Gourmet Flavor for the Freezer Case from Cali’flour Foods
By Lorrie Baumann
Cali’flour Foods has a new option for consumers who are growing bored with their own cooking during COVID-19 quarantine as well as those who follow gluten-free, keto or vegetarian diets. The company has launched four new frozen entrees on its own website and is currently rolling them out nationally into retail stores.
The four products are Vegetable Lasagna, Lasagna with Meat Sauce, Chicken Enchilada Bake and Vegetable Enchilada Bake. Each contains 12 grams or less of net carbohydrates per serving, achieved by using cauliflower instead of the traditional tortillas and enchiladas, just as Cali’flour Foods’ pizza crusts function as alternatives to traditional breads in the company’s line of frozen pizzas and flatbreads. “These recipes came from the cookbook that I made – more importantly, they just came from the recipes that I developed,” said Cali’flour Foods Founder Amy Lacey. “Even people who don’t like cauliflower like them.”
The 9-ounce single-serving meals are both gluten free and grain free, so they appeal to those consumers who are following a variety of diet regimes, including keto, gluten-free, grain-free or anti-inflammatory diets. “There are a lot of products that are gluten free that are not healthy, but these are grain free as well,” Lacey said. “I can’t think of a person who wouldn’t enjoy these, especially right now.”
The new entrees are also kid-friendly, so they appeal to parents who are trying to persuade their children to eat more vegetables, Lacey said. “My oldest is pretty picky about what he eats – he’s a no-vegetable kind of kid,” she said. “For any kids who won’t eat vegetables, these are amazing.”
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Recipes for the dishes started in Lacey’s own home kitchen as she started developing recipes for meals that she could eat after being diagnosed with lupus, an auto-immune disease that requires that she follow an anti-inflammatory diet herself. “I grew up eating comfort food. I love comfort food – biscuits and gravy kind of comfort food. I was looking to recreate comfort food to be healthy,” she said. “I was looking for a taco shell or a tortilla that I could eat. I was looking for something that I could make without having to make a separate meal – that the whole family would eat.”
In her home-cooking experiments, Lacey found that she could often substitute cauliflower grown around her in California’s Central Valley into her recipes, where its mild flavor would go unnoticed by the picky eaters in her family. “The lasagna, I made it one time, and I said, ‘This is a big winner,’” she said. “I have yet to meet anyone who doesn’t love the lasagna.”
Another benefit of the dishes is that they do offer quite a bit of protein. “Even the Vegetable Enchilada Bake has 15 grams of protein in it – it’s very filling,” Lacey said. “The Vegetable Lasagna has 24 grams of protein.” Much of that protein comes from the egg whites and cheese that bind the cauliflower together to make the crust that’s substituting for tortillas and noodles, so these dishes are not vegan. “We use high-quality ingredients. There’s zero added sugar. It’s natural, and they average 5 grams of fiber per serving,” she added. “They’re simple, fresh ingredients – comfort food made healthy from our farm to your kitchen. It’s literally picked from the farm and made in our plant and taken to the freezer section.” The single-serve entrees retail in the range of $4.99 to $6.99 each.
In addition to the four entrees, Cali’flour Foods is extending its flatbread line that already includes its Plain and Italian Flatbreads with a Sun-Dried Tomato Flatbread that’s made with sun-dried tomato, cauliflower, eggs and mozzarella cheese and spices. “They’re a huge fan favorite,” Lacey said. “They’re a huge hit.”
For more information, visit www.califlourfoods.com.
GOOD PLANeT Positions for Growth
By Lorrie Baumann
GOOD PLANeT, which makes plant-based cheese for the foodservice and retail markets, has been on a strong growth trajectory since its 2018 founding by David Israel and is now poised to continue that upward trajectory with the hiring of Bart Adlam as a co-Chief Executive Officer, along with Adlam, and its recent completion of a $12 million funding round.
With the addition of Adlam to his executive team, Israel is aiming at a bullseye currently marked with the names of Daiya, Field Roast and Follow Your Heart, category leaders in plant-based cheese, based on their retail sales. Adlam will be focusing on operations while Israel continues to lead the company’s innovation, partnerships, branding and sales efforts.
GOOD PLANeT launched into a rocket-fueled market for plant-based cheese, starting with foodservice sales in late 2018 and entering the retail channel early in 2019. While total U.S. retail food sales grew by 2 percent in 2019, retail sales of plant based foods grew by 11 percent to more than $4.98 billion, according to the Good Food Institute’s “2019 State of the Industry Report” for plant-based meat, eggs and dairy. Retail sales of plant-based cheese grew by just over 50 percent from 2017 through 2019 to reach $189 million in 2019, according to the report, which relied on data collected by SPINS.
