Mission MightyMe Nutty Puffs launches in H-E-B stores

The kids snack will debut at 240 of the chain's locations.

Mission MightyMe, the children’s food brand reportedly on a mission to end the food allergy epidemic, has launched Nutty Puffs in 240 H-E-B stores and on heb.com.

Mission MightyMe’s entry into the Texas grocer follows retail launches at Target, Walmart, Sprouts Farmers Market, Wegmans, and more, as well as continued e-commerce growth across Amazon, Thrive Market, and iHerb. Mission MightyMe is currently available in 3,700 brick-and-mortar stores across the U.S., meaning more than 85% of families are now within driving distance of a Mission MightyMe retailer—making early and often allergen exposure and healthier snacking more accessible across the country, the brand notes.

“H-E-B is known for bringing their loyal customers the very best and most innovative brands and also for putting people and community ﬁrst,” says J.J. Jaxon, Mission MightyMe co-founder and co-CEO. “We’re honored to partner with such a beloved retailer that shares our belief that food can be a powerful force for improving children’s health and helping families thrive.”

Nutty Puffs are pediatrician-developed nut butter puffs made with peanuts and multiple tree nuts in quantities that match the research, dissolve quickly for babies, and are suitable for older children, too. Nutty Puffs come in four ﬂavors that are all more than 50% nuts, plus ancient grain sorghum: Organic Peanut Butter, Organic Peanut Butter Strawberry, Organic Peanut Butter Banana, and Mixed Nut Butter (a puff made with five nuts: peanuts, almonds, cashews, walnuts, and hazelnuts).

Nutty Puffs are rice-free, corn-free, and gluten-free, made with simple, organic, and non-GMO ingredients, and contain no reﬁned sugars or anything artiﬁcial. All MightyMe products have been awarded the Clean Label Project Purity Award, which tests for more than 200 different contaminants including heavy metals, chemicals, pesticides, and plasticizers. H-E-B store inventory and product assortments will vary by location, with all Nutty Puffs SKUs available on heb.com.

Mission MightyMe also recently expanded its product line with the ﬁrst-ever Nutty Trail Mix for toddlers and up, which is available at more than 1,300 Target stores, target.com, and missionmightyme.com. Nutty Trail Mix combines Mission MightyMe’s signature Nutty Puffs with freeze-dried fruit and organic yogurt melts, making it suitable for older kids.

Catherine and J.J. Jaxon’s idea grew from a now all-too-familiar parenting pain point, they say: their oldest daughter developed a severe nut allergy after they followed the old and now rescinded guidance to avoid nuts in infancy. When their youngest was born, they were determined to do it differently and follow the updated guidelines, but it was a challenge because nuts and nut butters pose a choking risk, and the baby aisle was allergen-free. So they set out to change that.

“We're thrilled to partner with H-E-B to bring Mission MightyMe to more families across Texas," says Catherine Jaxon, co-founder and co-CEO of Mission MightyMe. "As parents, we started Mission MightyMe because the products we needed simply didn't exist. Our goal has always been to make it easier for families to include nuts in their children's diets early and often, as pediatricians recommend, while offering snacks that are delicious, nutritious, and made with ingredients parents can feel good about. Launching in H-E-B is a huge milestone for our mission to make food allergy prevention more accessible for all families.”

The Nutty Puffs were created alongside pediatric allergist, researcher, and Mission MightyMe co-founder Dr. Gideon Lack, whose 2015 Learning Early About Peanut Allergy (LEAP) Study found that most peanut allergies can be prevented with early and regular peanut consumption, starting in infancy—a discovery that changed feeding guidelines around the world accordingly. A 2025 study in the Journal of Pediatrics found cases of new peanut allergies dropped 43% after the guidelines changed.

"The evidence is clear that early introduction and consistent feeding of peanut through ﬁve years of age induces long term tolerance and protects children from allergy well into adolescence," says Dr. Lack. "This simple intervention will make a remarkable difference to future generations and cause peanut allergies to plummet. However, it can be challenging for families to follow the guidelines because nuts are a choking hazard for babies. We created Mission MightyMe to solve that problem—a big step towards ending the food allergy epidemic."

Additionally, Mission MightyMe has received numerous awards, including: 2026 and 2025 "Best Kid & Baby Snacks" by Good Housekeeping, a "Best Baby Food Company for Transparency" on heavy metals by Consumer Reports, four consecutive Baby Innovation Awards from 2023-2026, and a 2021 “World Changing Idea” by Fast Company. Dr. Lack was also named one of Time's 100 World’s Most Inﬂuential People in Health in 2026, and co-founder Catherine Mitchell Jaxon made the Inc. 2026 Female Founders 500 list.

Visit missionmightyme.com for the latest feeding guidelines, additional resources and guides for parents, and a store locator.