Misfits Market, the online grocery platform focused on accessibility, affordability, and sustainability, launched its first-ever Retail Brand (private brand), Odds & Ends. The launch of Misfits Market’s new brand – which currently includes pantry staples such as coffee and snacks like nuts, dried fruit, and dark chocolate-covered mini pretzels – ensures Misfits Market’s customers can easily stock up on all of their favorite high-quality, affordable groceries during their weekly shop.

In contrast to other private brands that focus only on affordability, many of Misfits Market’s Odds & Ends products have also been specifically designed to address supply chain inefficiencies. By working directly with farmers and producers who share the company’s vision of eliminating waste, Misfits Market is taking new steps to prioritize sustainability and utilize creative sourcing methods to offer high-quality staple products at value. For example, Misfits Market’s new direct trade premium coffee blend is purchased directly from the farms where it was grown in the context of lasting and mutually beneficial relationships, providing growers with fair prices and stable incomes while protecting them from market risk and volatility. The end result is a better market for their coffees and more accessible, high-quality coffee for consumers.

“Three years ago, Misfits Market set out to rebuild the food supply chain from scratch in order to provide everyone, regardless of where they live, access to quality food at an affordable price,” said Abhi Ramesh, CEO and founder of Misfits Market. “After a record breaking quarter, it’s clear that shoppers are looking for new ways to save, especially with food prices at all-time highs. Our value-conscious customers are saving an average of $25 per order and with the launch of our new private label line, we’re excited to provide our customers with an even wider variety of affordable and sustainably sourced pantry staples.”

Misfits Market is rapidly becoming the go-to destination for full-service weekly grocery shopping. To date, the retailer has sent out nearly 13 million orders and rescued more than 230 million pounds of food. In Q1 alone, the company has experienced record-breaking growth fueled by expanding to all of the lower 48 states, launching new product categories such as wine, releasing the brand’s mobile app, and now Misfits Market’s brand launch.

With consumer prices rising 8.5% over the past year and food costs jumping to the highest levels in a decade, shoppers are looking for new ways to save, without sacrificing quality. Misfits Market’s food value supply chain and opportunistic sourcing enables the company to combat rising food prices and more efficiently provide organic produce, high-quality meats and seafood, plant-based proteins, dairy, bakery, wine, and other grocery items to nearly every zip code in the lower 48 states – all at up to 40% off traditional grocery store prices. As part of this mission, the launch of Odds & Ends will help customers from coast to coast gain access to affordable pantry staples delivered right to their door.

As Misfits Market’s private brand expands, the grocer will continue to look at different ways to deliver quality at a value, whether that means sourcing products from lesser known regions, upcycling uneven or misshapen foods into new products or blends, or working with producers to use more creative and sustainable practices and packaging.