Snack Attack 2016

Marinade brand Soy Vay enters snack category with popped rice clusters

By Douglas Yu

- Last updated on GMT

Soy Vay's clusters are made of baked brown and wild rice and black sesame seeds.
Soy Vay's clusters are made of baked brown and wild rice and black sesame seeds.
Asian marinades brand Soy Vay has extended into the US snacks category with the launch of popped rice clusters.

Soy Vay was started by two friends, a Jewish boy and a Chinese girl, who blended their cultural flavors and family recipes to make bottled sauces. Officially founded in 1982, Soy Vay’s sauce became popular in county fairs, farmers markets and local stores across Northern California. The brand is now owned by the Clorox Company, which operates out of Oakland, California.

Rolling out to US grocery stores including Kroger and Target from this month, Soy Vay popped rice clusters are available in ginger and sesame, spicy and sweet and Thai style peanut. They retail from $3.99 to $4.29 for a four or five-ounce bag.

Baked brown and wild rice 

The clusters are made of baked brown and wild rice and black sesame seeds. They are non-GMO and have no artificial flavors, high-fructose corn syrup or preservatives.

“The products are taking inspiration from the brand’s commitment to only using premium ingredients,”​ associate marketing director Molly Steinkrauss told BakeryandSnacks.

She added the business had identified snacking as a strategic growth area, as it looked to tap an expected 21% increase in US snack consumption over the next five years.

'A white space for our brand'

We believe we have filled a white space for our brand by moving into the snacking category," said Steinkrauss.

Soy Vay plans to devote around a quarter of its overall brand marketing spend to the new snacks, but added it would also continue to focus on its core products, which include marinades, dressings, rice, noodles and sauces.

Related news

Show more

Related products

show more

Virginia Dare Taste Foundations

Virginia Dare Taste Foundations

Content provided by Virginia Dare Extract Co Inc | 05-Nov-2024 | Product Brochure

Virginia Dare’s Taste Foundations focuses on four premium extracts: vanilla, coffee, cocoa, and tea. These build the foundation for preferred taste, ensuring...

Step-by-step guide to sustainably-sourced flour

Step-by-step guide to sustainably-sourced flour

Content provided by ADM | 14-Oct-2024 | Insight Guide

Every step in our integrated supply chain can help you achieve your sustainability goals and increase relevance with consumers. With our regenerative agriculture...

Sweeten Your Treats with Sustainable Syrups

Sweeten Your Treats with Sustainable Syrups

Content provided by Green Plains Inc. | 03-Oct-2024 | Insight Guide

Elevate your products with Green Plains’ premium, low carbon-intensity corn syrups. Drop-in replacements with an up to 40% lower carbon footprint than...

Related suppliers

Follow us

Products

View more

Webinars