Hidden Foods Co. Secures National U.S. Distribution Through KeHE ELEVATE® Program

Hidden Foods Co KeHE distribution starts in March 2026, following confirmation in February after selection into KeHE’s ELEVATE® program. The rollout will move products into natural, specialty, and select U.S. grocery channels through KeHE Distributors.

About KeHE’s ELEVATE® Program

ELEVATE® is a growth initiative created by KeHE to support promising food brands in the early stages of expansion. The program helps companies strengthen their position in retail by connecting them with buyers, improving product visibility within the supply system, and guiding them through category placement processes.

Established in 1952, KeHE is a leading distributor in the American natural and specialty grocery sector. The business is employee-owned and operates as a Certified B Corporation. Acceptance into the ELEVATE® platform indicates that KeHE sees strong long-term retail potential in the selected company.

Hidden Foods Co. is among the brands chosen under this initiative.

The company improves common household food items by blending in vegetables and nutrient-dense ingredients. Rather than launching unfamiliar food types, it upgrades products families already purchase.

Its range is built for daily use. Labels are straightforward, ingredients are easy to recognize, and preparation remains simple. The idea is to support better eating habits without forcing consumers to change their routines.

This approach reflects broader shifts in the American grocery sector. Shoppers increasingly prefer practical food choices that combine nutrition, transparency, and convenience.

Why This Distribution Deal Matters

In the U.S. food retail system, distributors play a key role in determining which products reach store shelves.

KeHE works with thousands of retail accounts nationwide, including:

• Natural food retailers

• Independent grocery operators

• Regional supermarket groups

• Specialty food outlets

For a developing brand, entering a large distribution network can open access to multiple retail chains at once. It also allows products to be reviewed during category resets and assortment updates across different store formats.

Within the wider U.S. FMCG landscape, distributor-led programs such as ELEVATE® help shape:

• Product launches

• Category development

• Competitive positioning against store brands

• Shelf allocation decisions

U.S. Natural Grocery Distribution Structure

Growing brands often build momentum in specialty and natural outlets before moving into broader conventional grocery networks.

What Happens Next?

Hidden Foods Co. is expected to enter the market in March 2026 through its supply agreement with KeHE Distributors.

The next phase will depend on how retail buyers respond, how the products perform within their categories, and how quickly inventory moves at store level.

Initial placement through a nationwide distributor provides an entry point into the U.S. FMCG system, but long-term scale will be shaped by in-store results.

If early sales meet retailer expectations, distribution may widen and additional stockist updates could be announced in the months ahead.

Editor’s Note: Based on company information released on 24 February 2026 regarding the planned March 2026 distribution rollout.