Brooklyn-based frozen food brand Incredifulls is entering its first licensed collaboration this month, pairing its signature sourdough-brioche crust with the globally recognized PAW Patrol franchise in a new line of Peanut Butter & Jelly Cups set to hit Stew Leonard's, select Gopuff sites, and FreshDirect.
The product launches in two varieties — Peanut Butter & Strawberry Jam and Peanut Butter & Grape Jelly — and marks the brand's first PB&J format. Each cup delivers 5g of protein and is formulated without seed oils or high-fructose corn syrup, positioning the line squarely in the better-for-you frozen snack segment that has gained significant shelf traction over the past several years.
The Brand's Retail Play
The launch underscores a broader strategy by emerging frozen handheld brands to use licensed IP as a retail shelf differentiator. For Incredifulls, which built its following at New York venues including Smorgasburg and Citi Field before a 2021 Shark Tank appearance accelerated national awareness, the PAW Patrol tie-in gives the brand a culturally resonant hook at a moment when PAW Patrol: The Dino Movie is in theaters — a timely move that ties product discovery to existing consumer momentum around the franchise.
Co-founder Michelle Jimenez-Meggiato noted that everyday family moments drive the brand's product philosophy. "PB&J is a nostalgic favorite that brings families together, and partnering with PAW Patrol makes those moments even more fun and imaginative," she said. The licensing deal is with Paramount Products & Experiences; PAW Patrol is produced by Spin Master Entertainment and airs on Nickelodeon and streams on Paramount+.
Operator and Retail Implications
For foodservice-adjacent and specialty grocery operators, the Incredifulls model is worth watching. The brand has built its identity around a trade-secret sourdough-brioche crust that travels well as a frozen handheld — a format with genuine utility for grab-and-go programs in convenience, specialty retail, and non-traditional foodservice venues. The cups can be served thawed or warmed, giving retail and foodservice buyers flexibility in how they merchandise the product without requiring significant equipment investment.
The better-for-you frozen snack category continues to expand as operators and retailers look for premium frozen food options that satisfy both parent purchasing criteria and kid appeal. Licensed character branding has long been a proven mechanism in the category, and Incredifulls' entry into that playbook — while maintaining its clean-label positioning — reflects a maturation of the brand's go-to-market approach.
The debut retail footprint is concentrated in the Northeast, but the Gopuff and FreshDirect channels suggest a digital-first convenience angle that could support broader geographic reach without requiring traditional grocery shelf placements. Brands navigating the frozen food retail landscape increasingly use delivery-first partners to test and validate demand before committing to large-format grocery rollouts.
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.
