Distribution Roundup: Kuju, Bakerly and PLANTSTRONG Hit Whole Foods

Kuju Lands in Whole Foods Nationwide

San Francisco-based coffee brand Kuju will expand distribution of its single-serve pour over coffee to Whole Foods Markets nationwide next month. Six-packs of the brand’s Angels Landing (light roast), Basecamp Blend (medium roast) and Bold Awakening (dark roast) varieties are set to hit shelves at the retailer beginning October 1.

The expansion comes after the brand debuted its coffee in Whole Foods’ Northern California region in 2019, where Kuju co-founder and CEO Jeff Wiguna said its products were well-received by consumers.

“That data combined with people’s increasing desire for quality coffee when on trips and outdoor adventures just made this worthwhile for the partnership to grow so much,” he said.

Launched in 2015, Kuju was founded by brothers Jeff and Justin Wiguna, who sought out a “better way” to enjoy instant coffee after a camping trip in Red Rock Canyon.

The brand has found success with the outdoor consumer segment, first securing distribution with partners like REI and Sportsman’s Warehouse, eventually landing customers like Subaru and going nationwide with REI in 2018. The outdoor channel continues to be the “main driving force” in its discovery and engagement, Jeff Wiguna said.

“This organic momentum has been largely driven by a coffee product that tastes fantastic. People will use it on their trips, be surprised at how good it tastes and naturally buy more, even on return,” Jeff Wiguna said. “This enthusiasm comes through in the amount of UCG [user-generated content] and customer inbounds we receive on a daily basis. In a way it gets overwhelming sometimes, but we’re here to serve our customers so it’s really awesome at the end of the day.”

In addition to the outdoor channel, the brand has expanded its retail footprint in grocery, going nationwide with Sprouts last year along with distribution at Giant and Raley’s. Beyond the three products carried in retail, the brand also offers premium single origin varieties with beans sourced from Ethiopia, Papua New Guinea and West Sumatra, sold through its ecommerce site.

PLANTSTRONG Hits Whole Foods After Rebrand

Plant-based food maker PLANTSTRONG debuted eight products at Whole Foods nationwide this month. The retailer will carry the brand’s Slow-Simmered Vegetable Broth, Shiitake Mushroom Broth, Sweet Corn Broth and Spanish-Style Sofrito Broth, as well as its Firehouse Chili, Thai Carrot Chickpea, Creamy White Bean Chili and Indian Lentil Stew.

The brand was formerly known as Engine 2, PLANTSTRONG was founded by Rip Esselstyn in 2009 and sold exclusively at Whole Foods for 10 years. Following the end of the brand’s agreement with Whole Foods, Esselstyn rebranded the company with updated product offerings rolling out this year, though some, like the Vegetable Broth and Firehouse Chili, carried over from Engine 2. Products like hummus, pasta sauce, burritos and frozen ravioli have been discontinued, while other offerings, including granola, whole grain pizza crust kits, organic popcorn and cereal, have launched on its website.

“[Engine 2] was ahead of its time, before eating plants was even a glimmer in mainstream dietary trends,” Esselstyn said. “But now, the timing is right. We’ve entered what I call, The PLANTSTRONG Era, and people are awakening to the idea that a lifestyle change is important—for our collective health and the health of the planet.”

PLANTSTRONG will hit shelves exclusively at Whole Foods through November 1 before expanding to other retailers.

“We are thrilled to offer PLANTSTRONG’s plant-based broths, chilis and stews exclusively at Whole Foods Market,” said Christina Pearson, global category merchant at Whole Foods. “PLANTSTRONG’s products fill a clear need for our customers looking for a nutritious and convenient meal without compromising on flavor.”

Bakerly Grows Distribution With Whole Foods

French-inspired snack and brioche maker Bakerly launched its individually wrapped Pancakes To-Go at Whole Foods nationwide this month. The Whole Foods launch will include in-store samplings and promotions throughout September in cities such as New York, Philadelphia, Baltimore, Washington, D.C. and Miami, according to the company.

“It’s very exciting to introduce our delicious pancakes to-go to Whole Foods Market’s shoppers and make their snack time that much happier,” Bakerly co-founder Fabian Milon said. “We look forward to continuing our relationship with Whole Foods Market and sharing our authentically French bakery products with their customers.”

The brand, owned by European food manufacturer the Norac Group, also offers products like Crepes To-Go, Chocolate Croissants and several forms of brioche including buns, rolls, sliced loaves and baguettes. In addition to Whole Foods, the brand’s products are carried by over 2,500 retailers including Publix, Acme and Giant, as well as many independent grocers.

Only Plant Based Debuts in the U.S.

Following launches in the United Kingdom, Europe and Asia Pacific, plant-based condiment maker Only Plant Based has made its debut in the U.S. in retail and foodservice.

The brand, which was co-developed in the U.S. and Northern Ireland, offers a variety of shelf-stable plant-based condiments made from rapeseed oil, spirit vinegar, vegetables and spices. Products include original, garlic and chipotle-flavored mayonnaise varieties, as well as ranch dressing and sour cream, all sold in both 11 oz. and 40 oz. jars.

The products are now available at 380 retailers and foodservice locations across Chicago, Detroit, Los Angeles and New York. While the brand’s brick-and-mortar placements are largely at independent grocers, their products are now also available to be ordered online through Walmart and Kroger, as well as on ecommerce sites such as Amazon, Vegan Essentials, GTFO It’s Vegan and Fake Meats.

Other distribution news includes:

  • Gluten-free baked goods company BFree Foods debuted five products at Sprouts Farmers Market nationwide. The retailer will carry its High Protein Carb Friendly Wraps, White Demi Baguettes, Wholegrain Pita Breads and Sweet Potato Wraps as well as its Pita Pockets as a Sprouts exclusive.
  • All five flavors from superfood prebiotic bar maker Rowdy Bars are now available through Gopuff in 12-packs. Its Keto Chocolaty Cookie Dough, Keto Peanutty Dark Chocolate and Blueberry Almond Tart flavors are available for $31.99, while its Sunflower Butter N’ Berries and Chocolate Coconut Cashew varieties are sold for $28.99.