When Bitchin’ Sauce first appeared at small local farmers markets in Southern California, no one could have guessed it would one day become one of the most recognizable vegan dips at Natural Grocers.
It wasn’t launched with a marketing machine or a national strategy. It was a simple, bold, homemade almond-based dip created to bring more flavor to everyday food. And it resonated. Shoppers tasted it, loved it, and told their friends.
We saw this unfold as it happened, and it makes sense once you know their story. Margaret and Philip Isely started the company in 1955 with a simple goal: to help their neighbors.
They went door to door in Golden, Colorado, sharing nutrition tips and whole grain bread. That personal connection is still at the heart of every Natural Grocers store today.
We still see that same spirit in how they run things today. They have grown to over 160 stores in 21 states, but they have kept that small town feel.
You notice it as soon as you walk in. The aisles are smaller and easier to get around than in a big warehouse store.
The shelves are stocked with intention. You won’t see rows of generic products because every item has to earn its spot.
That’s because they follow their Five Founding Principles.
These principles guide every choice they make about nutrition education and quality. They also promise to keep prices affordable every day.
This part matters to us and to you. Many people think organic food is always expensive, but Natural Grocers works hard to show that’s not true.
They use a pricing model called Always Affordable. You don’t have to wait for a sale to get a fair price on healthy food.
This creates a unique shopping experience.
You can take your time reading labels and discovering new brands. That kind of environment helped a small brand like ours get noticed.
Shoppers at Natural Grocers come to explore. They trust the store has already done the hard work of checking products for them.
That same grassroots authenticity is exactly what made Natural Grocers an ideal home for the brand. Long before vegan eating went mainstream, Bitchin’ Sauce was already delivering clean ingredients and big flavor, which are two things Natural Grocers shoppers deeply value.
Below is the story of how the partnership came to be, why it works, and what makes Bitchin’ Sauce stand out among vegan dips at Natural Grocers today.
A Product Built on Real Ingredients
Before Bitchin’ Sauce ever appeared in a Natural Grocers cooler, it had already built its identity around ingredient integrity and massive flavor.
A typical label reads:
- Almonds
- Lemon juice
- Garlic
- Oil
- Water
- Spices
- Salt
No stabilizers. No preservatives. No fillers.
The list might seem short, but at Natural Grocers it’s the standard. They have a strict list of things they simply won’t sell.
They call this their "What We Won't Sell" list. It’s a promise to everyone who shops there.
You never have to worry about artificial colors or flavors in your food. Red Dye 40 and Yellow 5 are completely banned from the store.
You also won’t find artificial sweeteners. Ingredients like aspartame and sucralose are not allowed on the shelves.
Hydrogenated oils and partially hydrogenated oils are also prohibited. These are the trans fats that many other stores still allow in processed foods.
They also set very high standards for their dairy and produce departments.
Every produce item in the store is USDA Certified Organic.
There’s no conventional produce section to confuse you. You don’t have to check the sticker on every apple or bunch of kale.
If it’s in the bin, it’s organic. Their dairy standards are just as strict. They only sell pasture-raised dairy, which means the cows spend a lot of time outdoors on grass.
Natural Grocers insists on it because animal welfare matters. They also make sure their egg supply chain is cagen free.
We fit right into this system of trust. Our ingredients are simple and easy to recognize, using almonds and spices that meet their standards.
We don’t use bleached flours or monosodium glutamate. We make sure our oils are expeller pressed and clean.
When someone picks up our tub, they know it meets the Natural Grocers standard. They don’t have to check the back of the package with doubt.
That kind of trust is rare in retail today.
That ingredient philosophy matched Natural Grocers’ standards perfectly. While many retailers have loosened their ingredient rules over time, Natural Grocers has only become more selective.
Their shoppers expect simple, transparent ingredients, and Bitchin’ Sauce delivered that long before clean labels became a trend.
The Flavor That Converted Even Non-Vegans
When customers first tried Bitchin’ Sauce at demos, the reaction was almost always the same: surprise. Most people expected vegan dips to taste “healthy” or plain. Instead, they found something creamy, bold, and full of personality.
That immediate flavor impact created a natural fit for Natural Grocers, where consumers often shop with two goals in mind:
● Find products with clean ingredients
● Find products they’re genuinely excited to eat
Bitchin’ Sauce checked both boxes.
Another reason people love this store is the N-power program, which is Natural Grocers’ customer loyalty program.
It’s one of the most generous rewards programs we’ve seen. You should sign up next time you visit because membership is free.
Just enter your phone number at the register each time you shop. You earn one point for every dollar you spend.
Every 200 points gets you a two-dollar reward you can use on anything.
But the benefits go beyond just earning points. Members get special prices on popular items like organic eggs and avocados.
They also offer member only deals on supplements and body care. The program includes a digital dashboard on their website where you can track your receipts.
They also have a "clip coupons" feature in the dashboard. You can load discounts straight to your account, so you don’t need paper coupons. Natural Grocers uses this program to help you save on what you actually buy.
It shows that healthy food can fit your budget. Smart shoppers use N-power to stock up on staples and use their savings to try new things.
Why Natural Grocers Shoppers Embraced It
Natural Grocers has a very specific type of customer: ingredient-conscious, curious, and loyal to products that align with their values. Bitchin’ Sauce met their expectations in several key ways.
1. Clean, Whole-Food Ingredients
Customers trust the brand because the recipe is simple and transparent.
2. Plant-Based Without Compromise
The almond base delivers a rich, creamy texture that stands up to any traditional dip.
3. Versatility
Shoppers quickly discovered Bitchin’ Sauce can be used for:
● Sandwich spreads
● Veggie dips
● Bowl toppers
● Marinades
● Drizzles for roasted vegetables
● Spreads for wraps
● Flavor builders for grain salads
For busy Natural Grocers customers who lean on meal prep and whole-food cooking, that versatility mattered.
