August 2025 Grocery Insight

Grocery Insight August 2025

Category Leadership Awards This year’s honorees exemplify resilience amid global market uncertainties, demonstrating integrity and a commitment to improving the grocery industry while inspiring a positive growth trajectory.

Inside

• Category Analysis: Caffeinated Pouches 4 • Category Leadership Awards 6

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Category Analysis Caffeinated Pouches

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affeine pouches are rapidly gaining popularity as a discreet, portable and cost-effective alternative to traditional caffeinated drinks, with brands like Smokey Mountain, Wip, Mojo and Grinds leading the charge. Collectively, these brands showcase the category’s evolution toward safer, more convenient and personalized caffeine consumption options, focusing on innovation and expanding market reach. Caffeine pouches offer users a quick caffeine boost by placing the pouch between the lip and gums, similar to nicotine pouches, according to media reports. They typically last from 20 minutes to an hour, with the stimulant effect often lingering beyond that, making them a popular choice for those seeking a discreet energy boost without the need for liquids or brewing.

Notably, most caffeine pouches do not contain nicotine, emphasizing their role as a caffeine-focused product designed for quick absorption and ease of use.

“In a world where convenience meets consciousness, one brand is redefining how people get their daily dose of caffeine—Smokey Mountain Caffeinated Pouches,” said Jeff Gabler COO and EVP Sales and Marketing. “Once known for helping people kick tobacco, Smokey Mountain (SMC) has emerged as a powerhouse in the booming world of functional, non-liquid caffeine. And the numbers don’t lie.”

“Throughout the past five years, SMC has delivered a remarkable 30.3 percent compound annual growth rate, with 2025 unit sales already up 29.2 percent year-to-date,” Gabler continued. “This explosive growth reflects more than just popularity—it signals a movement.

Thanks to a high-performing sales team and dedicated broker partners, store distribution has increased by 20 percent , making these discreet and effective caffeine pouches available to more people in more places.”

Wip is determined to revolutionize the $120 billion US caffeine market by launching an energy product that combines the convenience of oral pouches with straightforward ingredients, addressing consumers' desires for trust, convenience and value. Wip's approach

aims to fill the market gap, redefining how consumers experience caffeine by leveraging the trusted oral pouch format, which has rapidly gained popularity for functional delivery and targeting a market eager for safer, more efficient energy options.

Mojo Energy Pouches, launched in August, aims to transform the energy product landscape by providing a flexible, convenient alternative for personalized caffeine consumption, with availability in select US retail stores and nationwide on Amazon. Positioning themselves as a cutting-edge solution to traditional energy products, Mojo reinforces customization and ease of use, catering to consumers seeking a portable way to boost energy tailored to their preferences.

Grinds Coffee Pouches are flavored coffee-based energy pouches designed to provide a healthy, convenient and discreet energy boost, containing the caffeine equivalent of four to five cups of coffee along with B-vitamins and taurine. Originally created as a tobacco alternative for professional baseball players, they now serve anyone seeking a healthier way to stay sharp without feeling overly wired. Each can typically contains 18-20 pouches, delivering a portable, easy-to-use option for daytime or nighttime energy needs, blending the perks of coffee with the convenience of oral pouches.

Smokey Mountain is bringing consumers a healthier, more innovative alternative to traditional energy drinks and coffee, promising sustained energy without lingering jitters. “Forget sugary energy drinks and overpriced coffee,” Gabler said. “Smokey Mountain offers a more innovative way to stay energized with our Caffeine On the Go pouches—small, flavorful and packed with naturally sourced caffeine from green tea. Each pouch delivers just 35mg of caffeine, making it easy for users to microdose throughout the day without experiencing the jitters or crashes associated with high-dose alternatives. Why microdosing? The FDA recommends no more than 400mg of caffeine per day.

Some brands pack more than 200mg

into a single pouch—meaning just two per day hits the limit. That’s not only risky for consumers, it also limits product turnover for retailers. Smokey Mountain’s approach is health-forward and retail-savvy, designed for sustained usage and higher velocity at shelf.”

Wip's energy pouches address consumer demand for an alternative to energy drinks and espresso drinks with its wellness-oriented, convenient energy solutions by combining natural caffeine with vitamins and minerals to enhance physical and mental performance without the sugar crash, all while being portable and mess-free. Its design fits seamlessly into active, health-conscious lifestyles. Available in four flavors, the pouches contain natural caffeine, sourced from non-GMO green coffee beans; B vitamins and chromium. "In a category this large, it's rare to see three clear, material unmet consumer needs: natural caffeine, convenience and cost-effectiveness—but that's exactly what we're offering with Wip," said Wip CEO Richard Mumby. "We're not just introducing a new product—we're creating an entirely new behavior within the category. Wip is built to power the moments when people defy limits and push forward."

With more than 40 years in the market, SMC has continuously evolved to meet consumer needs. “From nicotine replacement to clean energy delivery, our brand has always been rooted in purpose and progress,” Gabler said. “Today’s busy consumers are seeking portable, discreet and non-liquid caffeine to be enjoyed anytime, anywhere—a segment that’s growing rapidly and showing no signs of slowing down. The demand speaks volumes. As traditional energy drinks face scrutiny, more than 35 percent of consumers are opting for products with natural caffeine sources, such as green tea, over synthetic alternatives. Functional benefits are also trending, with 40 percent of new product launches in the beverage space promoting enhanced focus, mood or metabolism. Smokey Mountain is at the forefront of this shift—not just keeping up, but leading the way.”

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GROCERY INSIGHT'S CATEGORY LEADERSHIP AWARDS

46%

of Driven Growth in the Energy Drink Category Source: Circana Total US Multi Outlet + Conv L52W End 8.11.24, Circana Receipt Panel Omnichannel L52W End 8.11.24

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CATEGORY LEADERSHIP AWARDS: DELI SNACKS

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he deli snacks category is filled with creative manufacturers that are balancing familiar flavors and textures with contemporary fusions. These category leaders are adept at taking careful risks while leveraging their industry experience and also staying relevant. Overall, these brands focus on delivering high-quality, innovative and safe products, with thoughtful packaging and incremental growth that resonates with consumers and retail partners alike.

Throughout the years, Z Crackers learned to balance confidence with caution before taking risks, achieving incremental growth at a sustainable tempo and actively responding to their consumers’ feedback and using that feedback to guide product development, flavor profiles and packaging. In the coming months, Z Crackers is eager to launch its line of Z Breadsticks that reinvigorates a pre-course staple with inviting flavors.

“We have learned a lot throughout the years,” said Co-Owner Pam Pollack. “One thing we’ve learned is never to fly higher than we’re willing to fall. We grow in small incremental steps. We also have always listened to our customers and make changes

based on what people are asking for. We’re very excited about our new Z Breadstick line which will be available starting fourth quarter. Offering breadsticks in tubs is an innovation to the specialty market and ours are particularly tasty with our familiar Z Cracker Crunch! We’ve got three great flavors: SeaSalted Sesame, Everything Good and Just Plain Good.”

PRETZELIZED is intent on creating simple, universally recognizable snack hybrids by combining familiar products like crackers and pretzels to appeal to a broad demographic of snackers that appreciate a fresh take on something familiar and comforting.

“PRETZELIZED’s innovation strategy is to create something for the masses that everyone understands very easily,” said Sam Kestenbaum, Co-Founder of 7 Mile Brands.

“Everyone knows what a cracker and a pita chip and a pretzel are, so combining these things to create your two favorite snacks into one is something that doesn’t exist today. If we talk about the cracker aisle, there are no pretzels in the cracker aisle until PRETZELIZED launched. So now you get the usage and versatility of a cracker but the velocity of a salty snack which is up

to three times the velocity of a traditional cracker. We’ve been doing this for 20 years, that for us is table stakes. Now it’s how do we bring it to the masses in a true way like we did with SkinnyPop and Garden Veggie Straws.”

Don’s Prepared Foods appeals to consumers by satisfying their snack cravings and drives basket rings and consumer loyalty at specific retailers by not offering their products everywhere.

“Don’s gives consumers the flavors they crave,” said SVP of Sales and Business Development Carl Cappelli. “Don’s offers unique items others do not have. This brings restaurant quality items and flavors into the store and into consumers homes.”

To stand out on the shelf at retail, Z Crackers offers vibrant, eye-catching packaging that attracts consumers. “We offer a well filled package of crackers that has minimal breakage,” Pollack said. “This is unique among crackers in our category. Also our packaging is colorful and fun—catching consumers' eyes and drawing them to the display. We’re also bringing a new line of breadsticks out for the fourth quarter and the response has been fabulous.”

ment to innovation and being strategic. Utilizing data and analytics, and an in-house research and development team, we’re constantly working to optimize plantings and identify the next great variety that delights consumers year after year.”

Cosmic Crisp has become one of the top-selling apples at Stemilt, thanks to increased availability and a decline in Honeycrisp supply. Its consistent growth in both volume and sales is proof of its appeal, as it meets consumer demand for a refreshing bite, appealing flavor and long storage life.

“Cosmic Crisp stands out as one of the most popular apples at Stemilt this year,” Shales said. “It’s now the No. 6 apple in the category, and much of that growth is due to increased availability and a decrease in Honeycrisp supply from one crop to the next.

The apple has been having similar growth in both volume and sales, and that momentum has been key to its success. Cosmic Crisp delivers what today’s consumers are looking for: a crisp bite, balanced flavor and long storage life. It offers the signature crunch of Honeycrisp that people love, but

with improved storability and consistent eating quality, making it stand out in the category.”

Honeybear recently affirmed its leadership role within the category at this year’s Organic Produce Summit. A family-owned subsidiary of Wescott Agri Products, Honeybear specializes in regenerative agriculture, variety development and year-round supply. Renowned for pioneering Honeycrisp apples and offering conventional and organic varieties, the company has responded to the growing demand for organic produce. With strategic packing locations throughout the US, Honeybear efficiently imports from the Southern Hemisphere, ensuring consistent quality and fresh offerings that meet the needs of discerning retail shoppers year-round.

“Our products from Chile and Argentina ensure retailers have flavorful fruit in supply year-round giving consumers an exceptional experience with every purchase,” said President of Sales, Chuck Sinks. “Our commitment to quality and service is the gold standard we strive for every day.”

CATEGORY LEADERSHIP AWARDS: APPLES

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oth Stemilt and Honeybear Brands are proven leaders within the apple category by swiftly responding to evolving consumer preferences and shifting market dynamics. Stemilt’s focus on diversifying offerings through innovative branding and promoting organic production aligns with category trends toward convenience and health-conscious choices. Meanwhile, Honeybear’s longstanding import program ensures a consistent, high-quality supply of conventional and organic apples. Stemilt and Honeybear are united in their shared dedication to flavor, quality and innovation, positioning them to navigate market challenges.

