Brooklyn-based frozen food brand Incredifulls has secured a nationwide listing at the Kroger Family of Stores for its newly launched PAW Patrol® Peanut Butter & Jelly Cups, available in two varieties — peanut butter & strawberry jam and peanut butter & grape jelly — at a suggested retail price of $5.99 to $6.99 for a 4-pack (7.33 oz.). The placement spans Kroger, Ralphs, Fred Meyer, Smith's, King Soopers, Mariano's, Roundy's, Dillons, and Fry's, giving the brand its widest single-retailer footprint since its founding.
The Product
The new SKUs apply the company's signature sourdough-brioche crust — the same format used in its flagship Pizza Cupcake® — to a PB&J filling. Each cup delivers 5 grams of protein and is formulated without seed oils, artificial colors, or high-fructose corn syrup, positioning the line within the fast-growing better-for-you frozen snack segment. The handhelds can be served thawed or heated via oven or air fryer, targeting lunchbox, after-school snack, and on-the-go consumption occasions.
The launch is timed to benefit from consumer awareness around the PAW Patrol franchise, which received a lift this year from the release of PAW Patrol: The Dino Movie™. Licensed character tie-ins in the frozen aisle have consistently outperformed unlicensed equivalents in trial velocity, according to category data tracked by major grocery buyers — a dynamic that Incredifulls is clearly leaning into with its first branded licensing partnership.
Retail Expansion Context
Incredifulls first gained national attention following a 2021 appearance on Shark Tank, where investor Lori Greiner — who described the sourdough-brioche crust as "phenomenal" — backed the husband-and-wife founding team of Andrea Meggiato and Michelle Jimenez-Meggiato. The brand built its early audience through New York food markets including Smorgasburg and Citi Field before accelerating into grocery. The Kroger listing represents a material step up in distribution scale, moving the brand from regional or specialty placement into one of the largest conventional grocery networks in the United States.
"We started this company by taking foods people already know and love and reimagining them with chef-crafted quality and wholesome ingredients families can feel good about," said Michelle Jimenez-Meggiato, Co-Founder of Incredifulls. "PB&J is the ultimate nostalgic favorite, and together with PAW Patrol, we're giving families a new way to enjoy our PB&J Cups at lunchtime, snack time and all the little moments in between."
The Kroger deal underscores continued retailer appetite for premium, better-for-you frozen handheld formats aimed at family shoppers — a segment that has drawn investment from both established CPG players and emerging brands. For coverage of related frozen food distribution trends and licensed brand deals in the grocery aisle, see F&B Industry News' ongoing sector reporting.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
