As increased testing of the population has confirmed rising cases of the Covid-19 respiratory disease pandemic in the United States, consumers are again limiting in-person grocery shopping trips – and frozen and foods have become more essential. As of March 2020, the American Frozen Food Institute reported that the nation’s frozen food industry has generated double-digit dollar sales increases for 25 weeks straight.
Path of Life, the Naperville, Illinois producer of Live Simple plant-based, frozen quinoa, rice and vegetable blends has benefited from the surge in demand, as the brand has experienced double-digit sales growth from this time last year. This momentous growth has catapulted the company to the No. 12 spot across in the natural frozen entrées and vegetables category, making it one of the fastest growing brands across channels, according to SPINS 12-week data ending October 4, 2020.
With this accelerated growth, Live Simple products are being made more widely available at several grocery retailers across the United States. In expanding retail distribution, select Path of Life offerings are now found at Safeway supermarkets across Northern California and Hawaii. The brand will also be increasing its current presence at Safeway subsidiaries including Randalls, Tom Thumb, Albertsons in the Southern Texas region, and select Shaw’s outlets in the Northeast.
Additionally, Path of Life has announced the scaling up of its partnership with Jewel-Osco to make the latest Cilantro Lime Rice Blend available to consumers in the Chicagoland area.
“We are very excited to have a key partner like Jewel adding Cilantro Lime Rice Blend to their frozen set. We’re confident this blend will be a new favorite must-have frozen item for their consumers because it’s convenient, delicious and made with high quality ingredients – just like all our other products,” said Audrea Fulton, vice president of sales. “Jewel-Osco customers should be on the lookout for the Cilantro Lime Rice Blend, available now just in time for the holidays.”
Earlier this year, Path of Life partnered with Yin Yang Naturals, a food brokerage firm, and hired Blake Zimmerman as its director of brand sales, both in an effort to grow the brand’s distribution, SKU dominance and retail presence throughout the USA.
“With Yin Yang’s existing relationships, industry insight and understanding of how to navigate large grocery chains, we’ve been able to expand our brand’s presence much more quickly than we could have done on our own. Blake’s background in retail and developing strategies to grow brands has been very valuable to the Path of Life team,” said Fulton.
To keep the momentum going, the family-owned Path of Life company plans to expand its plant-based offerings beyond savory side dishes in the near future.