Distribution: Blue Apron Activates Amazon Store; Tom’s Perfect 10 Takes Foxtrot

Blue Apron Expands Consumer Base With Non-Subscription Offering On Amazon

Subscription-based meal kit delivery company Blue Apron has brought a selection of its meal kits, ready-to-cook options and heat-&-eat products to a wider range of consumers through a new Amazon store. The company is aiming to expand its third-party channel strategy to draw in new consumers from outside of its platform.

“Subscription is still our core business model, and we see our non-subscription boxes as a great complement to that business model,” said a spokesperson for Blue Apron. “It’s a great way to get our product in the hands of people who may not want to commit to a subscription at first.”

Blue Apron also offers a non-subscription based option on its own website and also offers products on Walmart.com. This announcement builds on the company’s existing relationship with Amazon’s Alexa, which was announced earlier this year, and allows Blue Apron customers hands-free instructions for all recipes.

The current lineup includes the company’s most popular two-serving and four-serving recipes, which were determined via first-party customer feedback and ratings. In the coming weeks, Blue Apron plans to promote its new limited edition seasonal Thanksgiving meal kit via the new online storefront. The company said it made its first foray into seasonal LTOs earlier this year.

“These boxes are created to help bring special occasions to life throughout the year,” said a Blue Apron spokesperson. “The options include recipe formats that feature ‘best of the season’ proteins, produce and ingredients for a premium and memorable experience.”

Blue Apron’s regular Amazon meal kits offerings will rotate in accordance with the company’s recipe schedule; some will only be available on a weekly, rotating basis and others will be offered for longer periods of time.

Tom’s Perfect 10 Secures Shelf Space At Foxtrot

New York-based granola brand Tom’s Perfect 10 will launch two SKUs, Ginger Zing and Classic, at 21 Foxtrot locations across Chicago, D.C. and Dallas this month. The roll out marks the brand’s first major foray into retail beyond specialty stores in the New York City area and supports its goal to dominate the category both online and in stores.

“Foxtrot has an innovative, hybrid model which combines both online sales, rapid delivery and physical locations,” said Tom Bannister, the brand’s founder. “This matches the experience at Tom’s Perfect 10—as well as our customer profile—perfectly.”

Bannister founded the brand in his home kitchen during the pandemic with his wife, Instagram influencer Eva Chen. The pre-launch waitlist eventually hit 18,000 people, which Bannister notes has been entirely fulfilled, and later the company secured two production partners: a bakery in Brooklyn and a co-packer in North Carolina. Now it’s hoping to scale its retail presence with its two flagship flavors.

“The type of product that sells well on Instagram is often not the type of product that sells well in a supermarket,” said Bannister. “It’s important for brands to develop different product lines for each channel. Instagram is about delighting and surprising your customers and letting them be a part of something that is more than just food. The supermarket aisle is often more about practical decision-making.”

The brand’s portfolio includes the two SKUs launching at Foxtrot as well as a rotating ‘flavor of the month’. In order to join its permanent line, the flavor of the month must receive a “perfect 10” on the brand’s community scorecard which is generated by online customer votes. The flavor of the month is available online as well as select retailers. Tom’s Perfect 10 is currently available in 40 specialty stores in the New York area for $12 per 10 oz. bag.

“In New York you can buy and get our granola delivered on the same day. It’s great to now be able to offer this experience in Chicago,” said Bannister. “Although our two strongest markets are New York and California, Chicago runs a close third. This partnership is a fantastic opportunity to both provide our local customers with a new way to buy Tom’s Perfect 10 while continuing to grow our fanbase and awareness in this market. At Tom’s Perfect 10 we want to bring our online following and social media expertise to help support all our retail partners.”

Cometeer Cools Off The Coffee Aisle At Sprouts

Frozen instant coffee capsule company Cometeer announced Sprouts Farmers Market as its second retail partner. Earlier this year, the Massachusetts-based, direct-to-consumer company expanded into the freezer aisle at Erewhon stores and now, has secured cooler space in the coffee aisle at 10 Sprouts stores in California and Arizona.

