The No.1 jumbo rice cake brand is building on the success of its £25M1 snacking portfolio with the launch of its first plant-based and gluten-free cracker
Kallø, the natural snacking and stock brand owned by Ecotone UK, is making its debut into the crispbread market – unveiling a brand NEW cracker made from plants in time for the festive season.
Cementing itself as a major player in healthy snacking, the all-new Kallø Veggie Thins are crunchy snacking flatbreads, made with chickpeas which are naturally high in fibre and are a source of plant protein. Baked and not fried, the range is gluten-free and suitable for vegans, and contains no artificial colours, flavours, or preservatives.
The three-strong range is initially launching into Waitrose as a major multiple exclusive from 23 October 2023, RRP £2.99, with an introductory promotion offer at £2.
The selection features three contemporary flavours, including Beetroot – which brought Kallø Veggie Cakes to TikTok fame following the launch of its Beetroot & Balsamic back in 2021:
- Kallø Veggie Thins Rosemary & Sea Salt
- Kallø Veggie Thins Mixed Seeds
- Kallø Veggie Thins Beetroot & Mixed Seed
As the No.1 in jumbo rice cakes, Kallø has previously set a blueprint for snacking innovation with its inventive and award-winning Veggie Cakes made with a unique blend of peas and lentils. With proven success in healthy plant-based snacking, Kallø has garnered £7.1M2 in sales since the launch of its expanding Veggie Cakes portfolio, growing at +75% year-on-year3.
With the crispbread and crackers category witnessing booming growth worth £334M4 and growing +9% year-on-year, Kallø is primed to make headway, offering consumers unrivalled taste, convenience, and nutrition. Boasting yearly sales of £25M5, the Kallø brand is redefining healthy snacking for a younger generation – by appealing to the under 28’s demographic with healthy innovations they’re willing to spend more on: with Veggie Cakes spend over indexing three times in comparison to rice cakes5.
The new illustrative and recyclable packaging, has been designed to create standout and excitement at fixture.
Speaking about Kallo’s move to challenge a new category, Marketing Director Adele Ward, said: “It’s at Kallø’s core to deliver delicious healthy products suitable and accessible for all, while making sure it’s also the right thing for the planet. We’re also meeting the rising consumer demand for plant-based and gluten-free products that can be enjoyed at any occasion. Our goal is to continue transforming snacking with healthy and innovative products that don’t compromise on taste. With Kallø Veggie Thins, consumers can be proud to enjoy them both at the dinner table and as part of the ultimate sharing board.
“As with our wider portfolio, Kallø uses natural ingredients to provide healthier, everyday snacking solutions. Veggie Thins are a source of plant protein and help bridge the fibre gap – with an estimated 91%7 of consumers not getting enough fibre in their diets.”
A B Corp brand, Kallø is committed to Food for Biodiversity, a mission founded by Ecotone – Europe’s largest organic, Fairtrade and plant-based food company.
Sources: 1-5: Circana, 52w/e 9 Sept 23, RSV, 6: Kantar data to 3rd September ’23 Total Rice cake % of spend to <28’s @ 4.0% vs 12.2% for Kallo Veggie Cakes), 7: Food & Drink Federation, Action on Fibre
SOURCE: Kallø
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