all the new products coming out and encompass different categories and innovations,” founder and CEO Ayeshah Abuelhiga said.

Soon to be in 5,100 stores, the company doubled its footprint last fall before further adding West Coast Target locations this past spring. The brand will also relaunch its direct-to-consumer online store in the coming weeks after discontinuing it at the end of 2019 due to high shipping costs. However, demand during the pandemic proved it is needed, Abuelhiga said; as consumers ate more breakfast at home, Mason Dixie’s sales were 200% higher than projections for April and May.

To help fuel its expansion, the company in February closed a $4.8 million Series A round from private investors who fund women and minority-run businesses, she noted. However, the company in June shuttered its Washington, D.C.-based restaurant that inspired the frozen biscuit line.

“It was a hard decision to make, but a better move to focus our energies on frozen for now,” Abuelhiga said. “Maybe in the future things [will] change.”

RollinGreens Adds Kroger and Walmart, Doubling Distribution

Frozen food company RollinGreens is growing its distribution into Walmart and Kroger stores nationwide, nearly doubling its retail footprint from 2,000 to 4,000 stores.

This month, the brand will launch its Teriyaki and Spicy Green Buffalo Cauliflower Wings into 340 Kroger-owned stores, including Ralph’s, King Soopers and Fred Meyer. In September, Walmart will add Sweet Mustard and Teriyaki Cauliflower Wings, as well as Onion & Sea Salt and Garlic & Basil Millet Tots, to stores in 25 states.

The Boulder-based brand, which started as a food truck in 1980 before launching a packaged food line in 2015, produces comfort food alternatives, including tots made from millet, an ancient grain potato alternative, as well as Crispy Cauliflower Wings. The products are currently sold mostly in conventional retailers (about 62% of the brand’s footprint) with a growing presence in natural retailers, such as Whole Foods, Wegmans and Central Market. Co-founder and CEO Lindsey Cunningham said direct-to-consumer is the brand’s second highest-grossing channel and will remain a “big priority” moving forward.

The company’s sales are up over 145% in many of its key retailers, with growth of roughly 80% year-over-year in March and April, she added, despite some retailers being out-of-stock for about 45 days during the pandemic. There’s also been fresh consumer interest after the founders appeared on Shark Tank in May, during which they won a $500,000 investment in exchange for 20% equity from investor Robert Herjavec. Since then, the company’s direct-to-consumer site traffic has grown 40,000%.

Tone It Up’s Protein Bars and New Protein Powders Launch in Kroger Nationwide

Fitness brand Tone It Up in June launched its plant-based Protein Bars and a new version of its Protein Powders in Kroger stores.

The enhanced powders are made with a blend of pea, oat and chia and a new ingredient, chicory root fiber, which adds natural sweetness and increases fiber content. Each serving has 15 grams of protein and 110 calories per serving, with 14 servings per container. The retailer took in the company’s most popular flavors, Vanilla and Chocolate, each with an MSRP of $26.99. According to the brand, its protein powders are the top-selling in the category in Target stores. Additionally, the company’s Protein Bars rolled out in 500 Kroger stores in Birthday Cake and Peanut Butter Chocolate flavors, sold in boxes of four bars with an MSRP of $8.99. Kroger already sells Tone It Up protein shakes, and the brand also produces a line of protein bites.

Based in Manhattan Beach, Calif., Tone It Up’s plant-based products target female consumers. The brand was founded in 2009 by personal trainers Katrina Scott and Karena Dawn, who believe they are two of the first fitness influencers, pioneering a community that has 1.4 million Instagram followers and offers a mix of food and fitness content.

Tru-Nut Single-Serve Powdered Peanut Butter Debuts at Publix

Powdered nut butter brand Tru-Nut debuted new single-serve powdered peanut butters at Publix in May, aiming to drive trial as consumers seek to incorporate more plant-based protein into everyday foods. The retailer already sells Tru-Nut’s original line of powdered peanut butter and peanut flour.

The Atlanta-based brand, founded in 2013, says the single-serve stickpack, which retails for $0.99, can be used in smoothies, cereal, yogurt and more. Each pack has 80 calories and eight grams of protein.

