Supernola builds mainstream appeal with national distribution at Walgreens stores

By Mary Ellen Shoup

- Last updated on GMT

Supernola builds mainstream appeal with national distribution at Walgreens stores

Related tags Snacks Superfoods

Emerging snack brand Supernola – soft, chewy clusters of granola combined with nutrient-dense ingredients – has entered 6,500 Walgreens convenience stores nationwide and 150 Giant Food grocery stores.

Also adding to the company’s growth, Supernola recently closed a Series A investment round for an undisclosed amount led by Midwest-based investors.

According to founder Cindy Poiesz, who left her career in investment banking to start the brand a few years ago, Supernola individual snack packs break the monotony of snack and protein bars that populate most conventional retailer’s snack aisles.

“We’re excited to work with these forward-thinking retailers to help round out their snack portfolio with Supernola’s line of nutrient-dense superfood clusters,”​ said Poiesz.

An alternative to snack bars

As Poiesz previously told FoodNavigator-USA​, “Our clusters are really an alternative to snack bars. Something we talk about all the time with our retail partners is the concept of ‘bar exhaustion’ especially when you get to mainstream grocery.”

Prior to its Walgreens national distribution, Supernola was primarily sold in natural and specialty retailers, but since the beginning Poiesz always had her eye on mainstream distribution.

According to Poiesz, Supernola’s packs of soft granola clusters “check all the boxes”​ for consumers in terms of nutrition and ingredients.

The company’s snacks are formulated to be easy on digestion, packed with anti-inflammatory superfood ingredients (goji berries, golden berries, red maca, ground ginger, turmeric, raw honey). The products also tick off other consumer-friendly attributes including certified organic, certified paleo, grain free, dairy free, and non-GMO.

“Right now, it’s really difficult for consumers to get everything that they’re looking for in one snack. And we don’t just have one ​[health attribute], we have ten. So that’s the strategy we’re taking,”​ said Poiesz.

Supernola is available in six flavors -- banana nut crunch, dark chocolate nut crunch, dragon fruit lemon zest, honey sweet goji, triple berry vanilla, and pineapple ginger fusion -- and retail for $2.99 per 1.5-ounce pack.

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