It’s been four years since NBA legend Chris Paul entered the vegan snack game, and his brand, Good Eat’n, continues growing. By the end of February, several of the company’s plant-based snacks will be available in 1,650 Kroger stores nationwide.
The idea started with Cool Ranch Doritos—or more specifically, the lack of a vegan alternative to the popular tortilla chip flavor. Paul told VegNews in 2022 that Cool Ranch was his “thing.”
“That was my snack at school, or at lunch time, or during the summer. Or when I was playing on travel teams,” he said.
Good Eat’n
After going vegan, he didn’t want to miss out on the flavors he loved. So he teamed up with GoPuff, and Good Eat’n was born. Today, the brand offers a growing lineup of snacks, including White Cheddar Popcorn, Chile Lime Ragerz, and Cinnamon Sugar Puffs.
Soon, Kroger shelves will stock best-sellers like Hot Hot Puffs, Nacho Cheeze Tortilla Chips, and Big Dill Ranch Tortilla Chips.
Making vegan snacks more accessible
The Kroger rollout marks an important step for Paul. Plant-based snacks made with better-for-you ingredients are often confined to specialty health stores, but the athlete-turned-entrepreneur has said he wants his products to be widely accessible.
“When I started Good Eat’n, it wasn’t just about making a snack; it was about making sure these options were actually available to everyone,” he said in a statement. “You shouldn’t have to go to a specialty shop to find a better-for-you snack that hits.”
“By landing in Kroger, we’re putting Good Eat’n exactly where people live and shop every day. I’m proud that we’re making this lifestyle a lot easier and more flavorful for families across the country.”
Good Eat’n previously launched in Walmart stores in 2025, marking its first nationwide retail expansion. Before that, the brand was available in Texas-based H-E-B stores and online.
Good Eat’n
The new snacks will join Kroger’s expanding plant-based selection, which includes products from its Simple Truth line as well as established vegan brands like Morningstar Farms, Gardein, and Hippeas.
According to April Siler, CEO of Good Eat’n, the Kroger partnership represents a “defining milestone.”
“We are really excited about launching in Kroger because they have such a great better-for-you snack destination; it’s a clearly defined section with green shelf trim,” she said. “We have a lot of regional marketing activity planned to drive families looking for better snacks into stores to find Good Eat’n.”
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Charlotte is a VegNews editor and writer based in sunny Southsea on England's southern coast.
