The brand’s thick-cut patties, formulated with whole beans, vegetables and spices, are typically packed in two-count trays and merchandised alongside fresh meat in hundreds of retail outlets across the country, including Kroger, Wegmans, and The Fresh Market. Additionally, its offerings are available to order online through platforms such as Hungryroot, ButcherBox, Purple Carrot and Imperfect Foods and Misfits Market.
Ahead of the Whole Foods rollout, the Actual Veggies team developed new packaging for the frozen set, featuring four wrapped patties per box, said co-founders Hailey Swartz and Jason Rosenbaum.
“We want to meet consumers where they are,” Ms. Swartz told Food Business News. “The box makes sense for the freezer, and at the same time we will continue working with retailers to put the tray in the fresh set. Ultimately the goal is dual placement… The idea is to meet consumers in both sections with the appropriate packaging.”
The brand has gained traction since launching three years ago, generating more than $1 million in revenue during its first year and doubling its revenue annually. As consumer demand for imitation meats has declined, Actual Veggies continues to achieve growth in the natural and conventional grocery channels. Its black bean burger is the top-selling veggie burger in dollar sales in Kroger banners where the product is distributed, Mr. Rosenbaum said.
The latest launch marks “a significant milestone” for Actual Veggies, he added, noting, “our brand was literally created for Whole Foods.” The founders plan to ramp up marketing and sampling programs in the months ahead.
“It’s one of the biggest ‘pinch me’ moments we’ve had,” Ms. Swartz said of the Whole Foods expansion. “We thought we would get there a little earlier, but we’re so happy that we are in our third year, and this is where we’re at and we can support it in the way we want to… We know we’re doing it right and coming into it with a ton of enthusiasm. We’re really excited to share our brand with an audience we know is going to love it so much.”
