Incredifulls, the Brooklyn-born frozen handheld brand behind The Pizza Cupcake®, has secured a nationwide listing across the Kroger Family of Stores for its new PAW Patrol® Peanut Butter & Jelly Cups — a licensed co-branded SKU timed to Paramount's PAW Patrol: The Dino Movie™ theatrical release. The line retails at a suggested $5.99–$6.99 for a 4-pack (7.33 oz.) and is available in two varieties: Peanut Butter & Strawberry Jam and Peanut Butter & Grape Jelly.

The Product

Both SKUs are built on Incredifulls' signature sourdough-brioche crust — the same format that anchors The Pizza Cupcake® — and position as a better-for-you frozen snack: 5g of protein per cup, no seed oils, no artificial colors, and no high-fructose corn syrup. The cups are designed to be served thawed, oven-warmed, or air-fried, giving retail buyers a versatile prep story to merchandise against both lunchbox and snack-occasion consumers. Banners carrying the line include Kroger, Ralphs, King Soopers, Fred Meyer, Smith's, Mariano's, Roundy's, Dillons, and Fry's.

Retail Expansion Context

For a young frozen brand, a Kroger-family listing represents a meaningful velocity test. Kroger operates more than 2,700 supermarkets under its banner portfolio, giving Incredifulls immediate exposure in high-traffic perimeter-and-frozen aisles at scale. The launch is consistent with a broader retail trend in which emerging frozen handheld brands — competing alongside incumbents in the $6 billion-plus U.S. frozen snacks category — are leaning on licensed intellectual property and better-for-you ingredient decks to differentiate at shelf and justify premium price points above the $5.00 threshold.

Investor Lori Greiner, who backed the brand on Shark Tank in 2021, noted the brand's growth trajectory since that appearance, calling the Kroger rollout a milestone for the co-founders, Michelle Jimenez-Meggiato and Andrea Meggiato. Co-Founder Michelle Jimenez-Meggiato framed the PB&J platform as a natural extension of the brand's core strategy: taking a high-familiarity, nostalgic format and elevating it through chef-crafted production and cleaner ingredient sourcing.

What Operators Should Watch

While Incredifulls is a retail-first brand, its frozen handheld format and daypart flexibility — snack, lunch, on-the-go fuel — align with attributes that noncommercial and convenience-channel foodservice operators increasingly seek in grab-and-go frozen programs. Brands that prove velocity in grocery often migrate to foodservice distribution channels as operators look for turn-key, licensed SKUs that carry built-in consumer recognition. The PAW Patrol co-brand, tied to a global Paramount franchise with renewed theatrical momentum, adds a promotional layer that could extend shelf presence well beyond a standard new-item window.

For trade buyers evaluating the frozen snack set, Incredifulls' Kroger listing signals that the brand has cleared the distribution and supply-chain hurdles necessary for a national rollout — a prerequisite any frozen-food operator or group purchasing organization would weigh before adding an emerging supplier to a program.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.