Crafty Counter deviled Wundereggs

© Crafty Counter

Egg Alternatives

Crafty Counter Launches Vegan Deviled Eggs Nationwide at Whole Foods Market

Crafty Counter has announced the nationwide launch of its new product, Deviled WunderEggs, which will be available at Whole Foods Market locations across the United States. This release follows an initial limited batch launch in December, where the product was sold directly to consumers. Deviled WunderEggs replicate the flavors of traditional deviled eggs for plant-based consumers. Each egg includes a “Devilish Wunder Mix” sachet, a ready-to-eat filling blend. The mix is created with Fabalish Foods’ Classic Vegan Mayo. This mayo uses upcycled aquafaba, cold-pressed sunflower oil, apple cider vinegar, and lemon juice to create the creaminess and tang of mayonnaise.  The egg whites of Deviled WunderEggs are made from almonds, cashews, chickpeas, konjac, and psyllium husk, aiming to provide a texture and taste similar to …


Seed to Surf

© Seed to Surf

Retail & E-Commerce

Tinned Plant-Based Fish Brand Seed to Surf Announces National Whole Foods Rollout

Seed to Surf, a Canadian plant-based seafood company, has announced its expansion into more than 150 Whole Foods Market locations across North America starting this month. The company, which specializes in tinned plant-based fish, was recently highlighted in the Whole Foods 2024 Trend Report for its innovative approach to plant-based seafood, earning recognition for “Fancy Faux Fish” and “Putting the ‘Plant’ Back in ‘Plant-Based.’” A recent survey commissioned by the Marine Stewardship Council found North Americans are concerned about the oceans, that 19% would eat more seafood if they knew it wouldn’t harm the oceans, and 64% felt an increased desire to protect the marine environment, indicating a consumer desire for such products in line with a demand for seafood that is not detrimental to …


© Impossible Foods

Retail & E-Commerce

Impossible Foods Partners with Whole Foods Market to Distribute Plant-Based Chicken Products

Starting in May 2024, shoppers at Whole Foods Market locations across the United States will have access to Impossible Chicken Nuggets and Impossible Chicken Patties. This collaboration marks the first time that Impossible Foods’ plant-based chicken products will be available in Whole Foods stores. Impossible Foods introduced its meat-free chicken nuggets in the United States in 2021 and expanded into the Canadian market shortly after that. In 2023, the company broadened its product line with the introduction of Impossible Spicy Chicken Nuggets, Impossible Spicy Chicken Patties, and Impossible Chicken Tenders. However, the packaging has undergone a significant transformation, with the company switching to red packaging following a rebranding effort last month. Peter McGuinness, president and CEO of Impossible Foods, commented on the significance of this …


MyForest Foods MyBacon

© MyForest Foods

Retail & E-Commerce

MyForest Foods’ MyBacon Now Available in Whole Foods Markets Across the Eastern US

MyForest Foods Co., a producer of mycelium-based protein alternatives, has announced a retail expansion of its flagship product, MyBacon, into Whole Foods Markets across the northeastern United States. This new partnership increases the product’s availability to 57 Whole Foods locations across New York, New Jersey, and Connecticut. Additionally, the company has announced the introduction of MyBacon in MOM’s Organic Market, enhancing its distribution across Pennsylvania, Maryland, Virginia, and Washington, D.C. This significant milestone for MyForest Foods extends its commercial retail footprint to over 350 locations across eight states throughout the United States. MyBacon is a mycelium-based bacon alternative made with only five ingredients: organic mycelium, organic coconut oil, organic sugar, salt, and natural flavor. Last year, the company cited plans to launch its second product, …


Eat Just mayo

© Eat Just

Products & Launches

From Controversy to Comeback: Eat Just Relaunches JUST Mayo with Nationwide Whole Foods Rollout

Nearly four years after its discontinuation, Eat Just has made a significant announcement: the relaunch of JUST Mayo. The much-anticipated return of this product is set to begin this month, with a nationwide rollout scheduled throughout February, exclusively available at Whole Foods Markets. The relaunch also introduces an expanded flavor lineup, featuring Original, Chipotle Mayo, Ranch, and Chipotle Ranch. The announcement, made on JUST Egg’s social media feed earlier today, stated, “Sandwiches and salads of the world, rejoice: JUST Mayo and JUST Ranch are BACK.” The news of the relaunch follows a recent poll by JUST Egg, where a significant 87% of followers expressed interest in the product’s return. Originally developed in 2011 under the company name Hampton Creek, JUST Mayo first hit the shelves …


