Simple Mills Launches New Lemon Sweet Thins and Pizza Pop Mmms at Natural Products Expo West 2024

CHICAGO, Ill.— Simple Mills, the company on a mission to revolutionize the way food is made to nourish people and planet through delicious, better-for-you foods, is debuting two delicious news snacks at Natural Products Expo West 2024 (Booth #5105): Lemon Seed & Nut Flour Sweet Thins and Pizza Pop Mmms Baked Snack Crackers. The #1 cookie, #1 cracker, and #1 baking mix brand in the natural channel1is bringing joy to taste buds everywhere with new crowd-pleasing flavors made with purposeful ingredients.

Simple Mills approaches food design with a one-of-a kind innovation model in which 100% of the brand’s new product launches are designed to help advance human and planetary health by using a variety of nutrient-dense ingredients that promote dietary diversity and biodiversity. Both Lemon Sweet Thins and Pizza Pop Mmms exemplify this commitment by creating a market demand for crops that are less prevalent in our food system, specifically those ranking below the top 50 on FAO’s (Food and Agriculture Organization of the United Nations) list of most commonly grown crops globally. This revolutionary approach encourages optimal health and wellbeing for consumers by providing a variety of shortfall nutrients. These nutrients not only foster dietary diversity and in turn improve gut microbiome health, but also nurture biodiversity, which has the power to improve soil health, enhance water quality and restore ecosystems.

“As the Founder and CEO of a food company, I’m committed to using agriculture as a tool that can ignite positive change across the industry,” said Simple Mills founder and CEO, Katlin Smith. “We’re upholding this pledge at Simple Mills by introducing two seriously delicious new snacks made with nutritious ingredients like watermelon seed, butternut squash, and red bean, that are underrepresented in our food supply and our diets. We see food as something that has the power to nourish our bodies and the senses, and when done right, can also positively impact farm ecosystems. Our aim is to spark positive transformation in the food system by making it easier for shoppers to choose snacks that support human and planetary health. Our Lemon Sweet Thins and Pizza Pop Mmms do just that by making it simple for consumers to integrate variety into their diets with delightful snacks they can feel good about.”

Lemon Sweet Thins and Pizza Pop Mmms make eating more joyful, wholesome and fulfilling. New innovation details include:

Lemon Seed & Nut Flour Sweet Thins (launching April 2024) – A perfectly light and crispy snack that satisfies sweet cravings any time of day without weighing you down! Made with ingredients you can feel good about, including a nutritious nut and seed flour blend, organic coconut sugar and honey, Lemon Sweet Thins have a bright citrus aroma with the added benefit of good fats, protein and micronutrients. Sweet Thins are the first cookie in the category to use watermelon seed flour, an ingredient from an underutilized variety of watermelon that can help growers build farm resiliency by diversifying their crop rotations.

Pizza Pop Mmms Baked Snack Crackers (launching March 2024) – Filling a gap in the market for flavorful, nutritious alternatives to childhood favorites, Pizza Pop Mmms offer a uniquely crispy, airy, and bold flavor from real organic cheddar cheese and spices like basil, garlic and onion. Families can feel good about enjoying these crackers by the handful as each serving of 44 crackers offers 1/3 cup of veggies2– organic butternut squash delivers Vitamin A and fiber, while organic red beans deliver potassium and iron. Simple Mills purposefully designed Pop Mmms™with both veggies as they play important?roles in farm ecosystems – butternut squash has big leaves that can help protect the soil from erosion and red bean is a legume that can build healthy soil by fixing nitrogen.

These innovations champion Simple Mills’ new Mission Strategic Plan; a 3-year roadmap of initiatives and impacts connected to the brand’s mission to nourish people and planet. Building on Simple Mills’ founding commitment to making foods that help consumers feel their best and efforts to pilot regenerative agriculture programs for farmers, the Mission Strategic Plan focuses on three core strategies:

Changing How Food is Designed:Simple Mills is leaning into bold creativity to design 100% of its new products with a variety of nutrient-dense ingredients that promote dietary diversity and biodiversity.

Changing How Food is Grown: By partnering with farmers to support their transitions to regenerative agriculture, Simple Mills is on a journey to build a regenerative ingredient supply model starting with their top 5 highest impact ingredients that represent 75% of the company’s ingredient volume.

Igniting Positive Impact Beyond Simple Mills: Simple Mills is striving to catalyze systemic change by inviting eaters and the food industry to join their journey, advocating for more equitable and climate-smart agriculture policy, and engaging in collective climate action.

“As a food company, we have a tremendous opportunity to influence human and planetary health through the products we make and the systemic impact we hope to spark in the food industry,” said Christina Skonberg, Head of Sustainability & Mission. “Our food system is currently the primary driver of biodiversity loss and accounts for an estimated one third of global greenhouse gas emissions, but we know there is a much brighter path we can—and must—forge. We are carefully considering our food’s impact on every node of the supply system, boldly leaning into innovation at the intersection of human and planetary health needs.”

Simple Mills crackers, cookies, bars and baking mixes are sold in more than 30,000 stores across the country including Whole Foods, Sprouts, Target, Walmart and Costco, alongside a strong e-commerce presence on Amazon.

About Simple Mills

Founded in 2012, Simple Mills is a leading provider of better-for-you crackers, cookies, snack bars and baking mixes made with clean, nutrient-dense ingredients and nothing artificial, ever.?As a winner of Fast Company’s Brands That Matter for 2022 and Fast Company’s Most Innovative Companies for 2023, the company has disrupted center-aisle grocery categories to become the #1 baking mix brand, #1 cracker brand, #1 cookie brand in the natural channel2 with distribution in over 30,000 stores nationwide. Its mission is to revolutionize the way food is made to nourish people and the planet.

SPINS Data, $ Sales, Latest 52 Weeks Ending 12/31/23

Based on USDA MyPlate cup equivalents for blended amounts of butternut squash, red bean and arrowroot.