Meet Tumaro’s

A New Brand in the Joseph’s Family

Joseph’s Bakery is excited to welcome Tumaro’s® to the family and support the brand’s next chapter of growth.

LAWRENCE, Mass., March 12, 2026 – Joseph’s Bakery is introducing Tumaro’s® as a new brand in the family, with renewed investment, refreshed packaging, and expanded support designed to help accelerate growth across retail and e-commerce. Tumaro’s has built a loyal following among consumers looking for bold taste and better-for-you options.

Known for bold flavor, signature varieties, and a distinctive place in the wrap category, Tumaro’s brings together everyday favorites and more flavor-forward offerings in a way that stands apart from more traditional options. Now with Keto Certified appeal, the brand adds another meaningful point of difference for today’s wellness-minded shopper.

“Tumaro’s has tremendous potential because it brings something truly different to the category,” said Stephen Boghos, Vice President of Business Development and third-generation owner of Joseph’s Bakery. With improved formulations, refreshed packaging, and greater promotional support, Joseph’s sees strong opportunity to continue building the brand’s momentum.

As Joseph’s continues to grow its portfolio, Tumaro’s represents an exciting opportunity to strengthen a differentiated brand with proven appeal and meaningful runway for growth.