Observed Signal · Aug 8, 2026 · Earnings Report · Source: Modern Retail · Impact: 2/5 · Sentiment: Positive
Once Upon a Farm Grows via Branded In-Aisle Coolers
Once Upon a Farm, a D2C organic baby-food brand founded in 2015, attributes much of its growth to a wholesale merchandising strategy that places branded refrigerated coolers in grocery baby-food aisles. The company reported Q2 2026 net sales of $85.4 million, up 42.3% year-over-year, and ended 2025 with more than 3,400 coolers in U.S. stores, targeting over 5,000 by the end of 2026. CMO Katie Marston told the Modern Retail Podcast that pilots taught the brand to adapt cooler size, placement, and SKU plans per retailer; coolers have generated measurable incremental sales (an 11% lift in dollars per store, per week vs. the prior quarter). The brand is also expanding SKU variety, exploring larger coolers/freezers, and using in-store QR codes to connect shoppers to its direct-to-consumer site and subscriptions.
Shows a measurable retail merchandising tactic (branded refrigerated coolers) that drives incremental sales and shopper traffic—relevant to retailers and CPG/D2C brands but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Once Upon a Farm was founded in 2015 and sells organic, cold-pressed baby food and children's snacks.
- The company ended 2025 with more than 3,400 branded coolers in U.S. grocery stores and is targeting more than 5,000 by the end of 2026.
- Once Upon a Farm reported net sales of $85.4 million in Q2 2026, a 42.3% increase year-over-year.
- Branded coolers delivered an 11% increase in dollars per store, per week compared to the prior quarter, according to the company.
- CMO Katie Marston described the cooler strategy and retailer partnerships (Target, Walmart, Kroger) on the Modern Retail Podcast.
Connected Companies & Entities
3 Entities mapped“Marston said ... how the brand convinced retailers like Target, Walmart and Kroger to place branded coolers in their baby aisles....”
“Marston said ... how the brand convinced retailers like Target, Walmart and Kroger to place branded coolers in their baby aisles....”
“Marston said ... how the brand convinced retailers like Target, Walmart and Kroger to place branded coolers in their baby aisles....”
Ontology Mapping & Concepts
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