Distribution Roundup: Afia Expands Presence Into Mid-Atlantic; Walgreens Brings In SpoonfulONE Mix-Ins

Afia Expands into Two Additional Retailers

Frozen entree brand Afia announced it will add 250 points of distribution for its frozen falafel products after landing partnerships with Harris Teeter and Giant Landover in May. The launch, which includes the falafel line’s 9 oz. Traditional and Garlic & Herb varieties, will bring the brand’s footprint to more than 2,000 stores nationwide, doubling its store count.

Fueled by its first round of investment in 2020, Afia has maintained a focus on increasing brand awareness and availability over the last year. According to the company, Afia grew retail distribution by 250% in 2021. The new partnerships with Harris Teeter and Giant Landover will enable the brand to expand its presence in the Mid-Atlantic Region.

“Our goal is to double distribution again in 2022, and thanks to these new retail partners, shoppers will be able to purchase our most popular falafel throughout the Mid-Atlantic, a new region for us,” said Farrah Moussalati Sibai, co-founder and president of Afia, in a press release. “They believed in us immediately and truly have been so supportive of Afia.”

Moussallati Sibai, who is of Syrian and British descent, co-founded Afia in 2017 to “change the perception of Mediterranean food and the frozen food aisle.” By using her mother-in-law’s Syrian family recipes, she set out to introduce authentic recipes with a modern twist, according to the brand.

In 2021, Afia expanded its retail footprint with its launch in Sprouts Farmers Market, its first national retailer, Publix in the Southeast and West. Afia’s current retail footprint also includes H-E-B and Natural Grocers by Vitamin Cottage.

As the brand rapidly grows its nationwide distribution footprint, it plans to relocate from its 6,000 square foot facility in Jarrell, Texas to a 21,000 square foot facility in Taylor, Texas.

Sabatino Tartufi Lands in Stop & Shop Stores Nationwide

Sabatino Tartufi has landed placement for its Truffle Zest and Truffle Zest & Cheese seasonings at Stop & Shop stores nationwide, the company announced.

Founded in 1911, Sabatino strives to make truffles accessible to both professional and home chefs. The company grows, manufactures and distributes truffles and truffle products to more than 70 countries.

“For years, we have seen consumers, especially younger consumers in the Millennial and Gen Z demographics, gravitate towards truffles. Their attraction to truffles on menus in restaurants has driven the growth of products like Truffle Zest,” said Federico Balestra, CEO of Sabatino Tartufi, in an official statement. “Now, Stop & Shop customers can find the same easy-to-use truffle seasoning on their store shelves every day.”

Truffle Zest and Truffle Zest & Cheese are available in most Stop & Shop locations throughout the United States.

Walgreens Brings In SpoonfulONE Mix-Ins

In conjunction with Food Allergy Awareness Month, SpoonfulONE announced a new partnership with Walmart. The agreement will bring the brand’s daily dietary supplement powders to nearly 5,000 Walgreens stores across the country.

“We are thrilled to expand our retail footprint by collaborating with Walgreens to make SpoonfulONE the most commercially available product of its kind,” said SpoonfulONE CEO, Greg Shewchuk, in a press release.

The SpoonfulONE powders offer a structured way to introduce babies to 16 common food allergens. Launched in 2017, it seeks to create the first generation of “food allergy-free” children by preventing one-third of U.S. children from developing a food allergy by 2030.

“Increased accessibility will only help us get closer to our mission. Walgreens is at the forefront of preventative healthcare – collaborating with retailers who are truly innovative and strive to reduce negative health outcomes is paramount for SpoonfulONE,” said Shewchuk.

SpoonfulONE’s 20-pack mix-ins are now available at select Walgreens locations nationwide. The brand can also be found at Target, Walmart and Wegmans and online on Amazon.

Gallivant Mawa Ice Cream Signs Central Market

Ice cream maker Gallivant Mawa signed a new distribution deal with Central Market, bringing five of its flavors – Indian Mango, Persian Pistachio, Chinese Black Sesame, Guatemalan Cardamom and Japanese Matcha – to stores across Texas.

Gallivant is a marriage of founder and CEO Snehee Chaplot’s love of ice cream and traveling. All of the brand’s flavors are made with South Asian Mawa Milk Solids, which reportedly gives the ice cream a texture that’s creamier than gelato and a super-premium taste, according to Chaplot.

“Central Market, which is really into food just like my team and I, is a perfect grocery chain for our ice cream because Gallivant Mawa Ice Cream, like Central Market, appeals to consumers who want quality, love delicious tasting food and enjoy exploring the world of flavors and tastes,” said Chaplot. “Consumers can travel the world while staying at home with our global flavors.”

Looking ahead, Gallivant Mawa Ice Cream plans to launch its ice cream throughout the Western U.S., with a focus on California, the Pacific Northwest and the Rocky Mountain region.

More Notable Distribution Partnerships

  • New York-based Bagelista entered Target’s frozen breakfast category with its line of premium par-baked bagels. The new Target launch will bring Bagelista to 25 states across the Midwest and Southeast.
  • Formerly D2C brand Better Bagel made its retail debut in Gelson’s stores throughout Southern California, with plans to expand nationwide “very very soon.” The brand’s four-pack of low-carb bagels has an MSRP of $11.99.
  • Ready-to-eat Thai sauce maker WATCHEREE will launch its Peanut Sauce, Pad Thai Sauce, and Thai Curry Sauces into 258 stores across the Midwest. Meijer will carry the full line of WATCHEREE’s sauces.
  • Wellness company Natreve announced it has landed its MOOLESS animal-free whey protein powder in more than 690 Vitamin Shoppe store locations nationwide, marking the powder’s retail debut. Made with Perfect Day’s animal-free whey protein, MOOLESS is available in four varieties – Vanilla Bean Cupcake, Chocolate Fudge Brownie, Cookies and Cream and Strawberry Shortcake – for $39.99 per box of ten single-serve packets.
  • Keto-Friendly snack bar maker IQBAR launched in Sam’s Club stores in 15-count variety boxes, the brand’s biggest box yet. The variety boxes, which contain seven Peanut Butter Chip Bars, seven Almond Butter Chip Bars and one Limited Edition Banana Chip Bar, are available for $19.48 at Sam’s Club stores nationwide.
  • Undercover Snacks, New Jersey-based maker of crispy chocolate snacks, has launched into all 73 Costco locations in the Southeast region with its Dark Chocolate + Sea Salt Quinoa Crisps. Each 13 oz. club-sized bag will be available for a suggested retail price of $8.89.