Stemilt leaders noted longstanding leadership in apples, rooted in generations of expert farming, drives their ongoing commitment to innovation and strategic growth. “Since its founding in 1964, Stemilt’s leadership in apples has been grounded in generations of experienced farming,” said Brianna Shales, Marketing Director at Stemilt Growers. “This background is what fuels our ongoing commit-

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CATEGORY LEADERSHIP AWARDS: BREAKFAST SANDWICHES

ed’s All Natural and Swaggerty Sausage are pushing the breakfast sandwiches category forward with breakfast solutions that appeal to consumers that are hustling out the door each morning and know better than to skip the most important meal of the day. Both companies realize the critical nature of offering a mix of mainstream and premium options to drive sales, foster consumer loyalty and stay competitive.

Red’s All Natural attributes its continued freshness and success to a strong culture of innovation, driven by close collaboration with retailers to identify market gaps and respond swiftly. “Red’s celebrated its sweet 16 birthday this June, and we remain fresh because innovation is embedded in our DNA,” said Chief Growth Officer Angi Rassi.

“We partner incredibly well with retailers.

When they see a white space in our categories, we listen well, act quickly and innovate fast. We proudly self-manufacture in South Dakota and that enables us to move fast with our innovation.”

Swaggerty Sausage attributes its longstanding success to the strong relation-

ships it has built within the industry, fostering trust and leadership that have paved the way for innovation and growth.

Swaggerty Sausage leaders believe these partnerships have enabled the company to launch new products and develop exciting projects, highlighting the importance of collaboration. “2025 marks our 95th anniversary and we know we couldn’t have accomplished the milestone without strong relationships,” said Lizzy McHenry, Marketing Content Coordinator, Swaggerty Sausage. “Throughout the years, we’ve cultivated trusted relationships within the industry and believe the trust and leadership developed have helped open doors for fresh ideas, growth and opportunities.

We’ve collaborated and launched several new items with partners this past year and with several other partners, we have innovative projects in the works.”

Red’s All Natural prioritizes the company's ongoing commitment to improving food quality through better cooking methods, sourcing, packaging and recipes, with a focus on air fryer-friendly options.

“At Red’s, we are on a mission to cook food better,” Rassi said. “For us, that means that each and every day, we wake up fixated on raising the bar of our food: how the food is cooked, who we partner with on ingredients, our packaging, our recipes and our air fryer-centric cooking instructions. It is a journey that never ends. The result is high-quality food that is delicious, convenient and a step above the rest.”

Swaggerty Sausage has expanded its frozen breakfast sandwich portfolio with meal solutions developed in response to customer feedback and collaborative efforts to enhance the product category, aiming to offer consumers new and enjoyable breakfast options. “We’ve added three new items to our frozen breakfast sandwich portfolio: our Smoked Sausage & Jalapeño Cheddar Kolaches, as well as our Sausage Pancake Rollers,” said McHenry. “These items evolved from listening to our customers and working together to come up with new and additional Swaggerty’s Farm products that enhance the category that consumers will enjoy.”

oils and people trying to eat healthier, so we were the first ones to do that, and that’s one of our three areas of leadership: seafood, cream cheese and grains/sides. Don’s offers 130 products, and our best-selling this year is without a doubt our Seafood Salads (Deluxe Seafood Salad). This is what makes Don’s different. These are the areas we continue to lead and innovate in. Our reasons for success surround being different from any other seafood salad from other companies. We create unique products in our scope of capability that are health forward and globally inspired and on-trend with international flavors.”

Consistency has remained a key factor in setting these leaders apart within the category.

“Delivering consistent value to consumers has always been a key focus and what sets us apart,” Torres said. “Although the current climate is unpredictable, we’ve successfully navigated similar periods in our history. We’re committed to staying close to retail partner needs and consumer preferences and are quick to respond and adapt. That agility is what allows us to

continue to grow the category with readyto-eat salads and ready-to-heat sides that consumers can trust and look forward to finding in the deli department.”

Reser’s Fine Foods celebrated 75 years of leadership in the food industry.

“It’s a milestone that reflects both our deep experience and commitment to continuous innovation. We wouldn’t be in business today if innovation and an ability to evolve wasn’t embedded in our culture. We believe great ideas come from anywhere, and we actively listen to our employees, consumers, customers and partners to uncover new opportunities and make adjustments, big or small. We’re not afraid to invest in fresh thinking and often launch new products with a smaller network to test and refine before scaling. Being comfortable with making some mistakes is essential to finding the breakthroughs that lead to sustained growth. That’s part of the mindset and process that allows us to stay competitive and fulfill our role as a trusted category leader,” said Torres.

CATEGORY LEADERSHIP AWARDS: DELI SALADS

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hether it’s an easy, quick and delicious addition to a cook out with friends, a grab and go lunch option or a convenient meal solution, deli salads have remained a reliable and simple dish the whole family can enjoy.

“We’ve recently launched Reser’s Spicy Pickle Potato Salad, a traditional potato salad with an unexpected spicy kick from jalapeños and green chiles,” Megan Torres, Reser’s Brand Strategy Manager, Deli. “The flavor profile was at the forefront of the Dill Pickle craze as well as delivered against unwavering demand for unique spicy flavor combinations. Consumer response has confirmed that there’s demand for bold flavors in traditional deli salads and flavor innovation that will continue to grow the category.”

Don’s Prepared Foods launched several new items within the category.

“Don’s is always a leader and innovator,” said Carl Cappelli, SVP of Sales and Business Development at Don’s Prepared Foods. “We introduced in March of this year, eight salads made with avocado oil.

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CATEGORY LEADERSHIP AWARDS: GREETING CARDS

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esigner Greetings and Hallmark demonstrate their leadership roles through a blend of tradition and innovation, touching on emotional storytelling, connection and continuous improvement. These companies prove how leadership in the greeting card industry hinges on adhering to core values of connection and tradition while relentlessly pursuing innovation to meet evolving consumer needs.

“With more than 43 years of experience, leadership to us means listening, evolving and never standing still,” said Designer Greetings CEO Steven Gimbelman. “Our legacy in the industry gives us unmatched insight into what drives card sales, from merchandising to design—but we never rely on history alone. We've built a team that blends industry veterans with emerging talent, fostering a culture where fresh voices and ideas shape every product line.

Our commitment to innovation—whether through inclusive messaging, eco-conscious packaging or interactive card formats—ensures we lead the category not just in volume, but in vision.”

Hallmark’s leadership is built on emo-

tional storytelling and continuous innovation. “For 115 years, Hallmark has been an industry leader in helping consumers live more caring and connected lives,” said Amy McAnarney, VP and General Manager, Strategic Accounts and Business Development. “Our leadership is rooted in decades of emotional storytelling, paired with a relentless focus on innovation. We invest in creativity, marketing and digital capabilities to evolve with our consumers and expand the possibilities of our brand. From trend forecasting to new product formats to our growing Hallmark Media business, we’re constantly exploring new insight-led concepts to help people connect and care.

There’s never been a better time to be in the connecting business—and we’re proud to lead the way.”

“We’ve built our reputation on depth, diversity and creativity,” Gimbelman said.

“With more than 24,000 designs, we offer one of the most extensive and inclusive assortments in the industry. Unlike more standardized offerings, our curated lines— from heartfelt traditional cards to offbeat humor and niche life moments—are devel-

oped by an in-house creative team that truly understands what resonates with modern consumers. That artistic control allows us to react quickly to cultural shifts and offer retailers assortments that feel fresh, relevant and tailored to their shoppers’ needs.

Difficult times serve as a catalyst for innovation for Designer Greetings. By maintaining close relationships with retailers and consumers, they continue to drive growth and demonstrate their resilience.

“Challenging times often fuel innovation,” Gimbelman said. “We’ve used this moment to sharpen our operational efficiencies— from streamlining production to leveraging data for smarter fulfillment decisions.

We’ve expanded value-tier options without sacrificing quality, ensuring consumers can find meaningful cards at every price point.

We’re also constantly updating and upgrading our technology, particularly as it re-lates to our world-class merchandising services that support the grocery channel nationwide. By staying close to both retailers and customers, we’ve been able to adapt quickly and continue to grow sales and distribution, even in an unpredictable landscape.”

under one brand that has the Ultimate Dip Destination like Yo Quiero!” said Murray.

“We provide better-for-you items, in the produce or deli departments, that create a one-stop shop for consumers and retailers. Also, our team of industry experts and product innovators are constantly monitoring trends and working with fresh ingredients to create mouth-watering, craveable dips. Another thing we focus on is size and meal occasions. We’ve just launched our 4-oz Grab & Go! line which allows retailers to add great snacking options to their grab and go sections. We have 10 delicious varieties that allow consumers to pick and choose their snacking adventure.”

Lantana, a leading hummus producer, expressed its trajectory for the future.

“We’ll continue to de- liver quality, plant-forward dips made from fresh ingredients to help consumers enjoy tasty plant-forward foods,” said Megan Trout, Senior Brand Manager for Lantana. “This includes a continued focus on our robust hummus line, expanding to additional retailers throughout the US and honing-in on our unique flavors and ingredient combinations. We’re also dipping our toes into

other dip and hummus innovations.”

“With more than 100 years of combined industry leadership and experience, we know how to monitor trends and stay on top of innovative ideas. We utilize our relationships within the industry to listen and lead by example. We see ourselves as true partners with our retailers. For example, we had many of our retailers ask for a private label dip product that looked like the fresh cut fruit in the produce department.

With the popularity and growth of this area of the store, we worked with our packaging innovation team and created a clear, lightly labeled square container that matches the look and feel of the items in produce. Listening and helping retailers solve issues on shelf is part of who we are. We lead by providing easy solutions that increase sales and create excitement on shelf,” said Murray.

“We focus on what we can control, the relationships we have with our retailers.

We focus on meeting order expectations, ensuring deliveries arrive on time and continuing to innovate great flavors that retailers are excited to taste and share with their customers,” said Murray.

CATEGORY LEADERSHIP AWARDS: DIPS & SAUCES

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hether it's an appetizer, a healthy snack or an easy on-the-go meal solution, the dips and sauces category has grown to match and reflect what consumers are looking for. This is due to leaders in the category such as Fresh Innovations, parent company of Yo Quiero's continued elevation of the category through innovative products that meet consumers where they are at as well as offer a little bit of something for everyone.

“Our best-selling items are always our guac,” said Tara Murray, VP Marketing with Fresh Innovations. “With an amazing line up of flavors, Hatch Chile, which won the 2025 Good Housekeeping Award for best guacamole, Chunky, our OG—Original Guacamole and our new Mexico-inspired, we have a guac for everyone. Besides guacamole, our Dip Destination is full of highly popular items like Queso Blanco, Black Bean Dip and crisp and flavorful Corn Salsa. And, we just launched two great sour cream dips, Smokehouse Onion and Creamy Jalapeño, which are beginning to fly off the shelves.”

Yo Quiero has been able to curate several dip lines and products all under one umbrella. “Currently, there isn’t a dip company

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CATEGORY LEADERSHIP AWARDS: MEAT SNACKS

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s collective nutritional wisdom continues to encourage the inclusion of protein in a healthy and varied diet, premium meat snacks manufacturers are delivering novel flavors and tasting experiences for consumers looking for convenient, delicious and affordable options.

A pioneer in the meat snacks category, Jack Link’s marks its 40th anniversary as a family-owned and operated business.

