Why realsy Is Betting on Nontraditional Distribution Channels

Roughly two years after splitting from Rollin’ n’ Bowlin’, snack platform realsy is doubling down on nontraditional distribution efforts for its nut butter-filled dates, securing deals with corporate campuses like Spotify North America HQ and professional sports teams like the Chicago Bulls.

The Fort Worth, Texas and Chicago, Ill.-based brand’s snacks come in Almond Butter, Cacao Peanut Butter, and Peanut Butter varieties and are sold in 3-count single-serving pouches for $2.99 to $3.99, depending on the retailer. Realsy now partners directly with date farmers in Mexico, which it says has improved the efficiency of the supply chain and the product itself.

Most recently, realsy landed its nut butter-filled dates in the Albertsons network, launching in four divisions simultaneously: Safeway in California, ACME, Jewel Osco in Illinois, and United in Texas. The brand has also secured distribution with Wegmans, Misfits Market, and Imperfect Foods in recent months and is slated to debut in New Seasons in March, marking its first chain in the Pacific Northwest.

Realsy has deviated from the typical approach of better-for-you food brands by starting brick-and-mortar distribution in the conventional channel rather than the natural channel. However, that decision has proven fruitful.

“We’ve seen a lot of success early on in conventional first, with Giant Eagle, Jewel Osco, and the Albertsons network. We’ve also noticed that it’s typically more cost-effective to work in the conventional channel if you can get your pricing right,” said co-founder Austin Patry.

He continued, “Our mindset is that if we’re proving ourselves out in conventional, then hopefully, once we get into natural, it’ll be that much better. We’re trying to grow in both [channels].”

The brand started out in center store, like many snack makers, but has since put an emphasis on the produce set, where consumers can shop its nut butter-filled dates alongside bananas and berries. According to Patry, it’s a “really unique model” often offering higher foot traffic and more direct relationships than the snacking aisle.

“It’s more profitable, it’s more eyes [on the product], and our consumer – someone who wants something super clean with no additives – is often in the produce set, so it made a lot of sense to us. We’ve been seeing a lot of positive traction that way,” he said.

Though grocery is part of realsy’s growth strategy, the brand is also targeting nontraditional distribution channels like corporate campuses, sports stadiums, and professional sports teams to reach consumers looking for convenient, whole food snacks on the go, wherever they may be. Across all channels, realsy’s products are available in nearly 2,000 locations.

The brand currently sells its nut butter-filled dates to a variety of sports teams, including the Chicago Bulls, Dallas Mavs, Utah Jazz, Detroit Pistons, Portland Trailblazers, Philadelphia 76ers, LA Clippers, NY Knicks, and NY Rangers. Additionally, AT&T Stadium, home of the Dallas Cowboys, sells the products at its healthy choice carts and grab-and-go locations.

The corporate campuses currently stocking realsy for their in-office employees include Spotify North America HQ (NYC), Gap (NYC), and Bank of America (Chicago). The brand will launch its almond butter singles exclusively in Meta HQ (Menlo Park, Calif.) next month and will be available in Netflix HQ in Q1 or Q2 2025.

To gain traction in the corporate campus space, Realsy debuted its single-wrapped date product, which comes in a 40-count display box, just over a year ago. The single-serve format allows the brand to provide office pantries with an affordable, healthier snacking option.

“Historically, [corporate campuses] have only been able to give out unhealthy snacks because they’re the cheapest. With the launch of this single-wrapped date, we’re able to get [our product] under the price point they’re looking for, and they’re starting to look at healthier options,” said co-founder Sophia Karbowski.

She continued, “It’s been amazing for us as a brand and business for sales, but also for visibility and trial. There’s no friction when it’s free at your office that you’re at every day.”

Other players in the date-based snack space include Joolies – which recently introduced a line of Date Pops date and nut bites – and Sweet Nothings, which markets a portfolio of Organic Nut Butter Bites.

Realsy, which is profitable, closed out 2024 at $1.5 million in revenue and is forecasting $8 million in sales this year. Looking ahead, the brand will spend 2025 focused on growing its retail partnerships and executing in-person pop-up events in the cities with its highest customer bases, such as New York, Chicago and Dallas.

According to its founders, dates are just the beginning.

“We named the company realsy because we don’t want to brand ourselves as just a date company. We see ourselves as a produce-focused snacking company,” said Patry.