Distribution: BelliWelli Goes Conventional With Supplement Launch; Abbot’s Now At Publix

BelliWelli Gets Into Mainstream Supplements With New Walmart Launch

Low-FODMAP, gut-health bar brand BelliWelli is betting big on its fiber ingredient’s functionality.

The California-based brand announced today it has extended beyond on-the-go snacks for the first time, entering the supplement space with the launch of a new four-in-one powder product that puts fiber at the forefront.

BelliWelli Powders contain collagen, probiotics, electrolytes and dietary fiber, promising “real gut health benefits,” according to founder and CEO Katie Wilson. The new line comes in Yuzu Mandarin, Tropical Breeze and Cucumber Lime Cooler and will launch at Walmart in over 1,000 stores.

The product is technically low-FODMAP, but since that designation is reserved for food items, the brand has not yet decided if it will lean into that callout with the new line. The new innovation was informed in part by demands from BelliWelli consumers, said COO Tyson Woeste. The second push came from Walmart’s buyers; in addition to the powder, which will roll out in April, the retail chain is also bringing BelliWelli bars to 871 stores.

“The conversation that just kept coming up with this idea of ‘not my mom’s Metamucil,’” said Woeste. “Fiber supplements were something that a monstrous part of our customers were taking, and they absolutely hated… but it was a staple [part of their day]… Walmart came to us asking if we’d be willing to develop a product in this area because it was a very high velocity area and there was nothing fresh.”

The new product was developed with the same functional properties as the brand’s bar line, with the addition of collagen and electrolytes. The result is a product that shares much of the same DNA as the brand’s snacks, Woeste explained. The powders will be available for $19.99 at Walmart and bring BelliWelli into a new aisle, supplements, where the product will be merchandised alongside conventional fiber offerings.

“We are entering the fiber chat in a very meaningful real way,” said Wilson.

The DTC-native brand raised $15.4 million last year as it strategized an expansion beyond the bar category. Beyond Walmart, the brand currently sells its hero bar product at retailers nationwide including Target, Sprouts, Gelson’s, Central Market and more.

Blender Bites Launches With Southeastern Grocers

Smoothie brand Blender Bites recently announced an expansion to 314 Southeastern Grocery banner stores. The Winn Dixie, Harveys Supermarket and Fresco y Más operator will now sell the brand’s one-step smoothie cube products in Power Berry, Green D-Tox, and Liquid Sunshine.

“This launch is another strategic move in our ongoing efforts to expand our presence in the United States, aligning with our goal of achieving revenue growth in the months ahead.” stated Chelsie Hodge, Blender Bites CEO and Founder, in a press release.

The Canadian company sells the frozen smoothie products at a range of retailers in the U.S. including Albertsons, Safeway, Walmart and Schnucks. Last year it added dancer and actress Julienne Hough as an investor and recently debuted a new SKU created in collaboration with Hough that utilizes plant-based protein from Orgain.

Marco Sweets & Spices Takes The Conventional Route

Internationally-inspired ice cream brand Marco is rolling out pints to over 1,000 Albertsons stores, nearly doubling the brand’s existing door count, said co-founder Avery Henderson.

The expansion will bring Marco to shelves across Albertsons’ stores in Seattle, Northern California and Mid-Atlantic regions. The retailer will carry all seven of the brand’s ice creams including Turkish Mocha, Vanilla Chai, Green Tea White Chocolate, Moroccan Honey Nut and more.

Marco’s ice creams will also be sold at Albertsons banners including Safeway, Jewel, Shaws and Star Market. Existing retail partners include select Whole Foods regions, Sprouts, The Fresh Market, Fresh Thyme, Gelson’s, Lazy Acres and more.

Abbot’s Vegan Meats Now Sold At Publix

Plant-based meat maker Abbot’s, formerly Abbot’s Butcher, announced its debut at more than 1,300 Publix locations spanning eight states this week bringing its total door count to over 4,000 stores nationwide.

The Florida-based supermarket chain will carry three of the brand’s four SKUs including “Chorizo”, Ground “Beef”, and Fajita Chick’n and merchandise the items in its produce set.

The top nine allergen free products are made with pea protein, mushrooms, and extra virgin olive oil and are non-GMO and Whole30 Approved. Abbot’s products are also sold at Sprouts, Target, Whole Foods Market, Natural Grocers, The Fresh Market and more.

“At Abbot’s, we’re deeply committed to crafting plant-powered proteins that not only taste absolutely delicious, but give your body what it needs to thrive,” said Kerry Song, founder and CEO of Abbot’s in a press release. “Thanks to Publix, we’ll be able to share the transformative power of good, clean food with more and more people.”

Wonder Monday Locks In Fresh Thyme Partnership

Better-for-you cheesecake maker Wonder Monday recently announced a new distribution deal with Fresh Thyme that will bring its low-carb desserts to all 70 of the retailer’s stores across the Midwest. The products include Classic Plain, Creme Brulee, Key Lime, and Strawberry Bliss and will be merchandised in the bakery section.

“Our mission has always been to create desserts that not only taste fantastic but also support a healthy lifestyle,” said Candace Wu, Founder of Wonder Monday, in a press release. “Partnering with Fresh Thyme, a company that shares our commitment to health and quality, is a natural fit. We can’t wait for more people to experience the joy of indulging in a dessert that feels as good as it tastes.”

Wonder Monday said it will support the new distribution with promotions and sampling events at select locations. The DTC-native brand also sells its low-sugar sweets at Foxtrot, Central Market, a range of independent stores and through select Doordash DashMart stores.

Stellar Snacks Locks Down West Coast Whole Foods Regions

Las Vegas-based pretzel company Stellar Snacks announced this week it has secured distribution in Whole Foods stores across Northern Nevada and Northern California. The braided pretzels come in four flavors: Simply Stellar, Maui Monk, Bold & Herby, and Sweet & Sparky.

“Seeing our pretzels gracing the shelves of our hometown Whole Foods is one of those “pinch me” moments that I’ll never forget – it still feels surreal,” said Stellar co-founder Gina Galvin, in a press release.