PuraVida Foods has announced one of the most significant retail expansion milestones in the company’s history, extending the availability of its innovative Cryo Crafted™ vegetable blends to consumers across the Kroger family of stores and Target locations nationwide. The expansion represents a major step forward for the fast-growing frozen vegetable brand, providing millions of additional shoppers with access to premium, chef-inspired vegetable options designed for convenience, flavor, and quality.
The latest retail rollout follows strong consumer adoption and continued sales momentum at leading retailers including Sprouts Farmers Market, Costco, and Publix, where PuraVida Foods has built a strong reputation as a standout brand in the premium frozen vegetable category. The company’s ability to generate consistent consumer demand and deliver strong retail performance helped drive interest from two of the largest retail chains in the United States.
Through this expansion, PuraVida’s Cryo Crafted™ vegetable blends are now available across nine Kroger banners, including Kroger, Dillons, Fred Meyer, Fry’s, Harris Teeter, King Soopers, Mariano’s, Ralphs, and Roundy’s. In addition, the products have launched in approximately 1,800 Target stores, significantly increasing the brand’s national retail footprint and accessibility for consumers seeking convenient, high-quality vegetable solutions.
The expansion includes four popular fire roasted vegetable blend varieties, each created to deliver restaurant-quality taste while meeting the growing consumer demand for easy-to-prepare, nutritious meal options. The available varieties include Vegetable Mélange, Primavera Mistura, Fajitas Rajas, and Adobo Street Corn. Each product combines carefully selected vegetables with bold flavors and is designed to simplify meal preparation without sacrificing taste.
PuraVida Foods’ growth strategy has focused on building consumer loyalty and demonstrating strong product performance before pursuing broader distribution opportunities. Instead of prioritizing rapid expansion, the company concentrated on creating products that resonate with shoppers and delivering measurable sales results with existing retail partners. This consumer-driven approach helped the company establish credibility in the marketplace and ultimately led to new opportunities with Kroger and Target.
“Our growth has always been driven by consumers,” said David Paul Miller, Chief Sales Officer of PuraVida Foods. “We didn’t win shelf space by asking for it. We earned it by building products consumers love. Strong sales performance opened the door to Kroger and Target.”
The company’s retail success is closely tied to its proprietary Cryo Crafted™ process, which differentiates PuraVida’s products from traditional frozen vegetable offerings. The process begins with vegetables harvested overnight to help preserve freshness and quality. The vegetables are then fire roasted at temperatures exceeding 1,200 degrees, creating rich flavors and authentic roasted characteristics typically associated with restaurant-prepared dishes.
Following the roasting process, the vegetables are cryogenically frozen within 45 seconds. This rapid freezing method helps lock in flavor, texture, and nutritional value while maintaining the quality consumers expect from premium frozen foods. By combining advanced food technology with culinary techniques, PuraVida Foods aims to deliver a convenient product that bridges the gap between fresh cooking and frozen convenience.
Adding to the ease of preparation, all four vegetable blend varieties are packaged in convenient MicroSteam pouches. The steam-in-bag format allows consumers to prepare the vegetables quickly with minimal effort, eliminating the need for additional cookware, preparation steps, or cleanup. The format aligns with growing consumer preferences for quick meal solutions that fit busy lifestyles.
“We built PuraVida on the belief that food tech and great taste can work hand in hand,” said Michael Cihra, CEO of PuraVida Foods. “Our Cryo Crafted™ process allows us to deliver chef-crafted vegetables with exceptional flavor and convenience. This expansion into Kroger and Target represents an important milestone as we continue making premium vegetable solutions available to more households nationwide.”
The growing popularity of PuraVida’s vegetable blends reflects broader changes in consumer shopping habits. Today’s shoppers are increasingly looking for products that combine health, convenience, and premium quality. Frozen vegetables have gained renewed attention as consumers seek affordable, nutritious ingredients that reduce food waste and support easier meal preparation.
PuraVida Foods has positioned itself at the intersection of innovation and culinary excellence by transforming traditional frozen vegetables into flavorful meal components. The company’s Cryo Crafted™ technology and commitment to quality have helped differentiate its products in an increasingly competitive frozen food market.
With the addition of Kroger and Target, PuraVida Foods continues its mission to make premium, flavor-forward vegetable options more accessible to consumers nationwide. The company’s latest expansion marks a major achievement since its founding in 2020 and highlights the strength of its consumer-first approach, innovative processing technology, and commitment to delivering exceptional frozen food experiences.
As demand continues to grow, PuraVida Foods is expected to build on this momentum by expanding its retail presence, introducing new products, and continuing to redefine expectations for what frozen vegetables can offer modern consumers.
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