Distribution: OffLimits Expands Retail Footprint with Fresh Thyme; Barvecue Partners with The Giant Company

Fresh Thyme Market logo next to OffLimits' DASH character.

OffLimits Adds 73 New Doors Through New Partnership with Fresh Thyme

Through its new partnership with Fresh Thyme, New York-based cereal brand OffLimits had added 73 new doors, bringing its total nationwide door count to 150. The partnership marks the formerly direct-to-consumer brand’s first natural grocery chain placement.

Launched online in 2020, OffLimits has a 4-SKU lineup of vegan, gluten-free cereal, including: ZOMBIE (Pandan), SPARK (Strawberry) and FLEX (cinnamon) and DASH (coffee)). Now made with Chamberlain Coffee’s Social Dog Blend, DASH turns the milk into cold brew, the brand claims.

According to OffLimits founder and CEO Emily Miller, the brand was “created to bring fun back into the cereal aisle,” with each flavor’s packaging featuring its own cartoon mascot.

“Retail is the ideal place for brand discovery and to get introduced to our moody mascots,” OffLimits founder and CEO Emily Miller told NOSH in an email. “We go the extra mile to create playful experiences for our consumers and retailers, like our QR codes on every box to text with the mascots, creating a contest for Fresh Thyme teams to win cereal parties.”

As OffLimits continues its expansion into retail, Miller said the brand will remain “category agnostic.”

“We did a lot of work on storytelling and product development to build a brand architecture and ingredient panel that has earned its place in natural, conventional, mass and food service,” she said.“Our rollout is a curated selection of retailers we love from each category.”

OffLimits cereal is now available on Fresh Thyme shelves in Illinois, Indiana, Iowa, Kentucky, Michigan, Minnesota, Missouri, Nebraska, Ohio, Pennsylvania and Wisconsin for $8.50 per 7.5 oz. box.

“We’re the underdogs of the cereal aisle and can only afford to bet on retailers who are willing to bet on us,” said Miller.

Barvecue's pulled pork product that has expanded its retail footprint with The Giant Company.

Barvecue Expands Retail Footprint with The Giant Company

North Carolina-based brand Barvecue introduced two of its plant-based barbecue products in 201 Giant Company stores.

Through the expansion, Barvecue will be on shelves in 47 Carlisle Division stores in Pennsylvania, West Virginia, Maryland and Virginia and in 154 Landover Division Stores in Maryland, Virginia, Delaware and the District of Columbia.

“Barvecue uses really wholesome plant-based ingredients so we are excited to be a part of Giant’s strategic decision to increase its assortment of plant-based foods and it tie it to the grocer’s emphasis on healthy eating,” said Barvecue director of business development, Kelsey Joseph, in the release. “Giant is looking to attract a wide range of shoppers, from those avoiding animal products to others trying flexitarian or vegetarian diets.”

Fruit snack brand RIND has landed its product in Kroger stores nationwide.

RIND Snacks Hits Kroger Shelves Nationwide

RIND has landed its fruit-based snacks on Kroger shelves nationwide. The new partnership expands the brand’s overall footprint to 10,000 doors and builds on its prior placement in 1,900 Kroger stores.

Launched in 2018, RIND produces a line of dehydrated fruit snacks utilizing upcycled produce that would otherwise go to waste.

“We’re thrilled to partner with Kroger to answer consumers’ growing desire for delicious, nutrient-rich snacks – ones that also align with their interest to support mission-driven brands that promise sustainable packaging,” said RIND co-founder and CEO, Matt Weiss, in a press release.

Earlier this year, RIND launched in grocers H-E-B and Metropolitan Market and chains Hudson News, Sheetz and Royal Farms.

The brand’s upcycled food snacks rolled out into 1,900 Kroger stores last month, including Straw-Peary Blend and Organic Coconut Crisps.

Looking ahead, RIND plans to further grow its retail footprint this fall with new placements and expansion in retailers including CVS, Whole Foods Market, Costco and Target stores.

Junkless chewy granola bars are now available at Walmart stores nationwide.

Junkless Doubles Its Distribution with Walmart

Michigan-based snack bar brand Junkless has announced a nationwide expansion that more than doubles its distribution in Walmart. The brand first launched in the retailer in 2021.

“We’re grateful to have established such strong partnerships with retailers like Walmart who genuinely believe in our brand,” said Junkless SVP, head of sales, Jim Holton, in a press release.

Available in five flavors – Chocolate Chip, Peanut Butter Chocolate Chip, Strawberry, Cinnamon Roll and Wildflower Honey – Junkless chewy granola bars are currently available in 6,000 doors nationwide and online at Amazon. In addition to Walmart, Junkless recently expanded chainwide in Food Lion, building on its existing distribution in Meijer, ShopRite, Ingles and all other Ahold Delhaize banners.

Fruit snack brand That's It landed its newest Crunchables flavor, Go Bananas!, in Kroger.

That’s It Launches New Fruit Snack Product in Kroger Stores Nationwide

In conjunction with back-to-school season, fruit snack maker That’s It launched a new product in Kroger stores nationwide: Go Bananas! Crunchables.

The new crunchy offering is crafted with fresh apples and bananas and contains no juices, purees, concentrates or added sugars. According to the brand, the snack comes “packed with all the nutritional benefits of fresh fruit, but with the added benefit of a two-year shelf life.”

Go Bananas! is the brand’s second flavor of Crunchables, joining the original Smart Apple variety. Both That’s It Crunchables flavors are now available at select Kroger locations nationwide.

More Notable Distribution News:

  • After re-entering the US market last year, SimplyProtein announced its plant-based Crispy Bars are now available in 15-bar packs at Costco locations nationwide for a limited time. The new national expansion brings distribution to over 600 Costco warehouses nationwide.
  • Following the initial launch last July, fast-casual Mexican restaurant chain has added plant-based Impossible Meat to its permanent menu. The three Impossible menu items include: Impossible Taco Combo, Fuego Impossible Burrito and Impossible Bowl.