Retail dollar sales of the U.S. natural and specialty cheese market as a whole reached $16 billion in 2018, according to market research firm Packaged Facts. Sales increased at a compound annual growth rate of 2.4 percent between 2013 and 2018.
Plant-based cheeses accounted for 1 percent of retail cheese sales in 2019, according to the Good Food Institute, although its report notes that the share of plant-based food in each of the categories considered in the study is significantly higher in the natural channel than in mainstream grocers. This matters because the trends that show up in the natural channel are often bellwethers that consumers in mainstream supermarkets will soon follow. In the natural channel, plant-based cheeses accounted for 17 percent of the dollar share of the cheese category in 2019.
This is the landscape in which Cleveland Avenue, an investment firm specializing in restaurants and in food and beverage brands, led GOOD PLANeT’s $12 million funding round, which closed in July of this year. Its portfolio includes investments in Beyond Meat and Farmer’s Fridge as well as GOOD PLANeT.
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With that new funding in hand to be used for product development, sales and marketing, Israel aims to double GOOD PLANeT’s year over year sales. “We’ve seen some exponential growth since launch in 2018. We see that continuing – that trend – if not increasing,” he said. “We’ve been a scrappy start-up team. It was really time to grow up…. We continue to figure things out and be scrappy, but we wanted to bring in someone who’s been there, done that, and can take us to the next level quickly.”
Adlam joins the company as his latest move in a 30-year career in consumer packaged goods, starting with marketing positions after receiving his Masters in Business Administration degree from Queen’s University in Kingston, Ontario. He was previously CEO of Chef’s Cut Jerky for almost two years, ending his tenure there when the company was sold in July to Sonoma Brands for an undisclosed price, and before that, he ran the siggi’s yogurt brand for the six years immediately prior to the company’s sale to Lactalis in 2018. He currently sits on the board of directors of Lavva and Aloha Foods, both plant-based brands, and this is his third stint as CEO of a specialty food company positioned to grow its brand.
Existing foodservice customers are pushing the company to create a plant-based Mexican blend as well as a mozzarella-type cheese, according to Adlam. And, in addition to gains realized through sales of new products, the company is planning to extend its reach into the retail market. “There are a lot of retailers to go after,” he said. “That’s what makes this so exciting.”
Setting a course on that trajectory would be an ambitious undertaking at any time, but Israel and Adlam are doing it in the midst of a pandemic. While they acknowledge some uncertainties, they don’t think that’s just nuts.
Although COVID-19 has certainly landed a punch on GOOD PLANeT’s foodservice business, the company has seen its retail sales go through the roof, Israel said. Plant-based foods were among the fastest-growing food categories in retail food stores as the COVID-19 pandemic shutdowns set in. Plant-based cheese’s retail sales grew at a 95 percent clip in March of this year during the peak panic-buying weeks. In the four weeks following the panic-driven grocery shopping, the category still grew by 54 percent, according to a May 26 report by the Plant Based Foods Association, which used data collected by SPINS.
“I’m all in on plant-based,” Adlam said. “I fundamentally believe that plant-based is the future of food. We don’t have all the answers yet about COVID. Regardless of how things go with COVID, we do feel like plant-based is going to march upwards…. Growth is going to come from Americans who want to move away from dairy.”
Litehouse Acquires Veggiecraft Farms
Litehouse, Inc., the refrigerated salad dressing brand, has acquired Veggiecraft Farms, which makes gluten-free pastas, as part of a strategy to develop a portfolio of plant-based foods in center-store categories. Veggiecraft’s plant-based pastas are crafted in Italy using cauliflower flour, lentil flour and pea flour.
Recognized as a leader in the refrigerated section of the produce and deli departments, Litehouse has made aggressive moves over the last year to expand its footprint into different sections of the grocery store. The company launched Green Garden Freeze Dried Herbs in the spice aisle and acquired Sky Valley and Organicville brands, offering shelf-stable sauces and condiments in center-store.
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Litehouse, a produce department leader, continues to expand its plant-based portfolio as mainstream consumers are increasingly seeking delicious and nutritious food options. According to NPD, plant-based food sales topped $3.3 billion over the past year and are outpacing dollar sales of all retail foods by ten times.
