Looking back at January 2025: one month, two launches, one retailer. A Sloppy Jo's product has been on 7-Eleven shelves in Denmark since the first week of this month — and by the end of it, we'd added a second format alongside it.
Early January — Tasty Hotwraps go nationwide. Two flavours, BBQ and Tasty Thai, both plant-based, both ours, both heated fresh in the store's fast oven the moment a customer picks one up from the chilled case. Live across 7-Eleven Denmark.
The nationwide launch wasn't a cold start. The six months leading up to it went into two parallel builds:
- Production capacity — hundreds of kilos of basic filling, hundreds of kilos of BBQ and Thai marinade, and thousands of assembled Hotwraps.
- An entirely new cold-chain logistics setup — the infrastructure to move frozen product to a national retailer, on schedule, at scale.
A deli operation scaling to industrial volume isn't a weekend project.
Then in November 2024, we went live in select 7-Eleven locations — a proper pilot, in-market, so we could stress-test the format, the in-store workflow, and the supply chain before going country-wide. By the first week of January, we were ready.
Later in January — Tasty Thai Fresh Wraps join the lineup. Same Thai filling Denmark had been meeting in our Hotwraps (and at our festival stands going back to 2023), now in a chilled grab-and-go format alongside the Hotwraps. Two formats, one flavour, country-wide.
For a small brand with a deli's worth of ambition, getting a Sloppy Jo's product onto shelves across the country is a milestone we'll remember. Two launches in one month, both national. Fresh. Hot. Sloppy.
