Mama’s Creations has launched a direct-to-consumer (D2C) e-commerce platform, facilitating the delivery of a range of its deli products across the United States.

The supplier, known for its brand in the retail sector and formerly identified as MamaMancini’s Holdings until a name adjustment in August, will run the direct-to-consumer (D2C) service from its primary manufacturing plant and headquarters located in East Rutherford, New Jersey.

Mama’s Creations additionally operates a facility in Farmingdale, Long Island. These two factories manufacture an extensive range of the company’s prepared foods, encompassing items such as meat and sausages, peppers, salads, pasta, panini, Asian ready meals, Tex Mex offerings, and olives.

Chairman and CEO Adam Michaels restated his commitment to transform Mama’s Creations into a comprehensive deli supplier in the United States. In an earlier statement this year, he articulated a goal to achieve $1 billion in sales, though the specific timeframe for this target was not disclosed.

Revenue for the fiscal year ending on January 31 nearly doubled, increasing from $47.1 million to $93.2 million. Nevertheless, net sales showed a more restrained growth during the initial six months of the new financial year, experiencing a 7.1% rise to $47.9 million for the period ending on July 31.

Michaels said of the D2C launch, “Our move into e-commerce was the result of thoughtful planning and market analysis to developing an efficient and sustainable business model that we expect will improve upon common industry pain points.

“To that end, our new e-commerce platform is a natural next step in our brand evolution and a reaffirmation of our one-stop-shop mission – expanding beyond our established nationwide distribution network to allow consumers to purchase their favourite items online and have them shipped directly to their home or business.”

During the initial stage of Mama’s Creations’ direct-to-consumer (D2C) launch, the company plans to introduce meal products like beef and turkey meatballs with a shipping fee described as a “flat rate.”

A representative from Mama’s Creations verified that the frozen products would be shipped using standard delivery services, typically with a flat rate of $12. In response to an inquiry regarding sales expectations from the direct-to-consumer (D2C) approach, the spokesperson emphasized that grocery stores would continue to be the “largest customer segment” for the business.

“This new channel allows us to dynamically change our offerings to address consumer needs, while capturing what we expect to be an incremental shopping occasion in select regions where consumers may have less convenient access to our products today,” Michaels added.

Lauren Sella, the Chief Marketing Officer, stated that Mama’s Creations would initiate its direct-to-consumer (D2C) venture with the company’s “legacy products.” MamaMancini’s, initially established as an Italian food brand with a focus on meatballs and an emphasis on “authentic heritage,” was highlighted by Michaels in August.

Through mergers and acquisitions (M&A), the company has grown its presence. In 2021, it acquired T&L Creative Salads and Olive Branch, both located in New York. Subsequently, MamaMancini’s, in its original form, obtained a minority stake in Chef Inspirational Foods, a New Jersey-based supplier of prepared foods including salads, meals, and side dishes, in 2022.