Courtesy of Feel Good Foods

Gluten-free frozen snack producer Feel Good Foods is nearly doubling its nationwide Walmart footprint from 2,500 to 4,000 doors, a feat unique for the natural food channel, the brand says. According to the company, industry data shows the independent, clean-label brand is actively outselling and outpacing category incumbents like Hot Pockets and TGI Fridays on mass-market velocity.

What makes this scale notable is how Feel Good Foods is driving that volume, the company adds: almost 70% of its customer base doesn't even follow a gluten-free diet, proving they are bringing net-new basket size to Walmart's frozen aisle purely on mainstream taste. Founder and CEO Vanessa Phillips has pulled this off while keeping the company consistently profitable since 2017, pacing toward 60% YoY growth this year without relying on the hyper-dilutive "growth at all costs" playbook, the brand notes.

"Seeing Feel Good Foods expand its footprint at Walmart is proof that better ingredients can win on taste alone," comments Phillips. "Nearly 70% of our snack buyers aren't gluten-free households, and we're growing triple digits in a category where the legacy brands are shrinking. We aren't selling to a niche; we're bringing new shoppers and real growth to the frozen aisle."

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Liz Parker Kuhn is the senior editor of Candy Industry and Snack Food & Wholesale Bakery, and has worked at BNP Media since 2012. She has written for CBS Detroit as well as for her own blogs. She earned a Bachelor of Arts in Creative Writing from the University of Michigan. Liz can be contacted at (248) 839-7156 or at parkerkuhne@bnpmedia.com.