Kooshy launches at Whole Foods, speeding up its growth.
Chicago According to co-founders and brothers Jonathan and Matt Wachsman, Kooshy, a specialty croissant brand, has grown from a few dozen doors to a total of 3,600 in around a year and a half since its launch last year.
The startup joined the ranks of the natural grocery chain’s store-brand croutons on shelves when it launched three of its products statewide in July at Whole Foods Markets.
Jonathan Wachsman, a former financial executive at media startups, stated, “Landing your first national retailer is a huge deal as a startup.” It’s a dream come true that Whole Foods, where we are the only branded croissant in the country, has that account. We can’t wait to share with customers all throughout the country the delight of topping salads with delicious, premium croutons.
Olive oil, spices, and organic sourdough are the main ingredients of Kooshy croutons. The company notes that many brands utilize cheese or butter, and that three of its four variants of crunchy cubes are vegan. It claims that these are the first Non-GMO Project verified croutons available.
Nearly Naked, with just salt and pepper; Mambo Italiano, with garlic, basil, and parmesan; French Toast, with maple and Saigon cinnamon; and Poco Picante, with lime and aji amarillo chile, are some of the items in the line. This summer, the brand made its debut at The Fresh Market as well. Regional stores of Meijer, Albertsons Safeway, H-E-B, Mariano’s, Fresh Thyme, and Central Market are among the other retailers. You can now buy Kooshy croutons online from Hungryroot, an online grocery store.
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Buyers and consumers alike should be happy to see the renewed enthusiasm for croutons, according to Matt Wachsman, a former brand manager at Kraft Heinz. “Part of our goal is to genuinely awaken a slumbering category and ask them, ‘Remember the pleasure of having croutons in a salad?'”
The brothers want people to use their crouton products for more than just salad bowls. They want people to crush and cover poultry or fish, eat them straight out of the bag as a snack, or sprinkle them on soup, spaghetti, yogurt, or ice cream.
According to Matt Wachsman, “it’s disruptive to the category, but relatively speaking it’s just a higher quality, better tasting product.”