Brooklyn-based frozen handheld brand Incredifulls is rolling out its PAW Patrol® Peanut Butter & Jelly Cups across the Kroger Family of Stores, marking the brand's broadest single-retailer distribution event to date. The launch spans Kroger, Ralphs, Fred Meyer, Smith's, King Soopers, Mariano's, Roundy's, Dillons, and Fry's banners — effectively placing the brand in front of Kroger's coast-to-coast consumer base in the frozen aisle.
The SKU enters at a $5.99–$6.99 suggested retail price in 4-count, 7.33-oz. packs, available in two varieties: Peanut Butter & Strawberry Jam and Peanut Butter & Grape Jelly. Both use Incredifulls' signature sourdough-brioche crust and are formulated without seed oils, artificial colors, or high-fructose corn syrup, with 5g of protein per cup. The handhelds can be consumed thawed or warmed via oven or air fryer, positioning them for lunchbox, snack, and on-the-go occasions — a versatile use-case that supports multiple planogram placements within the frozen handheld and kids' segments.
Licensed IP Meets Retail Timing
The PAW Patrol licensing tie-in is strategically timed to Paramount's PAW Patrol: The Dino Movie™, aligning frozen-aisle velocity potential with elevated consumer awareness of the franchise. Licensed character food products have historically outperformed non-licensed counterparts in trial velocity, particularly in the kids' snack and frozen handheld segments, where brand familiarity drives impulse trial at shelf. For a growth-stage brand like Incredifulls, the IP partnership lowers the barrier to trial in a competitive frozen aisle and gives Kroger buyers a promotional merchandising hook — from in-store display to digital TPR — tied to an active entertainment property.
Shark Tank Roots, National Scale
Incredifulls, founded by husband-and-wife duo Andrea Meggiato and Michelle Jimenez-Meggiato, built its initial consumer base at New York's Smorgasburg market and Citi Field before a 2021 Shark Tank appearance with investor Lori Greiner accelerated retail expansion. The brand's anchor product, The Pizza Cupcake®, established its sourdough-brioche format in the frozen handheld sub-category. The PB&J Cups extend that format into a new flavor territory — and a new licensed occasion — as the brand pursues broader frozen food distribution across national chains.
The Kroger rollout is a meaningful TDP gain for Incredifulls, adding thousands of doors across one of the country's largest supermarket operators. For kids' snack and handheld category managers, the dual-SKU entry — two flavor variants at launch — provides adequate shelf block for visible planogram presence without overstretching slotting commitments. "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 launch positions Incredifulls for continued velocity data collection through Kroger's loyalty-card scan data — a critical input for future distribution negotiations with mass and club channel buyers. Watch for the brand to leverage Circana or syndicated scan data benchmarks as it pitches additional retail doors in 2027.
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.
