Refrigerated & Frozen Foods has hosted a Best New Refrigerated Products Contest since 2013, but 2021 is the first time we’ve split frozen and refrigerated products into separate annual competitions.

The first leg this year was in April for frozen foods. Now, the results of the second leg of the annual contest is announced. After a month of online voting throughout August, the top five was set based on vote totals from the public. Our overall winner – Hälsa Dairy-Free Scandinavian-Style Oatgurt – will be featured on an upcoming episode of our Cold Corner podcast.

R&FF spoke with each of the winning companies about how their products and packaging fit into a crowded refrigerated foods marketplace, sustainability efforts, plans for 2022, and beyond.

(These interviews have been edited for brevity and clarity).

#1 – Hälsa Dairy-Free Scandinavian-Style Oatgurt

Total Votes: 8,114
Helena Lumme, founder and president

R&FF: Congratulations on placing first in our 2021 Best New Refrigerated Retail Products Contest. What does the recognition mean to Hälsa?

Lumme: It shows that our hard work paid off, and also that consumers are welcoming our 100% clean message.

We are happy to see the tide finally turn in the market. The first years of the plant-based boom has been anything goes, which enabled manufacturers to sell just about anything as consumers rushed to get their hands on anything plant-based. This is changing: Consumers are becoming savvier and leaving highly processed plant-based products on the shelf.

Secondly, last year we went through many challenges, as did many other emerging brands. When Covid started our co-packer kicked us out so they could produce more of their own products. Luckily we found a new co-packer, which is a much better facility. We on-boarded the new co-packer in just a couple of months in a very difficult environment.

R&FF: What innovative features do your oatgurts have that helped it finish first out of 25 finalists?

Lumme: There are lot of innovation points in our product and process. “It doesn’t taste like packaged foods…” is a comment we hear most often from consumers. That’s exactly what we set out to do.

To understand what makes Hälsa different, one has to know a little bit about how most oatmilks are made. They are made in a chemical-heavy process called enzymatic hydrolysis. It starts with genetically-modified enzymes that turn starch to sugar. Water is added, fiber extracted, and additives like food gums, industrial phosphates, and pectin, are added. The end result is a nutritionally poor beverage in which most of the health benefits of whole grain oats are lost.

The process we created is completely different. We start and finish with whole grain oats. Nothing natural is removed, nothing artificial is added. All the health benefits of whole grain oats are intact in the final product.

R&FF: What is unique about Hälsa’s packaging for its oatgurts?

Lumme: Hälsa is the only organic, 100% clean oatmilk yogurt on the market. We have no added sugar or sweeteners of any sort. All the sweetness comes from the fruits or the berries we use.

R&FF: How many stores is Hälsa in today?

Lumme: Our go-to-market strategy has been to partner with the most discerning stores, the opinion makers in each region, like Natural Grocers, PCC Market and Mom’s Organic. We are doing really well in these stores.

As of today we’re in 800 stores and growing fast. Mostly in the natural channel, but now we’re starting to get into conventional stores. The velocity numbers are very healthy, and what is equally important, our growth is manageable.

R&FF: Logistically, how are your products distributed to stores, and does Hälsa have a direct-to-consumer/e-commerce strategy?

Lumme: Since Covid, retail business has been a very challenging environment for emerging brands. We have certainly had issues with distributors “rationalizing” their business, which means that they refused to pick up our pallets, and even with vendor delivery, telling us that their warehouses won’t be accepting shipments. It’s crazy out there, but there’s no way we will be giving up, we fight back.

Yes, we now have e-commerce. That was because last year many stores stopped accepting new products. But not adding new products doesn’t stop consumers from wanting them: We received a ton of emails asking when would be launching in their town. So we decided to start e-commerce to get the product in the hands of those consumers who didn’t have access to our stores. Now we have loyal customers who order their favorites every other week. They tell us they are addicted, so I guess that means we have to keep producing!

R&FF: What sustainable programs does Hälsa have today? What areas of sustainability are most important to your company?

Lumme: Sustainability is at the core of what we do. We grow our oats with zero-water footprint. This means that none of our oat farmers have ever used a drop of water to irrigate their fields.

Consumers are increasingly aware of the environmental impact of the foods they eat. For us every step—from how the grains are grown, how they are milled, how they are processed and finally distributed to consumers—has  been carefully designed to drastically reduce the cost of making plant-based products and to minimize the environmental impact.

Two summers ago we started our Oat Farm Project here in the U.S. so that at some point we could start sourcing organic oats locally. Because dairy farmers are in trouble, we reached out to them to see whether they would be interested in diversifying to organic oats. The farm we chose to be our pilot was an organic dairy farm in upstate New York. We collaborate with Scandinavian organic oat farmers as well as soil experts and scientist.

R&FF: What’s on the horizon for Hälsa the rest of 2021 and into 2022?

