Rebel Kitchen Ramps Up U.S. Expansion

LONDON, United Kingdom  Rebel Kitchen will be stocked in Whole Foods outlets across Northern California, as the dairy-free coconut mylk manufacturer accelerates its expansion throughout the U.S.

First launched in the States in March 2015, the British startup says that while it will continue to attack new markets, it is still very much committed to growing the business inside the U.K.

“We’re continuing to expand to more international territories, but we’re strategic in our approach to each,” explained Tamara Arbib, founder and CEO of Rebel Kitchen.

“However, our primary focus remains the UK. This is where the brand was born and where most of our incredible team sit, creating that integral brand essence,” she added.

Expanding into Whole Foods will allow Rebel Kitchen to reach a new set of health-conscious consumers who are fuelling the organic food market in America, but while the brand concentrates on growing its presence in international markets with a core product offering, in the UK its strategy centers around diversification.

Debuting its first food product in Britain last month – an organic dairy-free yogurt –  Arbib told Welltodo that the arrival of new products is a big part of refining the brand’s focus and direction.

“When I first set up the business I wanted to launch everything that was in my head (which was a lot), but if we’d done that we’d have fallen flat on our face,” she explained.

“Now, we have a strategy we’re working towards and currently it’s about focusing and sticking to the plan. It’s a marathon for us, not a sprint,” she added.

The newly launched coconut yogurts are the first products in the Rebel Kitchen portfolio to hit supermarket shelves since the acquisition of coconut water brand Unoco, in January of this year.

Read more: Rebel Kitchen Bulks Up With Acquisition of Unoco Coconut Water

Born out of the company’s responsibility towards sustainability, Rebel Kitchen worked very closely with their manufacturers in the Philippines to produce in a way that eliminates any waste. The remaining coconut husks are then used to help fuel power at the company’s local plant.

“So many people have asked us to expand our range outside mylks because they value our commitment to producing products that are made simply, and done right,” explained Arbib.

And now, as Rebel Kitchen passes the two year mark, consumers will be hoping for even more new products to join the brand’s existing line-up.