Red's All Natural has appointed Andy Reichgut as CEO, effective early 2026. Reichgut brings extensive experience building food brands, with prior leadership roles at Dr. Praeger's, Violife, and Veggies Made Great.
Growth Strategy Focused on Scale and Authenticity Red's is currently growing double digits in retail sales.
Reichgut's primary objective is scaling the brand to reach more households while preserving the qualities that built customer loyalty.
Key Market Trends Shaping Strategy Reisgut is tracking several shifts in the food and grocery industry.
While protein remains a significant category, he believes consumer priorities are shifting beyond gram counts. "Consumers are starting to care more about where that protein comes from and what's actually in their food, rather than just the number of grams," according to the brand. Breakfast and snacking formats are also changing as shoppers seek convenient, quality options throughout the day. Reichgut also sees opportunity in challenging the notion that frozen foods must sacrifice quality for convenience, positioning challenger brands like Red's as category drivers that offer retailers differentiation.
Club Rojo Loyalty Program Drives Community A cornerstone of Red's customer retention is Club Rojo, the brand's loyalty program, which now has more than 35,000 members. The program operates using a deliberately old-school model: customers collect barcodes from Red's boxes, mail them in, and earn rewards and branded merchandise. Despite the brand's growth, Red's has maintained the manual, original approach to Club Rojo. The program also functions as a direct feedback channel—members provide input on new flavors and products while receiving exclusive rewards, merchandise drops, and other perks throughout the year.
For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.
Written by FBM Publications Editors
