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Chef-Inspired Frozen Food for Foodies

See how this emerging brand is targeting a youthful, food-loving audience with healthy, convenient frozen food in eye-catching packaging.

2019 08 Hf Shoot 3 Chicken Bowl 10

Brand: Happi Foodi

Location: Nutley, New Jersey

Fulltime employees: <50

Launched: October 2018

Owners: Justin Samuels and Sam Rockwell

Market: United States


2019 08 Happi Foodi New Product Shoot Tacos 23Brand Story:

Launched only two years ago, Happi Foodi wants to “disrupt the frozen food category” with a line of chef-inspired frozen appetizers and entrees that prove frozen food can be flavorful, nourishing, and fresh.

Keto bowls, veggie side dishes, gourmet waffles, appetizers, and entrees such as flatbreads, street tacos, steam bags, and sheet-pan meals aim to bring convenience and accessibility to healthful eating.


Happi Foodi products are sold through brick and mortar locations such as Walmart, Meijer, and Target.

Unique selling proposition:

Keto-friendly frozen food selections.

Packaging journey:

Focus on branding with fun, vibrant and ‘instagrammable’ colors and design to attract a youthful demographic with a focus on Gen Z.

2019 08 Happi Foodi New Product Shoot New Products 5

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