Misfits Market debuts first private label collection

Direct-to-consumer online grocer Misfits Market is entering the private label space.

The company has announced the launch of its first-ever private label brand, Odds & Ends. The initial collection of products from Odds & Ends includes coffee, and a number of snacks including nuts, dried fruit and dark chocolate-covered mini pretzels.

“Three years ago, Misfits Market set out to rebuild the food supply chain from scratch in order to provide everyone, regardless of where they live, access to quality food at an affordable price,” said Abhi Ramesh, CEO and founder of Misfits Market. “After a record breaking quarter, it’s clear that shoppers are looking for new ways to save, especially with food prices at all-time highs. Our value-conscious customers are saving an average of $25 per order and with the launch of our new private label line, we’re excited to provide our customers with an even wider variety of affordable and sustainably sourced pantry staples.”

The Odds & Ends line includes the following items:

• Dark Roast Ground Coffee, Brazil, 12 Oz ($7.99)
• House Blend Medium Roast Whole Bean Coffee, 12 Oz ($9.99) 
• x Intelligentsia Premium Blend Medium Roast Whole Bean Coffee, 12 Oz ($11.99)
• Organic Dried Cranberries, 14 Oz ($6.99) 
• Organic Dried Turkish Apricots, 14 Oz ($6.99) 
• Organic Raw Almonds, 16 Oz ($10.99) 
• Organic Raw Walnut Halves & Pieces, 12 Oz ($7.99) 
• Organic Roasted & Salted Almonds, 14 Oz ($10.99)
• Organic Roasted & Salted Cashews, 14 Oz ($9.99) 
• Organic Roasted & Salted Mixed Nuts, 14 Oz ($9.99)
• Dark Chocolate Covered Mini Pretzels, 7 Oz ($3.99)
• Organic Dried Mango Slices, 6 Oz ($6.79) 

The online grocer said that its private label collection is designed with supply chain strength in mind. For example, Misfits Market’s new direct trade premium coffee blend consists of beans that typically wouldn’t have a direct path to market, according to the company. Due to a number of factors, lot size and processing among them, the coffee would otherwise be sold using differential pricing that is vulnerable to volatility in the commodity market. By paying fixed prices, Misfits Market helps protect the growers from potentially harmful market volatility.

Founded in 2018, Misfits Market has sent out nearly 13 million orders to date. In Q1 of this year, the company says it has achieved record growth.

Misfits Market provides delivery to nearly every zip code in the continental U.S.