Absolutely aims new Superseed Clusters at gap in gluten-free market
Rolling out across all channels in the US this month, Organic Superseed Crunch is available in three varieties - cinnamon, toasted coconut and original - in a 4.5-ounce re-sealable pouch retailing for $4.99 to $5.99.
Absolutely Gluten Free - which also produces crackers, flat breads and pizzas that are all gluten-free and USDA certified organic - conducted research on consumer trends over a two-year period before creating the new range.
Each variety contains organic sesame seed, chia and flax seed, said Absolutely Gluten Free vice president Charles Herzog
“Superseeds such as chia and flax have shown very favorable growth over the last three years and the health benefits of sesame lignans, as well as calcium from the skin of the seed, are being recognized today," he added.
Organic Superseed Crunch also provides 2,000 mg of Omega 3 ALA per serving, prebiotic fiber, and antioxidants and lignans from the seeds, according to the company.
Adapted manufacturing process
The cluster format makes the product attractive for children and adults as a "fun finger food to pick up,” said Herzog, adding the company had to develop a new process to manufacture the products so they could be convenient and have a long shelf life.
“To accomplish this we developed a manufacturing process that would make the formation of the Superseed clusters in a way that could be packaged and economically feasible,” he said. “We also had to customize special equipment that would make production feasible.”
Gap in the market
“In the gluten-free market, there are fewer products that can offer USDA certified organic and certified kosher as well as nutrient density with nutritional benefits,” he said. Superseed Crunch was created to fill this gap in this market.
Absolutely Gluten Free is planning to bring more specialty items to stores this year.
