Private Label Buyer

Whole Foods Debuts Engine 2 Plant-Strong Line

January 2, 2013

Whole Foods Market has debuted Engine 2 Plant-Strong products, its new line of plant-based, minimally processed snacks, breakfast items and pantry staples. Developed in collaboration with Rip Esselstyn, the products will be available exclusively at Whole Foods Market stores nationwide beginning this month. 

“Rip has inspired thousands of Whole Foods Market shoppers and team members to make smarter food choices as a partner in our healthy eating program,” said Errol Schweizer, global grocery coordinator at Whole Foods Market, in a news release announcing the launch. “Engine 2 products taste great and are a healthy option for popular snacks and pantry staples.”

Rip Esselstyn is the author and founder of “The Engine 2 Diet,” and the products adhere to the diet’s guidelines, which means they are lower in fat, contain minimal to no added sugar, never contain animal products or added oils, and aim for a one-to-one sodium-to-calories ratio per serving. The products offer consumers a simple way to incorporate more plant-based foods into their diets.

Products in the Engine 2 Plant-Strong line include: 

Rip’s Big Bowl— A whole grain and omega-3-packed cereal available in three flavors, including Original, Banana Walnut and Triple Berry.

Hummus— Available in Roasted Garlic, Roasted Red Pepper and Jalapeño Cilantro flavors, these Plant-Strong spreads don’t contain added oil and are lower in calories, total fat and sodium.

Unsweetened Almond Milk—Vanilla or Original, these non-dairy milks are fortified with vitamin B12 and boast rich, toasted almond flavor. 

Organic Crispbreads – Available in Plain and Seeded varieties, these crunchy snacks contain no added sugar, oil or whey, and have been Non-GMO Project verified.

Cantina-Style Salsa – Roma tomatoes and fire-roasted peppers combine for fresh, flavorful salsa without the high sodium content.

Organic Whole Grain Tortillas –Sprouted Ancient Grains or Gluten-Free Brown Rice, both with no added oil.

 “It is a dream come true to see the Engine 2 Plant-Strong food line come to fruition,” Esselstyn said in the release. “I know these products will make it easier for people to eat healthy and live plant-strong!"

Engine 2 Plant-Strong products are aligned with Whole Foods Market’s healthy eating program, Health Starts Here. The program offers hundreds of healthy recipes online, including a series of new Engine 2 Plant-Strong recipes to inspire plant-based cooking at home.

More Engine 2 Plant-Strong products are due in Whole Foods Market stores later in 2013, and Rip Esselstyn has a second book on the topic due to be released in May.