What Wholly Veggie Inc. does

Wholly Veggie Inc. is a Toronto-based plant-based frozen food company founded in 2016 that develops and distributes vegetable-forward frozen products across North America. The company's portfolio spans Cauliflower Drums & Wings in six flavors (Nashville Hot, Dill Pickle, Buffalo, Ranch, Hot Honey, Japanese BBQ), plant-based mozzarella and cheddar jalapeño cheese sticks, organic fries and cauliflower hash browns, four veggie burger SKUs (Big Griller, Black Bean, Mighty Mushroom, Super Greens), and globally-inspired veggie-full bowls (Korean Bulgogi, Spicy Cashew Teriyaki). All products are 100% plant-based, gluten-free, and dairy-free, with no artificial colors, flavors, or preservatives.

The company's technical platform centers on vegetable-led formulation using cauliflower, legumes, and non-GMO soy proteins as the base, anchored by two proprietary systems: a cauliflower-based panko coating using rice flour and pea protein that delivers crispy texture without gluten, and a plant-based cheese system using coconut oil, potato starch, and chickpea protein engineered to melt and stretch like dairy. Products deliver 6-10g of plant protein per serving and are designed for oven or air fryer preparation in 12-25 minutes. The company operates a Toronto-based test kitchen branded as "Veggie Labs" for consumer-facing product testing and pipeline development.

Wholly Veggie generates revenue through three channels: wholesale to retail grocery partners (Loblaws, Sobeys, Whole Foods Market, Target, Meijer, Wegmans), online sales via Instacart and Amazon, and a wholesale/food-service program distributed through UNFI and KeHE. The company targets health-conscious, plant-based, and gluten-free consumer segments through a community-led GTM combining retail presence, social media (Instagram, TikTok, YouTube, Twitter), an influencer outreach program, the Veggie Labs testing panel, and content marketing. The company is privately held and founder-owned (John Bonnell and David Gaucher), operating with a ~10-person team.

Name

Wholly Veggie Inc.

Legal name

Wholly Veggie

Website

https://whollyveggie.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Wholly Veggie Inc. is a Toronto-based plant-based frozen food company that develops and distributes cauliflower-based wings, plant-based cheese sticks, veggie burgers, organic fries, and globally-inspired bowls at major grocery retailers across Canada and the United States.

Ownership category

akta.pro rank

Product category

Plant-based frozen foods

NAICS

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

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

Frozen Snacks & Appetizers (CRADADAD), Frozen Entrées & Complete Meals (CRADADAA)

Keywords

• Plant-based frozen foods
• Frozen vegetable snacks
• Vegan meat alternatives
• Plant-based cheese sticks
• Frozen veggie bowls

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Grocery Sales: Products sold through major retail grocery chains in the frozen aisle. Consumers purchase products off-shelf at retailers including Loblaws, Sobeys, Whole Foods Market, Target, and Meijer. Primary revenue stream through wholesale to retail partners.
2. Online Marketplace Sales: Products available through Instacart and Amazon for direct consumer ordering and home delivery. Online channels provide additional revenue stream and consumer accessibility.
3. Wholesale/B2B: Bulk sales to retailers and food service operators including fast casual restaurants and multi-unit chains. Sell sheets and wholesale inquiries handled through dedicated sales contact ([email protected]).

Go-to-market motion4 records

Distribution channels6 records

Marketing channels8 records

Core offering

Wholly Veggie manufactures and sells 100% plant-based, gluten-free frozen foods including cauliflower drums and wings, plant-based mozzarella and cheddar jalapeño cheese sticks, organic fries and cauliflower hash browns, four varieties of veggie burgers, and globally-inspired frozen meal bowls. All products are made from vegetables, legumes, and non-GMO soy proteins with no artificial colors, flavors, or preservatives, and are distributed primarily through major grocery retail freezer aisles in Canada and the United States.

Product overview

Wholly Veggie is a plant-based frozen food company offering a diversified portfolio of vegetable-forward frozen foods. The core product lineup includes Cauliflower Drums & Wings in six flavours (Nashville Hot, Dill Pickle, Buffalo, Ranch, Hot Honey, Japanese BBQ), Plant-based Cheese Sticks (Mozzarella and Cheddar Jalapeño), Organic Fries & Hash Browns (Crinkle Cut, Straight Cut, Sweet Potato Fries, and Cauliflower Hash Browns), Veggie Burgers (Big Griller, Black Bean, Mighty Mushroom, Super Greens), and Veggie-full Bowls (Korean Bulgogi, Spicy Cashew Teriyaki). Products are made primarily from vegetables, legumes, and non-GMO soy proteins, with no animal meat, and are all gluten-free and vegan. The company operates Veggie Labs, an innovation program for product testing and development. Distribution spans major retailers across Canada and the United States, including Loblaws, Sobeys, Whole Foods, Target, and Meijer, with availability also through online platforms such as Instacart and Amazon.

