‘Bread is just the beginning,’ EQUII expands complete-protein portfolio with pastas, baking mix

09-Aug-2024 - Last updated on 09-Aug-2024 at 13:45 GMT

Source: EQUII

Related tags mac and cheese plant-based Protein startups

Complete-protein pantry staple brand EQUII expanded beyond the frozen bread category with several pasta products — featuring refreshed branding — as the company explores ways to innovate finished products and alongside other CPG companies through its business-to-business (B2B) channel.

“We did the proof point with bread last year and continuing this year as we get into retail stores. But we always believed that bread is just the beginning ... and so we wanted to really take that step further,” brand Co-founder and Co-CEO Monica Bhatia told FoodNavigator-USA.

EQUII to push into retail with pasta, tees up baking mix

EQUII’s complete-protein rigatoni and original mac and cheese are currently available on the brand’s website, providing 19 grams of proteins and 6 grams of fiber and 28 grams of protein and 10 grams of fiber per 3.5-ounce serving, respectively. EQUII provides a complete protein through a yeast protein created with fermentation, also used in its bread.

This fall, EQUII will expand its pasta offerings with more pasta varieties, including cavatappi, farfalle, rotini and shells, and other mac and cheese flavors like cheddar, cheddar jalapeno, five cheese, smoked gouda and white cheddar.

As it completes "the SKU proliferation" of its pasta offerings, EQUII is starting to submit the line to retailers for distribution consideration, Bhatia explained. Recently, EQUII exhibited at a UNFI distributor show and is working to secure its first deal for the pasta, she added.

“The plan is to tie up with a great retailer sometime at the end of Q3, early Q4, and bring the pasta on shelves,” Bhatia said.

EQUII shared details on its next product ─ a protein-rich baking mix ─ on the brand’s website. Given the rise of at-home baking, the brand wanted to use the baking mix, to create a sense of community with consumers sharing their recipes and creations online, she noted.

Strengthening the EQUII value proposition with a new look, feel

With the pasta launch, EQUII is rolling out new branding that removes the giant Q from its bread packaging and adds more vibrant colors, Bhatia explained.

“The key idea for the rebrand was to strengthen the ability of the packaging to communicate our best value proposition, which ... is complete protein and high amounts of protein. So, we definitely want to make sure this idea of EQUII bringing breakthrough nutrition in whichever product that we are launching to comes through in a very solidified manner,” Bhatia said.

EQUII’s mac and cheese features a blue and yellow-orange color scheme, reminiscent of the "very symbolic" mac-and-cheese branding that is featured on other products, Bhatia noted.

“There is something about that color that actually fits very well in the category. When we were looking into the colors and the variations of the color, that [blue] color seemed to really ... give us enough of a pop in the category,” Bhatia said.

Fundraising is ‘definitely imminent’

EQUII is exploring growing its ingredient business, having recently sampled its flour to several undisclosed snack companies, Bhatia noted. Previously, EQUII collaborated with frozen baked goods company Bridor to create bread loaves, ciabatta sandwich wraps and dinner rolls with EQUII's Complete Protein Blend.

EQUII also will seek its next round of funding to support its growth, as Bhatia notes the funding search is “definitely imminent.” Previously, the brand raised $6 million in a round of seed funding, led by Khosla Ventures.

“Our goal here is ... really putting forward the strength of the ingredient platform into multiple categories of huge significance to consumers and use that as a basis to get into fundraising,” Bhatia said. “[By] continuing to support development through our innovation and R&D work is the way that a company like EQUII can grow.”