Veggies Made Great

What Veggies Made Great does

Veggies Made Great is a private U.S. frozen food company that formulates and sells vegetable-forward breakfast and snack products under the principle that vegetables are the #1 ingredient in every SKU. Its portfolio spans muffins, frittatas, breakfast potato bakes, soft-baked oatmeal, cornbread, veggie cakes, quick bites, brownie bites, and — most recently — Fruit Pockets, a frozen pastry with a butternut squash-based crust launched in June 2026. The technical foundation is a proprietary allergen-friendly formulation capability: products are gluten-free (with Fruit Pockets produced in a separate facility), soy-free, peanut and tree-nut free, non-GMO, Kosher certified by Triangle KD, and fully cooked before freezing for heat-and-serve preparation. Manufacturing is anchored at a Piscataway, New Jersey facility serving a domestic Canadian retail and foodservice footprint.

The company operates a dual-channel go-to-market model. On the retail side, products ship through major national grocery and club chains including Target, Costco, Walmart, and Aldi, alongside regional grocers (HyVee, Giant Food, Stop & Shop, Harris Teeter) and e-commerce via Instacart, with suggested retail pricing around $5.99 per 6-count box. On the foodservice side, the company sells bulk-format (40ct, 120ct) product through Dot Foods, US Foods, Webstaurant, and Vistar, serving QSR, coffee shops, hospitality, airlines, healthcare, assisted living, colleges and universities, military, and vending operators. Community-led growth is layered on top via the VegHeads program, which has scaled to 10,000+ members using a Harvest Rewards points system that drives missions, surveys, social sharing, and rebate redemption.

The company is founder-led by Elliot Huss, employs 51–100 people, and shows no disclosed equity funding, parent company, or M&A activity. Revenue is not publicly reported. Recent strategic momentum includes the Product of the Year 2025 award for Loaded Breakfast Potato Bake, a 324-store Target rollout for the Roasted Red Pepper & Gouda Frittata in October 2025, the Fruit Pockets category launch in June 2026, geographic expansion into Canada, and broadening foodservice distribution.

Name

Veggies Made Great

Legal name

Veggies Made Great

Website

https://veggiesmadegreat.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

51–100 employees

Short description

Veggies Made Great is a private U.S. frozen food company that makes vegetable-forward, allergen-friendly breakfast and snack products — including muffins, frittatas, potato bakes, and the new Fruit Pockets line — selling through Target, Costco, Walmart, Aldi, Instacart, and a foodservice distributor network serving QSR, hospitality, and institutional buyers.

Ownership category

akta.pro rank

Product category

Frozen Vegetable-Based Foods

NAICS

Frozen Specialty Food Manufacturing (311412), Frozen Food Manufacturing (31141), Food Manufacturing (311)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Food And Kindred Products (2000)

akta.pro primary industry

Frozen Plant-Based & Vegetarian Meals (CRADADAF)

akta.pro secondary industries

Breakfast Foods & Cereals (Cereal, Granola, Oatmeal) (CRADAAAE), Frozen Snacks & Appetizers (CRADADAD)

Keywords

• Frozen vegetable snacks
• Plant-based breakfast foods
• Vegetable-forward frittatas
• Gluten-free frozen muffins
• Foodservice bulk frozen products

Headquarters

HQ city

Rahway

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Consumer Products: Frozen food products sold through major retail grocery chains (Target, Costco, Walmart, Aldi, HyVee, Giant Food, Stop & Shop, Harris Teeter) and e-commerce platforms (Instacart). Products sold in 6-count boxes at retail price points around $5.99 for specialty items.
2. Foodservice/Institutional Sales: Bulk frozen products sold to institutional customers including QSR, coffee shops, business & industry, hospitality, airlines, healthcare, assisted living, colleges & universities, military, vending, and C-stores. Products available in bulk packaging (40ct, 120ct) through foodservice distributors including Dot Foods, Webstaurant, US Foods, and Vistar.
3. Community Rewards Program: VegHeads community program with Harvest Rewards where members earn points through engagement activities. Points redeemed for rebates, gift cards, and other rewards. Rebate offers available through the website coupon page.

