Supernatural launches B2B channel with Milk Bar, King Arthur Baking, SnackConscious
Foodservice relationships will be dynamic based on each company’s needs.
Supernatural, the female-founded, modern baking essentials brand that offers premium, plant-based ingredients and naturally-colored cake decorations, has announced the launch of its new arm of business, B2B partnerships, beginning with three brands: Milk Bar, King Arthur Baking, and Canadian plant-based snack startup SnackConscious.
After previously engaging in limited-time B2B partnership projects with Sweetgreen and Chobani, Supernatural’s formal entrance into B2B service speaks to the rise in demand for plant-based, American-made, and fully traceable ingredient options across their entire diet, including pre-made and pre-packaged products. Supernatural’s foodservice relationships are designed to be dynamic based on each company’s needs. For example, Milk Bar will begin to incorporate Supernatural’s new, American-manufactured sprinkles into their popular grocery products. King Arthur Baking and Supernatural will be selling complementary products on each other’s websites, and King Arthur’s premium baking mixes will be included in Supernatural’s 2022 holiday bundle offerings. Modern plant-based snack brand SnackConscious is incorporating Supernatural’s Crunchies rainbow sprinkles into the Birthday Cake variety of their protein bites, which are sold at retailers across Canada, including Walmart.