Jus-Rol Rolls Into Target Stores Three Years Into U.S. Expansion

Refrigerated rolled dough brand Jus-Rol announced it is rolling out its “star product,” a clean label Puff Pastry, to 300 Target stores nationwide this month. The new distribution builds on growing momentum for the brand, which claims it has grown dollar sales 39% and seen unit sales spike 42% in 2025 alone.

“The launch at Target is a key milestone in our strategy, significantly expanding our reach to more consumers across the U.S. Target’s refrigerated dough category is performing strongly,” said Camille Vareille, VP of marketing and business development for parent company Cérélia North America. “Our channel strategy focuses on meeting consumers where they shop for convenient meal solutions, primarily through grocery stores and mass merchandisers.”

The brand, which was previously owned by General Mills and sold to European baked goods giant Cérélia in 2021, makes a wide array of bakery items including ready-to-bake, clean label doughs such as Pizza Crust, Pie Crust and Crescent Rolls. Jus-Rol’s European arm is no longer owned by Cérélia, but the U.S. arm remains under the company’s control. The brand also produces a line of Pancake Bites. Vareille said in the U.S. the focus for growth is on its refrigerated dough category, but noted the brand has new innovations coming for both its dough and breakfast segments.

Jus-Rol has experienced “rapid growth” since expanding to the U.S. three years ago, notching an ACV of 41.4% at major U.S. retail partners and pushing household penetration to 4% so far this year, according to Vareille; she noted that the brand has plans to expand to additional retailers later this summer. The products are currently available at Walmart, Kroger, Albertsons, Stop & Shop and Meijer.

“In 2025, our brand is the fastest-growing in the refrigerated dough category,” Vareille said. “The Target launch is a strategic move to accelerate growth further, modernize the dough set, and introduce the brand and category to a younger shopper demographic. This expansion is critical for the long-term health and sustainability of the category.”

That rapid growth is made possible by the brand’s infrastructure. In 2022, it opened a new production facility in Whitehall, Ohio, to produce its branded dough products. Vareille said that facility is a “cornerstone” of its U.S. dough business, noting the facility boasts a dedicated R&D team that has allowed it to maintain “flexibility, quality, and speed to market.”

But Jus-Rol’s facilities make more than just its own branded products. Both the Whitehall plant, as well as a second site in Liberty, S.C., which is dedicated to making pancake and waffle products, offer co-manufacturing and private label services. Cérélia acquired US Waffle, the previous owner of the Liberty facility, in a 2021 deal that also saw it secure a strategic investment from Continental Grain Company.

“M&A has been a key component of our strategy to accelerate growth in North America,” Vareille said. “This approach complements our broader plan, which includes expanding our portfolio with fast-growing products, enhancing our production capabilities, and forming new strategic partnerships.”

But with the baked good space heating up, parent company Cérélia is well-positioned to capitalize on growing momentum.

In March, dough and baked goods producer CraftMark was acquired by One Equity Partners; the company makes bread dough, cookie dough, muffins, flatbread, baked cookies and filled dough for quick-service restaurants and retailers nationwide. Last year, allergen- and gluten-free take-and-bake cookie company Sweet Loren’s expanded beyond its flagship category, introducing a line of puff pastry and pizza dough which initially rolled out to Target and Kroger.