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Emerging food tech player Lasso has officially entered the commercial market with the debut of its proprietary Lasso SpinTech platform, launching two owned CPG brands, Froobies and CronchClub, just months after coming out of stealth and announcing its September fundraise.

The rapid commercialisation underscores the company’s ambition to compress traditional food innovation timelines from years to months.

At a time when many legacy CPG manufacturers are introducing protein-fortified line extensions reliant on additives and binders, Lasso is positioning its platform as a structural rethink of how packaged foods are formulated and produced.

Developed by Harvard scientists, Lasso’s SpinTech process uses centrifugal force to physically weave protein and fibre together at the structural level. By “spinning” simple ingredients into new formats, the technology eliminates the need for common binders, artificial additives, excess sugar and protein-dusting techniques prevalent in many better-for-you snacks.

The platform supports more than 1,000 ingredient combinations and enables control over fibre thickness, density, composition, moisture content and structural arrangement, offering manufacturers flexibility amid shifting supply chains and evolving consumer demands.

“We’re in the middle of a structural shift in how consumers approach food, a convergence of GLP-1 driven awareness and broader economic pressures that are reshaping expectations around nutrition and value,” said CEO Mike Messersmith.

“Consumers want real innovation, not legacy brands repackaging familiar formulas with added protein and calling it progress," he continued.

The first product, Froobies,  reimagines the nostalgic fruit snack category with enhanced nutrition and a simplified ingredient deck.

Each serving delivers:

• 4g protein

• 3g fiber

• 0g added sugar

• No artificial dyes or flavours

Targeted at both children and adults, Froobies addresses growing parental scrutiny around sugar content while tapping into demand for functional, portable snacks.

The other, CronchClub enters the competitive protein snack segment with a baked crisp delivering, 21–23g protein and 7–8g fibre.

Available in Original, Herby Ranch, Garden Salsa and Zesty BBQ, the product differentiates itself by integrating protein and fibre directly into the crisp structure rather than applying surface coatings or additive-heavy binders.

The result, according to the company, is improved texture, cleaner labelling and enhanced satiety.

The launch comes amid accelerating demand for high-protein, fibre-rich snacks as consumers increasingly prioritise satiety, metabolic health, and ingredient transparency. GLP-1 awareness and broader economic pressures are also reshaping value perceptions, with shoppers scrutinising nutritional density relative to price.

Froobies and CronchClub are currently available for pre-order via their respective direct-to-consumer websites and will begin rolling out to select speciality retailers in New York City in the coming weeks.