Laoban Foods has doubled its frozen dumplings and bao buns exposure in US supermarket chains and other retail outlets by recently adding 6,000 points of distribution. In the past month alone, its dumpling line debuted at thousands of Walmart and Kroger stores. The company also increased listings of its new Bao Bun, which is now available at Sprouts nationwide.
Starting next month, one Bao Bun flavor will be offered at more than 200 Target stores across the country. Laoban will also release another exclusive product, Beef Pho Soup Dumplings, at Costco warehouse stores in the Northeast region during October.
The brand originally launched in natural food retail channels, including Whole Foods Market and Sprouts. This fall marks the company’s first venture into mass and conventional channels.
“Since day one, we’ve been committed to making delicious Asian flavors accessible for all,” said Patrick Coyne, co-founder and chief executive officer. “With these key retailer partnerships, we’ll be able to reach more customers.”
The Laoban business began seven years ago as a dumpling shop in the nation’s capital city. Coyne and fellow Co-Founder and Culinary Director Tim Ma went on to introduce the frozen food line, bringing their restaurant-quality dumplings to home kitchens. Ma, a Michelin-recognized chef with a family background in Chinese restaurants, develops all recipes.
“As a category, there is a common misconception that frozen Asian food cannot be clean label,” said Ma, who also runs a number of acclaimed restaurants in the DC area. “We’re shifting customer expectations by crafting products that are not only delicious, but also made with the highest quality ingredients.”
“Laoban’s recent Bao Buns launch has been incredibly successful, elevating them to be a top brand in our frozen foods category at Whole Foods Market,” said Christopher Manca, the retailer’s principal category merchant. “Our customers are loving the unique and traditional Chinese flavors along with the high-quality ingredients that Laoban consistently delivers.”
The frozen category has grown exponentially at the retail level over the last five years, along with an increasing demand for Asian frozen foods. In 2023, sales of frozen dumplings alone generated more than $600 million in receipts.
Brief descriptions of Laoban’s Asian frozen food products follow.
• Pork Soup Dumplings: Berkshire pork, complemented by chives and a rich, fragrant broth.
• Spicy Beef Dumplings: Angus beef, Sichuan pepper and chili.
• Vegetable Dumplings: Shiitake mushrooms, napa cabbage, scallions and chili crisp.
• Ginger Chicken Dumplings: Free-range, hormone-free chicken, ginger, scallions and a hint of honey.
• Pork & Chive Dumplings: Berkshire pork, fresh chives, and garlic.
• BBQ Pork: Berkshire pork seasoned with Chinese BBQ spice.
• Spicy Beef: Grass-fed beef spiced with chili and cumin.
• Sesame Chicken: Free-range chicken, shiitake mushrooms and savory sesame.
