Distribution Roundup: Maazah Hits The Target, Supergut Goes Into Retail

Nosh Staff Jan. 24, 2024 at 4:39 PM

Maazah Hits Target Shelves

Afghani sauce maker Maazah lined up distribution in 270 Target stores in the Midwest and Southwest regions to start the year. Maazah’s refrigerated drizzling sauces come in 8-oz. squeeze bottles, are available in four varieties (Mango Chutney, Cilantro Chutney, Hot Chutney and Lemon Aioli) and retail online for $8.99 each.

First-generation Afghan-Americans, co-founder and CEO Yasameen Sajady and her sister Sheilla launched the brand to recreate and share their mother’s “magic” green chutney recipe (“maazah” translates to “flavor” in Farsi) which served as a vital link to their Middle Eastern heritage. Starting in farmers markets and co-op grocers in Minnesota, Maazah is focused solely on brick-and-mortar retail where it is currently sold in more than 400 doors nationwide.

The Target launch adds to the Minnesota-based company’s distribution gains in its home market where it’s currently available in Mariano’s, Kowalski’s and Minnesota independent grocers. The brand also has distribution in Detroit, Southern California and Texas-based retailers like Central Markets and Kroger locations in Houston and Dallas.

“2024 is all about new retailer partnerships while steadily building a loyal consumer following, this is key to a sustainable growth strategy,” Sajady told Nosh.

Supergut Prebiotic Bars Go Brick-and-Mortar in Sprouts, Erewhon

Supergut Prebiotic Bars have made the leap from ecommerce onto store shelves. At the beginning of the month, founder and CEO Marc Washington announced that Supergut had been picked to be in Sprouts’ Forager program and would be selling its three-SKU line of bars (Chocolate Brownie, Peanut Butter Chocolate and Strawberry Almond) in over 400 stores nationwide. Supergut followed it up with news that it was also now available at Los Angeles specialty grocer Erewhon, or “the place to see and be seen in the CPG space,” Washington said on LinkedIn.

The partnerships “will help us continue building momentum as the functional food brand offering gut healthy, cravings killing, GLP-1 boosting superfoods!!” he wrote.

Supergut has positioned itself toward consumers who are interested in gut-healthy snacks that align with the elevated interest in GLP-1 drugs. The brand started with meal-replacement prebiotic shakes and has expanded into the snack bars and powdered boost categories where the brand caters to convenience-minded consumers.

Funky Mello’s Plant-Based Fluff Indulgence To Whole Foods

Funky Mello, a plant-based marshmallow creme, will soon be available in over 100 select Whole Foods Market locations in the South and Southwest including Texas, Oklahoma, Louisiana, Arkansas, California, Nevada and Arizona. The retailer will be carrying the brand’s Vanilla and Cookie varieties and retail for about $5.99 per 6-oz. container. The partnership marks a huge distribution gain for the brand, which is in about 30 retail doors currently.

Last year, the refrigerated dessert maker partnered with allergen-free pretzel company FitJoy on a Dippsterz snack product released online. The Austin, Texas-based brand hopes to bring that product to retail partners this year.

As the brand has built more distribution partners it has focused on “optimizing trade spend” and “cultivating relationships with store teams for advocacy” to unlock new customers and retailers, CEO and co-founder Delisa Harper said.

Fly By Jing Adds Costco, Albertsons, Whole Foods UK

Fly By Jing’s Sichuan Chili Crisp is continuing its march across retail channels, adding 97 Costco locations across 12 states in the Northeast. Along with expanding its club channel footprint, the brand is now national in every Albertsons and Safeway store. Previously, the brand had only been available in the two grocery chains’ stores in the Southwest and Northwest.

Additionally, the chili crisp maker is now available in Whole Foods locations in the UK with its 6-oz. jars of Sichuan Chili Crisp, Xtra Spicy Sichuan Chili Crisp, Zhong Sauce, Sichuan Gold and Chili Crisp Vinegar.

Dr. Bombay Rolls Into Albertsons

Hip-hop artist and rising food and beverage entrepreneur Snoop Dogg is bringing his ice cream brand Dr. Bombay to Albertsons banner stores this month. Happi Co., the makers of Dr. Bombay Ice Cream, reported that all six flavors (Bonus Track Brownie, Iced Out Orange Cream, Rollin’ In the Dough, S’more Vibes, Syrupy Waffle Sundaze, and Tropical Sherbet Swizzle) will now be in Safeway, ACME, Jewel-Osco, Shaw’s, Tom Thumb, Randalls, Star Market, Carrs and Vons locations for $5.99 each.

Spicewell Goes Into Fresh Market

Ayurvedic-inspired seasoning company Spicewell announced recently that it is now on all 161 The Fresh Market store shelves across 22 states. The Santa Monica, California-based brand blends organic vegetables and functional ingredients like ashwagandha and turmeric to make its New Salt and New Pepper mixes packed with 21 vitamins and minerals. The brand sells 9-oz. shakers of its “superfood seasoning” online for $17.

Bullets:

Cape Cod Café Pizza has expanded its reach in the crowded frozen pizza category with the launch into select Walmart stores. The 12-year-old brand’s Cheese, Mushroom and Onion & Pepper varieties will be in more than 200 locations in New England, Ohio, Pennsylvania and West Virginia bringing the company’s total retail footprint to more than 1,000 grocery and convenience stores, entertainment venues, restaurants and other locations throughout the Northeast.
Along with launching two new product lines — kid-friendly pasta meals and A2 Milk Shakes in Whole Foods — Once Upon A Farm has expanded its presence in Costco announcing its Fruit & Veggie Blends pouches have started rotations in the Los Angeles region and the Northwest region (Oregon, Washington, Alaska, Montana, Idaho, and parts of Utah). The brand is available year-round in Texas, Oklahoma, Arkansas, and Louisiana locations.
Boston-based Grillo’s Pickles has partnered with Sprouts Farmers Market offering the brand’s Dill Spears, Pickle de Gallo and Dill Chips at all locations.
Leveraging its manufacturing muscle, Syrian frozen food company Afia’s top three falafel varieties — Traditional, Garlic & Herb and Za’atar — are now available in Big Y locations in the New England area.
The Laughing Cow launched its Plant-Based Garlic & Herb spreadable cheese in Whole Foods Markets for $4.49 per 4.5-oz. container. The new dairy-free variety is exclusive to Whole Foods until the spring, when both the Plant-Based Original and Garlic & Herb varieties will come to Kroger and other retail stores nationwide.
Keto-friendly, gluten-free flavored whipped cream Whipnotic announced it had entered more than 300 Kroger stores with its Vanilla Salted Caramel, Strawberry Swirl, Brownie Batter and Peach Mango flavors.
Chewing gum brand Refresh Gum has begun the year launching nationwide in Sprouts. The gum, made without artificial flavors, sweeteners or preservatives, will follow its Sprouts partnership with an April release in Whole Foods Market.
Better-for-you gummy candy Better Sour is rolling out in over 800 new doors to start the year. The brand announced it is now in all 401 Sprouts Farmers Market locations as well as 148 The Fresh Market stores, all 240 World Market locations, and select Foodland grocers across the Hawaiian islands.