“Everything we believe in as a company is exemplified in the new Stickpacks,” said owner and president Reid Edgar. “We created a great-tasting product that allows you to eat healthy without changing your lifestyle.”

The brand’s other products include Powdered Almond Butter, Peanut Flour, Peanut Protein Powder, Almond Protein Powder and Keto Collagen Protein Powder blends and are sold in 8,000 stores, including Harris Teeter, Tops and independent retailers.

NuttZo Keto and Paleo Butters Launch in Kroger

San Diego, Calif.-based seed and nut snack brand NuttZo launched its Keto Butter and paleo Power Fuel Crunchy butter into 1,700 Kroger stores last month.

The company’s sugar-free Keto Butter launched last year and quickly became popular on Amazon, according to owner and founder Danielle Dietz-LiVolsi. The product contains two grams of net carbs via a blend of almonds, coconut, brazil nuts, pecans, macadamia nuts, flax seeds, chia seeds and Celtic sea salt. Power Fuel Crunchy butter uses a different recipe of cashews, almonds, brazil nuts, flax seeds, chia seeds, hazelnuts, pumpkin seeds and sea salt.

Although nut butters are already often a low carb snack, these SKUs, in particular, have resonated with consumers adapting low-carb, keto and paleo diets, Dietz-LiVolsi said. Power Fuel Crunchy butter is the brand’s top-selling product. The company produces three other butters, three ‘2Go’ butter packets and four bars, all of which are sold via its website, Thrive Market and in stores including Whole Foods Market, Sprouts and Fresh Thyme.

Dietz-LiVolsi launched the brand after creating nutritionally-dense options for her son, who was diagnosed as vitamin-deficient when she adopted him. The company donates portions of its sales to nonprofit Project Left Behind, which helps neglected and orphaned children.

Mezcla Debuts in Walmart

Plant-based protein bar startup Mezcla debuted in 625 Walmart stores across the country last month and will launch an e-commerce platform this month.

Mezcla is Spanish for “mixture,” and the New York City-based brand aims to add a little art into the food industry via a pack design with QR codes linking to a user-generated online art gallery. The bars are available in three flavors include Peruvian Cocoa Peanut Butter, Japanese Matcha Vanilla and Mexican Chipotle Hot Chocolate; each contain 10-11 grams of protein and feature packaging designed by artists Saki Murakami (Japan), Karina Arceo (Mexico), and Cesar Caycho (Peru).

The brand was funded via a Kickstarter campaign that launched in February and raised nearly $32,500. It will partner with influencers to launch a new website on August 5.

Mezcla was originally scheduled to debut at Expo West, but, after the show was cancelled, the brand donated 30% of its bars to New York City hospitals. Additionally, a portion of its sales are donated to school art programs, the most recent being Charlottesville High School’s ‘At Home Art Kits’ initiative.

“The pandemic has really pushed us to think about what we can do for others,” co-founder and CEO Griffin Spolansky said.

Other Distribution News Includes:

  • RightRice in June launched a partnership with meal delivery platform Territory Foods, which offers a seafood-based and a vegan paella dish each made with the rice alternative.
  • Chicago-based fresh baby food brand Lil’ Gourmets is launching in select Meijer stores, where it will be sold in coolers located in the baby aisle.
  • New York-based snack company Top Seedz is launching new six-seed gluten- and grain-free crackers into its third Whole Foods region.
  • Gluten-free baking mix brand Josie’s Best launched in Whole Foods’ Pacific Northwest region.
  • Organic paneer brand Sach Foods in June launched in 70 stores in Whole Foods’ Pacific Northwest region and is now in 120 stores.
  • Functional food brand f(x) foods last month partnered with coffee brand La Colombe, launching its bars into 30 La Colombe cafes.
  • Austin-based heat-and-eat empanada brand Cocina54 launched two flavors, Traditional Beef and Chicken & Peppers, at Fred Meyer stores.
  • Cookie brittle brand Brooklyn Bites entered 47 Whole Foods Market stores in the Northeast in July.