Calbee boosts pioneering plant-based mission with contemporary refresh for flagship brand

By Gill Hyslop

- Last updated on GMT

Harvest Snacks Baked Veggie Snacks get a brand refresh. Pic: Calbee America
Harvest Snacks Baked Veggie Snacks get a brand refresh. Pic: Calbee America

Related tags Calbee plant-based peas beans lentils plant protein Fibre allergens

Calbee America – which claims to have pioneered the plant-based snacking category with its Harvest Snaps Baked Veggie Snacks – has given its flagship lineup a brand refresh with a modern packaging design.

Since expanding into the US in 1970, the Japanese snack producer has been passionate about introducing Americans to its mantra to ‘Harvest the power of nature’.

The new brightly coloured packaging is designed to boost findability on shelf, while maintaining its plant-based mission front and centre.

The backstory remains, informing consumers that the better-for-you baked snacks feature farm-picked whole peas, beans or lentils as the star ingredient, without an artificial flavouring or preservative in sight. It adds the snacks are packed with plant-protein, provides a good source of fibre and are free of common allergens.

“Consumers are wanting snacks that look great, taste great, and are great for them,”​ said Sandra Payer, head of Marketing at Calbee America, Inc.,

“With this redesign, we’re bringing a fresh energy and identity to the Harvest Snaps’ umbrella brand that hits on all three of these needs. By responding to category insights, simplifying our messaging, and focusing on distinctive brand assets, we've created a packaging that will further build household penetration, while unifying sub-brands like our Crunchy Loops and upcoming innovations.”

Harvest Snaps are available at supermarket retailers and natural grocers across the US, as well as on Amazon. Recent additions to its snack portfolio include red lentil Crunchy Loops and San Joaquin Almond Nut Chips.

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