Challenger brand Mindful Snacker is promising to make 2021 ‘the year of healthy snacking’ and ‘clean comfort food’.
The UK based company said in a recent press release that it is led by an all-female team with more than 20 years of experience in the snacking category, Mindful Snacker will offer health-forward solutions for the convenience sector as well as independent grocery and delis, health and wellness outlets and coffee chains.
The company is spearheaded by Tara Quick, chief executive officer, along with Ruth Fittock, former senior marketing manager at PopChips, and Nat Cooper, former senior business development manager at Vita Coco.
The UK-based brand officially first product, a potato crisp with significantly lower salt and fat content, is set to hit shelves in April. The potato crisp will be followed by more launches across a range of categories, including better-for-you alternatives to traditional dips and plant-based products.
“Our aim is to provide delicious, better-for-you snacks that bring the pleasure back to snacking,” Ms. Quick said. “We focus on all-natural ingredients that you recognize, minimal processing, no additives, we’re conscious of salt content, but ultimately we are driven by taste — everything we do is delicious, we’re obsessed with flavor and quality.”
Mindful Snacker is backed by venture specialist Pilot Lite, and its potato crisp is said to boast significantly lower salt, fat and calorie content. Its crisps will be made with ‘ground-breaking technology’, the company says. And the brand vows it will ‘change the way we talk about and consume crisps forever’. To make its Simply Roasted crisp, the brand uses a patented technology that cost over 20 to develop over a a 10-year period, explained CEO Tara Quick.
While taste will always be the No. 1 factor, the company has seen health increasingly become a driver of comfort food sales during the coronavirus (COVID-19) pandemic, she added.