“It creates a really deep sense of stability and knowledge around our brands, around the category—frankly around meat—and around the greater manufacturing industry,” said Holly LaVallie, Jack Link’s SVP of Marketing, R&D and PMO. “Our partners have really become reliant on that, so we innovate, and we’re really also experts in the category from procurement all the way through production and into consumers’ hands.”

That innovation is apparent in Jack Link’s’ launch this past January: Jack Link’s Duos. “Protein is extremely important, and so consumers are always looking for ways to get more protein in their diet, and Duos is a really flavorful way for them to do that

when they’re on the go,” she said. “On-trend flavor combinations like Jalapeño Mango or Buffalo Ranch are really familiar, but they’re driving new Millennial consumers into the category. We supported that launch with the introduction of our new Yeti character through a mass media campaign. And he’s interacting with his best friend, Sasquatch, so it’s doing really well because consumers are excited by the flavor combinations, but interestingly enough, they also see it as a value. If they can’t afford to buy two different packages like the Original and Teriyaki, they can enjoy both of the flavors, together in one package.”

Archer, who this year became the ‘Official Meat Snack Partner’ of the Los Angeles Dodgers, boasts a novel origin story that married a one-of-a-kind jerky with the popular flavor of Huy Fong Sriracha. According to its marketing notes, “This innovative flavor caught the attention of some major retailers and helped put Archer on the map.”

With more than a century-long legacy, Oberto Snacks continues to bring classic flavors of old world Italy to today’s con-

sumers. “We’ve reinvented the meat stick category with our new smoked sausages that are naturally wood smoked an amazing six times for maximum flavor,” according to its marketing material. “We’ve traveled back to Parma, Italy to source the finest prosciutto, salame and cheeses.”

Supporting its innovation strategies also means Jack Link’s continues to invest in itself. “One of the beauties of being family-owned and operated is that you own your facilities,” she said. “In fact, we just built a large new meat snacks plant down in Perry, GA to ensure we can continue to supply the category and consumers against these really on-trend products that are protein oriented.”

Archer is also taking note, opening a second manufacturing facility in Los Angeles to continue investing in its community and create more than 200 local jobs. "The explosive growth of our meat stick products made increasing our production capabilities essential, and doing this in Los Angeles was an intentional choice," said Eugene Kang, founder and CEO of Archer. “This expansion represents our next strategic step.”

er needs a different combo of crispy and crunchy to be just right,” said Figgins.

For more than 30 years as a leader in the cracker space, Milton’s has also paved the way for allergy-friendly options within the category. As gluten-free crackers aren’t always easy to come by, Milton’s has maintained and solidified its role in the cracker space through ensuring its products are innovative through its diverse flavor profiles as well as maintain a strong, crunchy texture.

In March 2025, Milton’s launched protein crackers that have a unique combination of fava bean, rice, sunflower and pea proteins. The crackers come in several flavors: Crispy Sea Salt, Every- thing, Green Chili, Jalapeño, Red Chili, Salt & Pepper, Salt & Vinegar and Zesty Ranch.

Due to strong leadership, these companies have been able to build strong partnerships and relationships to help drive growth to their businesses and the category as a whole.

“After 33 years in business, we have amazing relationships with our vendor partners. We have all been working close-

ly together to move forward with the challenges. In addition, crackers are a pantry staple, and our products provide customers with an opportunity to have something high quality and delicious to share with family and friends instead of going out to expensive meals,” said Figgins.

Partners has remained a leader in the category since its inception more than 50 years ago.

“We have been in the quality and gourmet food focused business since 1972, when my mother, co-founder of Partners, started our family restaurant. Partners has carried that focus forward and been an innovation leader since its inception. Flavorful crackers did not exist when we introduced our original crackers made from fresh in-house roasted garlic and sweet onion crackers. We continue to have innovative ideas. We introduced an avocado oil cracker seven years ago, and now it’s on trend. We carefully watch the market and listen to consumer sentiments about food and nutrition as well as flavor ideas in other food categories because we do our own R & D, we are able to implement these ideas quickly,” said Figgins.

CATEGORY LEADERSHIP AWARDS: CRACKERS

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ven though meat and cheese are vital, when it comes to charcuterie boards or snack boxes, crackers can take center stage. Category leaders have maintained a strong hold in the space due to their innovative cracker options and product lines that combine quality taste, consistency and texture.

“We have seen an incredible response to our new sourdough cracker line,” said Cara Figgins, President of Partners, a tasteful choice company. “We offer this in both a tub format for the deli 6.5 oz and a box for center store grocery 5 oz. The reason it is creating so much attention is that sourdough is very on trend, and our versions are uniquely crispy with the right balance of sourdough taste and sturdiness for use on charcuterie boards or as a snack with dips and spreads; hummus is a great pairing for our snack cut in the box.”

“We have in-house R & D to capture trends quickly, and we have an intense focus on quality of ingredients along with perfecting the exact crispy crunchy texture balance for every item we introduce. None are exactly the same because each crackPG 14 / GR O C E R Y I N S I G H T

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CATEGORY LEADERSHIP AWARDS: DOUGH

t the helm of the dough category, DeIorio's Foods has maintained its leadership role and reputation as a top seller in 2025 with its frozen dough balls, which have been a staple in the industry for decades. With a focus on customization and a commitment to quality, the company offers a broad portfolio of products to meet the needs of a diverse consumer base, from restaurants and pizzerias to retail consumers and private label clients. By emphasizing the benefits of frozen dough, namely cost stability and reduced waste, DeIorio's Foods is well-positioned to continue thriving.

DeIorio's Foods R&D expertise rooted in proven recipes, combined longstanding relationships with vendors, operators and distributors that span generations have provided the foundation DeIorio's Foods leverages as a category leader. While staying open-minded to advancements in technology, DeIorio's Foods remains loyal to its roots; they have a steadfast commitment to flavor, texture and quality, which has allowed them to be viewed as a reliable and trusted resource in the industry.

“We have been working with dough for

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more than 100 years,” said VP of Sales and Marketing Jim Viti. “This provides for a deep R&D expertise utilizing tried and true formulations. Some of our relationships with vendors, operators and distributors go back over a generation. It’s these relationships that help drive our innovation. We’ve embraced technology, but never at the expense of flavor, texture or quality. This positions us as a trusted resource.”

“Our frozen dough balls are a top seller in 2025,” said Viti. “Our reputation is based on superior pizza dough, utilizing the same formulas started by Ben DeIorio back in the 1970s. These are not only staples for use in restaurants and pizzerias, but have more recently proliferated into grocery store chains post-pandemic for consumers who crave at-home pizza without the time/effort required making from scratch.”

One way DeIorio's Foods differentiates from competitors is by viewing market uncertainties as opportunities.

“We see uncertainty as opportunity,” he said. “When prices go up and supply chains go sideways, frozen dough becomes more of a viable solution to keep costs stable and product waste low. It’s lower risk ver-

sus scratch, where labor and training costs drive the bottom line down. This helps the foodservice at retail partners tighten margins without sacrificing quality.”

Consumers’ growing interest in making pizza at home or simply having it delivered is helping to propel the dough category.

“The market is moving towards a pizza phase,” Ryan Fillmore, CEO of Janey Lou’s Bakery Products previously said. “There is a way to make pizza relatively inexpensively and still healthy, like having whole milk mozzarella, and you’re still dealing with a relatively simple carb base; and that carb base, if it's made right, doesn’t have a lot of excessive fat. It’s a lean dough. There’s an acceptance of that type of product by Millennials and a need for it because it’s relatively inexpensive.”

Feel Good Dough has been focusing on more education surrounding the dough category.

“The category is a bit confusing for people,” CEO Terry Thompson previously said.

“They have many questions regarding how to use, store and make things with it. Their first experience with dough should be fun and uneventful.”

presented to consumers. From premium tri-color packs to convenient snack sized options, we curate our offerings with both visual appeal and functionality in mind.

Our vertically integrated model allows us to stay nimble and innovative, so we’re able to respond to trends quickly and offer unique solutions that elevate the category across all formats,” said Cowan.

Mucci Farms’ leadership practices have allowed the company to remain consistent with its supplies within the category. “In an unpredictable economic climate, consistency is king. Our scale and supply security give our retail partners confidence in our ability to deliver, week in and week out.

At the same time, we’re investing in automation, sustainable packaging and strategic partnerships to increase efficiency without compromising quality. We’re focused on not just weathering the storm but invested in growing through it,” said Cowan.

Randi Church, Marketing Manager with Windset Farms, elaborated on the continued growth and evolution of greenhouse grown produce. “Our Santa Maria facility, strategically located in a warm, sunny

climate, has also leveraged its year round growing capabilities to trial new varieties of produce. This unique advantage allows us to grow tomatoes, peppers, and cucumbers continuously throughout the year, introducing fresh varieties to the market,” said Church.

At the time, the company was expanding its sourcing. “We look forward to offering our customers greenhouse grown produce from three different regions: Western Canada, the USA and Mexico,” said Church. “This geographical diversity allows us to maintain a consistent supply of high-quality greenhouse produce, ensuring maximum freshness and taste for consumers in highly populated areas. We continue to see growth in the snacking category, especially with super sweet tomatoes and convenient options like our SWEETIES Seedless Mini Peppers.

We collaborate closely with our seed suppliers to develop innovative and unique varieties for the market, offering something special for our customers. Creating different branding and marketing campaigns for these new products is enjoyable, as it helps generate interest and excitement.”

CATEGORY LEADERSHIP AWARDS: PEPPERS

ategory leaders within the peppers space have leaned on consistency to maintain their high-quality pepper crops year round. With snacking and cooking at home both taking the driver seat in the industry, pepper producers are strongly focused on providing consumers with not only high-quality, consistent tasting peppers but also a variety of options and solutions for each individual or household need.

“This year, bell peppers have absolutely been our best-selling item, and it’s no coincidence,” Stephen Cowan, Senior Director of Sales with Mucci Farms. “With the most greenhouse acreage dedicated to bell peppers in Canada, more than 300 acres from our acquisitions of Hacienda Farms and Greenhill Produce, we’ve been able to meet high demand with consistent quality and supply. Our state-of-the-art facilities and experienced team have played a huge role in making us a go to source for retail partners looking for reliability in this category.”

Mucci Farms has maintained a strong focus on convenience, quality and taste.

“We’re not just growing peppers, we’re flexible and retail-centric in how they’re PG 16 / GR O C E R Y I N S I G H T

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CATEGORY LEADERSHIP AWARDS: ONIONS

nion suppliers are loyal to their core values that drive successful family farming businesses, and that encompasses legacy, integrity, sustainability, innovation and consumer connection. Leaders emphasize respecting heritage, building strong teams, adopting advanced technologies and maintaining authentic relationships with consumers. They realize that stewardship of resources, responsible practices and adaptability are essential for long-term success and are determined to ensure future generations have opportunities and are positioned to succeed.

“It’s not so much what we do, but who we are, and we’re ingrained in it,” said Shuman Farms President and CEO, John Shuman. “First and foremost, you have to have a tremendous amount of respect for where you came from and how you got here, and all the folks who helped you get there, particularly the work my father did to lay the foundation for me to get into the business.

