Distribution Roundup: Know Brainer’s Max Mallow Expands at Walmart; Undercover Snacks Adds 5,000 Stores

In the latest distribution news, Know Brainer’s Max Mallow line expands at Walmart, Undercover Snacks adds 5,000 stores and Blake’s Seed Based rolls out in 500 Kroger locations.

Know Brainer’s Max Mallow Grows Presence in Walmart

After debuting in 150 Walmart stores last summer, NOSH Live Pitch Slam 7 winner Know Brainer has expanded distribution of its sugar-free marshmallow line Max Mallows to 1,700 Walmart locations nationwide. Sold in the confection aisle, its Classic Vanilla, Burnt Caramel and Mint Chip varieties, which are sweetened with sugar alcohol and also include collagen and MCT oil, will roll out on Walmart shelves.

While the brand offers a better-for-you take on classic confections, CEO and founder Shari Leidich said the conventional channel is currently the brand’s largest focus, particularly as these retailers work to build out their better-for-you product offerings. The Walmart partnership is also beneficial to the brand, she added, because it can be serviced directly versus through the company’s distributor UNFI, Leidich said.

“These [conventional] retailers are very focused on health-minded products,” she said. “Our self-evident packaging communicates exactly what we deliver and this is really important to any consumer, natural or conventional.”

The brand is currently sold in 2,600 retailers, recently expanding its presence in the drug channel as well. After a limited launch in 100 CVS locations last year, the brand has grown its presence with CVS locations across 14 states.

Looking ahead, Leidich said the brand plans to further expand its Max Mallow line with a sugar alcohol-free Birthday Cake flavor as well as a vegan variety. The brand is also looking to grow its confection offerings beyond marshmallows with sugar-free caramels and taffies, she said.

Undercover Snacks Adds 5,000 Stores

Chocolate snack maker Undercover Snacks grew its distribution across the U.S. in Kroger, Rite-Aid, Stop & Shop and in Canada at Loblaws, adding 5,000 more stores to its door count. The retailers will carry three flavors of its gluten-free and allergy-friendly Chocolate Quinoa Crisps: Dark Chocolate + Blueberries, Dark Chocolate + Sea Salt, and Milk Chocolate.

The new distribution brings the brand’s retail footprint to over 10,000 doors across North America, and follows launches in retailers such as Wegmans, Shaws and Giant earlier this year. The brand also launched refreshed packaging in May, now with bolder colors and a new “Discover the Perfect Snack!” tagline.

“We are incredibly proud to be partnering with each of these retailers to offer Undercover’s line of uniquely delicious snacks that are also better-for-you, gluten-free and allergy-friendly,” founder and CEO Diana Levy said. “We’ve been fortunate to achieve dramatic growth during the last year.”

Levy also said as the country continues to re-open post-pandemic, the brand plans to expand into additional channels, including corporate offices, travel and foodservice.

Blake’s Seed Based Debuts in Kroger

Allergy-friendly snack brand Blake’s Seed Based debuted in 500 Kroger stores this month, with the retailer now carrying 5-packs of its snack bars in Raspberry and S’mores flavors. The new distribution gain marks the Chicago-based brand’s largest retail partnership to date, according to the brand, and brings its store count to 1,500.

“Launching into Kroger is a major achievement for Blake’s Seed Based. As a Chicago-born brand, we are regular Mariano’s shoppers, and I can’t tell you what a thrill it is to walk into my neighborhood store and see our product on their shelves,” CEO and founder Blake Sorensen said in a press release.

The Kroger debut follows the launch of three bar flavors at Sprouts nationwide in February. The brand’s latest product line, Rice Crispy Treats, also debuted on Thrive Market in May.

Kvarøy Arctic Launches Salmon Hot Dogs in Giant Eagle

Atlantic salmon company Kvarøy Arctic rolled out its Salmon Hot Dog line to 120 Giant Eagle stores across Indiana, Maryland, Ohio, Pennsylvania and West Virginia. The retailer will carry all four flavors in the line: Original, Original & Cheese, Chili & Cheese and Jalapeño & Cheese.

“This partnership with Giant Eagle is proof positive that families across the country are looking for fresh ways to make an iconic American meal with responsibly farmed salmon,” Kvarøy Arctic strategic development officer Jennifer Bushman said in a press release.

Launched last year at select Whole Foods locations, Kvarøy Arctic offers a range of salmon products including fresh and frozen fillets, portions and burgers.

Other distribution news includes:

• After launching in the Northeast region last year, Ithaca Hummus expanded its Whole Foods distribution chainwide with its Lemon Garlic, Lemon Dill and Lemon Beet flavors.
• Yo Mama’s Foods launched its Tomato Basil sauce at 290 Publix stores across the Southeast, while its Original Marinara Sauce is now sold at GreenWise Market.
• Lil’gourmets launched its veggie meals at Whole Foods across Texas, Louisiana, Arkansas and Oklahoma.
• The Worthy Company rolled out its Dark Cocoa Cherry, Strawberry & Greens, and Vanilla Orange Worthy Bowls at 60 Wegmans locations.
• Path of Life debuted in the Southwest region at Whole Foods with four varieties of its frozen grain blends.
• Texas Central Market locations added Waka Coffee’s Colombian Medium Roast, Indian Light Roast and Colombian Decaffeinated single-serve to their shelves.
• Four varieties of Smart Baking Company’s Smartcakes launched in 124 Publix locations.
• Avocado-based dairy-free ice cream maker Cado Desserts rolled out its Deep Dark Chocolate pint to select Costco locations in the Midwest and Southeast.
• Turkish organic extra virgin olive oil brand OLEAMEA launched its Organic Premium Everyday and Organic Private Select olive oils at Fresh Market stores nationwide.
• Frozen food company Cadence Kitchen debuted its flash-frozen meals at 14 Bristol Farms and 27 Gelson’s locations.
• Sprouts picked up Amazi Food’s Ginger Lime Jackfruit Chews across all locations.
• Renewal Mill’s Dark Chocolate Brownie Mix is now available at Whole Foods in Northern California.