Distribution Roundup: Laoban Doubles Down on Dumplings; Belgian Boys Go ‘All Day’ At Walmart

Laoban Breaks Out From Natural Via Kroger, Walmart

Asian frozen food brand Laoban is on a hot streak, announcing this week it has doubled its nationwide distribution footprint with the addition of more than 6,000 retail doors, marking the company’s first steps beyond the natural grocery and into mass and conventional retail. Over the coming months, the brand will be rolling out products to “thousands” of Walmart and Kroger stores in addition to expanding placement for its new Bao Buns line.

“For us, starting out as a small dumpling shop, the growth in our CPG distribution has been amazing, as we’ve been able to expand our reach far beyond our local DC area where we started,” CEO Patrick Coyne told Nosh.

The company’s new Bao Buns, which launched at Whole Foods Market earlier this year in BBQ Pork, Spicy Beef and Sesame Chicken varieties, have also begun to enter Sprouts stores nationwide this month; in October, one of the Bao Bun flavors will also launch at over 200 Target locations across the country.

“The new bao buns have far exceeded our expectations… they’ve been absolutely flying off [Whole Foods] shelves,” said Coyne. “Being microwavable in just one minute, they’ve made that convenient flavor even more convenient. The other big thing we’ve seen with the bao are the incredible incrementality they’ve delivered, bringing new consumers into the frozen aisle and growing the category. That’s maybe the most exciting aspect for us, our ability to help get people excited about shopping for frozen food.”

Laoban is still innovating and expanding its original dumplings as well and is set to release a new SKU, Beef Pho Soup Dumplings, in October exclusively at Costco’s Northeast region stores. As the Washington, D.C.-based brand continues to expand, so has demand for Asian frozen foods; the frozen dumpling category sales reached over $600 million in 2023 alone, according to Laoban.

According to Coyne, the company is ready to support that increased consumer interest as it grows its distribution footprint. He noted it has been “methodically” building out its supply chain alongside its marketing capabilities over the past three years to support its trajectory.

“We’ve been able to hone in on the key reason folks seek us out and keep coming back–convenient flavor,” said Coyne. “That’s true across channels, geographies, demographics, etc. We’re providing delicious bites that aren’t that hard to prepare, which finds really nice occasions like weeknight dinners, lunches at home, and after school snacks.”

Belgian Boys Debuts Breakfast All Day With Walmart

Breakfast brand Belgian Boys announced the debut this week of a new grab-and-go line exclusively with Walmart that will roll out to 1,800 of the mass retailer’s locations nationwide. The launch, which will include two formats and a total of five unique products, marks the brand’s first foray into the grab-and-go set.

The Bite-Sized Pancakes & Go format will feature the brand’s mini pancakes and come in Maple Butter, Belgian Chocolate Chip Butter, and Sprinkles Butter; the products need to be heated in a microwave for 45 seconds and stirred prior to consumption. Bite-Sized Pancakes & Go will come in a 3.25 oz. plastic tub format and retail for $4.98 each.

Belgian Boys is also trying its hand at a Lunchable-type product with its Breakfast All Day Box. The boxes will feature four mini Belgian Waffles come in two formats – either paired with Babybel cheese and dried cranberries or Pure Maple syrup and dried cranberries. The product doesn’t require any prep and will also be available for $4.98 each.

“As our stress-free, mess-free breakfast options have grown more popular, we wanted to find a way to offer a taste of our bestsellers in a more convenient format,” said CEO Anouck Gotlib. “We hope this new introduction pack will invite new customers to try out our brand, those who wouldn’t necessarily buy a 90 – or 36-pack of mini pancakes.”

La Brea Launches In Target Nationwide

Artisan bread brand La Brea announced it will roll out a selection of its Take and Bake line at over 1,000 Target stores nationwide, building on the brand’s widespread distribution in natural and conventional grocery stores.

The products will include its French Dinner Rolls, French Twin Pack Baguette, and French Sandwich Rolls which are all made with the over 30-year-old brand’s original sourdough starter and four ingredients. The products do not contain artificial preservatives, colors, and flavors and are all certified non-GMO Verified, Kosher, and Vegan.

“Our Take & Bake line is about delivering the same exceptional quality and taste that our customers have come to expect from La Brea Bakery, but with the added convenience and enjoyment of baking it fresh in their own kitchen,” said Jonathan Davis, La Brea Bakery’s Culinary Innovation Leader, in a press release.

Kosterina Olive Oils Hit The Bullseye

Mediterranean food company Kosterina announced its mass channel debut, launching its Premium Reserve Extra Virgin Olive Oil and Spicy Red Pepper Olive Oil at more than 600 Target stores nationwide.

The products will also be available online and mark a significant expansion for the brand, which is distributed to Whole Foods and Crate and Barrel stores nationwide. Both oils will be available in a 500 mL tin for $19.99. The company also sells vinegars, olives and a range of olive oil-based skincare products.

“We’re honored that the Target team has trusted Kosterina to be its ultra premium olive oil partner, giving us the chance to bring this high-quality, healthful superfood into more homes and kitchens across the country,” said founder Katina Mountanos, in a press release.

VERB Locks in GNC

Caffeinated energy bar brand VERB announced it will roll out to 91 GNC stores nationwide this month. The brand will launch its Oatmeal Chocolate Chip, Chocolate Chip Peanut Butter, and Birthday Cake flavors at the nutrition store. VERB products are also sold at a range of natural and conventional retailers including Fresh Thyme, H-E-B, Giant and Albertsons.

The plant-based bars contain about 200 calories, 10 grams of protein and 80 mg of green tea-derived caffeine per serving. The products are gluten-free, vegan, and do not contain any artificial sweeteners.

Other notable distribution moves:

• LesserEvil is rolling out its Interstellar Cheddar Space Balls and White Cheddar Popcorn at more than 1,200 Target stores nationwide. Both products will be available for $4.29 per bag.
• Elavi doubled its footprint in Costco’s SoCal region and will be available in a total of 30 warehouses in October.
• Low carb bread and bagel brand The Sola Company announced that its Seeded Bread, Plain Bagels, Blu-Berry Bagels and Everything Bagels are now available at Whole Foods stores nationwide.
• Sweet protein brand Oobli locked in a partnership with Japan Airlines that will see its Crisp ‘n Rice Milk Chocolate Minis served to First and Business class passengers.
• Seedly, a seed-based bark brand, is rolling out its three flavors – Celtic Sea Salt, Raspberry Bliss and Vanilla Quinoa Crunch – to MOM’s Organic Market stores.