LOS ANGELES — One year after its online debut, food tech startup BetterBrand has announced a global partnership with Whole Foods Markets to enter frozen shelves of over 500 stores.
BetterBrand leads innovation in the refined carb space through its “Grain-Changing” technology. The company’s flagship product, The Better Bagel, has a net carb equivalent of two slices of banana along with more than 25 grams of plant-based protein, no added sugar and is non-GMO certified.
Founder and CEO Aimee Yang said that BetterBrand addresses a “pain-point around diet and healthy eating” by empowering consumers to eat freely.
“Our work in this area not only drives macro level impact to human health, it also unlocks a sense of freedom and empowerment to the consumer — and it’s important for us to work with partners who share these values,” Yang said. “Whole Foods Market is an iconic brand whose ethos is built around helping customers live healthy, empowered lives, with an unparalleled focus on the consumer experience. We’ve found so much synergy across the board, and we could not be more excited to be working together.”
BetterBrand will debut four SKUs of its Better Bagel in the frozen bread section of Whole Foods: The Classic, The Everything, The Cinnamon and an undisclosed fourth flavor set to launch by the end of the year, which Yang teased “should be quite a sweet surprise.”
“There was something that drew me to BetterBrand’s booth at Fancy Food in February this year,” said Stephanie Truscott, executive director, global, Whole Foods Market. “I’m not sure, but it was a pivotal moment in our partnership. I heard Aimee’s story and tasted The Classic Better Bagel and immediately knew this would be something the Whole Foods customer would love. It has been an honor to work with Aimee and BetterBrand’s team. We are very excited to celebrate this launch together.”
Following the launch in Whole Foods, BetterBrand will work to rapidly expand its retail presence by the end of the year in addition to furthering its R&D and expand its product portfolio.
