Distribution Roundup: NUGGS Lands in Walmart and Target; Fresh Cravings Hummus Hits Kroger

Erin Cabrey Apr. 26, 2021 at 6:16 PM

NUGGS Debuts in Walmart, Target

Plant-based meat company SIMULATE announced it had expanded distribution of its plant-based chicken nugget brand NUGGS to select Walmart, Sam’s Club and Target locations, marking the brand’s first move into larger, national retailers.

Walmart and Target will carry the brand’s wheat and soy protein-based nuggets in Original and Spicy varieties, sold at $3.99 to $5.49 per 10.4 oz. box, while Sam’s Club will offer a two pound box of its Original NUGGS for $12.98.

According to SIMULATE COO Sam Terris, the majority of the brand’s sales up to this point have come from direct-to-consumer channels. The new distribution grows its retail footprint by 200%, Terris said, bringing its door count to 3,000 nationwide. The brand has previously been carried in regional retailers like Gelson’s and Key Food as well as independent retailers and co-ops.

Scaling beyond regional retailers has been “an important step” in the company’s overall goal of “accelerating the world’s transition to sustainable nutrition,” Terris said, making NUGGS accessible to more consumers by offering their products at a lower cost through channels that reach a wider demographic.

“These partnerships allow for us to expand our audience past those who are purchasing through direct-to-consumer sales channels, reaching those who might be casually browsing at a store without as direct of intent to purchase as someone visiting our site,” he said.

The brand will continue to make a push in retail this year, Terris said, and plans to be in 10,000 stores by the end of 2021.

“Our core focus is on creating the most indistinguishable chicken simulation technology,” he said. “We plan on continuing to do that. And we’re excited about SIMULATE’s continued expansion.”

Fresh Cravings Hummus Hits Produce Department at Kroger

Salsa and dip maker Fresh Cravings has launched its new line of hummus at 2,000 Kroger and Kroger banners in the retailer’s produce department, the brand announced this month. Debuting in Classic, Spicy Red Pepper, Roasted Red Pepper and Roasted Garlic, the dips will retail for $3.99 per 10 oz. tub.

CMO Jay Whitney said the company saw hummus as an “ideal adjacency” to its salsa offerings, both because of the “produce basket building opportunity and the convenience factor for consumers.” The company also received “brand validation” from the launch of its plant-based dips in 2019 that it could successfully extend its reach beyond salsa, Whitney said. The brands’ hummus offers a smoother texture that many on the market today, he said, and uses a custom oil blend featuring Chilean extra virgin olive oil. The products were designed to offer shoppers a mid-tier hummus option, priced competitively with category leaders but above private labels offerings, Whitney said, with the goal to provide “elevated quality at an accessible price point.”

While the majority of hummus is sold in retailers’ deli departments, Whitney said the company believes hummus is a “perfect fit” for the produce department. Unlike the deli, where Whitney said shoppers are making decisions based on convenience, produce shoppers are typically shopping for fresh, better-for-you food options. Furthermore, the product is placed in closer proximity to common pairings like carrots and cucumbers in the produce department, Whitney said, and the brand has formed cross-promotional partnerships with produce brands to encourage these pairings.

The hummus launch follows a “successful partnership” with Kroger selling the brand’s salsa line in the produce department, Whitney said, bringing new consumers into this part of the store.

“We fully optimized the playbook that works to connect with Kroger shoppers and to deliver on both of our goals in offering fresh snacking solutions,” he said. “Both partners have high confidence that we could extend that success to hummus, and they were highly intrigued by the unique cross-over to build baskets with other produce pairings.”

The brand’s salsas are available at 18,000 retailers nationwide, including Target, Walmart and Publix.

Good Food for Good Launches in Whole Foods U.S.

Canadian sauce and condiment company Good Food for Good is rolling out in Whole Foods in the U.S. with its date-sweetened organic ketchup, BBQ and Indian cooking sauces, sold for $6.99 per 9.5 oz. glass jar. While the condiments hit stores in February, the cooking starters began appearing on store shelves in April.

“Whole Foods was our first retail chain when we launched in Canada [and] now we are launching nationally with Whole Foods coast to coast in the U.S.,” founder Richa Gupta said in a press release. “Today consumers are looking for a flavor experience with clean label products without added sugar, and we can’t wait for everyone to enjoy our unique sauces.”

