Hain Celestial Group Inc., which makes healthful snacks such as Garden Veggie Snacks, Terra chips, and Joya and Natumi plant-based beverages, is expanding its presence in the marketplace with one of its offerings appearing in Dollar General stores.
In late March, the Hoboken-based company’s Garden Veggie Straws in Sea Salt started taking their place on shelves at Dollar General stores, with the rollout to more than 20,000 neighborhood general stores nationwide expected to be completed later this month.
The expansion into Dollar General stores is an important strategic move by Hain because Goodlettsville, Tenn.-based Dollar General, with more than 20,000 stores nationwide, has penetrated the typically underserved rural communities.
A report on the website stocktitan.net said Hain’s expansion could “substantially impact the company’s growth trajectory.” The report went on to say this move “directly addresses one of the core challenges in specialty food – breaking out of the natural and premium retail bubble. By placing Garden Veggie Straws in a value retailer, Hain is democratizing access to healthier options while simultaneously growing volume potential.” The report also said that by starting with just one product, Hain is able to test consumer reaction and logistical operations before rolling out more products.
Hain Celestial’s venture with Dollar General also represents a move by the wellness industry to get beyond premium outlets for distribution of its products. Hain has a market cap of $350 million. Its shares have fallen 37% so far in 2025.
Shares of publicly traded Dollar General have risen 4% so far this year. The retailer has a market cap of $20.62 billion as of April 3.
