Utah-Based Jafflz Launches New Recipes & Packaging Ahead of Market Expansion

Jafflz logo

After two successful QVC segments this fall, South African-native Chef Meryl van der Merwe, the creator of Jafflz, will reappear on the network in January to showcase new product packaging, new recipes, and redesigned website. The incredible momentum and completion of pilot programs drove the rebrand as Jafflz readies to enter additional markets and new retailers in 2020. Featuring all natural ingredients, Jafflz are as delicious as they are healthy. Single-serve toasted pockets will now be offered in the Natural Foods sections of grocery stores, alongside brands like Amy’s and Annie’s and single-serve burritos.

“Our soft launch phase taught us that we are perfectly positioned to disrupt the single-serve burrito set,” says Chef Meryl. “The new Jafflz single-serve packaging is made possible thanks to our significant investment in a horizontal flow wrapper to make production more efficient. The expectation is that consumers will now be more inclined to try Jafflz with a smaller investment on their part.”

The newest flavor, cheese pizza, is also being introduced in the markets where Jafflz is currently distributed – Arizona, Southern California, Texas, Utah, and the Midwest – and on  Jafflz.com

“Ideal for those resolving to enter the new year by eating healthier without sacrificing flavor, Jafflz features some of the cleanest ingredients found in the natural foods section,” Chef Meryl notes. “The new store placement is significant as Jafflz will be more easily discovered by those looking for less processed meals that are convenient with fillings the whole family can enjoy.”

Jafflz products are lower in sodium, high in protein, and include from little to no added sugar. The Sloppy Joe, which Chef Emeril Lagasse declared to be “unbelievable” in a surprise on-air appearance during Chef Meryl’s debut QVC appearance, even features local, grass-fed beef. 

Founded and produced in Utah, Jafflz is an emerging brand of classic toasted pockets Chef Meryl enjoyed as a child in Cape Town, South Africa. They are currently sold in 477 stores in Arizona, Southern California, Utah, Texas, and the Midwest. Three hundred ninety one of the stores are Kroger banners (Smith’s, Ralph’s and Fry’s), and others include Sendik’s, Busch’s and Central Market. Exciting, new store partnerships for 2020 will be announced soon.

Stuart is the founder, writer and wrangler at several sites including Gastronomic SLC, Utah Now and, The Utah Review; Stuart is a former restaurant critic of more than five years, working for the Salt Lake Tribune and has worked extensively with other local publications from Utah Stories through to Salt Lake Magazine and Visit Salt Lake.