He really taught me the good side of this business, and I’ve really enjoyed it. I’m so thankful I came back and stayed in it. I have a tremendous sense of gratitude about all of

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that and what a privilege it is to be in this industry, to have a seat at this table and having respect and knowing every day that you have an obligation and responsibility to feed people and do it in a sustainable way and do it the right way.”

“We’ve stayed focused on doing things correctly and doing them the right way,” Shuman continued. “That’s sometimes the long play, and the most expensive play, but when you get there, you look back and realize you have built a foundation that’s stable. As a generational family business this is something that is constantly on my mind. We have a responsibility to prepare this next generation for the obligation and the opportunity and the blessing that it is to take this over and steward these resources in a way that they too can pass it along to the next generation. Being uniquely positioned includes a lot of things; to be a leader in any industry, you have to be uniquely positioned with infrastructure and particularly in our industry, access to good farmland. ” Bland Farms’ leadership extends beyond onion cultivation to building a lasting legacy rooted in family values, hard work and

a commitment to quality. “At Bland Farms, our leadership isn’t just about growing onions—it’s about growing a legacy,” said spokeswoman Michele Marin. “Everything we are today built on the vision and values of those who came before us. Mr. Raymond Bland, who first put seed in the ground over 75 years ago, laid the foundation with a relentless work ethic and a deep commitment to quality. His son, Delbert Bland, saw the potential in Vidalia Sweet Onions and helped expand their reach—selling up and down the East Coast, introducing PLUs and working alongside his wife, Sandra, who was instrumental in creating national demand through magazine ads and a direct-to-consumer mail-order program.”

Peri & Sons Farms observed consumers are increasingly conscious of the ethical and sustainability aspects of their purchases, making authentic brand connections vital. “Consumers care more than ever about who gets their hard-earned money when they are making purchases, so connecting with the consumer in an authentic way is more important than ever,” said Retail Sales Manager Jessica Peri Dunham.

items. We’re also engaging and attracting younger consumers to the category through partnerships with social media influencers on TikTok and Instagram, with some of the content achieving over 1 million views! We also constantly add new and exciting recipes to our digital library.”

Aquamar CEO Daryl Gormley believes true category leadership combines industry expertise with a willingness to challenge the status quo. “Category leadership requires balancing deep industry knowledge with a willingness to challenge conventional thinking,” he said. “Our heritage of innovation and years of experience give us insight into seafood sourcing, global supply chains and consumer needs; it’s not maintaining the status quo. We lever- age our established relationships and operational expertise to execute innovative solutions that other companies might struggle to deliver at scale. For instance, our global sourcing capabilities and domestic production facilities provide the foundation for reliability, while our innovation focus on convenience solutions represents fresh thinking to drive category growth. Leadership means using strengths to think outside the box and pi-

oneer new products and approaches. We see our role as collaborating to expand the entire seafood category by making it more accessible to consumers, which ultimately benefits everyone in the industry.”

The recent launch of the Snack Bite under the Crab Joy by Louis Kemp brand by Trident has resonated well with consumers who expect convenient, on-trend protein snacks. “Trident launched a Snack Bite under the Crab Joy by Louis Kemp brand which is proving to be very popular,” said Elam.

“Consumers are looking for convenience with on-trend grab and go protein options and the snack bite is performing well.”

Gormley said their surimi products offer a delicious, versatile and convenient seafood option enabling families to incorporate surimi into a variety of dishes.

“Our surimi products have been standout performers this year,” said Gormley. “By addressing multiple consumer needs simultaneously, Aquamar surimi delivers on a great tasting product, while removing the complexity that often keeps families from including seafood into their meals. Beyond convenience, the versatility of surimi has been a major driver of success.”

CATEGORY LEADERSHIP AWARDS: SURIMI

rident's Crab Joy by Louis Kemp Snack Bite has gained popularity by offering convenient, on-trend protein snacks that meet consumer demand for grab-and-go options, while Aquamar's surimi products have also thrived this year due to their versatility and ease of adding to family meals. Additionally, Trident emphasizes its leadership in wild-caught Alaskan seafood through vertical integration and sustainability, and Aquamar positions itself as an innovative leader by focusing on consumer convenience and making seafood more accessible and appealing for busy families.

Louis Kemp has kept a hold of its leadership position in the industry through continuous innovation driven by consumer insights, while actively engaging younger audiences through social media influencers which has generated measurable reach and visibility amongst younger shoppers and those who are new to surimi. “Louis Kemp is one of the oldest and most recognizable brands in the surimi space,” said Mike Elam, VP—Retail Sales. “We continually introduce new items to the category through our world class innovation process, identifying consumer needs and developing top tier PG 18 / GR O C E R Y I N S I G H T

CATEGORY LEADERSHIP AWARDS: MAPLE SYRUP

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aple syrup in its purest form is unparalleled in flavor, and category leaders such as Anderson’s Maple Syrup, Butternut Mountain Farm and Coombs Family Farms have demonstrated they can cultivate, procure and supply premium quality maple syrup that is hard to improve upon.

So while there is a cap to how much innovation is possible on the product itself, these leaders are focusing on improving the experience and value of consuming maple syrup.

“Our best-selling items continue to be the ‘old faithfuls’ of our industry,” said Steve Anderson, President of Anderson’s Maple Syrup. “That flat bottle with the little handle on the side. It is nostalgic and a reasonably priced container, not to mention that the extended shelf life of glass over plastic and the quality perception of glass will always help those items sell. The more value sizes like the 16 oz. and 32 oz. are also powerful sellers for those that use a lot of maple syrup in their homes and these also continue to sell well.”

In today’s unpredictable economic climate, maple syrup meets a need for a simple indulgence, said Emma Marvin, Mar-

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keting Coordinator for Butternut Mountain Farm. “Maple hits the sweet spot,” she said.

“It is that every day, affordable luxury, the comfort food that people look at and desire in a time of uncertainty or economic strain.

We’ve certainly seen that behavior previously, and it feels a little bit like that same behavior is showing up here again.”

Butternut Mountain Farm has been focusing on ways to improve that eating experience. “One of the ways we do bring differentiation is around packaging innovation,” Marvin said. “Particularly around squeeze bottles that help dispense maple syrup in a controlled, no-mess way. It addresses that pain point we all have of a bottle sticking to the shelf or the cap that’s a little crusty.

There’s no hesitation at breakfast to hand a bottle of syrup to a kiddo because the kiddo can hold it upside down and nothing is going to come out until it’s squeezed.”

The bump in maple syrup consumption first noted during the pandemic hasn’t really subsided.

“I think since Covid happened, consumers are more creative,” said Coombs Family Farms’ Director of Sales and Marketing

Arnold Coombs. “Because they were stuck at home and were bored and were like let’s try this. And they’re looking up recipes and things like that. I’ve talked to a lot of consumers who have changed their habits in 2020. So that’s helped us a lot. It’s also helped in the sense that consumers are more open minded to cooking and integrating maple syrup in whatever they’re making.”

For Anderson’s, being a smaller enterprise has brought its share of challenges in today’s uncertain economy. Rather than chase fads like flavoring pure maple syrup to generate a novel but ultimately unsustainable interest among consumers, it stays the course with simple pure maple syrup, said Anderson.

“Our real focus is to keep prices low and also provide the best quality we can,” he said. “Like good Scandinavians, we don’t think of ourselves as leaders, we just do the best we can do and hope our family history and sustained product quality keep customers coming back. I know a bit old fashioned, but nothing works better than a compliment or referral from a current customer.”

healthier and convenient meal options but want something slightly elevated.”

The introduction of new products is facilitated by Toufayan’s regular participation in impactful tradeshows like IDDBA. “Toufayan has been exhibiting at IDDBA for more than four decades. It is an essential event because it gives us a powerful platform to launch innovative products, like our lavash and keto-friendly breads, directly to key decision-makers in the industry. It’s where we connect with retail partners, stay ahead of consumer trends and reinforce our commitment to quality and sustainability. It's an opportunity not just to showcase our latest products, but to strengthen retail partnerships, u n d e r s t a n d shifting consumer trends and reinforce Toufayan’s legacy as a trusted family-owned brand dedicated to freshness and quality.”

With more than 40 years of history, Toufayan continues to adhere to its founding principles based on quality ingredients and products. “Toufayan has always prided itself on innovation and quality,” said Toufayan. “By staying true to our commitment

to use high-quality ingredients and traditional baking methods, we differentiate ourselves in a crowded marketplace. Our diverse range of wraps and flatbreads, including gluten-free, keto and whole wheat options, ensures there's something for everyone. This careful curation of products reflects our understanding of evolving consumer needs and dietary preferences.”

The company’s longevity reflects the insights and wisdom it has garnered through the years to be able to adjust its sails in today’s unsettled economy to continue supporting its partners and end consumers.

She summed up, “With decades of experience behind us, Toufayan can draw on a rich history of baking excellence while continuously pushing the boundaries of innovation.

This balance allows us to understand and predict consumer trends, bringing fresh, new ideas to the market. Our commitment to innovation is seen in our introduction of new product lines and flavors, ensuring that we remain at the forefront of the wraps and flatbreads category.”

CATEGORY LEADERSHIP AWARDS: FLATBREADS & WRAPS

n the world of sandwiches, flatbreads and wraps represent a delicious alternative to traditional leavened breads that cater to consumers’ desires for lower-carb options.

Leaders like Toufayan take the category further, infusing their breads, pitas and wraps with not only quality ingredients and cultural authenticity, but also plentiful choices for consumers with specific dietary needs like gluten-free and those following the keto diet.

This year, the company has seen a warm reception for its new Authentic Lavash, said VP of Marketing Karen Toufayan. “There is nothing like it in the market, and it has resonated with consumers because of the quality, texture and incredible taste. Our Lavash is hand-stretched and made in the authentic way. It offers a versatile and delicious option that fits seamlessly into a variety of meals and lifestyles. With its soft texture and ability to hold a range of ingredients, it provides a practical and delightful meal solution for busy families and food enthusiasts alike. We’ve seen a significant positive response from those who are seeking

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CATEGORY LEADERSHIP AWARDS: TOMATOES

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onsumers enjoy snacking on tomatoes, and category leaders like Mastronardi Produce, Windset Farms and NatureSweet are not only making it easy to snack with thoughtful packaging solutions but also ensuring a satisfying taste experience through continued focus on research and innovation to cultivate optimal color, texture and flavor.

“As more consumers are seeking out fresh and flavorful produce, snacking tomatoes on the vine continue to be the fastest-growing segment of the snacking tomato category,” said Geoff Kosar, Mastronardi Produce VP of Marketing. “Our award-winning line of SUNSET BOMBS snacking tomatoes on the vine fill the market gap for high-quality, delicious snacking tomatoes that are available year-round. Our latest BOMBS offering launching this year is UMAMI BOMBS. Ripened and packed on the vine, UMAMI BOMBS pop with a unique red hue and bold, juicy flavor. Umami, The Fifth Taste, offers both sweet and savory flavors encapsulated within this cherry on-the vine tomato.”

