Aimed at families and children, the bold and colourful packaging showcases characters from Nick Jr.'s top-rated CG-animated preschool series PAW Patrol.
The healthy vegetable-based products are currently available in Sainsbury’s and Heron Foods with several listings, including Asda, confirmed for the coming months.
The pea snaps are available from Unitas Wholesale in 6x15g multipacks as well 19g single bags. The multipacks contain two flavours: pizza and cheese, while the single bags are available in cheese only.
Green and amber Guideline Daily Amounts
Both pack formats contain all green and amber Guideline Daily Amounts (GDA) of key nutrients, are lower in calories, fat and saturates than standard potato crisps and are vegetarian friendly, according to Calbee UK. The 15g bags contain 65 calories per pack, while the larger 19g bags contain 82 calories.
Jon Wood, commercial director of Calbee UK, said: “We’re delighted to join forces with Nickelodeon to launch our new Paw Patrol oven-baked pea snacks. The TV programme has enjoyed monumental success and we’re thrilled to collaborate with such a huge brand.
“Not only is the product a healthy alternative to traditional crisps and snacks, it specifically targets toddlers, a gap in the category that is not well catered for. The product is lower in fat, salt and sugar in comparison to current offerings for this demographic and is perfect for children of this age.”
"The new range is the ideal bridge from the baby aisle into the snacking aisle and will be available in a portion-controlled variety six pack as well as a 19g pack for foodservice outlets, which is slightly more substantial for kids on the go. While the snacks are vegetables based, the cheese and pizza flavours will be hugely appealing for children, not to mention the affiliation with the brand.”
Sainsbury's, Asda, Heron Foods
The packs are currently available in Sainsbury’s and Heron Foods stores and will hit shelves in Asda from Monday 4th May 2020. The product will also be available from Home Bargains, Ocado and Poundland outlets. Wholesalers slated to stock the product in due course include Bidfood, Brakes, Sugro and Unita.
Calbee UK is a subsidiary of leading global snack company Calbee Inc, which, formed in 1949, chalks up $2.3bn in revenue and has 13 subsidiaries and 3,800 employees worldwide.
The UK firm was incorporated in March 2014, with the opening of its first factory in Flintshire, north Wales in June 2015. It claims the launch of its first snack brand Yushoi was a big success, with the brand generating 20% year-on-year (YoY) growth.
Calbee UK aims to be at least a £60m business by 2021 from its current position as a £50m business today. It bought Seabrook Crisps in October 2018 in a bid to further its strategic objective to grow internationally and establish a firm foothold in European markets.
PAW Patrol follows the adventures of a tech-savvy boy named Ryder and his team of pups who are ready to save the day. Whenever there's trouble, pups Chase, Marshall, Rubble, Zuma, Rocky and Skye are ready for action, no matter what comes their way. With a mission to work together to keep Adventure Bay safe, no job is too big, and no pup is too small.
Airing in over 160 countries, in 30 languages, PAW Patrol is consistently ranked as one of, if not the, top-rated preschool series. Currently entering its seventh season on Nickelodeon, PAW Patrol's universal messaging resonates with children around the world and since its launch in 2013, the franchise has won countless awards. The series is produced by Spin Master Entertainment (Rusty Rivets, Abby Hatcher).
More Nick: 'Paw Patrol' Movie from Spin Master and Nickelodeon Movies, with Paramount Pictures Distributing, Set for August 2021 Release!
Sources: Food Manufacture, KamCity, Talking Retail; Additional source: Google.
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