High-Protein Comfort Foods Reach Mass Retail

Kaizen Foods, a high-protein, low-carb pantry brand founded by fitness creator and New York Times best-selling author Arash Hashemi, is now available nationwide at The Vitamin Shoppe, marking a significant expansion into mainstream retail.

The product line—including Low Carb Fusilli Pasta, Classic Low Carb Rice, and Low Carb Mac and Cheese in three flavors—will be stocked across The Vitamin Shoppe's 640+ stores.

Building on a Personal Health Story

Hashemi co-founded Kaizen in 2020 with partner Madalina Defta after documenting his own weight loss journey online, where he built a following of over 9 million across platforms under @shredhappens. The brand was designed to address a gap in the pantry aisle: functional foods that don't require consumers to sacrifice taste or comfort for nutritional goals.

"Kaizen started with building something that fit with my health goals, and still allowed me to enjoy the foods I loved without feeling any guilt," Hashemi said. "It is now a way to help thousands of people across the US who are struggling with their weight loss journeys, have medical conditions that make grocery shopping for traditional pantry staples difficult, and give them something delicious and satisfying."

Formulation and Nutrition Claims

Each Kaizen product uses lupini beans—a legume high in protein and fiber—as its base ingredient. According to the brand, its pasta and rice contain up to 85% fewer carbohydrates than traditional versions, over 10 grams of fiber, and up to three times more protein. Products are made in the U.S. and carry certifications for gluten-free, kosher, and Non-GMO Project Verified.

Retail Strategy Reflects Broader Protein Trend

Muriel Gonzalez, President of The Vitamin Shoppe, positioned the addition as part of a wider retailer shift. "The expansion of protein across multiple formats is one of the strongest trends at The Vitamin Shoppe, driven by a wide range of consumers who are seeking out more convenient and enjoyable ways to meet their wellness and performance goals beyond traditional shakes and powders," Gonzalez said. "Kaizen brings an innovative approach to the category by transforming everyday comfort foods into high-protein, functional staples that are both satisfying and delicious."

Why It Matters

For operators and retailers, Kaizen's shelf placement signals strong retail demand for functional pantry staples that bridge convenience with nutrition claims. The brand's influencer backing and existing direct-to-consumer presence provide built-in demand signals, while The Vitamin Shoppe's scale offers Kaizen a path to mainstream grocery consideration—a territory increasingly competitive as major CPG players develop their own high-protein alternatives.

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Written by FBM Publications Editors