Took Callie’s Hot Little Biscuit from a local favorite to full national distribution at Whole Foods Market. Through strategic buyer relationships and a compelling category story, we secured placement across 365+ locations in just 7 months — a process that typically takes 18–24 months.
365+
Locations
7 Months
Time to National
All WFM Regions
Coverage
Frozen Premium
Category
The Challenge
Callie’s Hot Little Biscuit, with a strong farmers’ market following, needed to break into national retail distribution without losing their artisan brand identity. Whole Foods national distribution typically requires 18–24 months of regional proving — a timeline that would stall growth and burn through capital. The brand needed a partner who understood how to position artisanal products within WFM’s category architecture while preserving the premium pricing that sustained their business.
Our Approach
Leveraged insider knowledge of Whole Foods’ category expansion plans in frozen premium. Positioned the brand as a frozen premium offering, crafted the category story, and coordinated simultaneous regional submissions. Rather than the standard region-by-region rollout, Mana’s direct buyer relationships enabled a consolidated national pitch — presenting velocity data, margin analysis, and consumer demand signals that aligned with WFM’s strategic priorities in Frozen Breakfast.
The Results
365+ Whole Foods locations secured. National distribution achieved in under 7 months — less than half the typical timeline. Successfully maintained premium positioning and price point across all regions. The brand’s artisan identity was preserved while achieving the scale needed for sustainable national growth.
The partnership between Mana Foods and our company has been seamless and fruitful for over a year now. Our relationship with Mana feels like a family.
Carrie Morey
Founder, Callie’s Hot Little Biscuit
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