CHICAGO — Specialty crouton brand Kooshy has expanded distribution significantly since launching last year, growing from a few dozen doors to a total of 3,600 in roughly 12 months, according to co-founders and brothers Jonathan and Matt Wachsman.
The startup in July rolled out three of its offerings at Whole Foods Market stores nationwide, joining only the natural grocery chain’s store brand croutons on shelves.
"Landing your first national retailer is a huge deal as a startup," said Jonathan Wachsman, previously a finance executive at media startups. “Having that account be Whole Foods, where we're the only branded crouton nationally, is a dream come true. We're excited to reintroduce shoppers nationwide to the joy of adding high quality, delicious croutons to their salads.”
Kooshy croutons are formulated with organic sourdough, olive oil and spices. The company claims its crunchy cubes are the first Non-GMO Project verified croutons on the market, and three of four varieties are vegan, noting many brands use cheese or butter.
The line includes Almost Naked, which has salt and pepper; Mambo Italiano, seasoned with garlic, basil and parmesan; French Toast, featuring maple and Saigon cinnamon; and Poco Picante, with lime and aji amarillo chile. The brand also debuted at The Fresh Market this summer. Additional retailers include regional locations of Meijer, Albertsons Safeway, H-E-B, Mariano’s, Fresh Thyme and Central Market. Kooshy croutons may also be purchased through online grocer Hungryroot.
“It’s nice to see people excited about croutons again, whether it’s buyers or consumers,” said Matt Wachsman, who earlier held brand manager roles at the Kraft Heinz Co. “That’s part of what we’re trying to do, is really reawaken a sleepy category and be like, ‘Remember the joy of having croutons in a salad?’”
The brothers aim to expand crouton usage beyond the salad bowl, encouraging consumers to sprinkle the product on soup, pasta, yogurt or ice cream, to crush and coat chicken or fish, or to eat directly from the bag as a snack.
“It’s disruptive to the category, but relatively speaking it’s just a higher quality, better tasting product,” Matt Wachsman said.Enjoying this content? Learn about more disruptive startups on the Food Entrepreneur page.
