Mondelēz International has launched a new brand of thins, responding to consumer demand for more wholesome savoury snack options.
The company’s first new snack brand in over a decade, Good Thins takes real ingredients like wheat, potato and rice and combines them with enticing flavours such as garlic, spinach and sweet potato, Mondelēz said. Each snack thin is then baked without any artificial flavours, colours or partially hydrogenated oils added.
The line-up will consist initially of eight varieties across three product lines: original, sweet potato, and spinach and garlic flavours of potato thins, which feature 60% less fat than the leading regular fried potato chip; garlic and herb-flavoured chickpea thins; and simply salt, veggie blend, sea salt and pepper, and poppy and sesame seed varieties of rice thins, which are gluten-free. All variants will be rolled out across the US with a suggested retail price of $3.69 per box.
Danielle Brown, marketing director for Good Thins at Mondelēz International, said: “At Mondelēz International, what’s important to consumers is important to us. We’re regularly taking a consumer pulse on ingredient and flavor preferences, and we’re excited to launch a brand that delivers on a broad range of these interests. Best of all, it’s a snack that you can feel good about.”
“The name Good Thins pays tribute to the delicious taste and wholesome ingredients, as well as the thin and crispy texture. Good Thins is good on so many levels, we think it will naturally become a go-to for our consumers in any snacking situation.”
Marketing support will spread the good snacking news over the next few months. With the help of agency partners, the brand will introduce three TV launch spots, digital advertising, in-store sampling, shopper marketing programmes and consumer activations in select cities across the US, Mondelēz said.
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