Good Food for Good donates one meal for every jar of sauce sold, donating 5.7 million meals to local food banks as of January 2021, according to the company. The brand’s products are also available in the U.S. and Canada at Safeway, Walmart, Costco, Sobeys, Loblaws, Erehwon and online through Amazon, Thrive Market and Hive Brands.

Brekki Adds Three New Retail Partners

Massachusetts-based overnight oats maker Brekki last week announced it has launched in 430 Kroger stores, 236 Stop & Shop locations and all BJ’s Whole Clubs, bringing its total door count to 3,500. Kroger and Stop & Shop will carry various flavors of its single serve cups, while BJ’s will offer 6-packs of its Vanilla Cinnamon flavor.

The new distribution follows the addition of several new retail partners in the second half of 2021, including Costco, Sprouts, Fresh Thyme, Whole Foods Mid-Atlantic and SoPac regions in summer 2020, as well as Market Basket and Aldi last fall.

“On the heels of our success at Market Basket, we knew our brand was well positioned to achieve further distribution across the country,” CFO Chris Gaudette said in a press release. “We are really excited to introduce our brand into new retailers, regions, and households.”

The expanded retail footprint follows its acquisition by executives leading hummus and dip maker Cedar’s Foods, who have lent support in its distribution and marketing efforts and co-packs the brand’s products at its Haverhill, Massachusetts facility, according to the company.

Stryve Grows Store Count to 25,000

Jerky maker Stryve last week announced a series of new retail placements which bring the company’s total door count to 25,000. Throughout the second quarter, the brand’s biltong will roll out in select Target locations and chainwide at convenience store Wawa, and hit select Costco locations in the third quarter. Additionally, Dollar General will begin carrying the company’s Carne Seca brand Vacadillos in 3,000 stores in May.

Co-CEO and CMO Jaxie Alt said in a press release that the company is “continuing to execute on our growth opportunities” with these new retail placements. The brand is also available at retailers such as Kroger, Natural Grocers, Walmart and Sprouts.

“Target, Wawa, Dollar General, and Costco are more than just new opportunities for us to introduce our products, they are complementary leaders in the U.S. that we believe will help further scale our business,” she said.

The distribution gains follow the company’s announcement of plans to go public through a business combination with Andina Acquisition Corp III. in January, with the goal to become a snacking platform across several categories.

Other distribution news includes:

Bitchin’ Sauce is now offering its 24 oz. Chipotle dip tubs at 94 Northeast Costco locations, as well as growing distribution over its Bitchin’ Snacks sauce and chips combos to 200 7-Eleven stores in Maryland and Virginia.
Frozen novelty maker Bubbies has grown distribution to Sprouts, Whole Foods, Safeway, Albertsons, Shaw’s, Acme and Big Y.
Greenleaf’s Field Roast Signature Stadium Dog and Lightlife Plant-Based Italian Sausage and Breakfast Patties are now carried at 400 Whole Foods locations.
Manuka honey maker Comvita has added 1,600 Kroger locations, 750 Vitamin Shoppes and other regional natural grocers including Fresh Thyme, Rouse’s, Gelson’s and Bristol Farms.
Mission-driven snack brand This Saves Lives launched a new 20-count box featuring Madagascar Vanilla Almond & Honey and Dark Chocolate & Cherry snack bars at Sam’s Club in stores and online.
French snack maker Michel et Augustin rolled out its Croissant Chips exclusively at Whole Foods nationwide.
Rritual Superfoods is launching its full product line at 1,000 Rite Aid stores through the second and third quarter.
Tony’s Chocolonely has expanded distribution to select Target stores and is now available for shipping nationwide through the retailer’s website.
130 Fred Meyer stores will now carry ReGrained’s SuperGrain+ Puffs in Mexican Street Corn and Aged Sharp Cheddar, while its Ship to Home service will carry all five of the brand’s flavors.
Three frittata flavors from Veggies Made Great are now available at all Wegmans locations.
San Francisco-based meal starter brand Down to Cook has partnered with Imperfect Foods, offering its Adda Veggie Herby Roasted Garlic and Original Blend flavors.
Allergen-friendly snack brand YumEarth expanded distribution of its Organic Gummy Fruits to Target stores nationwide.