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Crunchmaster refrains from protein overkill in crackers line

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Douglas Yu

By Douglas Yu+

24-Aug-2017
Last updated on 24-Aug-2017 at 16:56 GMT2017-08-24T16:56:17Z

Crunchmaster's new protein crackers line contains on 5 g of vegetable protein per serving. Pic: TH Foods
Crunchmaster's new protein crackers line contains on 5 g of vegetable protein per serving. Pic: TH Foods

Gluten-free crackers brand, Crunchmaster, has launched a protein cracker range, noting that adding a 'massive amount of protein' may not be the best way to target protein snack eaters.

Crunchmaster producer, TH Foods, unveiled its latest protein crackers line at the Snack Attack editor showcase, held in New York City last month.

According to Kim Holman, marketing director of TH Foods, the company made significant investment in market research to develop its protein snack and found that 88% of consumers felt that 5 g of protein per serving was about right.

“This product is based on the consumer insight, which showed us that 64% of consumers are looking for more protein, while 27% want to avoid soy,” she said.

"As such, we produced a soy-free product that contains 5 g of vegetable protein per serving, in addition to being certified gluten-free, kosher, vegan and made from 100% non-GMO ingredients.”

She added the new mini crackers are designed for “active people,” so they can tap into “low sugar fuel that will not weigh them down.

Smooth-tasting protein snacks

Holman contended the market has been missing good-tasting protein salty snacks since many of them deliver a chalky flavor.

"It’s difficult to balance the level of protein and the taste – making it more of an art than science,” she said.

“Our product developer, Jim Reynolds, is actually a certified chef. He created a protein cracker that balances taste and nutrition."

Multi-grain and multi-seed crackers

The Crunchmaster brand was first created by fusing healthy ideas drawn from the East with savory flavors gathered from the West, Holman told BakeryandSnacks.

“The original cracker is a Japanese inspiration, inspired by the Usuyaki-type cracker (thin and flat). This type of cracker is inherently gluten-free because it is made from rice,” she said.

Crunchmaster has also extended its multi-grain and multi-seed lines with three new flavors: artisan cheesy garlic bread; signature buttermilk ranch & dill; and Applewood smoked barbecue.

Thanks to the gluten-free trend, TH Foods said Crunchmaster has had “tremendous growth” over the past few years. It is currently the second best-selling cracker in the rice and alternative grain segment of the cracker category, according to the Spins data ending July 16, 2017.

TH Foods also manufactures organic crackers and crispy mix brand, Harvest Stone.

Crunchmaster's protein cracker range includes barbecue, roasted garlic and sea salt flavors and are distributed through grocery, mass merchandisers and via e-commerce in the US for a RRP of $3.49 per bag.

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