Asian snack brands break out of the ethnic aisle

The rapid ascent of Geem into Whole Foods locations across Southern California, Nevada, Arizona, and Hawaii marks a significant shift in American retail. Choi noted that buyers, once perceived as impenetrable barriers, are now actively seeking out high-performing international products to satisfy a growing consumer appetite for global flavors. This move signifies an evolution from the outdated 'ethnic aisle' model, which historically relegated non-Western products to a small, isolated section of the store.

Retailers are no longer treating Asian grocery items as niche add-ons, moving beyond basic oils and sauces to integrate snacks into the mainstream food landscape. By positioning products like Geem chips in high-traffic sections, stores are acknowledging that global flavors have moved from the periphery to the center of the modern American diet.