4. A Break from Standard Vegan Dips
Most vegan dips fall into two categories:
● Hummus
● Cashew blends
Bitchin’ Sauce brought something new in their almond-based dip with flavor profiles far more layered than what shoppers were used to. It was the first of its kind to market, giving Almonds a place in the refrigerated condiment section for the first time. It helped redefine what vegan dips could taste like.
Shared Values: Why the Partnership Works
Even more than flavor, Bitchin’ Sauce and Natural Grocers share a core belief: better ingredients make better food. That alignment runs deeper than shelf space.
Commitment to Education
Natural Grocers thrives on teaching shoppers about nutrition, ingredients, and clean eating. Bitchin’ Sauce’s straightforward recipe makes it easy for staff to recommend and explain.
Commitment to Community
Both organizations have missions rooted in giving back. Natural Grocers supports local outreach and wellness initiatives, while Bitchin’ Sauce has its Bitchin’ Givin program focused on volunteerism and community support.
Natural Grocers takes this support to a personal level. They offer a free service that many shoppers don’t know about.
Every store has a dedicated Nutritional Health Coach. These aren’t just sales clerks—they’re credentialed professionals with degrees in nutrition or dietetics.
You can book a one-on-one coaching session with them.
These sessions are completely free. You can talk about your dietary needs or health goals, and the coach will help you make a plan.
They also offer free store tours to help you get familiar with the aisles. They can show you how to read labels and point out the best plant-based proteins.
They can even show you where to find our dips. This focus on education is a big part of the Natural Grocers mission. We believe that knowledge helps you make better choices.
You can also attend free nutrition classes in their stores, where they host guest speakers. We love seeing our products used in these demos.
It helps people learn how to use ingredients in real life. This focus on education builds a loyal community.
People come to Natural Grocers to learn as well as shop. It turns a weekly chore into a chance to grow.
We’re proud to be part of a store that cares this much. It reminds us why we started making sauce in the first place. accessible to everyone. Natural Grocers does the same thing with nutrition education.
When shoppers purchase the product, they’re supporting two groups that take community impact seriously.
The Moment Bitchin’ Sauce Became a Category Leader
Once Bitchin’ Sauce landed in the Natural Grocers cooler, it didn’t take long to become one of the top-selling vegan dips. The growth came from:
● Repeat shoppers
● Word-of-mouth recommendations
● Recipe inspiration shared by Natural Grocers staff
● Customers seeking dairy-free and egg-free alternatives
● People looking for bold flavor without artificial ingredients
As the popularity grew, Natural Grocers expanded the flavor assortment, and each new addition found its audience.
Why Natural Grocers Shoppers Keep Coming Back
There are countless reasons shoppers stay loyal to the brand, but a few themes appear again and again.
1. It Elevates Everyday Food
A simple turkey wrap becomes more exciting with the smokey, creamy addition of Chipotle Bitchin’ Sauce. Bowls get brightness and a pop of flavor with Cilantro Chili Bitchin’ Sauce. A basic veggie tray immediately becomes a wholesome snack with the almond-base dip being a substantial add-on.
2. It Fits Multiple Lifestyles
Natural Grocers attracts customers who follow:
● Vegan
● Dairy-free
● Egg-free
● Gluten-free
● Keto-inspired
● Plant-forward
● Whole-food-focused diets
Bitchin’ Sauce fits seamlessly into all of them.
3. It Doesn’t Taste Like a “Healthy Substitute”
This is a major reason customers replace their old dips and spreads with Bitchin’ Sauce. It never feels like the vegan option, but rather, it feels like the flavorful option.
4. It’s Made by a Company With Heart
Natural Grocers shoppers tend to care where their food comes from. They appreciate that Bitchin’ Sauce remains family-owned, value-driven, and committed to giving back.
The Role Natural Grocers Played in the Brand’s Growth
While many retailers chase trends, Natural Grocers brings in products with real staying power. Bitchin’ Sauce wasn’t added to fill a temporary plant-based gap. It was brought in because it aligned with long-term customer needs.
Natural Grocers helped Bitchin’ Sauce grow by:
● Featuring it among top vegan dips
● Supporting in-store demos
● Educating staff on usage ideas
● Showcasing multiple flavor varieties
● Introducing the brand to health-conscious households
The success wasn’t based on marketing hype. It was driven by shopper trust and authentic demand.
How Bitchin’ Sauce Complements Natural Grocers’ Food Philosophy
Natural Grocers has always prioritized:
● High-quality fats
● Organic produce
● Pure ingredients
● Minimal processing
● Sustainable sourcing
Because Bitchin’ Sauce is made with almonds and real ingredients, it fits naturally into the retailer’s nutritional landscape. Shoppers looking to add healthy fats or plant-based protein to meals also found it to be a simple (and delicious) solution.
A True Home in the Refrigerated Aisle
Today, Bitchin’ Sauce is one of the standout vegan dips at Natural Grocers because the relationship is mutually reinforcing. Natural Grocers provides an audience that appreciates real flavor and real ingredients. Bitchin’ Sauce provides a product that exceeds those expectations.
It’s a partnership grounded in:
● Integrity
● Flavor
● Clean ingredients
● Customer trust
● Shared commitment to doing good
And it continues to grow because both the retailer and the brand focus on delivering value, not trends, for the long haul.
The Bottom Line
Bitchin’ Sauce didn’t change to fit into Natural Grocers. It belonged there from the beginning! The product’s clean ingredients, bold flavors, and versatility made it a natural match for shoppers looking for high-quality vegan dips at Natural Grocers. And because both organizations value transparency, community, and better-for-you food, the partnership continues to thrive.