Five of the brand’s SKUs, including light, medium and dark roast varieties, will roll out in organic ($10.99) and non-organic versions ($9.99). Each coffee-aisle-cooler can fit 75, four-packs with 15 facings total per freezer. Cometeer said as it continues to develop its retail footprint it is targetting end cap freezers and cooler space around store cafes and checkout stations.

Additionally, the brand said it is in talks with New England area stores but noted that it didn’t solely look to its backyard for retail expansion because Erewhon and Sprouts “were quick to commit as first movers.” Cometeer is primarily looking to expand its natural and specialty grocery presence as well as grow last mile partnerships.

“[We are planning for] continued growth in the DTC, office and grocery channels,” said Matt Roberts, co-founder and CEO. “We plan on adding more personalization, variety, roasters, and rare roasts to the DTC offering. This will be the first full year we’re not supply constrained and Covid will (hopefully) not be holding back customers from their normal routines. We want to meet you out in the world, and taste test Cometeer versus your current go-to… it’s a taste-to-believe product.”

SorBabes Sees West Coast Expansion

California-based dessert brand SorBabes announced this month that it will rollout its full lineup to Raley’s, Nob Hill Foods, and Bel Air stores in Northern California as well as select Raley’s stores in Nevada. The brand makes artisan, dipped sorbet novelty bars in Vanilla Caramel Crunch, Wildberry Crisp, Strawberry Crunch and Mango Coconut Crunch flavors.

“Since day one, we’ve been on a mission to reinvent sorbet into a decadent, indulgent treat as creamy and satisfying as ice creams we grew up eating – but with a clean label and plant-based ingredients that more health conscious consumers can feel good about,” said co-founder Deborah Gorman, in a press release. “After weathering the challenges of the pandemic, we’re thrilled to make this expansion into Northwest California.”

The products are also available direct-to-consumer and at Southern Texas HEB stores, Pacific Northwest Whole Foods Market and seasonally at select Costco locations. The decade-old brand shifted its strategy from pints to bars during the pandemic and said it has new flavors and additional retail partners coming soon.

OmniFoods Reaches Walmart With Two Frozen Formats

Plant-based protein brand OmniFoods launched two of its ready-to-heat products – OMNI Potsticker and OMNI Spring Roll – at nearly 1,900 Walmart stores this month, marking the product’s first retail availability in the U.S. The retailer will also carry Omni’s ‘crab-style cakes’ and luncheon meat alternatives at select locations.

The Hong Kong-based company launched its plant-based pork alternatives at Whole Foods stores last year and has since expanded its presence through a range of restaurant, event and foodservice partnerships. OmniFoods is the CPG innovation arm of Green Monday Holdings which operates quick-service restaurants and vegan-focused grocery stores across Asia.

“By providing our growing consumer base with a healthy, tasty and versatile plant-based meat alternative, they can make good food at home as we continue to realize our mission to construct a multi-faceted global ecosystem of future food that helps to combat climate change, food insecurity, public health crisis, planetary devastation and the overconsumption of meat,” said David Yeung, co-founder and CEO of Green Monday Holdings and OMNI, in a press release.

Dewey’s Announces Expansion Into Albertsons Stores

Clean label cookie maker Dewey’s announced a rollout to nearly 2,000 Albertsons locations nationwide including banner stores Safeway, Jewel/Osco, Shaw’s and United supermarkets. The partnership will bring Dewey’s Meyer Lemon, Triple Ginger and Brownie Crisp flavors to all locations and select chains will carry additional flavors including Peanut Butter, Toasted Coconut and Salted Caramel.

“Our core focus today is product and distribution expansion of our portfolio of exceptionally thin cookies with surprisingly big flavors,” said Dewey’s CEO Mike Senackerib, in a press release. “Expanding into Albertsons Companies keeps us on track with this goal as we will now be in an additional 2,000 stores across the country, giving us a true national presence. We’re incredibly pleased with the growth we have seen for Dewey’s thus far, and with Albertsons as a valued partner, we look forward to continuing to grow at this incredible rate.”

The company estimates the new partnership will increase its distribution footprint by about 25% and hopes this roll out will support additional retail expansion. The brand makes a range of baked goods including sugar cakes and cheese-based crackers.