Veggies Made Great
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.
- Company typePrivate
- Founded2021
- HeadquartersRahway, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
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.
Veggies Made Great firmographics
Firmographics- 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
Veggies Made Great industry classification
Industry- 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
Where Veggies Made Great is headquartered
LocationHeadquarters
- HQ city
- Rahway
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Veggies Made Great business model
Business model- 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
- 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.
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Fruit Pockets retail pricing |
Go-to-market motion4 records
Distribution channels13 records
Marketing channels8 records
Veggies Made Great product offering
Product offeringCore 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
Companies that use Veggies Made Great
Customer profileNamed customers10 records
Segments8 records
Ideal customer profiles2 records
Veggies Made Great technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Veggies Made Great partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Dot FoodscoreDot Foods is a major foodservice distributor carrying Veggies Made Great products for distribution to institutional customers including restaurants, hotels, schools, and healthcare facilities.
- US FoodscoreUS Foods, one of America's great food companies and a leading foodservice distributor, carries Veggies Made Great products for foodservice customers.
- WebstaurantcoreWebstaurant is a foodservice equipment and supplies distributor that also carries Veggies Made Great products for foodservice operators.
- VistarcoreVistar is a national distributor of vending, convenience, and theater concession products carrying Veggies Made Great for vending and convenience store customers.
- TargetcoreTarget 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).
- CostcocoreCostco 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.
- InstacartminorInstacart provides e-commerce delivery platform making Veggies Made Great products available for online ordering and home delivery through their grocery delivery service.
- St Pierre BakeryminorPartnership 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
Veggies Made Great competitors and assessment
Company assessmentDirect 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
Veggies Made Great social profiles
Digital presenceVeggies Made Great compliance and trust
Trust signalCompliance5 records
Veggies Made Great financial estimates
Financial estimateRevenue estimate
Valuation estimate
Veggies Made Great leadership team
Management profileNumber of profiles
Profiles1 record
Veggies Made Great funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Veggies Made Great M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Veggies Made Great
What does Veggies Made Great do?
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.
Is Veggies Made Great a public or private company?
Veggies Made Great is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Veggies Made Great founded?
Veggies Made Great was founded in 2021. It employs 51 to 100 people.
Where is Veggies Made Great based?
Veggies Made Great is headquartered in Rahway, United States, in the North America region.
How does Veggies Made Great make money?
Three revenue lines are on record. Retail Consumer Products are the primary driver. The others are foodservice/Institutional Sales and community Rewards Program.
Who are Veggies Made Great's main competitors?
Direct peers on record are Amy's Kitchen, Dr. Praeger's, Sweet Earth Foods and Evol Foods. Broad incumbents are Morningstar Farms, Kashi (Kellanova) and Stouffer's (Nestlé). Emerging players are Trader Joe's (private label), Real Good Foods and Veggiecraft Farms.
Does Veggies Made Great have an API?
No public API is recorded for Veggies Made Great.
What industry is Veggies Made Great in?
Veggies Made Great's product category is Frozen Vegetable-Based Foods. Its primary akta.pro industry code is CRADADAF, Frozen Plant-Based & Vegetarian Meals, with a secondary code of CRADAAAE, Breakfast Foods & Cereals (Cereal, Granola, Oatmeal). Its NAICS code is 311412 and its SIC code is 2030.