Pricing tiers

Go-to-market motion4 records

Distribution channels13 records

Marketing channels8 records

Core offering

Veggies Made Great manufactures and sells frozen breakfast and snack products in which vegetables are always the #1 ingredient. The portfolio spans muffins, frittatas, breakfast potato bakes, soft baked oatmeal, cornbread, veggie cakes, fruit pockets, quick bites, and brownie bites. Products are sold through major retail grocery chains, e-commerce platforms, and a dedicated foodservice division supplying institutional operators in bulk packaging.

Product overview

Veggies Made Great is a frozen food company offering vegetable-forward breakfast and snack products with vegetables as the #1 ingredient. The portfolio includes multiple product lines: Muffins (sweet breakfast pastries in various flavors), Frittatas (vegetable-rich egg products), Breakfast Potato Bakes (baked potato items), Soft Baked Oatmeal, Cornbread, Veggie Cakes, Fruit Pockets (new frozen pastry line), Quick Bites, and Brownie Bites. All products are gluten-free (except Fruit Pockets), soy-free, peanut & tree nut-free, and certified Kosher by Triangle KD. The company serves both retail consumers and foodservice operators (including QSR, coffee shops, hospitals, airlines, and education) through separate packaging formats.

Differentiator

Problem solved

Functional benefit

Brands

• VegHeads: Community loyalty program with over 10,000 members featuring Harvest Rewards points system.

Products and services

• Muffins Line of vegetable-based frozen muffins in flavors including Birthday Cake, Double Chocolate, Banana Chocolate Chip, Blueberry Oat, Zero Added Sugar Cinnamon Roll, Cranberry Orange, and Chocolate Raspberry, with vegetables as the first ingredient. Sold to retail consumers and through foodservice channels.
• Frittatas Vegetable-rich egg white and whole egg frittatas in varieties including Spinach Egg White, Mushroom & 3 Cheese, Veggie Bacon & Potato, Tomato Basil, Huevos Rancheros, and Roasted Red Pepper & Gouda. Distributed to retail and foodservice operators.
• Breakfast Potato Bakes Baked, not fried potato-based breakfast items with vegetable combinations including Loaded, Broccoli Cheddar, O'Brien, and Bold & Spicy. The Loaded Breakfast Potato Bake was recognized as Product of the Year 2025 in the Breakfast Category.
• Soft Baked Oatmeal Soft baked oatmeal products with a vegetable-rich twist, marketed as nostalgic comfort food with added nutrition.
• Cornbread Gluten-free cornbread products including Homestyle and Jalapeño varieties, made with whole corn kernels and vegetables.
• Veggie Cakes Vegetable-based cake products including Superfood (Kale & Cauliflower) and Broccoli Cheddar varieties, positioned as breakfast, snack, or side dish options.
• Fruit Pockets Frozen breakfast pastry line with vegetable-based crust (butternut squash as #1 ingredient) and cauliflower-based icing, available in Strawberry and Apple flavors. Marked the company's entry into the frozen pastry category.
• Quick Bites Quick and convenient vegetable-based snack items for on-the-go consumption.
• Brownie Bites/Blondies Vegetable-based brownie and blonde brownie bite products for dessert or snack occasions.
• Omelette Rounds (Foodservice Bulk) Bulk-format egg white and vegetable omelette rounds for foodservice operations including Garden Veggie, Egg White, and Southwest varieties, available in 40ct bulk packaging through foodservice distributors.

