LOS ANGELES--(BUSINESS WIRE)--Junk food-style salty snacks are a $20 billion industry known for crave-worthy taste and appeal, but are full of empty calories. Now a rapidly growing upstart is challenging the entire notion with something that sounds too good to be true: junk food with better nutrition.
“We are revolutionizing salty craveable snacks with a simple notion: replace the traditional corn or potato base in the most popular junk snacks with a pulse base (peas and lentils), clean up the seasoning, but keep all the explosive flavor and vibrant colors to create a better style of junk snacks,” says Nick Desai, CEO of World Peas Brand.
Disruption and change in the consumer packaged goods (CPG) industry have been stifled by legacy brands fighting tooth and nail to keep things the same. After years of struggle, it appears the tides are changing as upstart brands use creativity and innovation to challenge the status quo. The World Peas Brand breakthrough product Peatos™ solves a longstanding snacking dilemma by eliminating the tradeoff between flavor and substance, winning over consumers and the media. In 2018, Peatos became one of the fastest-growing snacks in the United States and will continue to disrupt the snacking industry in the coming year with junk food with better nutrition.
The first-of-its-kind snack brand recently launched a new tagline that encompasses their mission: “Better Than Junk Food” and a new media campaign centered around spoofing the big company ads with a low budget video titled “Bad at Ads, Great at Snacks!” This promise and product have quickly won over consumers looking for a better alternative to the classic salty snack brands, most of whom are owned by industry giant PepsiCo via their subsidiary Frito-Lay.
Peatos are a revolutionary crunchy puffed snack that tastes, crunches, and satisfies better than junk food, with twice the protein (4 grams) and three times the fiber (3 grams) of their competitor (the Corny Cheetah). They are also made with non-GMO ingredients, have no artificial flavors, no synthetic colors and no added MSG. What also makes Peatos unique is that they are merchandised in the produce department due to their high plant-based protein content.
All the trends indicate that processed corn and potato ingredients are falling out of favor after excessive time in the snack industry spotlight. “Nutrient-dense pulses are here to take the snacking crown and it’s getting people excited,” adds Desai. “There are two key differences between Peatos and their key competitor. The first is that Cheetos® biggest ingredient is corn and Peatos’ biggest ingredient is peas and lentils. The second is that Cheetos uses several artificial and synthetic elements to gain their taste and color, and Peatos has the same effect without using artificial and synthetic elements. Simply put, it’s a better class of junk snacks!”
The Rise of the Tiger
The rapid success has put the company in the spotlight which has been approached by both CPG Brands and investors offering them large amounts of capital to accelerate growth. “We have had incredible success with our national launch partner Kroger who is now going from two stock keeping units (SKUs) to five,” exclaims Desai. “The combination of a very large addressable market, proprietary intellectual property, a seasoned team, and very rapid early growth makes this a very exciting opportunity for investors. Peatos was created for the majority of Americans who are simply trying to make better decisions without compromising on taste and flavor in their food.”
ABOUT WORLD PEAS BRAND PEATOS
World Peas Brand’s first snack, Peatos™ are a revolutionary crunchy puffed snack that tastes, crunches, and satisfies better than junk food and has twice the protein and three times the fiber of Cheetos® per serving. Peatos replaces the traditional base (e.g. corn and potatoes) used in salty snacks with pulses (peas and lentils) to deliver better ingredients, better nutrition, and better flavor. Learn more at worldpeasbrand.com and find us on Facebook.com/worldpeasbrand and on Twitter and Instagram @worldpeaspeatos. #unjunkyoursnack