A Convenient Option for Keto Consumers
By Lorrie Baumann
Lenny & Larry’s Keto Cookie™ was designed to appeal to consumers who may have been finding it more difficult to stick to their keto diet regimen while they’re staying at home this year. The diet, continues to be very popular among American consumers, partly because it’s associated with rapid weight loss, but it’s considered to be one of the harder diets to follow over the long term. “People are still eating keto even though we’re in the middle of a pandemic,” said Megan Crossland, Vice President of Marketing for Lenny & Larry’s. “People are very committed to that lifestyle.”
The Keto Cookie was designed as an option for those consumers, as well as for those following a plant-based diet, a rapidly growing market. The global ketogenic diet market amounted to almost $10 million in 2018 and has grown since then. It’s projected to reach $15 billion by 2027. “Plant-based foods is still growing by double digits on a large base, so it’s definitely a relevant trend,” Crossland said.
The Keto Cookie offers those consumers an extremely convenient way to meet their dietary goals. The cookie is a 1.6-ounce soft-baked cookie that’s made with no eggs, no butter and no grain. Coconut oil keeps them soft and provides healthy fats. They’re fiber-rich to help keep hunger at bay, and they deliver 8 grams of protein and only 3 grams of net carbohydrates. They’re offered in three varieties: Chocolate Chip, Peanut Butter and Coconut.
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The Keto Cookie joins a Lenny & Larry’s line that already includes The Complete Cookie, a vegan cookie that offers up to 16 grams of plant-based protein and 10 grams of fiber. It’s offered in 13 flavors that include Double Chocolate, Snickerdoodle, Birthday Cake and White Chocolate Macadamia in addition to classics like Chocolate Chip, Peanut Butter and Oatmeal Raisin. Seasonal flavors include Pumpkin Spice, Gingerbread and Peppermint Chocolate, which are shipping to retailers now. The Complete Cookie is offered in two sizes, a 4-ounce cookie that’s intended as a meal replacement and a 2-ounce snack size. They’re all individually wrapped.
The Crunchy Cookie from Lenny & Larry’s offers a texture that’s a bit crisper than soft-baked Complete Cookie. It’s single-bite size, so The Crunchy Cookie is packaged in either a 1.25-ounce bag that’s the right size for a lunch box as well as a resealable 4.25-ounce bag that contains about 3.5 servings. “You can store the large bag in the pantry and snack on it throughout the work day,” Crossland said. “The small size works great to pack in lunchboxes.” The Crunchy Cookie is offered in Chocolate Chip and Double Chocolate varieties.
“Our portfolio is perfectly positioned at the intersection of comfort food, protein for feeling full and eating healthy,” Crossland said. “This pandemic is really bringing to people’s attention in stark relief the link between diet and exercise and your health.”
Meals to Order in from the Freezer Case
By Lorrie Baumann
Mona Ahmad knows what it’s like to come home from a demanding job to find a family looking at her and asking about dinner. She wanted to provide for her family the same kind of traditional meals that her mother had provided for her family through the years that the family had traveled from country to country as her father’s job as a United Nations diplomat required. “Everywhere we went my mother would make our delicious food,” Ahmad recalls. “It was such a blessing to have a variety of textures, flavors and aromas fill our home.” Those meals were rich with the complex flavors of Ahmad’s Pakistani heritage, and her mother had spent hours cooking them through the day. Ahmad had the skills her mother had taught her, but as a manager at the Federal Reserve Bank of Boston, she just didn’t have that kind of time. “Our food is one of the most difficult cuisines – it’s very labor intensive and requires a multitude of ingredients,” she said. “It wasn’t very easy for me to make a home-cooked meal all the time.”
The solution she came up with was her own version of a meal kit – she put together packages of food with all the ingredients prepared for cooking and froze them. “I just wished it could be more prepped – something that maybe even my husband could start,” she said. “Have it frozen and ready, so that you just defrost and cook on the stovetop and then eat…. It was a need I had, and I found out that I was not alone.”
Those frozen meals came in particularly handy as Ahmad made meals to take to her father. “He also had a friend who used to have someone make food for him, but one week the lady was sick,” she said. “I gave him a few of my meals, and, voila, he was cooking on his own, and his pain point for food diminished.”
She started talking to people about her idea, and some of them told her that they’d love to have some of those meals, too, and so would their children who’d left home to go to college but were often homesick for an honest-to-gosh home-cooked meal.
Somewhere in all those conversations, Ahmad discerned a real need in the marketplace – a lot of people wanted to eat the kind of food that she had grown up eating, but they didn’t have the time or the skills or even the ingredients to prepare it for themselves. “I started looking at statistics and found that most people would like a home-cooked meal but wanted meal prep to be easier, and, now more than ever, people are facing meal prep fatigue,” she said. “Also, there is no skillet meal right now that represents cuisine from this region. This was an opportunity that I saw, and it just evolved.”
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“It took a while to launch because I was juggling kids and being a sole proprietor,” she said. “Also, I wanted to sell to grocery stores, so I needed a USDA factory [a facility certified by the U.S. Department of Agriculture to handle meat processing] – I couldn’t just make it out of my kitchen. I couldn’t even make it out of a commercial kitchen.”
Once she had those wrinkles ironed out, she started field-testing Mona’s Curryations, the brand she adopted for her products, to gauge how the market responded. “What we learned is that people enjoy making this cuisine at home. They like that it’s all natural, and that it tastes so fresh,” she said. “They were pleasantly surprised because they were getting it from the freezer aisle.”
