Attribute-forward, light and light-medium coffees in whole-bean and single-serve pour-over formats bring approachable specialty coffee to Fresh Thyme shoppers across the Midwest.
NEW YORK, N.Y. - September 2026
Oval Coffee Roasters announced the launch of all six of its retail products at Fresh Thyme Market, expanding the New York City specialty coffee roaster's presence into the Midwest. Supported by KeHE Distributors, the launch includes three whole-bean coffees and three 8-packs of single-serve Pour Over Coffees.
Oval specializes in light and light-medium roasting through an attribute-forward lineup built around Women-Grown, Natural Process and Half Caffeine coffees. Each is offered as whole bean and as single-serve Pour Over Coffee, giving consumers a craft cup anywhere with only hot water and a mug. No machine is required.
From Relationship to Retail Execution
Fresh Thyme Category Manager Robert Abdee met Andrew Itzkowitz and Christopher Alspach of Oval Coffee Roasters at the Specialty Food Association's 2025 Summer Fancy Food Show. In June 2026, while Itzkowitz was outside a Fresh Thyme store in Chicago's northern suburbs during a retail store visit, an email arrived from Abdee requesting Oval's KeHE rankings as Fresh Thyme finalized its coffee review. The purchase order followed a few weeks later.
Ahead of the launch, Oval met with Abdee and Fresh Thyme Category Analyst Steven Suste to discuss category goals, the evolution of the specialty coffee shopper and the balance required to serve consumers at different points in that journey. Those buyer conversations gave Oval context beyond store checks and sales reports: why the assortment was built the way it was and how the brand could support it. Some shoppers have already traded up to specialty coffee, while others are just beginning to explore it; many households continue to purchase specialty products alongside familiar legacy brands.
“We specialize in light and light-medium roasts that preserve clarity, sweetness and the character of each coffee while remaining approachable for everyday drinking,” said Christopher Alspach, Director of Coffee and Co-Founder of Oval Coffee Roasters. “Our single-serve Pour Over Coffee extends that same experience beyond the traditional brewing setup. Consumers only need hot water and a mug - no machine, pod or capsule.”
The Fresh Thyme launch coincided with an activation at another chain retailer, stretching Oval's team and requiring close coordination across packaging, production and logistics to achieve a 100% fill rate across both new opportunities.
Oval will participate in its first Fresh Thyme category-wide promotion this October, alongside all coffee brands available at Fresh Thyme Market - including local coffee roasters - and the retailer's assortment of coffee creamers.
About Oval Coffee Roasters
Oval Coffee Roasters is a New York City specialty coffee roaster founded in New York City and roasting in The Bronx. Its attribute-first lineup is built around three clear profiles - Bowling Green Women-Grown coffee, The Natural Natural Process coffee and Riverside Half Caff coffee - offered as whole bean and single-serve Pour Over Coffee. Oval roasts light and light-medium coffees for clarity, sweetness, balance and everyday drinking. Learn more at www.oval.nyc.
About Fresh Thyme Market
Fresh Thyme Market is a neighborhood grocery retailer dedicated to improving the way its communities eat by offering fresh, healthy food at exceptional value. Its stores feature natural and organic foods, trusted national brands and local favorites. Whenever possible, Fresh Thyme sources products from local farmers, brands and partners.
About KeHE Distributors
KeHE Distributors is a leading distributor of natural, organic, specialty and fresh products, connecting suppliers with retailers throughout North America. KeHE provides distribution and supply-chain support for Oval Coffee Roasters' launch at Fresh Thyme Market.
MEDIA CONTACT
Andrew Itzkowitz | Managing Director and Co-Founder | Oval Coffee Roasters | [email protected]