Wild Oats Natural Foods Brand Revived in Boulder

KeHE Distributors brings back iconic Colorado natural foods retailer as a line of regenerative organic products

Mar. 31, 2026 at 9:35pm

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The Wild Oats natural foods brand, once a pioneering retailer in Boulder, Colorado, is being revived by KeHE Distributors as a line of regenerative organic certified products. The new Wild Oats products, launching in June 2026, will focus on clean ingredients, transparency, and organic practices that go beyond traditional organic standards.

Why it matters

The revival of the Wild Oats brand taps into Boulder's long history as a hub for the natural foods movement. The new Wild Oats products aim to appeal to health-conscious consumers who are increasingly aware of sustainability and ethical practices in the food industry.

The details

KeHE Distributors, a Boulder-based natural foods company, announced it is reintroducing the Wild Oats brand as a line of Regenerative Organic Certified products, including eggs and cold-pressed juices and smoothies. The new Wild Oats will emphasize clean ingredients, transparency, and organic practices that go beyond traditional organic standards to include strict requirements around soil health, animal welfare, and social fairness.

  • In March 2026, KeHE Distributors announced the revival of the Wild Oats brand.
  • The new Wild Oats products will be introduced in June 2026.

The players

KeHE Distributors

A Boulder-based natural foods company that is reviving the Wild Oats brand as a line of regenerative organic certified products.

Will Rosenheimer

The brand director for KeHE who is in charge of reintroducing Wild Oats to the market.

Regenerative Organic Alliance

A partnership that will certify the new Wild Oats products as Regenerative Organic Certified, which goes beyond traditional organic standards.

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What they’re saying

“Wild Oats was an early pioneer in the natural foods movement. It really had a focus on clean ingredients, transparency and helped bring organic to the mainstream and move the industry forward.”

— Will Rosenheimer, Brand Director, KeHE Distributors

“I think consumers are increasingly aware of some of the harmful practices of big agriculture, we're going to be pretty explicit in calling them out. We see regenerative practices as the perfect antidote to moving the system forward.”

— Will Rosenheimer, Brand Director, KeHE Distributors

What’s next

The new Wild Oats branded products will be introduced in June 2026.

The takeaway

The revival of the iconic Wild Oats brand in Boulder, a hub of the natural foods movement, signals a growing consumer demand for sustainable and ethical food practices. The new Wild Oats products aim to appeal to health-conscious shoppers by emphasizing regenerative organic certification, transparency, and a commitment to moving the food industry in a more responsible direction.