Incredifulls has secured a nationwide placement at the Kroger Family of Stores for its new PAW Patrol Peanut Butter & Jelly Cups, marking the brand's most significant retail expansion since its 2021 Shark Tank appearance propelled The Pizza Cupcake into national conversation. The cups retail at a suggested $5.99–$6.99 for a four-pack and are available in two flavors: Peanut Butter & Strawberry Jam and Peanut Butter & Grape Jelly. Banners carrying the product include Kroger, Ralphs, Fred Meyer, Smith's, King Soopers, Mariano's, Roundy's, Dillons, and Fry's.

The Product

The PB&J Cups wrap creamy peanut butter and fruit filling in Incredifulls' proprietary sourdough-brioche crust — the same format as the brand's flagship Pizza Cupcake. Each cup delivers 5g of protein and is formulated without seed oils, artificial colors, or high-fructose corn syrup, positioning them squarely in the better-for-you segment of the frozen handheld category. The cups can be thawed and eaten cold or warmed in a conventional oven or air fryer.

The licensing tie-in with Paramount's PAW Patrol franchise — timed to the release of PAW Patrol: The Dino Movie™ — gives the product a licensed entertainment hook that is increasingly common in the premium frozen segment as brands look to cut through a crowded frozen aisle. For grocery buyers and foodservice operators tracking frozen snack trends, the move illustrates how better-ingredient positioning and IP licensing can combine to justify a near-premium price point in a category historically dominated by commodity SKUs.

Retail Implications

"We started this company by taking foods people already know and love and reimagining them with chef-crafted quality and wholesome ingredients families can feel good about," said Michelle Jimenez-Meggiato, Co-Founder of Incredifulls. The Kroger rollout represents a step-change in distribution scale for the brand, which built its early audience at New York venues including Smorgasburg before landing national retail shelves.

Investor Lori Greiner, who backed the company on Shark Tank, noted that the sourdough crust and the founders' execution were key factors in her investment, calling the Kroger placement a milestone for the partnership. For retailers, the Incredifulls model — familiar format, elevated ingredients, licensed branding — mirrors a broader pattern in the premium frozen food category where clean-label credentials are becoming table stakes rather than differentiators. Operators sourcing grab-and-go or lunchbox-ready items for cafeteria, catering, or convenience channels will find the $5.99–$6.99 price point sits in a viable impulse range for family-focused retail sets.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.