Distribution: Hero Bread Hits Whole Foods; SAUZ Rolls Out To Sprouts

In this distribution roundup, Hero Bread hits Whole Foods nationwide, Sauz expands into Sprouts, and Lotus Foods partners with Walmart.

Hero Bread Hits Whole Foods

Low-carb, fiber-rich baked goods provider Hero Bread is now in 500 Whole Foods Market stores across the country, bringing the brand’s total retail footprint to roughly 4,000 doors.

Hero Bread was founded in 2021 and touts 0-2 grams of net carbs and no sugar per serving, as well as a “simple” ingredient deck, including olive oil (which it adopted in order to appeal to the anti-seed oil movement) and resistant wheat starch. The brand raised over $21 million in financing last year, and it closed a $15 million Series B the year before in 2023, with celebrity backers including pro athletes Tom Brady and Kevin Durant.

Whole Foods will carry the brand’s Classic White Bread and Seeded Bread varieties.

“We want to make wholesome diet choices accessible and convenient to every household. Now, with the launch in select Whole Foods Market stores nationwide, anyone across the country can shop our best-selling Hero Bread items in all major markets, meaning millions more consumers can be the hero in their home every week,” said Hero Bread CEO YuChiang Cheng in a press release. “This gets us closer to accomplishing our North Star mission.”

Its retail presence also includes chains such as Publix, Sprouts, Albertsons, Safeway and QFC, among others.

SAUZ Goes Chainwide in Sprouts

Tomato sauce startup SAUZ is now chainwide in Sprouts Farmers Market stores with five flavors, the company announced last week.

On LinkedIn, co-founder and CEO Troy Bonde said the brand has already performed well in the natural chain, at least anecdotally.

“I stepped into a Sprouts store yesterday, walked to the aisle and noticed SAUZ was almost entirely sold out,” Bonde wrote. “I asked a grocery team member if they’d received product in-full or were somehow shorted and he responded, ‘We moved 7 cases in 3 days.’”

Gelson’s Gets Comfortable with Myles

Myles Comfort Foods is adding Gelson’s Markets, founder and CEO Myles Powell announced via LinkedIn, adding its frozen high-protein Mac & Cheese to the California grocer’s stores.

“This expansion marks a major milestone as we continue bringing indulgent, non-complicated, true ingredients comfort food to more communities across the country,” Powell wrote.

“Building a brand from the ground up takes vision, perseverance, and the right community of supporters. Every new retail partnership is a step toward making high-quality, nutritious comfort food more accessible,” he added.

Lotus Foods Enters Walmart Stores

Rice products brand Lotus Foods is introducing its Organic Brown Udon Rice Noodles product to 1,100 Walmart stores across the country, as well as online with Walmart Marketplace.

“Partnering with Walmart allows us to expand access to our premium Gluten-Free Udon Noodles while staying true to our mission of creating positive change,” said Andrew Burke, CEO of Lotus Foods, in a press release. “Through Walmart’s broad distribution, we’re able to offer high-quality, organic products to more people, making sustainable, nourishing food more accessible. This collaboration reinforces our commitment to innovation and sustainability, embodying our belief that everyone deserves access to delicious, healthy food that supports the well-being of both our consumers and the planet.”

The noodles will retail for $3.82 per 8 oz. package in-store or $13.14 per 3-pack online.

More distribution news across the industry:

• Ithaca Hummus has launched its Jalapeño Lime Hummus flavor into 97 Costco stores throughout the Northeast region.
• Hispanic fresh food brand Del Real Foods will launch in 174 Lidl stores on the East Coast beginning February 12. The brand said its top three best-selling products will be included in the rollout – its 15 oz. Birria beef, 6-count Carnitas & Cheese Pupusas and 6-count Chicken & 3 Cheese Tamales.
• Doughy, an edible cookie dough brand, is now in over 100 Whole Foods stores on the East and West Coasts, founder and CEO Kelly Ramey announced.