NEWS IN BRIEF

FBOMB strikes first brick & mortar distribution deal with The Vitamin Shoppe

By Mary Ellen Shoup contact

- Last updated on GMT

FBOMB's range of macadamia nut butters will be available at The Vitamin Shoppe starting this month.
FBOMB's range of macadamia nut butters will be available at The Vitamin Shoppe starting this month.

Related tags: Nut butter, Vitamin shoppe

FBOMB, an emerging macadamia nut butter brand, is entering its first brick-and-mortar retail locations this month with new distribution deal with The Vitamin Shoppe.

The brand has been available online through its company website and Amazon in cases of 10 pouches for $24.99 and packs of four for $12.99. The peanut and gluten-free, non-GMO, vegetarian, keto- and paleo-friendly 1-ounce snack comes in three flavors that are also vegan-friendly (macadamia with coconut, macadamia with sea salt, macadamia pecan with sea salt) and one non-vegan option (salted chocolate macadamia). 

Now, FBOMB will be sold through the Vitamin Shoppe's online site and in physical retail locations.

As the brand’s chief marketing officer Todd Cantrell previously told FoodNavigator-USA​, FBOMB products have gained a following from ultra-health conscious consumers following elimination diet plans, such as keto, as well as among fitness enthusiasts and competitive athletes.

The core demographic of Vitamin Shoppe consumers tend to be on the far end of the health-conscious spectrum more closely monitoring their nutrient intake. Therefore, FBOMB has positioned itself as a high-fat, low-carb alternative to sweetened energy gels and shots, as well conventional nutrition bars.

Placement next to these types of products is where Cantrell wants FBOMB products situated at retail.

Being in the nut butter section is fine, but we’d actually like to be over where the bars are because we feel that that’s even more of an alternative to all the carb-laden bars,”​​ he said.

The company will announce more of its distribution details, such as store count and pricing, later this month.

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