Windset Farms’ innovations this year span a number of vegetables. “We continue to see growth in the snacking catego-

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ry, especially with super sweet tomatoes and convenient options like our SWEETIES Seedless Mini Peppers,” said Marketing Manager Randi Church. “Recently, we launched our YUM YUMS Cherry Tomatoes, a super sweet candy tomato. Customer feedback has been overwhelmingly positive. We collaborate with our seed suppliers to develop innovative and unique varieties for the market, offering something special for our customers.”

NatureSweet is taking a similar approach to its Glorys cherry tomatoes—not a newbie on the shelf but one that has experienced a rebirth of sorts in the last few years. ““While our flagship Cherubs grape tomatoes continue to thrive, one of the most exciting stories this year is the turnaround of our NatureSweet Glorys cherry tomatoes,” said Tobianne Paul, Chief Marketing Officer. “After several years of flat performance, Glorys surged more than 29 percent in sales thanks to a complete variety transformation. This success didn’t happen overnight. It was the result of a threeyear global search led by our experienced R&D team, who tested varieties from more

than a dozen countries to find one that dramatically elevated every sensory attribute- color, texture and burst. To support the relaunch, we rolled out a ‘Now, Proud to Be Naturally Sweeter’ campaign focused on digital and influencer-driven channels.

Across all retailers, Glorys is gaining momentum not just through distribution but through velocity.”

Marketing campaigns aside, consumers look, first and foremost, for a great tasting tomato. “Our commitment to quality is evident in our rigorous selection process, where we work closely with growers and seed suppliers to source the best tomatoes,” said Church. “Continuous trials and feedback guarantee that we deliver the best tomatoes to the market, solidifying our reputation as a trusted category leader.”

Consistency also supports a growing consumer expectation. “SUNSET Tomatoes are in season all year,” said Kosar. “We’ve become known for our dedication to consistent quality and flavor. Every tomato is grown and harvested to meet strict quality standards, ensuring consistent color, flavor and firmness.”

er consumers. Their success comes from aligning with key trends: bold flavors, air fryer convenience and snackable formats.

Varieties like Cheddar Sour Cream & Onion and Cheddar Ranch with Bacon have helped us reimagine pierogies as an anytime snack, not just a mealtime side.”

“We differentiate ourselves by expanding pierogies beyond just dinner—think snacks, appetizers and air fryer-friendly options. But what truly sets Mrs. T’s apart is how we blend innovation with tradition.

We stay true to the legacy of our founder, Ted Twardzik, who believed in bringing people together over simple, delicious food.

That spirit of creating joyful connections still guides us today,” Panzarella said. “Every product we develop is rooted in deep consumer insights. Our innovation isn’t just about keeping up with trends; it’s about delivering meaningful experiences that bring families and friends together.

Whether it’s a classic favorite or our new Snack Pierogies, we’re always focused on delivering comfort, quality and joy in every bite."

Jaju Pierogi uses its small, interconnected team to easily adapt to any challenges

the company might face. “We have a small nimble team, so we can pivot quickly,” said Casey White, Co-Founder of Jaju Pierogies.

“There is no red tape within our organization, so when a problem or challenge arises, there is someone who handles that part of the business whether it is operations, finance, and human resources or sales and marketing, we know who oversees what facet of the business and we let that individual lead the way in solving the problem or challenge. We make sure we are never in each other’s way.”

The company has maintained its strong relationships and partnership throughout unsettling times. “In today’s economic climate, we’re focused on staying agile and deeply connected to both our partners and our consumers. Our long-standing relationships across the supply chain help ensure we can continue delivering pierogies to households nationwide, even amid shifting market dynamics. We also meet consumers where they are—whether that’s how they shop, how they cook or how they engage with media. We’re making it easier for families to enjoy pierogies in ways that fit their lives and budgets,” she elaborated.

CATEGORY LEADERSHIP AWARDS: PIEROGIES

roducers within the category have been consistent in providing consumers with authentic pierogi products that highlight traditional flavors and textures.

“Our leadership stems from blending our deep, decades-long experience in pierogi-making with a relentless focus on innovation,” said Director of Marketing Alyssa Panzarella at Mrs. T’s Pierogies. “We use data to spot new trends and flavors, engage digitally with younger consumers and commit to sustainability, ensuring we lead the category by evolving while staying true to our roots. Further, our leadership is rooted in decades of experience and a deep understanding of what makes pierogies a beloved household staple. We lead by staying consistent in our quality, listening closely to our consumers and maintaining strong, collaborative relationships across the industry.”

“Our Classic Cheddar Pierogies remain a top seller, thanks to their nostalgic appeal and wide availability—they’re a comforting staple that families know and love,” she said. At the same time, our new Snack Pierogies have quickly gained traction, especially among busy families and youngPG 22 / GR O C E R Y I N S I G H T

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CATEGORY LEADERSHIP AWARDS: SOUPS

eaders in the soup category work year round to ensure that consumers have high-quality soup products not only during soup season but also all year long. On top of that, category leaders such as Ivar’s Soup Company and Blount Fine Foods pay attention to what consumers are gravitating toward, which has continued to surround clean ingredient labels, high-quality products that don’t sacrifice taste and affordability.

Looking at popular and best-selling items, Blount Fine Foods mentioned, “We have Panera Bread, which is our brand and a category leader, and the second best-selling brand in our company is the Blount Clam Shack soups. Panera Bread still dominates the category, but then you have private labels, which are store brands, and then the significant player in the category is the Blount Clam Shack, which is the second biggest national brand. If I look at the overall category, Panera continues to grow and has a significant market share of 52 percent and has grown at about a 9 or 10 percent growth. The Clam Shack is growing at a 60 percent growth rate, so I will say we really

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have cemented the Clam Shack brand as the dominant brand in the soups category.”

The sale of clam chowder continues to outpace Ivar’s other soup varieties. “Ranking by pounds sold, Clam Chowder followed

by Zuppa Toscana, Loaded Baked Potato and Robert’s Smoked Brisket chili,” said Harry Roberts Chief Clam, Ivar’s Soup Company. “We doubled our sales in four years and it is not by accident, we are all about quality—we do not sell on price—in fact for similar items in the market we are at the high end and it is reflected in every bowl of goodness. The consumer is getting choosier about what they eat. They want nutritious food soups they can feel good about.”

These companies have been able to craft soup products that set themselves apart within the category. “The relationship we’ve built with fishermen, farmers and other food suppliers has given us access to nature’s best offerings. You combine the relationships we have with our suppliers and our people who are committed to quality—yes it is an overused phrase, but in our case it is true. We end up bringing to market compelling craveable soups,” said Roberts.

When it comes to uncertain economic times, Ivar’s is relying on its leadership practices to pave the way forward.

“In my 18-plus years of managing this company, it is the first time we are uncertain of our future from buying ingredients and packaging to forecasting sales in any of the three channels we sell into—club, food service and retail grocery. Our strategy is to stay the course with quality products, continuity to improve operations and maintain pricing; we have not raised pricing in three years. The consumer is wanting quality and value and we strive to offer both,” said Roberts.

Looking at what consumers are gravitating towards is a key component in the company’s offerings.

“Being a category leader is to be aware of the market and consumer trends, reading and scanning trade publications and sharing with the full organization, is just one way of being aware of developing compelling products and package design for the market. It is an ongoing process. Secondly it needs to be in the team's DNA, always looking for what is new,” said Roberts.

tious, flavorful options that resonate with health-conscious consumers seeking convenient, veggie-rich meals, Huss and Pearl have influenced how consumers perceive vegetables and have found a more palatable way to eat vegetables.

Veggies Made Great continues to expand its innovative lineup with eight new products including three egg patty varieties, homestyle and jalapeño cornbread, two new frittata flavors and chocolate chip blondie bites made with chickpeas, zucchini and chocolate chips. This lineup reinforces Huss and Pearl’s mission to offer tasty, nutrient-packed choices that challenge perceptions that come with eating healthier; price point, accessibility and great, indulgent flavors. Founded to address the gap where only 1 out 10 Americans consume enough vegetables daily, Veggies Made Great proves two polarizing things can be true: veggies can be both nutritious and delicious.

A family-run company, Muffin Town has the advantage of being more agile and swift regarding decision-making and making substantial changes compared to larger competitors. Their size allows for Muffin

Town to nimbly adapt, innovate and stay at the forefront of the muffin category without the red tape larger manufacturers contend with, according to company leaders.

“As a family-owned company, we can get things done quicker and more cost effectively than many of our competitors,” Roger Piffer, Marketing Director, JSB Industries, which manufactures the Muffin Town brand, previously said. “We are not constrained by large corporate policy and have the capacity and experience to lead in this category.”

“Bake’n Joy has been the leading manufacturer providing caring, quality, dependable bakery solutions since 1941,” a company spokesperson previously said. “Our product quality and best-in-class customer service is unmatched. In addition, Bake’n Joy leverages category management tools and strategies to provide our customers meaningful insights on the effects of pricing actions, changes in distribution, various forms of promotions and so on. We present business case scenarios of gap analysis and competitor data to make recommendations to customers on ways to grow their business.”

CATEGORY LEADERSHIP AWARDS: MUFFINS

eggies Made Great, Muffin Town and Bake’n Joy exemplify how family-owned and established companies leverage agility, innovation and taking care of consumers to lead the muffin category. Veggies Made Great is transforming perceptions of vegetables with a flavorful product lineup that appeals to health-conscious families. Muffin Town’s nimbleness and strong leadership allows the company to introduce items at a rapid pace while showcasing its private labeling capabilities. Meanwhile, Bake’n Joy continues to provide dependable bakery solutions, doing its part to drive growth.

Collectively, these companies emphasize quality, innovation, community engagement and responsiveness to consumer trends, ensuring they stay at the forefront of their respective markets while fostering trust and loyalty among their customers and partners.

Elliot Huss and Yehuda Pearl created Veggies Made Great to disrupt how people view vegetables by emphasizing them as the star ingredient in tasty, high-quality packaged foods that consumers would want to eat.

Their approach challenges the notion that veggies are boring. By focusing on nutri-

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CATEGORY LEADERSHIP AWARDS: SOUR CANDIES

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our candies producers like Better Sour, Candy Dynamics and Impact Confections continue to elevate the category and drive the category forward with innovation and unique flavors.

“To be honest, all three of our SKUs, Guava Calamansi Lime, Passion Fruit and Pomegranate Apricot sell neck and neck, with a very minute percentage difference that can vary from retailer to retailer or region to region. I would say though that our Guava Calamansi Lime and Passion Fruit have been slightly more popular, which speaks to the deep consumer interest with all things tropical,” said Isabella Hughes Co-Founder with Better Sour.

“Slime Lickers are a top seller for our brand,” said Haley Peyron, Marketing Manager with Candy Dynamics. “So much so that any product with the Slime Licker branding will experience a boost in sales.

