The frozen aisle is getting a healthy refresh.
What’s happening: Jesse & Ben’s secured a $10M Series A led by Greycroft to bring its tallow-infused frozen fries to the masses.
Since launching with indie grocers in 2024, the company has expanded into more than 1.5K stores, including Whole Foods and Sprouts. Scaling up, Jesse & Ben’s posted 1,000%+ growth in 2025 and projects up to 400% growth this year.
Refresh. As consumers push back on seed oils and ultra-processed foods, beef tallow is emerging as a key differentiator while frozen foods get a cleaner-label makeover.
With 28% actively avoiding “unhealthy” oils and searches up 267% for the beef byproduct, tallow chip makers like MASA, Vandy Crisps, and Hola Mija were standouts at Expo West. Rivaling Jesse & Ben’s, Folkland Foods debuted regenerative ag freezer fries made with olive oil.
Inspiring change, Real Good Foods launched tallow-friend tenders, while frozen meal maker Saffron Road relaunched sans seed oils — forcing giants like Nestlé and Conagra to consider formulation.
Punchline: As consumers redefine food trends, “better-for-you” becomes subjective. But in an overarching return to real, Big Food is on notice.