Lumme: When we launched our plain, unsweetened 24-ounce multi-serve tub it grew to over 50% of our total sales in only four months. It’s also the best seller at our online store. So we will be expanding to more 24 ounce multi-serve sizes. Foodservice has come back and we’ve been working on recipe development for delis and restaurants. The unsweetened oatmilk is a brilliant base for hummus and tzatziki and we have some restaurants testing it at the moment.

Oatmilks came from nowhere to become a major force in the dairy aisle in just a few years. Within three years from today the global oatmilk market is projected to be $12 billion. Who will win that race? The one with a better mousetrap and a cleaner product, and we think it will be 100% clean Hälsa.

#2 – ImPASTA! Foods Spaghetti Squash

Total votes: 6,482
Donya Litowitz, co-founder and CEO

R&FF: Congratulations on placing second in our 2021 Best New Frozen Retail Products Contest. What does the recognition mean to imPASTA?  

Litowitz: We are so thrilled to be gaining recognition! imPASTA Foods has been a labor of love for over five years now and it is great to see it resonating with consumers.

R&FF: What innovative features does imPASTA have that helped it finish second out of 25 finalists?

Litowitz: Spaghetti squash is one of those veggies that doesn't get the attention or respect it deserves. It is a great low-carb alternative for pasta, rice, and potatoes, but in its whole, uncooked form it presents some preparation challenges.  It is not easy to cut, takes 30 minutes or more to prepare and can feel wasteful since over 50% of the weight is discarded from the skin and seeds. imPASTA is the only pre-cut, pre-cooked spaghetti squash on the market, made to take all the hassle out of preparation. We use new food technology to prepare perfectly portioned, ready-to-eat rings which provide a healthy, delicious noodle alternative to everyday meals, and we do it with no preservatives, additives or additional ingredients.

R&FF: What is unique about imPASTA’s packaging for its spaghetti squash?  

Litowitz: The red box really stands out in the prepared produce section: you can't miss us! It’s perfectly portioned for single serve ease, and the packaging itself has been designed to be eco-friendly and sustainable.

R&FF: How many stores is imPASTA in today?  

Litowitz: We are currently in Sprouts Farmers Markets and Sendick’s in the U.S. and Longo's in Canada (over 400 stores in total).  Be on the lookout for distribution in several other retailers across the U.S. and Canada soon.

R&FF: Logistically, how are your products distributed to stores, and does imPASTA have a direct-to-consumer/e-commerce strategy?

Litowitz: We currently ship directly to retailers' distribution centers. We are also delighted to announce that direct-to-consumer online purchasing is coming soon via our website.  Follow us on Instagram, Facebook, or LinkedIn to receive announcements about our e-commerce launch.

R&FF: What sustainable programs does imPASTA have today? What areas of sustainability are most important to your company?

Litowitz: Sustainability and the company's overall social impact is a huge part of our mission. We consider it a main pillar of our decision making process. We started imPASTA Foods because we wanted to reduce the amount of food waste we saw come from our farms. We pride ourselves in our sustainability efforts and having a circular economy within our company. We take the squash that would get turned away from retailers, due to cosmetic scarring, and create a certified upcycled product – imPASTA. Waste from our harvesting process gets sent to a bioprocessing facility and sent back to the farms as compost. Our packaging is designed to use the minimal amount of materials but still protect the product and to all be recycled at the end of their use.

R&FF: What’s on the horizon for imPASTA the rest of 2021 and into 2022?

Litowitz: We aren't able to give any detailed spoilers but be on the lookout for additional retail distribution, meal kit inclusion, an independent e-commerce launch, even more sustainability initiatives, new flavors, and much more! We will be happy to share as soon as we can via all of our social outlets, so follow us @impastafoods and be the first to know.

So often we seem faced with compromise: good for you, or good tasting? Good for your family, or good for the planet? imPASTA is the rare product that checks all the boxes. It’s the responsible choice on every level. It’s a wise choice for your own health and wellbeing. It’s a great choice to help stay on your diet and eat wisely. It’s a responsible way to minimize healthy food that otherwise might be discarded, and it’s a great choice to help maintain a vibrant, healthy global circular economy.

#3 – Devanco Foods' Zacca Hummus

Total Votes: 4,820
Liz Vanderhoef, marketing manager

R&FF: Congratulations on placing third in our 2021 Best New Refrigerated Retail Products Contest. What does the recognition mean to Devanco?

Vanderhoef: This recognition, just like any other, means a lot to us. We are really excited to see people out there loving our products.

R&FF: What innovative features does Zacca Hummus have that helped it finish third out of 25 finalists?

Vanderhoef: For the Zacca hummus, we utilize the high pressure (HPP) process to keep our hummus as clean label as possible, and free of preservatives and additives. We use all natural and all real ingredients. We use garbanzo beans that are sustainably grown on our own Zenner Family Farm.

R&FF: What is unique about the Zacca Hummus packaging?

Vanderhoef: We are focused on full recyclable packaging and our Zacca Hummus the tubs are even reusable for cold storage.

R&FF: How many stores carry each product today?

Vanderhoef: Zacca Hummus is currently in about 150 stores throughout the Pacific Northwest, West Coast, and Midwest.

