Hain Celestial-owned Ella’s Kitchen has launched a new children’s savoury snack brand featuring triangular wheat and potato pieces.
Called OddPops, the line is positioned as a healthier snack and is available in the UK in two flavours: totally original and moon cheese.
The branding idea was borne out of the fact that the little snacks are popped not fried, which led brand and design consultancy Biles Hendry to name them OddPops.
Kim Gelling, OddPops marketing director, said: “This new brand is an exciting adventure for Ella’s Kitchen Brands Ltd, offering consumers products we believe in. The branding and design perfectly reflect our approach of understanding how kids think first. We wanted to appeal to children’s creative and exploratory natures while offering a healthier option.”
Biles Hendry client service director Anneliese Hendry said: “Over the years, we have seen the great efforts the people at Ella’s Kitchen take to develop their recipes, ensuring they are made with healthier, simple and honest ingredients.
“This is the first time the business has launched a new brand, and we were very keen to do it justice – to create something really exciting.”
The brand is being launched in 15g packs in the UK, with plans for wider distribution in the coming months.
© FoodBev Media Ltd 2019