Quantifiable outcome

• Product of the Year 2025 - Breakfast Category
• +4 more outcomes

Named customers10 records

Segments8 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Dot FoodscoreChannel Partner/ Reseller/ DistributorDot Foods is a major foodservice distributor carrying Veggies Made Great products for distribution to institutional customers including restaurants, hotels, schools, and healthcare facilities.
• US FoodscoreChannel Partner/ Reseller/ DistributorUS Foods, one of America's great food companies and a leading foodservice distributor, carries Veggies Made Great products for foodservice customers.
• WebstaurantcoreChannel Partner/ Reseller/ DistributorWebstaurant is a foodservice equipment and supplies distributor that also carries Veggies Made Great products for foodservice operators.
• VistarcoreChannel Partner/ Reseller/ DistributorVistar is a national distributor of vending, convenience, and theater concession products carrying Veggies Made Great for vending and convenience store customers.
• TargetcoreChannel Partner/ Reseller/ DistributorTarget is a major retail partner for new product launches including Fruit Pockets, Birthday Cake Muffins, and Roasted Red Pepper & Gouda Egg White Frittata (available in 324 stores).
• CostcocoreChannel Partner/ Reseller/ DistributorCostco sells bulk Veggies Made Great products including 20-count muffin boxes and Superfood Veggie Cakes. Products have been featured in multiple Costco-focused articles and are popular items at Costco locations.
• InstacartminorChannel Partner/ Reseller/ DistributorInstacart provides e-commerce delivery platform making Veggies Made Great products available for online ordering and home delivery through their grocery delivery service.
• St Pierre BakeryminorStrategic or Co-development PartnerPartnership for National Brioche Day to create Spinach, Avocado, Egg White Slider recipe using St Pierre Brioche Slider Buns with Veggies Made Great Spinach Egg White Frittatas.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Amy's Kitchen: Amy's Kitchen is a leading frozen prepared food brand built around organic, vegetarian, and plant-forward meals (burritos, bowls, pizzas). Directly comparable to Veggies Made Great in targeting health-conscious families with convenient frozen meals across grocery and foodservice channels.
• Dr. Praeger's: Dr. Praeger's is a frozen vegetable-forward brand known for veggie burgers, veggie cakes, and hash browns distributed nationally at Target, Costco, and Whole Foods. Highly comparable product format (frozen veggie cakes, breakfast items) and overlapping allergen-friendly positioning.
• Sweet Earth Foods: Sweet Earth Foods (Nestlé) makes frozen plant-forward breakfast items, bowls, and burritos sold at Target, Costco, and major grocers. Directly comparable to Veggies Made Great in targeting health-conscious consumers with frozen breakfast and snack products using vegetable-forward formulations.
• Evol Foods: Evol Foods is a frozen prepared meals brand selling bowls, burritos, and breakfast items focused on better-for-you, clean-label positioning. Comparable to Veggies Made Great in frozen breakfast and snack categories with national retail and foodservice distribution.

Broad incumbents

• Morningstar Farms: Morningstar Farms (Kellanova) is a broad incumbent in frozen plant-based proteins and breakfast items with national distribution and deep retailer relationships. Competes with Veggies Made Great in frozen veggie-forward breakfast and snack categories but operates at much larger scale across many SKUs.
• Kashi (Kellanova): Kashi is a broad incumbent plant-based frozen and refrigerated breakfast brand (waffles, bowls, cereals) with national retail distribution. Overlaps with Veggies Made Great on plant-forward breakfast positioning but spans a broader portfolio including cereals and refrigerated items.
• Stouffer's (Nestlé): Stouffer's is a leading mainstream frozen entrée and breakfast brand with deep retailer relationships across mass grocery channels. Represents the incumbent competition Veggies Made Great is disrupting in the frozen breakfast space, though Stouffer's focuses on indulgent rather than plant-forward.

Emerging players

• Trader Joe's (private label): Trader Joe's offers private-label frozen vegetable-forward breakfast items, muffins, and toaster pastries at price points that compete directly with Veggies Made Great. As a captive retailer, Trader Joe's is both a comparable reference and a potential substitute for budget-conscious consumers.
• Real Good Foods: Real Good Foods is a frozen better-for-you brand selling breakfast sandwiches, bowls, and snacks emphasizing protein and clean ingredients in grocery and club channels. Comparable to Veggies Made Great in frozen, allergen-friendly, better-for-you positioning targeting families and health-conscious shoppers.
• Veggiecraft Farms: Veggiecraft Farms makes plant-based cauliflower-based pastas, pizza, and entrée products for retail and foodservice. Comparable to Veggies Made Great in using vegetable-first formulations to disrupt traditional frozen categories, though Veggiecraft focuses more on entrée/component formats than breakfast.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/veggiesmadegreat
• Xx.com/veggiesmadegr8
• Facebookfacebook.com/veggiesmadegreat

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Veggies Made Great