The Season of Giving: How UNFI Supplier Mom Bomb Gives Back
November 25, 2025 5 minute read
The holiday season is upon us, and this year we’re shining a light on a UNFI supplier whose story embodies the spirit of the season. Mom Bomb is more than a wellness brand; it’s a mission-driven company using self-care as a vehicle for compassion and change.
Mom Bomb offers bath bombs and Epsom soaks made with clean ingredients, essential oils, and plant-based colorants, reflecting the brand’s commitment to clean ingredients and transparency. Founder Heather Roberts connects each product purchased back to a mom in crisis, with portions of profit donated back to the company’s nonprofit, Mom Bomb Giving Organization. Nominated mothers can receive support tailored to their needs through meal delivery, housekeeping and laundry assistance, reliable childcare support, or transportation assistance to medical appointments.
“When you’re in the midst of a crisis, reaching out for help isn’t always top of mind – sometimes you’re just focused on getting through the day. Once selected, we’re able to provide support tailored to each mother’s unique needs, meeting them where they are,” said Roberts.
This emerging brand gained momentum through UNFI’s UpNext program, which helps suppliers grow their businesses with customized resources. Since joining, Mom Bomb has expanded into additional UNFI distribution centers, accelerating its growth and reach.
“We wouldn’t be able to scale if it wasn’t for UNFI and the UpNext program,” said Roberts. “We now have a clear path forward to reach our goal of helping 1 million moms in crisis by 2030. UNFI has made that possible.”
For retailers looking to discover Mom Bomb and other emerging brands through UNFI, our Selling Shows are the perfect starting point. These seasonal, regional events offer a unique opportunity to connect, collaborate, and build lasting relationships with challenger brands.
"True wellness isn’t about sacrifice – it’s about nourishing your soul,” said Roberts. “Every time you shop with a brand that gives back, you’re treating yourself and helping someone else feel cared for, too.”