Supernatural, a woman-led baking brand whose colorful products are made entirely from natural and plant-based sources, has announced that it has expanded its growing retail footprint to all 386 Sprouts Farmers Market locations nationwide, bringing its total door count to over 1,300 stores across the country.
Seven plant-based sprinkle varieties are available at Sprouts beginning this month, including the company’s newest and best-selling Rainbow Softies and Fair-Trade Chocolate Softies, plus classic Supernatural varieties like Starfetti, Crunchies, Dinomite, Rainbow Pop! and Unicorn Tracks. In addition to its launch in Sprouts, Supernatural has also established key foodservice partnerships by providing natural sprinkles to household names like Milk Bar and Dr. Praeger’s.
“Since launching Supernatural six years ago, I’ve been on a mission to take baking back from the chemical-laden conglomerates that have dominated the baking aisle for far too long,” says Carmel Hagen, founder of Supernatural. “Supernatural’s launch in Sprouts brings us even closer to realizing our goal of becoming a new household name and the new standard in baking products by proving that 100 percent all-natural products can be just as vibrant, imaginative and FUN as the versions we grew up with.”
The company has a bevy of holiday product launches on the horizon, including ten baking kits created in collaboration with King Arthur Baking Company and Vital Farms, and more major retail and foodservice partnerships in the works for 2024. This fall, it will launch a B2B partnership with WebstaurantStore, an online restaurant supply company servicing thousands of restaurants, bakeries, ice cream shops, hotels, colleges and more. By the end of this year, Supernatural will surpass a million jars of sprinkles sold.