Feel Good Foods Adds New SKUs as Gluten-Free Frozen Brand Reaches 25,000 U.S. Doors

Feel Good Foods, the gluten-free frozen food brand available in 25,000 grocery stores across the United States, is expanding its product lineup with two new additions: gluten-free onion rings and pancake and sausage sticks, per the company.

The brand was co-founded by Vanessa Phillips, who was diagnosed with celiac disease at age 20, and a chef named Tryg, according to the company's own account of its origins. Phillips grew up working in her family's Chinese restaurants and bagel shops and set out to recreate comfort foods she could no longer eat after her diagnosis. The portfolio now spans appetizers and breakfast items including mozzarella sticks, potstickers, soup dumplings, pizza bagels, and French toast sticks, per the company. Distribution reaches Whole Foods Market, Walmart, Target, Amazon Fresh, and Thrive Market, among other national retailers, per the company.

The new onion rings and pancake and sausage sticks extend a lineup that already covers both snack and morning dayparts, signaling that the brand is pushing for more occasions in the freezer aisle rather than simply adding SKU variety within a single segment.

Why it matters

The gluten-free frozen food segment has historically occupied a narrow shelf position, stocked in specialty sections and commanding a premium that limited mainstream reach. Feel Good Foods' footprint of 25,000 doors, spanning conventional mass retailers such as Walmart and Target alongside natural channel anchors like Whole Foods Market, illustrates how the segment has shifted from niche to mainstream. Adding nostalgic formats such as onion rings and breakfast stick items, rather than competing on nutrition messaging alone, reflects a broader industry move toward positioning gluten-free as a comfort category rather than a purely medical one. Brands that frame dietary restrictions as a gateway to familiar flavors have found it easier to drive trial among consumers without diagnosed sensitivities.

What to watch

The critical open question is velocity. Distribution at scale across mass, club, and natural channels tests whether the brand's comfort-food positioning can sustain repeat purchase rates among a retail base that includes shoppers without any dietary restriction, not just those managing celiac disease.

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Sources

• Feel Good Foods USA
• About Us - Feel Good Foods USA
• Press - Feel Good Foods USA
• Press - Feel Good Foods USA