R&FF: Logistically, how are these products distributed to stores, and does Devanco have a direct-to-consumer/e-commerce strategy?

Vanderhoef: These products are sold through stores and our grocery partners. We are also excited to announce that you’ll soon be able to order Zacca Hummus online to be delivered right to your door.

R&FF: What sustainable programs does Devanco have today? What areas of sustainability are most important to your company?

Vanderhoef: Our goal is to have full sustainable and recyclable packaging by 2025!

R&FF: What’s on the horizon for Devanco the rest of 2021 and into 2022?

Vanderhoef: We have some fun things planned for 2022! Possibly a new hummus flavor, new retail partners, Philly steak, and so much more. We can’t say too much right now but can’t wait to share with Refrigerated and Frozen Foods Magazine.

#4 – Hormel Soft Pretzel Bites And Cheese Tray

Total Votes: 4,309
Scott Aakre, vice president of consumer insights and corporate innovation, Hormel Foods and Andrew Quinn, director of marketing, Hormel Deli Solutions

R&FF: Congratulations on placing fourth in our 2021 Best New Refrigerated Retail Products Contest. What does the recognition mean to Hormel?

Aakre: We are very proud to have our innovation recognized by the Refrigerated & Frozen Foods Magazine. For our company, this award validates that this new product solution is aligned with the needs of our consumers and customers, and confirms that our insights-led approach to innovation is working.

R&FF: What innovative features does your pretzel bites and cheese tray have that helped it finish fourth out of 25 finalists?

Quinn: The Hormel pretzel bites and cheese tray item is a unique solution that allows consumers to enjoy one of their favorite restaurant appetizers in the comfort of their own home. This convenient item comes with everything you need and is ready in no time.

R&FF: What is unique about the packaging for your pretzel bites and cheese tray?

Quinn: The packaging is designed to make it easy for consumers to use the product, with a microwavable tray and cheese to avoid creating un-needed messes.

R&FF: How many stores carry the Hormel pretzel bites and cheese tray today?

Quinn: Distribution of the Hormel pretzel bites and cheese tray item can be found in more than 2,500 stores nationally, and we continue to see new distribution acceptances.

R&FF: Logistically, how is this product distributed to stores, and does Hormel have a direct-to-consumer/e-commerce strategy?

Quinn: This product is distributed through our normal refrigerated foods logistics network (from our distribution centers to retailers across the country).

R&FF: What sustainable programs does Hormel have today? What areas of sustainability are most important to your company?

Aakre: As a leading corporate citizen, we are focused on making the world a better place through Our Food Journey. We focus our efforts on investing in our people and partners, improving communities and the world, and creating products that improve the lives of others. We recently announced our new set of corporate responsibility goals – our 20 By 30 Challenge. Some of the goal highlights include matching 100% of our energy with renewable sourcing, supporting regenerative agriculture, working toward zero food waste, and providing the opportunity of a free two-year college education for all our team member graduates.  

R&FF: What’s on the horizon for Hormel the rest of 2021 and into 2022, particularly in the refrigerated deli products category, which is a relatively new avenue for Hormel?

Aakre: While we can’t disclose specific initiatives, we have a deep and active innovation pipeline in all parts of our business, including our deli solutions team. We have some unique opportunities to extend our branded leadership position in snacking and grazing, and are confident that we will continue to create value for our customers and great food experiences for our consumers. We will continue to work hard to develop solutions that will find their way to the winner’s circle.

#5 – Devanco Foods' Beef Bacon

Total Votes:  831
Liz Vanderhoef, marketing manager

R&FF: Congratulations on placing fifth in our 2021 Best New Refrigerated Retail Products Contest. What does the recognition mean to Devanco?

Vanderhoef: Thank you so much! We’ve worked hard on developing great products and products that our customer love.

R&FF: What innovative features does each product Beef Bacon have that helped it finish fifth out of 25 finalists?

Vanderhoef: Our beef bacon is made with a unique cut of beef and it uses a patented process to give it the same look and cook as traditional bacon. We may be a little biased, but the taste is even better. Not to mention, it is healthier!

R&FF: What is unique about the packaging for both products?

Vanderhoef: We are focused on fully recyclable packaging.

R&FF: How many stores carry each product today?

Vanderhoef: Our beef bacon is in almost 1,000 stores across the country.

R&FF: Logistically, how are these products distributed to stores, and does Devanco have a direct-to-consumer/e-commerce strategy?

Vanderhoef: These products are sold through stores and our grocery partners. We are also excited to announce that you’ll soon be able to order Zacca Hummus online to be delivered right to your door.

R&FF: What sustainable programs does Devanco have today? What areas of sustainability are most important to your company?

Vanderhoef: Our goal is to have full sustainable and recyclable packaging by 2025.

R&FF: What’s on the horizon for Devanco the rest of 2021 and into 2022?

Vanderhoef: We have some fun things planned for 2022! Possibly a new hummus flavor, new retail partners, Philly Steak, and so much more. We can’t say too much right now but can’t wait to share with Refrigerated and Frozen Foods magazine!