Calgary-based Righteous Gelato, one of Canada’s leading premium dairy free pint brands and the world’s top scoring frozen dessert B Corporation, is expanding into frozen novelty with the launch of Righteous Sorbetto Bars, now available at Loblaws, Real Canadian Superstore and Whole Foods Market locations nationwide, with Sobeys and Metro joining as summer approaches.
The company said this marks its entry into Canada’s $900 million frozen novelty category, reaching 8.8 million households annually.
“Building on the brand’s strong performance in dairy free pints, Sorbetto Bars extend its fruit forward portfolio into a new format designed to meet growing demand for premium, better for you snacking options.
Crafted with real fruit and no artificial colours or flavours, Righteous Sorbetto Bars deliver a smooth, refreshing fruit experience with a softer, creamier texture than traditional popsicles. Each bar contains 70 calories and carries,” said the company.
“Bars represent a natural evolution for Righteous,” said James Boettcher, CEO and Founder of Righteous Gelato. “We’ve seen strong consumer demand for premium dairy-free options in frozen pints, and Sorbetto Bars allow us to meet that demand in a more convenient format. This is the first step in our frozen novelty platform, with additional SKUs and flavour innovation planned for 2027 and beyond.”
The initial lineup includes Dairy Free Raspberry Lime and Dairy Free Mango Pineapple, available in 4-pack formats as well as individual bars for select retail programs. The national Loblaws rollout marks the brand’s first large-scale expansion beyond pints and signals continued innovation within the frozen aisle. Sorbetto Bars are a permanent addition to the Righteous portfolio, with additional flavours and formats planned in the years ahead.
“The timing felt right on a few fronts. We’ve built strong equity in dairy-free pints, particularly with our fruit-forward sorbetto flavours, and we were seeing consistent demand from consumers for something more convenient and snackable,” explained Boettcher.
“At the same time, the frozen novelty category continues to grow, especially within better-for-you and premium segments. Entering now allows us to meet that demand with a product we know resonates, but in a format that fits how people are actually consuming today.
“From a long-term perspective, this is a natural extension of our portfolio. It allows us to expand occasions, reach new consumers, and build a broader platform beyond pints, while staying true to what we do best: simple ingredients, bold flavour, and thoughtful craftsmanship.”
Boettcher said the focus has been on delivering a noticeably better eating experience.
“That starts with real fruit and no artificial colours or flavours, but just as importantly, it’s about texture. Our bars are smoother and creamier than traditional fruit bars, which creates a more indulgent feel while still being light and refreshing,” he noted.
“We’re also leaning into flavours we know consumers already love from our pint business, like Raspberry Lime and Mango Pineapple, which gives us a strong foundation of familiarity and trust.
“Beyond the product itself, our brand plays a big role. As a B Corp and a Canadian made brand, we’ve built a loyal following that values both quality and purpose. We’re bringing that same personality and integrity into the novelty space, which helps us stand out in a category that can often feel quite commoditized.”
Boettcher said consumers are not looking to compromise. They want clean ingredients, but they still expect a truly delicious, indulgent experience. That balance has been core to the brand’s pint business and carried directly into bars.
“We also saw that our fruit flavours consistently over-index, which gave us confidence to lead with Raspberry Lime and Mango Pineapple as our first SKUs. From a positioning standpoint, we’ve learned that simplicity resonates. Clear ingredient stories, strong flavour cues, and a premium but approachable tone all translate well. With bars, we’ve kept that same approach, just adapted to a more on-the-go format,” he said.
Boettcher said retail partnerships are critical to the success of a launch like this. Having strong national distribution with partners like Loblaws, Sobeys, Metro, and Whole Foods allows it to scale quickly and ensure consumers can actually find the product when they’re excited to try it.
“In-store execution is equally important. Frozen is a highly visual and impulse-driven category, so placement, visibility, and clear communication all play a big role in driving trial. We’re working closely with our retail partners to support the launch through strong packaging, strategic placement, and merchandising that helps the product stand out in a crowded freezer set,” he said.
“We see frozen novelty as a long-term growth platform for the brand, and innovation is already well underway. While we’re focused on executing this initial sorbetto launch, we’re actively exploring what comes next.
That includes expanding beyond fruit into gelato-based bars, which opens up a whole new space for us in terms of flavour, texture, and indulgence.
“It’s a natural evolution of our core business and something we’re really excited about. You can expect to see new SKUs, flavour exploration, and continued innovation as we build out the platform. Our approach will stay the same though: thoughtful, intentional, and always grounded in delivering something that feels distinctly Righteous.”
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