has just announced the rollout of a new standup pouch that will replace its familiar glass jars. The purpose of the transition is multifaceted, say the principals.
When they begin landing on store shelves in July, the lighter stand-up pouches are not only recyclable, they also greatly reduce the company’s carbon footprint during manufacturing and transport. What’s more, the new packaging features a one-way vent that allows the release of accumulated gases from the natural fermentation process, which continues after packaging.
"Shelf-stable sauerkraut has been heat pasteurized, which kills the good stuff, and very likely has preservatives like sodium benzoate," explains partner Drew Anderson. "When you eat a raw, fermented vegetable like our sauerkraut, you're getting all that live goodness, all those good enzymes, all those probiotics."
Fans can expect the same delicious, crunchy, fermented products they have come to love.
The switch also allows Cleveland Kraut to significantly ramp up production when it moves this summer into its new home. The fast-growing food startup will be one of the first tenants of newly developing Food Hub
on Carnegie (7501 Carnegie Ave.), a 138,000-square-foot warehouse in Midtown that will also be home to Cleveland Bagel, rentable commercial kitchens, a co-packer, and loads of dry, cold and freezer storage space. Cleveland Kraut will occupy 16,000 square feet, which will allow them to service large national accounts like Wegman’s, Whole Foods and Target.
The physical size and shape of the pouch also gives the company more room to express their brand and describe its benefits to retail customers, says CMO Mac Anderson.
“The pouch allowed us to convey more of Cleveland Kraut’s personality and bring more transparency to our clean ingredient profile by highlighting it up front,” he explains. “The pack transition was a great opportunity for us to update key features, including our Non-GMO Project badge.”
Fermented products are one of the hottest food segments going right now and Cleveland Kraut is one of the nation’s fastest growing brands. This small local startup, which took root in "Mom's basement," is on pace to hit the $1-million mark this year. But that's nothing compared to where they plan to be in five years.