Calbee North America announced that they are bringing their core brand, Snapea Crisps, under a new brand portfolio called Harvest Snaps. Snapea Crisps will also have two additional flavors and sit alongside a new brand, Lentil Snaps.
Harvest Snaps’ Snapea Crisps are made from whole sun-dried peas, which account for 70% of the product, while Lentil Snaps contains at least 65% lentils; high in fiber with protein. Harvest Snaps are a snacking option with lower fat and sodium that are baked, not fried. Snapea Crisps are now available in four different varieties: Lightly Salted, Caesar, Black Pepper and Wasabi Ranch. Lentil Snaps are available in Tomato Basil and Onion Thyme.
To support the new positioning, launch and flavors, Harvest Snaps will host in-store demo sampling for consumers, and a heavy public relations and social media campaign. Harvest Snaps will also interview consumers about their snacking habits and will release the results in the Fall. The brand will also thrust a major back to school effort in August and September.
“Moms are no longer begging their kids to eat their vegetables…We are launching Harvest Snaps as a healthier snack alternative with an added benefit, vegetables,” says Steve Kneepkens, vice president, sales and marketing, Calbee North America. “Harvest Snaps give customers both the satisfaction of an easy and fun to eat snack, with the added benefits of nutrients from Snapeas and Lentils. And both products’ primary ingredients are exactly what are on the package.”