Differentiator

Problem solved

Functional benefit

Brands

• Veggie Labs: Product innovation and consumer testing program where Wholly Veggie tests upcoming product concepts with consumers before full launch. Includes early access, taste tests, and feedback collection for future products.
• Cauli-Drums

Products and services

• Nashville Hot Cauli-Drums Crispy cauliflower drum-shaped snacks made with real cauliflower, pea protein, and Nashville Hot seasoning delivering medium-level heat with a flavor-forward profile; 100% plant-based and gluten-free.
• Dill Pickle Cauli-Drums Cauliflower drums shaped like drumsticks and flats, made with real cauliflower, pea protein, and dill pickle seasoning; tangy, zesty, crowd-friendly with no heat.
• Buffalo Cauliflower Wings Big cauliflower florets with a crispy gluten-free panko coat tossed in tangy, spicy Buffalo sauce.
• Ranch Cauliflower Wings Cauliflower wings with a crispy panko jacket paired with plant-based ranch sauce for a cool, creamy, crunchy combination.
• Hot Honey Cauliflower Wings Cauliflower wings tossed in a bee-free honey sauce, delivering a balance of sweet and heat.
• Japanese BBQ Cauliflower Wings Cauliflower wings with umami-rich Japanese-style BBQ sauce featuring soy, ginger, garlic, and green onion; contains sesame.
• Mozzarella Style Cheese Sticks Plant-based mozzarella in a crispy golden gluten-free panko cauliflower crust with stretchy, melty texture; pairs with marinara sauce.
• Cheddar Style Jalapeño Sticks Plant-based cheddar blended with jalapeño kick, encased in crispy gluten-free panko cauliflower coating; includes a crema dipping sauce.
• Organic Crinkle Cut Fries Golden wavy fries made with just two ingredients: organic potatoes and organic sunflower oil; gluten-free and vegan-friendly.
• Organic Straight Cut Fries Classic straight-cut fries made with organic potatoes and organic sunflower oil; no salt added, gluten-free, vegan-friendly.
• Organic Sweet Potato Fries Crispy fries made with 100% Canadian sweet potatoes and clean organic ingredients; gluten-free, vegan, and certified kosher.
• Cauliflower Hash Browns Golden crispy rounds swapping some potato for cauliflower; fluffy inside and crispy outside, oven-ready and air fryer approved.
• Big Griller Veggie Burger Heavyweight BBQ veggie burger packing 9g of plant-based protein with bold onion and garlic flavor; vegan and gluten-free.
• Black Bean Veggie Burger Southwest-inspired veggie burger made with black beans, brown rice, corn, and peppers; gluten-free with 6g protein and 5g fibre per patty.
• Mighty Mushroom Veggie Burger Savory burger packed with earthy mushroom flavor, onions, bell peppers, and protein-rich soy; gluten-free and vegan with 8g protein and only 60 calories per patty.
• Super Greens Veggie Burger Vibrant blend of green beans, peas, broccoli, and spinach; nutrient-packed with 7g protein and 3g iron, gluten-free and vegan.
• Korean Style Bulgogi Bowl Ready-to-heat bowl with marinated tamari and hoisin tofu, carrots, shiitake mushrooms, peppers, and kimchi rice; 10g plant protein with sweet-savory-gingery sauce; contains sesame.
• Spicy Cashew Teriyaki Bowl Bold teriyaki bowl with mushrooms, bok choy, carrots, peppers, and edamame over chewy rice noodles, topped with crunchy cashews and sriracha kick; contains cashew and sesame.

Quantifiable outcome

• Products contain 6-10g of plant protein per serving
• +4 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• InstacartcoreChannel Partner/ Reseller/ DistributorInstacart is the primary online delivery platform for Wholly Veggie products in both Canada and the United States. Consumers can order Wholly Veggie products for same-day home delivery through the Instacart app and website.

Scale indicators3 records

Recent moves3 records

Expansion highlights5 records

Direct peers

• Gardein (Conagra Brands): Plant-based frozen brand offering meat alternatives including burgers, tenders, and wings. Directly comparable as a frozen plant-based competitor occupying the same freezer-aisle real estate with similar product formats.
• Tattooed Chef: Plant-based frozen brand featuring bowls, pizzas, and vegetable-forward meals in major retailers. Comparable product formats (Korean-style bowls, veggie bowls) and overlapping retail distribution in US grocery freeze aisle.
• Caulipower: Cauliflower-based frozen food brand offering pizzas, tortillas, and other products. Closely comparable in using cauliflower as hero ingredient across frozen product categories targeting health-conscious consumers.
• Beyond Meat: Leading plant-based meat brand with frozen plant-based burgers and other items in major retailers. Most direct competitor in plant-based veggie burgers with overlapping distribution at Target, Whole Foods, etc.
• Dr. Praeger's Sensible Foods: Frozen veggie-focused brand offering burgers, hash browns, and other vegetable-forward products in major grocery. Overlaps with Wholly Veggie in cauliflower hash browns, veggie burgers, and allergen-friendly positioning.

Emerging players

• Strong Roots: Frozen plant-based brand focused on root vegetable and legume products including burgers and hash browns. Comparable as a smaller, founder-led frozen plant-based brand targeting similar health-conscious, allergen-aware consumers.
• Banza: Chickpea-based food brand with frozen pizzas and meals in major grocery. Comparable as a younger, mission-driven CPG brand targeting gluten-free and plant-protein-seeking consumers with overlapping distribution channels like Whole Foods.

Broad incumbents

• Amy's Kitchen: Large frozen vegetarian/plant-based meals brand with broad product range in natural and mainstream grocery channels. Comparable in organic, plant-based frozen meals positioning with overlapping retailer presence.
• MorningStar Farms (Kellanova): Legacy plant-based frozen brand owned by Kellanova with broader portfolio of veggie burgers, sausages, and chik'n products. Comparable as established plant-based frozen competitor with much wider category reach and marketing budget.
• Sweet Earth Foods (Nestlé): Plant-based frozen brand acquired by Nestlé offering burritos, bowls, and veggie burgers. Comparable in frozen plant-based meal positioning and major grocery distribution, backed by a global food company's resources.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/whollyveggie?lang=en
• YouTubeyoutube.com/@whollyveggie9709
• Instagraminstagram.com/whollyveggie
• TikToktiktok.com/@whollyveggie?lang=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds1 record

Investors1 record

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 Wholly Veggie Inc.