Calbee reinforces its plant-based pioneering mission with a contemporary refresh for the flagship brand

Since expanding into the United States in 1970, the Japanese snack producer has been passionate about introducing Americans to its “Harvest the Power of Nature” mantra.

The new, brightly colored packaging is designed to improve on-shelf findability, while keeping its plant-based mission front and center.

The backstory remains, informing consumers that baked snacks better for you feature whole farm-picked peas, beans or lentils as the star ingredient, with no artificial flavors or preservatives in sight. He adds that the snacks are high in plant protein, provide a good source of fiber and are free from common allergens.

“Consumers want snacks that look good, taste good and are right for them”said Sandra Payer, chief marketing officer at Calbee America, Inc.,

“With this redesign, we are bringing new energy and a new identity to the Harvest Snaps umbrella brand that meets all three of these needs. By responding to category information, simplifying our messaging and focusing on distinctive brand assets, we have created packaging that will further strengthen household penetration, while unifying sub-brands such as our crispy curls and upcoming innovations.

Harvest Snaps is available at supermarket retailers and natural grocers across the United States, as well as on Amazon. Recent additions to its snack portfolio include Red Lentil Crunchy Loops and San Joaquin Almond Crisps.

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