Distribution Roundup: Yolélé Brings Flavors of Africa To Target; African Dream Foods Announces Zoo Partnerships

Adrianne DeLuca

 

Yolélé Brings Flavors of Africa To Target

Earlier this month, chef-owned African food company Yolélé announced its two best-selling products – original Fonio and Jollof Fonio Pilaf – will launch in 248 Target stores nationwide. This new distribution marks the company’s first partnership with a major mass retailer.

According to Yolélé cofounder Pierre Thiam the launch with Target is proof that the “tide is finally turning” when regards to recognition and representation of African food in the U.S. food system. However, when asked if this is a test launch, Thiam responded: “test makes it sound like school. Let’s call it proof of concept. We do hope to expand into more Target stores, but we don’t have any timelines yet.”

Looking toward 2022, Thiam emphasized that Yolélé will focus on increasing velocities at specialty, natural and organic retailers for its products featuring fonio, a gluten-free ancient grain that is native to West Africa and is a lower-calorie alternative to white rice and pasta, according to the brand’s website. Yolélé sources its fonio from smallholder farmers in West Africa that are utilizing regenerative agricultural practices.

Currently, Yolélé sells a range of fonio products ranging from flour to sea salt-flavored chips and its flagship West African flavor-inspired Fonio Pilaf packets. Additionally, the company released new merchandise and holiday gift sets alongside this announcement, available exclusively online and featuring items including t-shirts, tee towels and cookbooks. The Fonio and Jollof Fonio Pilaf packs are available at Target for $5.99

“We are thrilled to be working with a retailer as iconic as Target,” said Thiam in a press release. “Shoppers are clearly ready to embrace the exciting flavors and ingredients of West Africa, and are eager to support Black-owned and POC-owned businesses. I’m especially excited for American home cooks to experience some of my favorite holiday recipes, like Jollof Fonio Plantain Stuffing and Fonio Yuca Croquettes.”

In October, another company making West African-inspired products, AYO Foods, announced it had secured national distribution with retailers including Target, Kroger and Whole Foods only a year after the brand’s initial launch.

African Dream Foods Announces Zoo Partnerships

California-based company African Dream Foods (ADF) announced its expansion into brick and mortar retail through partnerships with seven zoos across the United States including the Los Angeles Zoo, Houston Zoo and The Cincinnati Zoo, among others. Each location will sell ADF’s sauces, salts and seasonings in their respective gift shops and retail locations, with a portion of proceeds from each sale donated to organizations supporting African wildlife such as Wild Shots Outreach and Paws Trails.

“As a company supporting mission-based organizations, we are always looking for ways to offer customers high quality products that also give back to the conservation efforts that matter most to our guests and partners,” said a spokesperson for SSA Group, an organization supporting the retail development and business growth of zoos, in a press release. “SSA is excited to partner with African Dream Foods to offer our guests high quality, small-batch hot sauces and seasonings that support conservation efforts with each purchase.”

All of ADF’s products are made in South Africa with ingredients sourced from small, local farms. Its portfolio includes a Safari Smoked seasoning, three spicy salts (Habanero, Ghost Pepper and Smoked Chipotle) and eight sauce varieties: Bird’s Eye Chilli, Ghost Peri-Peri, Habanasco – Fermented Habanero, Sweet Dream Sauce, Southern Braai BBQ, Jalanasco – Fermented Jalapeno, Lemon & Garlic Peri-Peri and African Ghost Pepper.

ADF products are also available online on Walmart.com and Amazon in addition to select specialty stores across the country for $9.95 per 5 oz. bottle of sauce and $13.93 per 2-pack of 3.5 oz. salt or seasoning grinders.

Blue Apron Now Available Through Amazon Alexa

Meal kit delivery service Blue Apron announced earlier this month its recipes are now available through Amazon Alexa. Additionally, the company has enabled users with Echo Show devices to order meal kits without needing to subscribe to the service.

“We continue to add more product flexibility that addresses our customers’ diverse cooking interests and desire for unique flavors,” said Dani Simpson, Blue Apron’s Chief Marketing Officer, in a press release. “Through this collaboration, Alexa customers in the United States can now prepare our delicious recipes in a new and convenient way. This is just the start of our work with Alexa as we look forward to expanding this partnership in 2022.”

Currently, the company offers a “cook along” feature on Alexa devices for hands-free cooking.

Looking forward to next year, Blue Apron plans to double its total partnerships and continue investing in its existing acquisitions and brand partners.

Bubbies Ice Cream Expands to Publix

Mochi maker Bubbies Ice Cream announced last week it has signed a distribution agreement with Publix Super Markets to bring the brand’s top-selling flavors – Mango, Strawberry and Passion Fruit – to retail locations across the Southeast.

“We are thrilled to announce our partnership with Publix making our Mochi Ice Cream more accessible across the country, welcoming new shoppers as well as making our delicious treats more available to loyal fans,” said Vice President of Marketing, Katie Cline. “Over the past year, we noticed not only are shoppers looking for ice cream as a comfort food, but also as a unique experience – from texture to flavor discovery and natural ingredients.”

According to SPINS data, Bubbies Passion Fruit flavor was the fastest-growing mochi item in the natural channel over the past year, for the period ending October 31, 2021. The brand also offers an edible cookie dough line in four flavors. Bubbies products are available at additional retailers including Sprouts, Whole Foods Market, Safeway, Albertsons and Big Y for $14 per 6-piece box.

Other notable distribution news:

  • FiveStar Gourmet Foods, producers of the Simply Fresh Kitchen, launched its Tandoori Chicken Bowls with Green Chutney and Cool Yogurt Sauce products at select Costco locations.
  • Frozen food maker Path of Life announced the expanded distribution of its Saffron Rice Blend, Cilantro Lime Rice Blend, Original Quinoa & Kale Quinoa Blend, Mediterranean Quinoa Blend, Tuscan Quinoa Blend, Riced Cauliflower Blend to over 320 Safeway stores in the Portland and Seattle areas.