US venture capital firm Halen Brands has launched a range of cauliflower-based snacks under its From The Ground Up brand.
From The Ground Up is a vegan line of cauliflower-based crackers and pretzels that also feature cassava flour and vegetable blend powders.
The crackers are available in three flavours – sea salt, cheddar and nacho – and the pretzels are sold in sticks and twists variants.
Halen Brands was launched in 2015 and co-founded by Jason Cohen and Leigh Feuerstein. The firm aims to deliver better-for-you food and beverage offerings in stagnant categories.
Earlier this week, the company launched Joyfuls, a line of health-conscious chocolates.
Jason Cohen said: “At Halen Brands, we are listening to consumers and applying the wants and needs that we uncover to natural products.
“Consumers were asking for a veggie-based snack that actually had increased nutritional value, so we began looking at the vitamin and fibre rich cauliflower since it’s so versatile and seemed to really be resonating with people..
From The Group Up president Aaron Greenwald added: “We’re really proud about what we’ve been able to accomplish on the nutritional front with the crackers and pretzels.
“The products taste as delicious as the mainstream versions and have all the characteristics that a better-for-you customer is looking for. This was not an easy feat and took two years to perfect.”
The crackers are available in the US in 4oz boxes and pretzels are sold in 4.5oz bags for a suggested retail price of $3.99.
© FoodBev Media Ltd 2019
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