This collaboration will allow for Path of Life products to become more widely available by growing the brand’s distribution and SKU dominance in grocery retailers across the nation. Yin Yang will present the brand to chain retailers and single-store independents, improve their shelf position, and help fuel Path of Life’s research and development innovation by gaining key insights from grocer partners.
“Partnering with Yin Yang extends our brand’s presence in a way that would have taken us years to build. They have the relationships, insight into resets, and a solid understanding of how to navigate some of the larger chains,” said Audrea Fulton, VP of sales for Naperville, Illinois-based Path of Life. “We were looking for a partner, not a broker, and they are very much a part of our team.”
Yin Yang founder Andrew Chae said, “We consider three things when considering new brands to represent: the people, the product and opportunities for growing together. We felt a great connection with the team at Path of Life. The product itself is unique, delicious and nutritious. We always seek out brands and products that we would feed to our own family and something we would want to share with our friends and neighbors. Path of Life has ambitious plans and we’re excited to contribute to their continued success.”