Not Co unsweetened vanilla

© Not Co

Products & Launches

NotCo Announces Launch of New Unsweetened Vanilla, Expands Availability of Barista Line

Foodtech leader NotCo has announced an expansion in the distribution of its latest products, NotMilk Unsweetened Vanilla and NotMilk Barista, at retailers in the United States. Starting in February 2024, NotMilk Unsweetened Vanilla will be available nationwide in Whole Foods Market stores. This product is an extension of NotCo’s NotMilk line and is designed with no added sugar, offering a creamy, vanilla-infused alternative to traditional milk. With health being a considerable driver in consumer behavior, NotCo’s sugar-free options aim to give customers more control over their sugar intake. NotMilk Barista, the coffee-optimized version of NotMilk, has seen increased expansion in its distribution across the US since its introduction last year. Beginning with a foodservice launch in August, this product is now available in major grocers, …


Whole Foods Market trend report plant-based

© Whole Foods Market

Market & Trends

Whole Foods Market’s 2024 Food Trend Report Emphasizes Plant-Based Innovations

Whole Foods Market’s Trends Council, a collective of more than 50 experts including culinary professionals, buyers, and foragers, has released its highly anticipated annual report, predicting the top 10 food trends for 2024. Every year, the council studies consumer buying behaviors along with emerging and existing brand data to make trend predictions for the upcoming year. The report indicates a strong emphasis on plant-based options, signaling a shift in consumer preferences towards more natural and less processed choices. Cathy Strange of Whole Foods Market commented, “Our annual food trends predictions list is a way for us to pull back the curtain for customers and share insight into what our buyers and culinary experts are keeping on their radar for the upcoming year.” Put the ‘Plant’ …


Konscious Foods fresh sushi

© Konscious Foods

Products & Launches

Konscious Foods’ Ready-to-Eat Plant-Based Sushi Rolls Now Available at Whole Foods Nationwide

Plant-based alt seafood brand Konscious Foods has announced the introduction of ready-to-eat sushi rolls featuring Konscious Foods’ plant-based seafood in Whole Foods Market’s sushi venues across the United States. These ready-to-eat offerings, including the Tuna California and Spicy Sno Crab rolls, are exclusive creations by Whole Foods Market chefs, showcasing Konscious Foods’ award-winning plant-based seafood.  Konscious Foods was launched last year by plant-based innovator and classically-trained French chef Yves Potvin, who is also the founder of Yves Veggie Cuisine and Gardein. While the company’s product line included frozen plant-based sushi rolls, onigiri stuffed rice snacks, and poke bowls, it has now expanded into convenient ready-to-eat options.  Potvin expressed excitement about complementing the existing frozen product line with these new ready-to-eat sushi rolls, stating: “Working with …


Actual Veggie Burgers Expand Report 300% growth

©Actual Veggies

Company News

Actual Veggies Reports Over 300% Growth in Past Year, Expands into Whole Foods Markets

US veggie burger brand Actual Veggies announces it has achieved a stunning 338.2% growth in the past year, driven by its online presence and expansion into major retailers. The brand will continue its momentum by unveiling new packaging and launching frozen veggie burgers in a new 4-pack format at Whole Foods Markets. Founded in 2020, Actual Veggies has gained a loyal following for its line of clean-label, chef-crafted burgers made with only whole vegetables, grains, and spices. After appearing on the QVC home shopping channel, the company sold $75,000 worth of products in under eight minutes and has since expanded its retail distribution to thousands of major retail locations, including Kroger, Costo, and The Fresh Market.  Actual Veggies reports it earned $1M in revenue in …


White Mushrooms

Photo by Waldemar Brandt on Unsplash


Chinova Bioworks’ “Game-Changing” Mushroom Preservative Now Approved at Whole Foods Market

Food tech startup Chinova Bioworks announces its clean-label food preservative Chiber™ has become the first mushroom fiber to join Whole Foods Market’s approved ingredient list. Made from upcycled white button mushrooms, Chiber is a natural, eco-friendly extract that extends the shelf-life of a wide variety of food and beverages. As America’s largest natural food retailer, Whole Foods Market runs a rigorous “Quality Standards” program that ensures every ingredient that appears in its stores meets the company’s standards for health and safety.  Following a thorough application process, Chinova reports it received “overwhelmingly” positive feedback from the Whole Foods review team, and the ingredient now features in five listings: Chiber, Mushroom Fiber, Mushroom Derived Fiber, White Button Mushroom Fiber, and White Button Mushroom Derived Fiber. “Whole Foods …