From the Ground Up Cauliflower Snacks Take Root
Halen Brands Inc. has launched the new FROM THE GROUND UP cauliflower-based crackers and pretzels, which also feature cassava flour and vegetable blend powders made from real veggies. The line offers nutrient-dense, plant-based versions of popular conventional snacks.
The snacks are Non-GMO Project Verified, Gluten Free Certified and made with vegan ingredients. A 1-oz. serving provides Vitamins A, C, D, E, B1 & B6, so the products are a fun and tasty way to get those veggies in (and a secret weapon for parents trying to sneak in some nutrition at snack time).
Halen Brands was launched in 2015 and co-founded by Jason Cohen and Leigh Feuerstein. Cohen's recipe for success has been conceptualizing and delivering better-for-you food and beverage offerings in sleepy categories. FROM THE GROUND UP redefines "better-for-you," by adding real vegetables to snacks and following through on the nutritional aspect.
"At Halen Brands, we are listening to consumers and applying the wants and needs that we uncover to natural products," said Co-Founder of Halen Brands, Jason Cohen. "Consumers were asking for a veggie-based snack that actually had increased nutritional value, so we began looking at the vitamin and fiber rich Cauliflower since it's so versatile and seemed to really be resonating with people."
Developing FROM THE GROUND UP required purchasing new equipment, finding gluten-free partners, sourcing unique plant-based ingredients and working with European suppliers.
The Crackers come in three flavors, including Sea Salt, Cheddar and Nacho and come in 4-oz. boxes. The Pretzels come in Original flavor in Sticks and Twists shapes and are available in 4.5-oz. bags.
FROM THE GROUND UP snacks can be found at Kings, Fairway, Hy-Vee and Rouses, as well as on Amazon, Walmart.com, Jet.com, Boxed.com and Fresh Direct. The line will be making its debut at Sprouts, Shop Rite, Fresh Thyme, Safeway, Albertson's and others this fall, in time for back-to-school.