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Supernatural: Revolutionizing the Baking Aisle with Nationwide Expansion



Supernatural, a woman-led baking brand, is making waves in the food industry with its recent expansion into all 386 Sprouts Farmers Market locations across the United States. This move has increased the brand's retail presence to over 1,300 stores nationwide. Known for its vibrant, plant-based baking decor products, Supernatural is on a mission to redefine the baking aisle.


A Colorful Array of Choices


Customers at Sprouts Farmers Market can now find seven different plant-based sprinkle varieties from Supernatural. These include the brand's newest and best-selling products like Rainbow Softies and Fair-Trade Chocolate Softies. Classic favorites such as Starfetti, Crunchies, Dinomite, Rainbow Pop!, and Unicorn Tracks are also available.


A Mission-Driven Brand


Carmel Hagen, the founder of Supernatural, has been on a quest to reclaim the baking aisle from "chemical-laden conglomerates" that have long dominated the market. "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," says Hagen. She emphasizes that all-natural products can be just as vibrant and fun as traditional ones.


Strategic Partnerships


In addition to its retail expansion, Supernatural has also formed key foodservice partnerships. Brands like Milk Bar and Dr. Praeger’s now feature Supernatural's natural sprinkles in their offerings. These partnerships underscore the brand's commitment to providing healthier, more sustainable options in the foodservice industry.


Upcoming Launches and Collaborations


Supernatural has a series of holiday product launches planned, including baking kits developed in collaboration with King Arthur Baking Company and Vital Farms. Furthermore, the brand is set to launch a partnership with WebstaurantStore, an online restaurant supply company, this fall. By the end of the year, Supernatural aims to sell over a million jars of its signature sprinkles.


Supernatural is not just expanding its retail footprint; it's revolutionizing the baking aisle. With its all-natural, plant-based products and strategic partnerships, the brand is well on its way to becoming a household name. As it continues to grow, Supernatural is setting a new standard for what consumers can expect from baking decor, proving that sustainability and imagination can coexist in the kitchen.


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