Reviews: Ithaca Partners With Graza, Jeni’s Founder Eyes Fiber; Plus Lexington Bakes, Rotten

In Nosh’s first-ever reviews roundup, we take a bite of a co-branded hummus collaboration, fiber-filled fruit bars, a low-sugar take on a popular candy, and a breakfast-inspired treat.

Ithaca x Graza Olive Oil & Sea Salt Hummus

Ithaca Hummus and Graza have finally collaborated on a co-branded chickpea dip, which left us wondering why it didn’t happen sooner. Both companies market products featuring distinctive packaging and premium positioning. Both previously partnered with other on-trend brands like Grillo’s Pickles and Aura Bora. And olive oil is a key ingredient in most hummus recipes.

Ithaca x Graza Olive Oil & Sea Salt Hummus is crafted with chickpeas, extra virgin olive oil, tahini, lemon juice, garlic, crushed red pepper and a sprinkle of sea salt and will be available at Whole Foods Market stores nationwide.

Unlike that frustratingly compatible “will they, won’t they” couple on your favorite television series, this match did not disappoint – especially after multiple seasons of hopeful pining.

Things that stand out:

• The packaging is eye-catching and unmistakable with Graza’s green tones and an illustration of the olive oil brand’s signature squeeze bottle on the front of the tub.
• Super thick and creamy texture – not watery like some other packaged hummus
• A perfect balance of salty, garlicky and briny

Things to consider:

• It’s hard to find any flaws here. We’re just hoping for more hummus hookups… maybe with Fly By Jing or TRUFF next, please?

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Floura Fruit Crush Bar

Jeni’s Splendid Ice Creams founder Jeni Britton mounted her second entrepreneurial act this year with the launch of a new snack brand focused on gut health. Floura’s initial offering is a fruit and seed bar made from overlooked plant parts like watermelon rinds and apple cores, plus a blend of white chia, pumpkin seeds and puffed quinoa. One bar packs 13 grams of fiber derived from a dozen different whole plants.

Flavors include Brambleberry Lavender, Blueberry Matcha, Mango Cardamom, Raspberry Rose and Vanilla Rooibos, with more set to drop in the coming months, according to the company.

Things that stand out:

• In a category dominated by protein claims, this fiber-filled entrant delivers what Americans actually need; more than 90% of consumers are falling short of fiber goals. The “13 grams of fiber” callout on the front of the pack helps explain the proposition.
• The chewy texture and mild fruity-floral taste are pleasant; whole seeds are visible in nearly every bite.

Things to consider:

• The “fruit crush bar” label on the front is misleading. Something along the lines of “pressed fruit and seed bar” might be easier for shoppers to understand.
• Some storytelling on the package that explains the sustainability angle could draw shoppers in.
• Flower-forward flavors may be offputting to those seeking more indulgence in the bar set.

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Rotten Gummy Cruncheez

Rotten has expanded its lower-sugar lineup with a better-for-you take on the wildly popular and successful Nerds Gummy Clusters. Rotten Gummy Cruncheez features a gummy ring coated in tart candy pieces. Available in Original and Sour varieties, the candy is crafted with a mix of allulose and glucose syrup, chicory root and monk fruit and contains 60% less sugar than the leading brand, Rotten claims.

Things that stand out:

• The brand’s packaging draws inspiration from Garbage Pail Kids and Creepy Crawlers – think bloodshot eyeballs, drippy goo, toxic sludge and an electric shock of neon blue, pink, green and purple.
• Playful flavor names Loopy Lime, Scary Cherry, Messy Mandarin, Barfin’ Blue Raz, Weirdo Watermelon and Slobberin’ Strawberry
• Nailed the taste and texture. No cloying sweetness or aftertaste that is often a drawback of many lower-sugar candies.

Things to consider:

• The price is steep – $3.95 for a 1.8 oz. single-serve bag and $9.99 for a 5.3 oz. bag. This may be justified, however, given the products’ plant-derived dyes and lower-sugar attributes, but appealing to mainstream consumers may be a challenge.

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Lexington Bakes Oat Bar

Lexington Bakes, known for its decadent brownies and cookie bars, debuted a pair of squares inspired by British flapjacks. The chilled oat bars are available in Raspberry Crumble and Maple Brown Butter flavors and contain six or seven mostly organic ingredients, including gluten-free sprouted whole grain rolled oats, maple syrup, butter, date sugar and vanilla. Founder and CEO Lex Evan described the new offering as “oatmeal on the go.” It’s a smart extension, given the sky-high prices for eggs and cocoa – key ingredients in the brand’s core lineup.

Things that stand out:

• Like all Lexington Bakes products, the new items continue the startup’s mission of radical transparency, naming suppliers of maple syrup, butter, date sugar and vanilla on pack.
• The bars taste indulgent and nourishing somehow at the same time – like an acceptable breakfast or fresh granola bar.
• There is a lot to love about the packaging: The gold logo adds a premium touch while the transparent display showcases the bars’ texture and differentiates it from the brand’s other sweet goods.

Things to consider:

• Numerous ingredient-specific callouts create visual clutter on the packaging. The list of what’s not included – “no artificial sweeteners, flavors, dyes or preservatives. No gums, soy, corn, sugar alcohols or weird oils. Ever” – detracts from the list of high-quality ingredients that are included.

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