ANAHEIM, CALIF. — The caveman diet is catching on with conventional consumers, driving growth for brands like Paleo Passion Foods, Greenwich, Conn. Food and beverage products featuring a paleo claim or certification have grown 56% over the prior year, according to data from Nielsen Product Insider and Label Insight. Such products, which do not contain grains, dairy, legumes or refined sugar, span the categories of pancake and baking mixes, soup, crackers, ready-to-eat cereal and peanut butter.

“Wal-Mart is making a huge push in this area, as well as Kroger and CVS,” said Marty Sands, founder and chief executive officer of Paleo Passion Foods. “It’s not just Whole Foods pushing into free-from, clean label, gluten-free, paleo certified… The mass market is now moving into this world.”

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Paleo Passion Foods has been working to evolve the way consumers think about and eat food since it first launched its good-for-you frozen popsicle line about three years ago. Now, the caveman-inspired company is adding to the reach of its brand via an upcoming deal with Walmart and a new product line positioned outside of the freezer aisle.

The Connecticut-based company has worked since 2014 to build a consumer base for its line of all-natural, better-for-you ice pops. The treats are currently sold in about 2,000 stores nationwide including Whole Foods, Shoprite, Safeway, Gelson’s, Giant Eagle, Fresh Direct and Key Food.

Paleo Passion expanded out of the freezer section with its newest grainless granola line, Krave the Krunch, in 2016. Both the granola, which retails for $7.99 per 8 oz. bag, and the pops align with many diets within the “free- from” movement: paleo, gluten-free, dairy-free, kosher, non-GMO and vegetarian.

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