Sales for these items have continued to grow with more retailers, such as Walmart, H-E-B, Circle K and many more coming on board and stocking the item. Following its launch last year, the Toxic Waste Blue Drum has steadily grown its unit sales in the market due to its unique take on an iconic sour

candy. Each piece of candy inside this new drum has the same double-action sour as the flagship Toxic Waste Hazardously Sour Candy but with an entirely unique flavor profile reflecting blue flavors from across the globe.”

These leaders have been able to uniquely curate their product lines to set themselves apart.

“Better Sour is first and foremost a brand dedicated to bold, sour, global flavors, which sets us apart from other brands in the category. We are very much a heritage brand, rooted in the story of the founders, myself and my lifelong BFF, Semira Nikou.

We were born and raised in the Hawaiian Islands and grew up totally obsessed with all things tart, tangy and sour, and love to cook, try new restaurants, travel and truly believe life is better sour. We didn't see any gummy candy on the market that spoke to the flavors we grew up enjoying, which in the CPG industry speaks to the more macro trend of 'global flavors,' and we saw an opportunity to create candy for foodies, gummy candy for more sophisticated grownup palates without all the junk. When you look at the chocolate category, there is a bevy of

exquisite offerings for more epicurean palates, but when it comes to gummies, which are outpacing chocolate year over year and the preferred candy for Gen Z and Millennials, the offerings tend to be pretty basic and even the better for you versions tend to be remakes on traditional classics. So, we really are innovating first and foremost on bold, fruity-forward, tart, global flavors and then also happen to be made with premium ingredients, vegan, low sugar and with colors from fruits and veggies,” said Hughes.

“The Toxic Waste brand has always leaned into the brand story, especially in its product range. Sourness remains a top priority of the brand, but we never compromise quality or flavor. From the hazardously sour Toxic Waste hard candies to the tangy Atomz, there is something delicious for every candy lover at every level of sour,” said Peyron.

“We stand by the unique branding that made Toxic Waste a leader in the sour confectionery space to begin with—including hazard stripes, scientific-theme and vivid packaging design. Remaining consistent in these areas expanded the brand,” said Peyron.

Both innovations have gained traction thanks to their combination of fun flavors, kid appeal and clean ingredients, he said.

“The products hit a sweet spot for families looking for treats that are both exciting and inclusive as they are allergy friendly and free from artificial dyes, helping YumEarth outpace conventional category performance, particularly in natural and specialty retail channels.”

Among fruit snack makers, YumEarth stands out by prioritizing allergy safety and ingredient transparency. “Unlike many brands in the fruit snack space, YumEarth is allergy friendly and avoids artificial dyes, which resonates strongly with health-conscious parents,” said Van Tassel.

“Its portfolio of products focuses on rethinking nostalgic favorites in a way that’s both fun and functional without compromising on taste.”

Van Tassel continued, “What also sets YumEarth apart is its ability to stay ahead of consumer expectations. For example, long before the recent ban on red dye No. 3, YumEarth was already formulating all of its products without artificial dyes, demon-

strating its proactive approach to thoughtful ingredients.”

The move to clean and natural is also steering companies like PIM Brands, whose portfolio of products include Welch’s line of fruit snacks. Welch’s this year introduced its new flavor innovation Mango-Peach, with real fruit puree as its leading ingredient and colored with natural ingredients like annatto and turmeric.

Welch’s is further re-introducing its established Mixed Fruit, Berries ‘n Cherries and Fruit Punch varieties this fall but with colors from all natural sources. The company’s goal is to move to exclusively all natural sources for colors in all products across their portfolio by early 2026. “As the category leader and a family-owned business, our top priority is always our consumers and their families. The move to colors from natural sources began over a decade ago and is already reflected in products launched since 2018 including Welch’s Fruit Snacks Summer Fruits and Mango-Peach, Welch’s Juicefuls and Juicefuls Fusions,” said Jason Levine, Chief Marketing Officer.

CATEGORY LEADERSHIP AWARDS: FRUIT SNACKS

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ruit snacks have come a long way from the artificially colored and flavored varieties of the past. Today’s category leaders are serving consumers who are much more wary of what goes into theirs—and their children’s—bodies. Consequently, clean ingredients are leading the innovation behind what parents are choosing to include in their kids’ lunch boxes—for both newer as well as legacy brands.

“YumEarth saw significant success this year with the launch of two new products that have quickly become fan-favorites, Sour Littles and Duo Pops,” said CEO Steve Van Tassel. “Sour Littles are tangy, bitesized candies available in fun flavors like Blue Raspberry, Lemon and Strawberry, delivering a bold flavor punch with the clean ingredients parents have come to expect from the brand. Duo Pops are a first-of-itskind lollipop with a chewy center, offered in kid-favorite flavors like Cherry Apple, Blue Raspberry and Strawberry Lemon.

YumEarth developed both Sour Littles and Duo Pops in response to the demand for safe, allergen-friendly versions of classic treats.”

PG 26 / GR O C E R Y I N S I G H T

CATEGORY LEADERSHIP AWARDS: SUSHI

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onsumers rely on trustworthy sushi companies like Hissho Sushi to ensure they are receiving high-quality, safe, delicious sushi products. Leading companies strive to bring responsibly sourced to each product while adding a mixture of innovative flavors, sauces and textures to each roll.

“One of our most popular launches this year has been the Loaded Spicy Tuna Poke Roll,” said Matt Wilken, President of Hissho Sushi. “This roll layers responsibly sourced seafood with craveable spicy flavor and crunchy texture—delivering on both indulgence and the protein-packed meals consumers are actively seeking. We believe its success stems from our commitment to innovation and data-driven partnership with The Culinary Edge, which helped us identify key flavor trends and shopper insights before going to market. It’s a great example of how we bring strategy and originality together to meet evolving customer demands.”

Sushi leaders have been able to bring forth unique, premium quality sushi through putting safety, quality ingredients

and taste first.

“We take a chef-led, flavor-first approach to product development—constantly exploring unique ingredients, trending profiles and unexpected pairings that keep our offerings fresh and exciting. From limited-time collaborations with brands like Mike’s Hot Honey to seasonal roll drops inspired by customer preferences, we build our product strategy around innovation and accessibility. That agility, paired with our commitment to 100 percent responsibly sourced seafood and premium sushi in grocery spaces, helps us consistently stand out,” said Wilken.

Zooming in on unique flavor profiles, AFC, parent company of Zenshi, has been adding an array of unique ingredients to its products.

“Our product development team continuously develops innovative recipes that are the envy of the industry,” said VP of Marketing Deborah Bush. “Our Latin Fusion sushi is popular among Hispanic consumers and consumers eager to try unique flavor profiles. This product line blends Latin-in-

spired ingredients and flavors with Japanese-fusion favorites. Featuring ingredients mango, mango sauce, serrano peppers, and Tajin seasoning, Latin Fusion items burst with flavor and bring a new twist to classic sushi rolls.”

“Yuzu Teriyaki is another delicious addition to our sushi line-up. It features a unique yuzu teriyaki sauce, with an enticing combination of tangy and savory flavors that consumers love. Several options are available—with tuna, salmon or chicken and prepared with a variety of fresh vegetables. Choose from a sushi roll (with seaweed and rice) or a wrap (with tapioca paper wrap; no seaweed, no rice),” said Bush. “Many consumers currently shop for prepared meals at supermarkets. Our mission is to provide time-conscious consumers with a diverse selection of high quality, unique meal solutions that are delicious, convenient, and affordable. We serve the needs of consumers who do not have time to prepare meals each day, but would still like to enjoy great tasting, high quality food without dining at a restaurant.”

people looking for quick, convenient and delicious meal solutions, they aren’t taking any of that for granted. As budgets continue to tighten and some households forgo dining out at their favorite pizzeria, leaders in the category are ensuring consumers get that same special dining experience at home with quality ingredients and flavors and innovative brand collaborations.

“We recently partnered with Cheez-It to bring Cheez-It Frozen Pizza to life—a 12 inch, ultra-thin and crispy Original CheezIt flavored crust made with 100 percent real cheese, paired with your favorite pizza toppings to remind you of the irresistible, cheesy flavor you love,” said Nick Fallucca, Palermo’s Pizza Chief Product and Innovation Officer.

“This collaboration has been successful for a few reasons—novelty being one of them, bringing innovation to the frozen pizza category and great partnerships with our retailers, customers and consumers.

Cheez-It is a leading snack brand, and fans of Cheez-It were thrilled to find their fa-

A Cheez-It-based pizza crust is a good example of Palermo’s Pizza’s out-of-thebox thinking. “We’re not afraid to fail,” said Fallucca. “We are constantly innovating and bringing new products to market—the key is to keep that pipeline going, and if you’re going to fail, fail quickly, learn from it and use those learnings on the next innovation.”

Thrilling gambles aside, Palermo’s is still bringing its best to those who love a good and affordable pizza eating experience.

“Frozen pizzas are a comfort food that people turn to for so many eating occasions, including when they feel their budgets tighten due to econom- ic uncertainty,” he said. “We find that a lot of families will forego ordering from a pizzeria and choose to buy frozen pizzas instead. We offer restaurant quality pizzas that are often better than what you can get from ordering takeout. It’s all about offering quality and convenience at an affordable price.”

Meanwhile, Wild Mike’s Pizza has been focusing its quality, clean ingredients on both the retail and school segments. The

meet any need—from snacking solutions like their Stuffed Crust Cheezy Bites to feeding an entire family with their 14-inch super-sized pies.

Wild Mike’s schools product portfolio is equally dynamic, with options from pizzas to wedge slices, breakfast pizzas to breadsticks. According to the company’s marketing: “In the past decade, Wild Mike’s Pizza has been dedicated to providing kids in more than 15,000 schools nationwide with the best-tasting and cleanest-label products out there. Even in challenging times, Wild Mike’s has been able to continue providing for schools and communities by streamlining our individually wrapped, grab ‘n’ go solutions.”

Ultimately, what drives innovation and success is the people. “We are a people first organization and that isn’t just lip service.

Our focus is always on providing a great pizza experience and leading with innovation,” Fallucca said.

CATEGORY LEADERSHIP AWARDS: FROZEN PIZZA because frozen pizza makers have a vorite cracker is now available as a frozen company’s retail product portfolio includes Just pizza of a variety of sizes and formats to built-in consumer base made up of busy pizza.”

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CATEGORY LEADERSHIP AWARDS: SWEET POTATOES

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ne of the leading sweet potato suppliers is Nash Produce, which has been focused on innovation and consumer convenience by continually creating value through service and new products and to approach each day as an opportunity for growth. Meanwhile, another leading supplier is Sand Candy Produce that demonstrates industry leadership by leveraging decades of expertise and data-driven methods to ensure high-quality, reliable supply in an increasingly competitive arena. In spite of weather related crop shortages, these companies thrive and never lose sight of their drive and responsibility to provide retailers and consumers with fresh and flavorful sweet potatoes from a trusted, solutions-oriented partner.

“Nash Produce has a great brand name, and we’ve been around for a while,” said Director of Operations and Business Development David Bradley. “But the last thing we want to be is complacent. We are being innovative, staying ahead of the curve and constantly trying to create value whether it’s through service or through new value items to try to focus on consumer convenience. That’s the big thing. We don’t want to just go through the motions; we want to

attack each and every day as a new opportunity. That’s what we want to do.”