Gradually, her nascent line was picked up by small, ethnic grocery stores. Ahmad marketed it tirelessly with advertisements on Facebook, publicity in the Boston Globe, putting the word out among friends and family and at her local mosque. “Wherever I could advertise that we had this product, I did,” she said.
As the market for Mona’s Curryations grew from early adopters who got the frozen skillet meals from Boston’s ethnic markets to new customers who didn’t share Ahmad’s heritage and shopped for their food in supermarkets, Ahmad adapted her offerings to fit the tastes of a wider spectrum of consumers – those who wanted fresh-tasting meals that they could prepare easily at home but who weren’t familiar with the nuances of Ahmad’s Pakistani cuisine.
The Mona’s Curryations line now consists of Chicken Tikka Masala, Palak Paneer, Chickpea Tikka Masala and Tandoori Chicken. They’re made with fresh, natural ingredients, and the meats are halal. The Chickpea Tikka Masala is vegan, and the Tandoori Chicken is dairy free. The 22-ounce packages are intended to serve two with full meal servings, and they include the naan. They retail for about $9.99. “These restaurant-inspired meals are complete with the protein; vegetables; oil; and spices such as turmeric, fenugreek, garam masala and cumin. Everything is mixed in the bag so that you can enjoy the experience of making and eating this cuisine right in the comfort of your home,” Ahmad said. “You just need a skillet or a saucepan. Pour everything in and let it cook for about 10 minutes and warm up the naan. Multi-cooker instructions are also included.”
Ahmad is expecting to have her line ready to roll out into supermarkets this fall, and she expects it to appeal to consumers who are still doing most of their eating at home, whether or not the pandemic continues to rage. She expects the line to launch regionally in New England first, with plans to scale up as distribution and retail arrangements progress.
For more information, visit www.monascurryations.com.
Gourmet Flavor for the Freezer Case from Cali’flour Foods
By Lorrie Baumann
Cali’flour Foods has a new option for consumers who are growing bored with their own cooking during COVID-19 quarantine as well as those who follow gluten-free, keto or vegetarian diets. The company has launched four new frozen entrees on its own website and is currently rolling them out nationally into retail stores.
The four products are Vegetable Lasagna, Lasagna with Meat Sauce, Chicken Enchilada Bake and Vegetable Enchilada Bake. Each contains 12 grams or less of net carbohydrates per serving, achieved by using cauliflower instead of the traditional tortillas and enchiladas, just as Cali’flour Foods’ pizza crusts function as alternatives to traditional breads in the company’s line of frozen pizzas and flatbreads. “These recipes came from the cookbook that I made – more importantly, they just came from the recipes that I developed,” said Cali’flour Foods Founder Amy Lacey. “Even people who don’t like cauliflower like them.”
The 9-ounce single-serving meals are both gluten free and grain free, so they appeal to those consumers who are following a variety of diet regimes, including keto, gluten-free, grain-free or anti-inflammatory diets. “There are a lot of products that are gluten free that are not healthy, but these are grain free as well,” Lacey said. “I can’t think of a person who wouldn’t enjoy these, especially right now.”
The new entrees are also kid-friendly, so they appeal to parents who are trying to persuade their children to eat more vegetables, Lacey said. “My oldest is pretty picky about what he eats – he’s a no-vegetable kind of kid,” she said. “For any kids who won’t eat vegetables, these are amazing.”
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Recipes for the dishes started in Lacey’s own home kitchen as she started developing recipes for meals that she could eat after being diagnosed with lupus, an auto-immune disease that requires that she follow an anti-inflammatory diet herself. “I grew up eating comfort food. I love comfort food – biscuits and gravy kind of comfort food. I was looking to recreate comfort food to be healthy,” she said. “I was looking for a taco shell or a tortilla that I could eat. I was looking for something that I could make without having to make a separate meal – that the whole family would eat.”
In her home-cooking experiments, Lacey found that she could often substitute cauliflower grown around her in California’s Central Valley into her recipes, where its mild flavor would go unnoticed by the picky eaters in her family. “The lasagna, I made it one time, and I said, ‘This is a big winner,’” she said. “I have yet to meet anyone who doesn’t love the lasagna.”
Another benefit of the dishes is that they do offer quite a bit of protein. “Even the Vegetable Enchilada Bake has 15 grams of protein in it – it’s very filling,” Lacey said. “The Vegetable Lasagna has 24 grams of protein.” Much of that protein comes from the egg whites and cheese that bind the cauliflower together to make the crust that’s substituting for tortillas and noodles, so these dishes are not vegan. “We use high-quality ingredients. There’s zero added sugar. It’s natural, and they average 5 grams of fiber per serving,” she added. “They’re simple, fresh ingredients – comfort food made healthy from our farm to your kitchen. It’s literally picked from the farm and made in our plant and taken to the freezer section.” The single-serve entrees retail in the range of $4.99 to $6.99 each.
In addition to the four entrees, Cali’flour Foods is extending its flatbread line that already includes its Plain and Italian Flatbreads with a Sun-Dried Tomato Flatbread that’s made with sun-dried tomato, cauliflower, eggs and mozzarella cheese and spices. “They’re a huge fan favorite,” Lacey said. “They’re a huge hit.”
For more information, visit www.califlourfoods.com.