Bachan’s And Laoban’s Recipe For Retail Collaboration
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The newest partnership between Laoban’s and Bachan’s reflects both brands’ commitment to authenticity and flavor-first innovation. BurkleHagen©2025 When Whole Foods approached Laoban about a limited-time holiday product, the frozen food disruptor had a better idea: skip the seasonal gimmick and partner with another rising Asian brand instead. The result—Laoban x Bachan’s Taiwanese Popcorn Chicken with Original Japanese Barbecue Sauce—hits stores nationwide this week, marking a milestone moment in the mainstreaming of Asian flavors in U.S. grocery aisles. It’s a natural pairing: Laoban’s cult-favorite crispy chicken meets Bachan’s beloved multigenerational family recipe, creating a heat-and-serve dish that reflects both brands’ commitment to authenticity and flavor-first innovation. For Laoban CEO Patrick Coyne and Bachan’s CEO Justin Gill, the collaboration represents more than a product launch—it’s proof that AAPI-founded brands can scale nationally, command premium shelf space, and reshape what American consumers expect from the freezer aisle. With Asian-inspired frozen foods already generating billions annually and both brands expanding at breakneck speed, their partnership offers a blueprint for scaling authentically in today’s competitive grocery landscape. The Partnership Dave Knox: How did the two brands first connect and begin the discussion around a partnership? Patrick Coyne: When we were preparing to launch our Taiwanese Popcorn Chicken at Whole Foods, we got to chatting with our Category Merchant there. He mentioned that they had a seasonal opportunity for limited time offer (LTO) holiday products that would be featured on the endcap. That got our wheels turning, and we proposed the idea of a fun LTO as a collab opportunity, rather than a holiday-only item—typically, something cranberry-flavored or whatever. They were into it, so we started to think of the brands we’d be most excited to partner with, and Bachan’s immediately came to mind. We admire those guys so much, how they’ve been able to create…
Filed under: News - @ November 5, 2025 5:33 pm