The Pretzel experts are taking on the crisp category with the launch of Pretzel Thins, a range of crunchy, oven baked pretzels that offer crisp loving consumers the flavour, crunch and convenience of a crisp, but unlike crisps they are natural, vegan-friendly, with 70% less fat and 100% more protein.
Dafna Bonas, founder of Indie Bay says: “With locked down Brits turning to the comfort of snacks and streaming services (spend on crisps was up by £20.3m in March when lockdown first hit) our national love of crisps is undeniable. But, with almost two thirds (61%) feeling guilty about their snacking habits, the opportunity for a lighter, crunchier take on the crisp is a clear one.
“At Indie Bay, reinvention is what we do best. Our new Pretzel Thins are a new twist on classic crisps, offering snackers crispy bold flavours, satisfying crunch and convenience, but with 70% less fat and 100% more protein than crisps, they’re lighter, natural, plant based and packed with benefits.
“Consumers today want their snacks to do more than just satisfy cravings – natural ingredients, protein, and fat content matter. We’re not about the latest health fads, but about reimaging classic snacks that people know and love – snacks that have stood the test of time – to reduce the fat, increase the benefits and deliver on natural plant based ingredients, all whilst packing a tasty punch!
“People constantly tell us they love crisps but expect more – high protein, no hidden fat, and vegan-friendly ingredients. Bland empty calories or deep fried, greasy ‘guilty foods’ are just not good enough. We want to give consumers the opportunity to make smarter, healthier choices, without the added guilt.”
For Indie Bay, which was founded in 2017 with backing from grocery heavyweights including Hazem Ben-Gacem of InvestCorp who sat on the board for Tyrells, the foray into the crisp category is indicative of an ambitious business.
Bonas continues: “These are challenging times for the sector, but as a small brand we are continuing to innovate and adapt. Over the past nine months we’ve tripled online revenue, with some SKUs’ monthly sales growing more than tenfold across the year, and we will continue to innovate and adapt to the market as we move forward.”