Startup CPG Newswire:
JÖEY in Sprouts Forager Program November 1st
PRESS RELEASE — NEWS PROVIDED BY Zach Goodwin for Jöey Nordic Seed Crisps
TORONTO, ON (NOVEMBER 2026) — Gluten-free, 7-seed crisps land in the Innovation Center at 500+ Sprouts Farmers Market stores starting November 1.
Jöey Nordic Seed Crisps will arrive in the “New for You!” Innovation Center at more than 500 Sprouts Farmers Market stores on November 1, 2026, through the Sprouts Forager Program. It is the independent Canadian brand’s largest retail launch to date, and beginning in farmers’ markets 2022.
What the Forager Program Means
Sprouts’ foraging team searches for emerging brands to feature in its Innovation Center, a display where shoppers discover new and unique products. Items rotate roughly every 90 days, and how well they sell helps decide which earn a longer-term spot on the shelf.
Jöey launches with three flavours: Rosemary & Black Pepper, Saffron & Pink Salt and Sumac & Blue Salt. Every Jöey crisp is gluten-free, keto-friendly and nut-free, made with seven organic super seeds, including protein- and fiber-rich watermelon seeds. Read more about the power of 7 super seeds and the nutritional power of watermelon seeds.
The launch follows a run of recognition for the brand:
– 2027 sofi™ Gold Award finalist: named by the Specialty Food Association for Rosemary & Black Pepper in Bakery, Bread & Crackers; winners are announced at Winter FancyFaire in January.
– 2026 Startup CPG Shelfie Award winner: Healthy Snack category.
– NEXTY Award finalist: featured in New Hope Network’s announcement.
– Dragons’ Den: an on-air deal with Manjit Minhas on CBC.
A Word from the Founder
“We sold our first crisps ourselves at local farmers’ markets, talking to every customer and learning what they wanted next. Joining the Sprouts Forager Program is the biggest step yet, and we are honoured to be on the shelf next to the emerging brands we have always admired.” – Joseph Chen, founder, Jöey Nordic Seed Crisps
Where to Find Jöey and How to Help
Shoppers can find Jöey in the Innovation Center at participating Sprouts stores from November 2026 through January 2027. Use the store locator to plan a trip, or order online.
Sprouts track how Innovation Center items sell, so the first 90 days matter. Customers can help by:
– Buying a bag in the Innovation Center.
– Asking for Jöey at their Sprouts if they can’t find it. Requests count.
Tagging @joeyseedcrisps in a photo for a share.
Reviewing and sharing with a friend who loves a good cheese board!
About Jöey Nordic Seed Crisps
Jöey Nordic Seed Crisps are gluten-free, all organic crackers with seven organic super seeds, including protein and fiber rich watermelon seeds. Inspired by Scandinavian crispbread, the crisps are crunchy, nut-free & made with a short, clean ingredient list that is easy to feel good about. Founder Joseph Chen created Jöey after a 2019 trip to Sweden, reimagining crispbread as a premium, gluten-free snack. He began selling at a farmers’ market in 2022, and the brand has grown since, moving from local markets to retailers across North America.The brand is also a Startup CPG Shelfie Award winner in the Healthy Snack category and appeared on CBC’s Dragons’ Den, making a deal with Manjit Minhas.
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