Outstanding Foods Looks to Double Retail Footprint as Leadership Expands

Since introducing its line of dairy-free Cheese Balls last year, vegan snacks company Outstanding Foods has seen sales accelerate. Now, new president Bobbie Turco says the brand is looking to make 2023 its breakout year.

Turco, who joined Outstanding Foods in 2019 and most recently served as COO, was named president earlier this month as the company aims to more than double its retail distribution footprint this year.

Founded as PigOut in 2018 by CEO Bill Glaser and Head of R&D Dave Anderson, Outstanding Foods began as a plant-based pork alternative brand, offering products such as vegan bacon chips, pork rinds and bacon seasonings. Having discontinued its flagship Bacon Chips in the wake of headwinds from the pandemic, the company rebranded in 2022 and has since narrowed its portfolio to focus on its pork rinds, now called Pig Out Crunchies, and a line of dairy-free cheese puffs.

However, Turco said its latest offering, a line of dairy-free cheese balls introduced last spring, has grabbed the most attention from buyers and consumers. While there are other dairy-free puffs on the market from brands including Vegan Rob’s, Ka-Pop and Hippeas, other competitors in the cheese ball space, like Pipcorn and Good Crisp, have focused on dairy-based products.

As president, Turco said she will help craft the business strategy, allowing Outstanding’s co-founders more time to focus on the brand’s creative components and product innovation. Glaser will work primarily on marketing strategy while Turco will assume oversight of sales and operations.

According to Turco, the snacks are currently available in about 12,000 doors nationwide, with a goal of adding 14,000 more points of distribution by the end of the year. While the brand’s multiple product lines have thus far been sold mostly in the natural channel, including recent expansion to Sprouts stores, conventional and foodservice channel expansion is the goal for this year, which will help fuel “exponential growth” across product lines. The brand is also adding accounts such as Harris Teeter, Lowes, Walmart and Jewel, and it has also partnered with Compass Groups’ Foodbuy program to grow foodservice.

The growth builds on Outstanding’s existing footprint, which includes Whole Foods, Hy-Vee, Fresh Thyme, Earth Fare, Shop Rite and Royal Farms.

“We are innovating and entering categories that are typically void of nutrients and protein, giving consumers a healthy option with no sacrifice to taste” she said.

To support the rapid expansion, Outstanding Foods has evolved its leadership team, most recently naming Lauren Kahner as VP of marketing, effective January 4. Kahner comes to the brand from recently acquired vegan brand Follow Your Heart, where she served as director of marketing, and previously held positions at Halo Top and baby products brand Munchkin.

In her new role Kahner will be tasked with rapidly raising awareness for the brand amongst retail shoppers.

“With all of our distribution gains, part of our marketing strategy will certainly be focused on meeting consumers at shelf,” Turco said.

The company also hired a new VP of Operations, Andrew Lindemann, last fall. Lindemann previously held the same position at Fat Snax and Birch Benders Micro-Pancakery. He has so far focused on shoring up Outstanding Foods’ supply chain as it prepares for a significant jump in sales, Turco said.

Outstanding Foods has raised roughly $23 million in financing over multiple fundraising rounds, including a $10 million Series A in January 2021 and a $5 million convertible note round in June 2020. Investors in the brand include rapper Snoop Dogg and NBA star JaVale McGee, as well as institutional firms such as SternAegis and RSE Ventures.

Turco said the company is currently in the midst of another fundraise but did not disclose the size of the round.

The brand is also preparing to debut additional innovations in Q1. While Turco declined to provide specifics, she said the company will soon be launching a product that moves beyond salty snacks and into the “sweet category.”

“It’s fair to say we’re headed in the right direction,” she said. “We’ve built an outstanding team including some talented new leadership and we’re looking to expand on the success we’re already seeing in-market. This is a fun stage in the business.”