Chia Smash Launches Grab-and-Go Sachets
Superfood jam brand Chia Smash is looking to use its retail momentum to power the launch of a new grab-and-go sachet line in Sprouts this month.
Founded in 2019 by CEO Anna Peck and COO Steven Ford, Chia Smash has raised over $1 million in seed funding and is currently exploring a larger financing round for next year. Currently available in around 2,700 stores nationwide and through ecommerce, the brand is now preparing for a U.K. retail launch in September with a target of 700 new stores.
“We have a retail focus on natural and conventional, but we’re also excited that we are about to go global,” Peck told NOSH. “Jams are a big category in the U.S., but there’s an even larger opportunity in Europe, the U.K. and Asia.”
Chia Smash produces a line of better-for-you jam spreads made with chia seeds, berries, dates and lemons. Each 8 oz. jar contains 14 servings, with 2-3 grams of natural sugar and 20 calories per serving. The jams are available in Strawberry, Raspberry, Blueberry, Concord Grape, Cherry Pomegranate and Apricot flavors. As well, the company said it recently received Whole30 approved status.
According to Peck, a former senior manager at Blue Apron, she initially started Chia Smash as a “side hustle” in 2019 and kept its focus on the local market throughout 2020 before switching her full time focus to the brand in 2021.
“Jam and jelly was a sleepy stale space dominated by the old school legacy players [when we launched],” Peck told NOSH. “Now, the category has exploded across the board.”
According to market research firm Circana, on a two-year stack basis the jam and jelly preserves category grew 14.9% in the 26-weeks ending January 1 to over $420.9 million, while volume sales fell -2.8% in the same period.
Meanwhile, Chia Smash is quickly working to establish a foothold in the set, with quadruple-digit sales growth in the 52-weeks ending March 14, according to NielsenIQ. Ford noted that’s due in part to strong repeat rates: it estimates that its most loyal customers average 11 days between purchases.
Chia Smash’s retail footprint includes Whole Foods, Sprouts, Raley’s, Vitamin Cottage, Natural Grocers, Erewhon, and Nuggets. Last year, the brand added 804 Kroger banner stores, including Fred Meyers and King Soopers. Online, the brand is available through Thrive Market, Imperfect Foods, Amazon and direct-to-consumer.
But now Chia Smash is aiming to see if it can get those consumers to take the brand with them on the go. This month, Chia Smash is launching a line of 1.15 oz. sachets in Sprouts stores, with plans to expand the line to Whole Foods in October. The line will retail at $1.99 per sachet and is available in Strawberry, Blueberry, Concord Grape and Raspberry flavors.
“We’ve tried to be dialed in and focused on where we take market share,” Peck said. “Our attributes are very mainstream and we’re not confining who our consumer is. We’re not trying to use adaptogens or bring brain fuel power to jams. Our consumers are diabetics, foodies, low sugar [shoppers], this is a mainstream play.”
