More Vietnamese products reach US supermarket shelves

Fiesta Mart approved the products after nearly a year of preparation and negotiations, according to LNS, a company that connects and distributes Vietnamese products in the United States.

The new line-up includes Vinamilk coconut water, two K Coffee products, and seven varieties of cookies, crackers and waffles from Richy.

Founded in Houston in 1972, Fiesta Mart operates stores across several parts of Texas, including Houston, Dallas-Fort Worth, and Austin.

LNS said the Vietnamese products are put on sale at 48 Fiesta Mart locations.

The company plans to organize in-store sampling, promotional activities, and product introductions to raise the popularity of Vietnamese goods among American consumers.

The move into Fiesta Mart follows the entry of Vietnamese brands into several other U.S. retail chains.

Before Fiesta Mart, LNS had introduced 33 Vietnamese products to H Mart, one of the largest Asian supermarket chains in the United States.

During the 2026 New Year holiday, Richy and Ikachi gift-box products were also introduced at H-E-B, a Texas-based retailer with more than 120 years of operating history.

With access to retail chains such as H Mart, H-E-B, and Fiesta Mart, Vietnamese brands are gaining additional distribution channels to reach consumers beyond Asian supermarkets and Vietnamese communities in the United States.

Vietnamese products have also begun appearing in larger mainstream retail channels.

Tin fish sauce, for example, was introduced at Costco stores in the United States in early 2026.

Vietnamese lychees were sold through Costco in 2025 after meeting the U.S. market's quarantine requirements.

Other Vietnamese food brands are likewise expanding their presence in U.S. retail, including Trung Nguyen's G7 coffee and a range of CHIN-SU products currently available through H Mart stores in the States.

“Our goal is not simply to get Vietnamese products onto U.S. supermarket shelves. More importantly, we want to help those products sell, encourage consumers to come back and buy them again,” an LNS representative said

“We look to build a sustainable position in the market.”

Businesses said Vietnamese products still lack the strong recognition enjoyed by products from Thailand, Japan, and South Korea.

American consumers may readily associate terms such as ‘Thai Hom Mali Rice’ or ‘Made in Korea’ with Korean food, but Vietnamese brands are less likely to come immediately to mind.

This is not a reflection of product quality, but rather the result of Vietnamese products lacking a coordinated national branding strategy and a consistent approach to telling their stories.

Meanwhile, American consumers have shown strong interest in the flavors of Vietnamese products.