Backed by the strategic partnership of Battleboro Produce and Bland Farms, Sand Candy Produce leverages decades of agricultural expertise and innovative marketing to lead the sweet potato category, emphasizing quality, consistency and adaptability.

Despite challenges, the brand maintains a reliable supply chain, ensuring retailers receive high-quality products. This approach reflects Sand Candy's commitment to performance, trust and forward-thinking solutions in a competitive market.

“Sand Candy Produce stands at the forefront of category leadership thanks to the synergy between Battleboro Produce and Bland Farms—two agricultural powerhouses with a legacy of excellence,” said Sloan Lott Director of Sales Bland Farms. “Their strategic partnership draws on decades of experience and marketing acumen, creating a foundation rooted in trust, performance and innovation. By merging generational farming expertise with a sharp understanding of retail dynamics, Sand Candy brings a fresh perspective to the sweet potato category. The team’s approach includes crop diversification, regional sourcing, tailored

pack sizes and data-driven promotional strategies—all designed to meet the evolving needs of today’s consumer. Every decision reflects a commitment to quality and consistency, supported by insights earned over time and sharpened by forward-thinking execution. In a year when some regions reported yield reductions of up to 50 percent due to weather extremes, Sand Candy has remained a steady hand. Retailers facing uncertainty in sweet potato supply can count on Sand Candy not only for availability—but for exceptional quality, consistency and transparency from field to shelf. That kind of reliability is more than a promise— it’s a performance standard.”

“We had a tight 2024 crop that kind of limited our ability to grow so much; we’re trying to take care of our current customer base,” Bradley said. “But overall, what has helped us to stand out is quality and customer service. We do what we say we’re going to do. That means a lot. Customers can count on us and we’ll do anything they want to create value for them. One size doesn’t always fit all; we uniquely tailor our service to each and every customer and we do that to help separate us from our competitors.”

herence to best practices in food safety underline our dedication to quality. Customer focus: Understanding and anticipating the needs of our customers is at the heart of our business strategy. We actively listen to customer feedback and adapt our offers to exceed their expectations. This customer-centric approach fosters loyalty and strengthens our market position. Sustainability and responsibility: We are committed to sustainable business practices that minimize our environmental impact and promote social responsibility. By integrating sustainability into our core operations, we ensure that our growth contributes positively to the community and the environment.”

“DecoPac’s strength as a partner for retailers and distributors lies in several key attributes,” said Gardner. “The first centers on reliability and consistency. We are committed to delivering high-quality products consistently. Our robust supply chain and quality control measures ensure that retailers and distributors can depend on us to meet their needs reliably, reducing the risk

of stockouts and ensuring customer satisfaction. Next, we continuously expand and innovate our product offerings to keep pace with market trends and consumer preferences. By providing a diverse range of cutting-edge decorations and bakery products, we help our partners stay competitive and attract more customers. Additionally, we believe in fostering strong, collaborative relationships with our partners. We work closely with retailers and distributors to understand their unique needs and challenges, tailoring our services and products to support their specific goals and market demands.”

Recently, category leader, Wilton, launched a new bakeware system and icing pouches to inspire bakers of all skill levels.

“We want to make it easier—and more fun—for everyone to express their creativity in the kitchen,” said Doug Kafer, Director of Wilton Consumer Business Units. “With our tiered bakeware system and no-fuss decorator icing pouches, we’re helping bakers of all levels create sweet moments and bake more with confidence.”

CATEGORY LEADERSHIP AWARDS: DESSERT DECOR

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essert decoration leaders are dedicated to supporting their partners and consumers of all baking levels. Whether it’s encouraging dessert decorating at home or helping partners and retailers in store, these leaders are making baking easier and achievable.

“As a leading company in the cake decorations and in-store bakery sector, our success can be attributed to several key leadership qualities,” said John Gardner, Vice President of Global Marketing with DecoPac. “Innovation and creativity: Our commitment to innovation ensures that we continuously develop new and exciting products that meet the evolving tastes and preferences of our customers. By staying ahead of trends and incorporating the latest in design and culinary technology, we maintain a competitive edge in the market. Quality and consistency: We prioritize the highest standards of quality in all our products. This unwavering commitment to excellence ensures that our customers receive consistent, top-tier decorations and baked goods every time. Our rigorous quality control processes and adPG 30 / GR O C E R Y I N S I G H T

CATEGORY LEADERSHIP AWARDS: DRAGON FRUIT

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ragon fruit producers are seeing growth to the category due to its nutrient dense content of antioxidants, fiber and various vitamins and minerals. Dragonberry has used its leadership skills and practices to ensure consumers are receiving dragon fruit products year round.

“We can share something that is distinguished different from the rest of the dragon fruit people out there,” said Amy Nguyen, President of Dragonberry Produce.

“One of the things that we are attributing about the supply line on Dragonberry is we are a great midsized company. We have a strategic advantage over a lot of people because we do both import and export. We are on the ground a lot. We are literally in the countries we do business with because we do what we call bilateral marketing, or bilateral trading. This is something that nobody else really does in this realm of dragon fruit business. That’s the No. 1 competitive advantage that distinguishes us from other dragon fruit distributors.”

Dragonberry puts quality first when it comes to its offerings, partnerships and building relationships.

“Why I’m so excited about what Dragon-

berry is doing, and preparing for the consumers’ demands, supporting any of the retailers that we’re going to support and take on is that No. 1, the first thing that comes to mind is quality,” said Nguyen. “If I’m not proud of the quality of the product, I will work way much harder to make sure it is this product. As a woman, I want to buy the product when I see it at the store. It’s what I’m proud about. I’m not about selling a product that I wouldn’t even buy myself.

That’s something that when you see a Dragonberry dragon fruit that’s what you’re going to see. You’re going to see a product that you love and a product that I’m proud to buy for myself. When we see that about quality, what is quality? It’s not just being consistent. It’s also the variety and what we select. There’s so much variety within the dragon fruit world. It’s not just a dragon fruit. When you get products from a different region, for example, Florida, Central America, South America, Vietnam, they’re all different animals. They are not the same variety of dragon fruit. Dragonfruit is an up-and-coming tropical fruit. I know that everyone is getting into this dragon fruit business, but they really don’t know qual-

ity. They don’t have anything to compare themselves to say what a dragon fruit is supposed to look like.”

As a leader in the category, the company has continued to set itself apart through its leadership practices.

“What sets us apart from our competition is that we have created a way of processing our fruit so that it can be shipped and hold a longer shelf life than the typical shipments that you normally see with an open box. We use controlled atmosphere bags to help keep the moisture inside the products.

These are some of the technology changes that we are doing to our fruit so that the fruit will have a better shipment that comes in and makes an arrival to the store,” said Nguyen. “We’re also teaming up with other researchers to write more articles about the health benefits of dragon fruit. There are so many health benefits to the dragon fruit— not just is it pretty in appearance, but the vitamins, plus it helps—the yellow dragon fruit is a digestive fruit, and the white dragon fruit helps to lower the glycemic index.”

"I’m hoping to put the PNW on the map for dragon fruit distribution," she said.

mantra applies all the way around. That’s the great thing. It’s not just for Paul on his pre-workout, it’s for Tyler when he’s on the go running with his kids to practice, so we’ve got differentiating flavors and profiles that fit for every need. For anybody needing that boost, that's what you see with this brand differentiating itself is the widespread reach we have across different demographics,” said Bohannan.

“Our brand, it fits a need for everyone.

Everyone wants something that is functional to give you a boost – if that is what your need – and it’s good for you. High quality ingredients and the different things we have in terms of clean energy are very important to us. It’s one of the missions that we stay true to, is that ingredient content and staying with the highest quality of products for all consumers,” he continued.

Transparency and cleaner ingredient lists have continued to be a key reason for category growth.

“From day one, we have stayed true to our core values as a brand and always played the long game,” said Aaron Hinde, Presi-

dent and Co-Founder of LifeAid. “Keeping products completely clean and not using deceptive advertising—putting ‘naturally flavored’ on the can when they use artificial sweeteners to make the product appear that it is natural—have nurtured a core audience that appreciates our transparency and commitment to quality. Additionally, I regularly send my personal cell phone number out to hundreds of thousands of DTC customers requesting feedback, comments, concerns, suggestions, etc. which keeps me very close to our core customer base.”

“We remain grateful for the likes of Celsius and Alani Nu for disrupting the big three energy oligopoly that many of us grew up with,” Hinde said. “However, when we survey female consumers, they remain unaware that these products contain artificial sweeteners like sucralose and AceK. As more people continue to get educated on ingredients and read labels, we continue to benefit from our natural uncompromising positioning. People understand that what they put in their bodies reflects in how they show up in the world,” said Hinde.

CATEGORY LEADERSHIP AWARDS: ENERGY DRINKS

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he energy drinks category has evolved and increased in popularity through continued consumer education due to strong leadership qualities and practices put forth by enterprising companies in the space.

“The company is a little over 12 years old, been around for a while, and the explosive growth we have obviously seen over the course of the last five or six years as the company has really taken a foothold,” said Tyler Bohannan, Celsius EVP of Sales for North America. “We’ve been in a great position to add some super partners during our development phase. We’ve had a lot of great success through e-comm that catapulted us and then our DSD partners we’ve had over the course of the last five years have really driven this brand to new heights. The Pepsi partnership that began in 2022 was one of the biggest platforms for us to reach essentially everywhere in the United States. That was one of the big things for a brand of our scale to get to the next level was that next step of nationwide distribution with a primary partner across the country.”

“Energy for everybody. Our Live Fit

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CATEGORY LEADERSHIP AWARDS: PRODUCE SNACKING

roduce snacking leaders like Naturipe Farms have taken the often onerous task of making sure one’s children get their daily servings of fruits and veggies in and made it fun, easy and convenient. They continue to dynamically pair foods in ways that are attractive to kids and grown-ups alike, elevating healthy snacking to higher standards that appeal to a wide swath of consumers.

“One of Naturipe Farms’ most popular snacking items this year has been the Berry Buddies Berries & Pancakes snack pack,” said Steven Ware, Vice President and General Manager of Value Added. “It’s a clear standout thanks to its delicious flavor, fun presentation and smart balance of indulgence and nutrition. The combo of fresh blueberries, mini pancakes and real maple syrup is not only tasty, it’s interactive and kid-approved, making snack time feel like a treat. Parents love it too, because it’s made with wholesome ingredients and portioned just right, so they can feel good about what they’re giving their kids.”

As evidenced by the clever way that Ber-

ry Buddies Berries & Pancakes came together, “Naturipe Farms has set itself apart in the produce snacking category through a thoughtful, research-driven approach that starts with listening to its customers,” he said. “The company invests in consumer insights to understand what today’s families truly want—convenience, nutrition and kid-friendly appeal—and uses that data to guide product development.”

The unsettled nature of the current economic climate presents challenges across the board, but true to their position as category leaders, Naturipe continues to look for thoughtful ways to adjust offerings to sustain a fruitful and meaningful business.

