Rollin Greens Discontinues Flagship Line to Focus on Plant-Based Meat Alternatives

Rollin Greens Discontinues Flagship Line to Focus on Plant-Based Meat Alternatives

Rollin Greens announced this week it is discontinuing its flagship line of Millet Tots, a better-for-you take on tater tots, in order to shift focus towards offering plant-based meat alternatives.

“This has not been an easy decision, but ultimately we know it is what’s best for RollinGreens,” Lindsey Cunningham said. “We honor that Millet Tots have been our flagship product for over five years, but understand sku rationalization and when it’s time to pivot.”

Cunningham said that though alternative grains have risen in popularity, the majority of consumers are still not aware of what millet is. Instead, she said, shoppers associated it with “bird food” and left the company with “a marketing hurdle hanging over us.” This issue was compounded by the pandemic, with demos put on hold and rising supply chain costs, particularly for millet.

“All of these costs were adding up,” Cunningham said, “and the scale wasn’t making a big enough impact.”

The Tots were in 3,500 retailers nationwide, including 3,500 stores nationwide including Kroger, Whole Foods, Walmart and Central Market.

Founded by the parents of c0-founder Ryan Cunningham, Rolling Greens began as a Colorado-based food truck in 1980 before ultimately ceasing operations after several years in business. In 2011, the RollinGreens food truck was resurrected by Ryan Cunningham, who now goes by Chef Ko, and his wife Lindsey. The truck quickly gained attention for its millet tots, and in 2016 the Cunninghams shut down the truck in order to bring the Tots to retail.

While Millet Tots have faced challenges, the company had enjoyed success with the plant-based meat alternative it has launched over the past two years: Cauliflower Wings (now sold in 2,500 retailers) and shelf-stable ME’EAT crumbles, the latter of which has helped open new distribution channels, particularly ecommerce. According to Cunningham, in just seven months the company sold more ME’EAT packs then it did Millet Tots for the entire year prior, despite having only five online customers and one SKU.

The Wings and ME’EAT have more efficient manufacturing partners and more volume, Cunningham said, noting that ME’EAT also has “massive gross margins.” A new SKU for that line, Plant-Based Chorizo, will launch in Kroger stores in March, with two more flavors debuting online as well.

“Our focus remains on, ‘Creating the best-tasting Plant-Based foods made with honest ingredients, that inspire generations of consumers to live with purpose through good food and great fuel to live their best lives,’ Cunningham said.