Distribution Roundup: Afia Launches in Publix and Sprouts; Lightlife Forms Exclusive Whole Foods Partnership

Afia Hits Publix and Sprouts

Mediterranean food company Afia this week announced its expansion into Sprouts Farmers Market nationwide and Publix in the Southeast. The launch brings the brand’s footprint to 1,775 stores nationwide, doubling its store count at the start of this year.

The retailers will carry the brand’s frozen falafel offerings in Traditional, Turmeric, Garlic & Herb and Sundried Tomato flavors, all sold for $5.29 per 9 oz. bag.

Afia founder and president Farrah Moussallati Sibai said the new distribution in Publix will give the Austin, Texas-based brand a presence in the Southeast and West for the first time, and believes it will be successful with the retailer because its shopper base is similar to that of H-E-B, where the brand has been “wildly successful,” she said. Meanwhile, Sprouts marks the brand’s first national retailer.

“Sprouts is a big strategic win for Afia as an all natural products brand and hopefully will offer their customers a unique offering,” she said. “I am confident that their shoppers will appreciate Afia’s commitment to whole food ingredients, and our vegan, gluten-free and soy-free products.”

Moussallati Sibai, who is of Syrian and British descent, founded the brand in 2017 with the mission to “make food powerful,” identifying a connection between food and identity. She said 2021 has been “a huge year” for the brand, notching $1 million in sales. To support this growth and better reflect its brand ethos, Afia rolled out new packaging and brand identity in June.

“I wanted our new packaging to have a feel for my heritage and be bright and modern just like our products, which are a fusion of our generations-old traditional recipes mixed with modern flavors,” she said. “The new identity takes inspiration from traditional Arabic tiles and their super-saturated colors, then uses bold fonts and icons to create a more modern aesthetic.”

As it grows its nationwide distribution footprint, the brand will also be moving to a new facility, relocating from its 6,000 square foot facility in Jarrell, Texas to a 21,000 square foot facility in Taylor, Texas. The move will increase the brand’s production capacity tenfold, Moussallati Sibai said.

Lightlife Forms Plant-Based Chicken Partnership With Whole Foods

Greenleaf Foods announced a partnership with Whole Foods Market today, with its Lightlife brand now serving as the exclusive unbreaded plant-based chicken provider for the natural retailer’s prepared foods department across the U.S. and Canada.

The whole-muscle chicken made from pea protein will be used in a number of recipes across its hot bar, cold salad bar and grab-and-go offerings, including its new Classic Vegan-Chicken Salad.

“Whole Foods is known for its high-quality, nutritious and convenient meal options, and we are excited to work with and launch this innovation to satisfy their customers,” said Jitendra Sagili, Chief Research, Development and Food Technology Officer of Greenleaf Foods. “This unique, versatile design is the result of collaboration with the Whole Foods Market’s culinary team that has a taste, color and pull-apart texture that delivers on chicken experience.”

The partnership with Whole Foods is the company’s latest foodservice collaboration with its line of plant-based chicken products. In August, the company partnered with Canada’s Pizza Pizza to add two products, Lightlife Plant-Based Chick’n Sandwich and Plant-Based Chick’n Bites, to its menu.

The company also debuted its largest marketing campaign to date last month, unveiling a series of 30-second spots across television, online video and social channels featuring the voice of actress and comedian Awkafina. The spots emphasized the company’s “simple” ingredient deck after the company said it has worked over the last year to “reinvent its portfolio by removing unnecessary ingredients.”

Pipcorn Expands Cheese Balls Distribution

Snack brand Pipcorn is growing availability of its Cheddar and White Cheddar Cheese Balls, with the products hitting shelves in 220 Target stores and 206 Walmart locations this week. The new placements expand the New York-based brand’s presence in key markets like Chicago, Denver, Portland and Atlanta, the company said.

This week, Pipcorn is also debuting a limited edition Cheese Balls Tub featuring its Cheddar Cheese flavor at Whole Foods Market nationwide, sold for $6.99.

“Ever since the inception of Pipcorn, we have seen consumers’ increasing desire for better-for-you alternatives to nostalgic snacks,” Pipcorn co-founder Jeff Martin said in a press release. “With the expansion into Target and Walmart, as well as our limited-edition Cheese Ball Tub launching in Whole Foods Market, we are excited to make cleaner snacking more accessible and recreate one of my personal favorite childhood snacks.”

Launched in 2019, the Cheese Balls are also sold at retailers such as Stop & Shop, Sprouts, ShopRite and The Fresh Market. Pipcorn’s portfolio of products, which use heirloom corn in an effort to preserve agricultural biodiversity, includes Heirloom Popcorn, Corn Dippers, Crackers and Crunchies, which can also be found at Kroger and Central Market.

Kate’s Real Food Launches at Giant and Sheetz

Organic snack brand Kate’s Real Food announced new distribution with Giant Food stores this week. It’s debuting its Dark Chocolate Cherry Almond and Peanut Butter Dark Chocolate energy bars at 165 Giant Good and Martin’s Food stores across Pennsylvania, Maryland, Virginia and West Virginia, while 95 stores will also carry its Snack Bites. The two flavors have also hit shelves at 500 Sheetz locations.

“Giant Food and Martin’s Food Stores are well known and highly respected Mid-Atlantic retailers that are a perfect fit for Kate’s products,” Kate’s Real Food CEO Bruce Thaler said in a press release. “We produce our bars right in Bedford, PA, and are proud to now call these retailers both our neighbors, and our partners as we continue to support the local economy.”

Kate’s products, which are all gluten-free and sweetened with organic honey, are also sold in select Whole Foods locations, Harris Teeter, Hannaford, Earth Fare, Gelson’s and H-E-B, as well as Amazon.

Other distribution news includes:

• Fire Department Coffee is now available at 24 Meijer stores across Illinois, carrying its Medium Roast and Dark Roast (ground coffee) and Skull-Crushing Espresso (whole bean).
• Australian-inspired coffee roaster Bluestone Lane is partnering with hotel chain Hilton’s Tempo by Hilton brand, with the two collaborating on “unique on-property food and beverage experiences.” The brand’s premium coffee, espresso and tea products, along with a number of food offerings, will be available at the hotel’s cafes.