This month, vegan brand Follow Your Heart (FYH) will begin rolling out its pourable vegan pancake and waffle batter (called “Rocket Cakes”) at all Fresh Thyme Market across the Midwest with additional distribution planned for coming months. A mess-free, easy vegan breakfast solution, Rocket Cakes were developed in partnership with sisters Jenny Engel and Heather Bell (owners of vegan company Spork Foods) over the course of five years and are made with 92-percent organic ingredients and ancient grains including corn, millet, and quinoa. FYH bumped up against a few challenges in getting the formula for Rocket Cakes and its package design just right and is now ready to release its breakfast innovation to the public.

“Certainly one of our most anticipated products and one that we’ve been working on for many years now, Rocket Cakes is finally taking off,” Katherine Franklin, Vice President of Product and Marketing at FYH, told VegNews. “Sometimes product development is fairly simple and other times when we are innovating in an entirely new category, or format, the development takes a considerable amount of work. When we set out to make this product, our goal was for them to be organic, gluten-free, and, of course, vegan. The sisters of Spork Foods originally presented us with their idea of Rocket Cakes and that idea of a 3…2…1… Blast Off breakfast was just too cute and inspiring.”

Rocket Cakes will be available for a suggested retail price of $6.99 per 18-ounce, rocket-shaped bottle. Franklin notes that because the product is in a novel category, its positioning in stores has yet to be determined and it might appear near breakfast items, the refrigerated baking section, or potentially right next to FYH’s iconic Vegenaise. 

Follow Your Heart celebrates 50th anniversary

FYH first started as a vegetarian café in 1970 in Southern California and became a retail food brand in 1988 with the launch of vegan condiment Vegenaise. Now, the brand offers a variety of vegan products, including cheeses, salad dressings, VeganEgg, and more. The launch of Rocket Cakes commemorates FYH’s 50th anniversary, which the brand is celebrating with a refreshed look—created in partnership with Chase Design Group—that harkens back to its roots with bright, 1970-era illustrations while maintaining a modern flare. 

The launch of Rocket Cakes is also a part of FYH’s strategy of developing widely accessible vegan breakfast products—which will be accelerated by its recent acquisition by $40 billion food giant Danone. 

“From our early days as a soup and sandwich counter, to our now internationally-available brand, we have always offered the highest quality, plant-based alternatives made with integrity and love,” FYH CEO and Co-founder Bob Goldberg said. “To prepare for our bright future, we’re celebrating this 50-year milestone by launching a total brand refresh which will support us in meeting the unprecedented demand for plant-based foods. Joining Danone furthers our commitment to bringing delicious, plant-based offerings to even more consumers.”

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