“While external factors like inflation, labor costs and global trade shifts continue to evolve, Naturipe takes a steady, solutions-oriented approach grounded in longterm planning, operational excellence and adaptability,” Ware said.

As an example, “In the last year, we downsized some of our bentos to reduce the SRP, which increased velocity and decreased

shrink. At the same time, we made some changes to take a key bento from 14 days of shelf life to 21 days, which also gives the retailers more time to sell and reduces shrink,” Ware said.

This adaptability and agility speak to Naturipe Farms’ years of experience operating in and observing how consumer trends can change through the years.

“Naturipe Farms blends decades of deep-rooted farming expertise with a forward-looking mindset, allowing it to lead the category with both credibility and creativity,” explained Ware. “The company draws on the knowledge of multi-generational growers who understand the nuances of each crop and region, providing a strong foundation of consistency, quality and trust. At the same time, Naturipe continuously invests in innovation, whether through proprietary varietal development, sustainability initiatives or value-added products like Berry Buddies and Bliss and Boost Bentos.”

from the companies they buy from. Animal welfare is of growing importance also. Our Responsibly Raised program answers this consumer request. Our artisan craftmanship assures premium product quality and our stand on eco-friendly packaging using 80 percent less plastic in our sliced products has resonated with consumers as advocates for the brand.”

“Fiorucci Foods closely monitors consumer trends and insights specific to charcuterie and snacking,” said Senior Director of Strategic Initiatives, Business Innovation and Feasibility Shawn Munck. “As we look to 2025, some of the key charcuterie and snacking trends we are following include: Charcuterie has evolved into a visually appealing culinary art form, merging diverse flavors and textures, and gained popularity during and after the pandemic for offering premium, exciting foods at home. The trend towards charcuterie boards and grazing platters promotes a lighter, less entrée-focused approach to meals, with versatile packaged meats catering to various snacking habits and portable protein options. Creative packaging options such as peel/reseal and zipper packs enhance the convenience and aesthetic ap-

peal of charcuterie products, aligning with contemporary culinary trends. Consumers are increasingly embracing global flavors and fusion charcuterie boards, making it essential to incorporate international spices, herbs, and ingredients to stay cutting-edge and on-trend. Health-conscious consumers are driving the demand for clean-label products with lower-sodium, all-natural, nitrate-free, and organic options, emphasizing the need for transparency and addressing dietary preferences and restrictions.”

“Our leadership excels in creating strategic and long-lasting partnerships with retailers and distributors,” said Enrico Porrino, Master Salumiere and Vice President of Research & Development at Olli Salumeria. “From a product standpoint, we take pride in our commitment to using only the highest-quality ingredients and authentic Italian recipes. This innovative mindset is evident in our introduction of the first preservative-free salami in North America, free of nitrites and nitrates, showcasing our ability to balance tradition with groundbreaking innovation. By focusing on traditional Italian methods, we’ve set a high standard in the gourmet snacking industry, prioritizing quality above all else.”

CATEGORY LEADERSHIP AWARDS: CHARCUTERIE

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eaning on consumer insights, economic data, culinary trends and retail partner input, leaders in the charcuterie category are tailoring their strategies by emphasizing transparency, safety and sustainability, in the form of eco-friendly packaging and Responsibly Raised programs. These companies recognize the rise of visually appealing, globally inspired and health-conscious charcuterie options, appealing to consumers seeking out lower-sodium, organic and nitrate-free products. Their commitment to respecting high-quality ingredients and authentic traditions demonstrates these brands’ commitment to balancing innovation with heritage, ensuring they meet evolving consumer demands for premium, ethical and versatile snacking experiences.

“Volpi is focused on core products within the pre-sliced, grab and go, and entertaining space,” said Director of Sales and Marketing Deanna Depke. “Our success in the premium snacking set uniquely positions Volpi to work within the full shopper journey from charcuterie novice to maestro. We glean insights from syndicated data, economic trends, the culinary space, as well as our retail partners. Consumers today want transparency and safety assurances

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Real food, ready to go.

Whether you’re looking for a Boost or seeking some Bliss, each Bento from Naturipe Farms has the perfect combination of fresh fruit, protein, and healthy fats.

Visit our website to learn more: naturipefarms.com

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CATEGORY LEADERSHIP AWARDS: PORK

ork manufacturers are consistently delivering high-quality pork products consumers can count on. The variety within the category makes ample room for convenient and versatile meal solutions without sacrificing quality or taste. Leaders like Pederson’s Natural Farms remain focused on sourcing responsibly and ethically.

Pederson’s Natural Farms started in 1992. The company attributes its continued success to its hard-working team and employees. With the focus on betterfor-you meat products that don’t include sugars, hormones, antibiotics or nitrates, Pederson’s has remained a leader in the category. “For Pederson's sustainability is our whole approach,” said Retail Marketing Manager Ben Warren. “We want to make sure that our products are sustainable for our consumers and vendors by building a partnership so that our products will be on shelf and check the boxes of claims and ingredients that both are looking for. Sustainable for our employees by creating a great place to work and the possibility for career

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growth. Sustainable for the planet by our farming and raising practices.”

Recently, “We have seen big jumps in organic this year as people continue to look for clean eating and better care of the animals,” said Warren. “As margins tighten and costs go up, our vertical integration allows us to continue to provide our customers with the top claims and standards in the industry without having to make compromises. Many in the industry have had to cut standards to cut costs out of necessity.”

There are several key components to the company’s ability to grow sales and distribution.

“Being vertically integrated allows us to take away many of the variables that keep the market uncertain. While we stick with our existing standards and keep our current customers on track we also try to find new markets to break into to help diversify our customers to allow for some give in the markets,” said Warren.

In an increasingly competitive environment, Pederson’s Natural Farms empha-

sizes its practices are a sincere effort to become a more conscientious company.

“The proof is there in the third party auditing of our farms and continual improvement of our processes and ingredients.

However, we also believe there is room in this business for other companies doing other great things towards sustainability and we commend them for that,” he continued.

“Pederson's leadership team has been in this market from the beginning and been present for all the ups and downs but recently we have added some fresh faces with a more diverse background to help us get new eyes and skillsets to where we believe the opportunities lie,” said Warren.

Pork products allow consumers to add nutrient-dense and flavorful meat to their everyday meals and dishes. While pork might not be the leanest meat, consumers gravitate toward it for its affordability, flavor and convenience. Pork remains a household staple due to high-quality producers like Pederson’s Natural Farms.

16 count El Monterey Burritos and our 44 count El Monterey Taquitos—available in a variety of flavors. These large value and family packs benefit consumers by offering the lowest price point per burrito or taquito. In addition to benefitting the consumer, these large value packs also drive a higher ring per shopping occasion for the retailer and attract our loyal consumers to shop at their stores,” she said.

Along with value, Ruiz Foods also focuses on ensuring the high quality of its products.

“It’s important to us that all our products are consumer preferred over the competition. As the category leader in frozen burritos, we always strive to ensure that we are the consumer’s top choice,” Ginnetti said.

“We are currently rolling out refreshed versions of our El Mon- terey Signature burritos as part of a focus on continuous improvement and consumer demand for diverse flavors and meal solutions.”

Red’s is likewise dedicated to quality, Rassi said. “We are on a mission to cook food better,” she said. “For us, that means that each and every day, we wake up fixated on raising the bar of our food: how the food is cooked, who we partner with on ingre-

dients, our packaging, our recipes and our air fryer-centric cooking instructions. It is a journey that never ends.”

As a still relatively new brand, Red’s strives to continue bringing freshness to the category. “Red’s celebrated its sweet 16 birthday this June, and we remain fresh because innovation is embedded in our DNA. We partner incredibly well with retailers.

When they see a white space in our categories, we listen well, act quickly and innovate fast. We proudly self-manufacture in South Dakota and that enables us to move fast with our innovation,” she said.

As Ruiz Foods’ history goes back to 1964, its longevity is attributed, in part, to having strong retail partners and a solid product development process, said Ginnetti. “We approach all of our retail relationships with integrity and strive to collaborate with them and pivot quickly when needed. When we develop new products for a specific retailer our intention is always to be successful together. Our sales team treats our customers like they are an extension of Ruiz Foods and deeply care about the consumer, customer and Ruiz Foods in everything they do.”

CATEGORY LEADERSHIP AWARDS: FROZEN HANDHELD SNACKS

he frozen handheld snacks category holds great appeal for consumers looking for quick and conveniently portable bites when they can grab a second for themselves through the course of a busy day. To continue growing the category, leaders like Red’s All Natural and Ruiz Foods are bringing the flavor and format innovations along with a strict adherence to using only the highest quality ingredients.

Red’s All Natural touts its new premium croissant breakfast sandwiches as an innovation win in 2025. “These protein-packed breakfast sandwiches begin with a flaky artisan croissant, crafted with 24 delicate layers of buttery goodness and are stacked with antibiotic-free crispy hardwood-smoked bacon or savory chicken sausage, fluffy cage-free eggs and a satisfying slice of melty cheese,” said Chief Growth Officer Angi Rassi.

Ruiz Foods’ large value size packs of burritos and taquitos have been an attractive solution for consumers looking for everyday value and the discounts found with buying larger sizes, said Jennifer Ginnetti, SVP Retail Business Unit. “Some examples of these popular value packs include our

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INDUSTRY CALENDAR

Upcoming Grocery Industry Events 1. Newtopia Now Aug. 20-22, 2025 Colorado Convention Center Denver, CO www.newtopianow.com

2. NACSSHOW2025 Oct. 15-17, 2025 McCormick Place Chicago, IL www.nacsshow.com

3. The Global Produce & Floral Show Oct. 16-18, 2025 Anaheim Convention Center Anaheim, CA www.freshproduce.com

4. NFRA Convention Oct. 18-21, 2025 Marriott World Center Orlando, FL www.nfraconvention.org

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5. PLMA's Store Brands Marketplace Nov. 16-18, 2025 Donald E. Stephens Convention Center Chicago, IL www.plma.com

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6. Winter FancyFaire* Jan. 11-13, 2026 San Diego Convention Center San Diego, CA www.specialtyfood.com

7. The Inspired Home Show March 10-12, 2026 McCormick Place Chicago, IL www.theinspiredhomeshow.com

P.O. Box 2067 • Issaquah, WA 98027 • 425-497-0950 August 2025 Publisher/Editorial Director Davis Johnson

djohnson@executiveinsightproperties.com

Editor Katie Murdoch

kmurdoch@executiveinsightproperties.com

Circulation Director James Anderson

janderson@executiveinsightproperties.com

Grocery Insight (ISSN 2330-1651), a monthly magazine, is published by Executive Insight Properties. Subscription rates $75 per year US, $100 Canada, all other countries $150. © 2025 Grocery Insight. All rights reserved. No item or portion may be reproduced without written permission from the Publisher.

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PG 38 / G R O C E R Y I N S I G H T

AUGUST 12-14, 2026

EDUCATION: AUGUST 11-12, 2026 MANDALAY BAY | LAS VEGAS, NV

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