Retail Rollouts
Afia Foods expands into Costco with larger-sized kibbeh
Afia Foods, founded by Farrah Moussallati Sibai, is bringing its savory Kibbeh to Bay Area Costco locations, where shoppers can now purchase a 24oz bag for $16.79. This heat-and-eat version of the traditional beef croquette features a crispy bulghur wheat shell filled with seasoned halal beef, offering an elevated snack or meal topping. Costco’s offering is more than double the size of Afia’s usual retail package, making it a value-packed option for fans of this authentic Mediterranean dish.
Millie’s Sipping Broth gains massive distribution in Sam’s Club
OneFarStar, LLC, founded by Lori Peha Kezner and Llance Kezner, has introduced Millie’s Sipping Broth™ to 375 Sam’s Club stores across the country. This innovative tea bag-style sipping broth is a wellness-focused alternative to traditional soups, providing a convenient and flavorful option as part of the growing functional food trend. With this launch, Millie’s Sipping Broth has nearly quadrupled its retail footprint within the past year.
Wildwonder goes national with Whole Foods Market distribution
Wildwonder, founded by Rosa Li, has officially expanded into all 500+ Whole Foods Market stores nationwide, marking a significant milestone for the probiotic drink brand. After starting as a small business that relied on food service, Rosa credits Whole Foods for taking a chance on the company during the pandemic. Now, with nationwide availability, Wildwonder continues to bring its gut-friendly, wellness-forward beverages to a growing customer base.
New Product Launch
La Colombe launches Valentine’s-ready Strawberry Mocha Draft Latte
La Colombe, founded by Todd Carmichael and JP Iberti, has unveiled its limited-edition Draft Latte® Strawberry Mocha, blending real cocoa with natural strawberry flavor for a unique Valentine’s-inspired coffee drink. With 50% less sugar and a good source of fiber, this frothy treat offers a healthier twist on ready-to-drink flavored coffees. The Strawberry Mocha is available at major retailers and online through April 15.
Oat Haus introduces three indulgent new granola flavors
Oat Haus, founded by Ali Bonar, is adding three decadent flavors to its granola butter lineup: Cookie Dough, Cookies & Cream, and Brownie Batter. These new varieties bring a dessert-inspired twist to the brand’s allergen-friendly, oat-based spreads, perfect for topping toast, smoothies, or enjoying straight from the jar.
Laurel’s Coffee debuts Matcha as a non-coffee alternative
Laurel’s Coffee, founded by Isabel Washington, is expanding its lineup with the introduction of Matcha, a gut-friendly, dairy-free beverage designed for non-coffee drinkers. As the brand’s third flavor, Matcha offers a versatile option for consumers seeking a comforting and healthy alternative to coffee-based drinks, and it’s available for pre-order now.
Smoodies launches Serenity, a plant-based protein smoothie, at Costco
Smoodies Corp, founded by Keren Dorner, has introduced “Serenity,” a protein-packed, plant-based smoothie designed to provide a calming yet energizing experience. Now available at select Costco locations, Serenity combines functional ingredients with convenience, catering to busy consumers looking for healthier beverage options.
Brand Partnerships
CookUnity and Shaun White team up for performance-focused meals
CookUnity, founded by Mateo Marietti, has partnered with Olympic champion Shaun White to create a 25-meal menu designed for peak performance and wellness. Featuring dishes crafted by award-winning chefs, this curated lineup is packed with fresh, nutrient-dense ingredients aimed at supporting recovery, maintaining energy, and delivering restaurant-quality meals to athletes and health-conscious customers alike.
News to Celebrate
Whole Foods Market’s 2025 LEAP program On the Verge cohort announcement
Whole Foods Market has unveiled its 2025 "On the Verge" cohort, featuring ten emerging brands—Bon AppéSweet, Chuza, Pricklee Cactus Water, FOND Bone Broth, Mimi Cheng’s, NUFS, Tamalitoz by Sugar Rox, TruJoy Yogurt, Umaro Foods, and Ziba Foods—selected for their growth potential and alignment with the retailer’s values. As part of Whole Foods Market’s Local and Emerging Accelerator Program (LEAP), the "On the Verge" initiative highlights brands already carried in select stores and aims to deepen their opportunities for growth. According to Kelly Landrieu, Principal Planner for Local & Emerging Brands, the program allows Whole Foods Market to work closely with up-and-coming producers, mentoring them through the next stages of their business journey while supporting innovation that aligns with consumer trends and the company’s priorities.
Afia Foods achieves SQF certification for its in-house factory
Afia Foods, founded by Farrah Moussallati Sibai, has earned Safe Quality Food (SQF) certification for its factory in Taylor, Texas, underscoring the brand’s commitment to high manufacturing standards. This achievement reflects Afia’s focus on delivering safe, high-quality Mediterranean-inspired products to its growing customer base.
Whoa Dough nominated for Best Vegan Dessert Brand in the Veggie Awards
Whoa Dough, founded by Todd Goldstein, has been nominated for VegNews’ 2025 Veggie Awards in the category of Best Vegan Dessert Brand. This nomination highlights the brand’s growing popularity for its plant-based, cookie dough-inspired snacks, and the team is encouraging fans to vote and celebrate the plant-based movement.
Daily Crunch Snacks earns spot in 7-Eleven’s Brands with Heart Showcase
Daily Crunch Snacks, co-founded by Dan Stephenson, Diane, and Laurel Orley, has been selected for 7-Eleven’s 2025 Brands with Heart Showcase. This initiative provides emerging brands with a chance to gain visibility in 7-Eleven, Speedway, and Stripes stores nationwide, marking a major opportunity for Daily Crunch to expand its audience and share its unique sprouted nut snacks with more consumers.
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This Week in CPG 01/20/25 article originally appeared on Foodbevy.
