Sweets & Snacks: More Influencers Enter the Snack Space, HI-CHEW Gets a Refresh
Khloe Kardashian, David Dobrik Get into Snacking
Influencers and celebrities have been entering the alcohol and coffee markets at a rapid pace over the past few years, and now, they’ve set their sights on snacks.
Khloé Kardashian recently introduced Khloud (Booth #4137), a line of ready-to-eat seasoned popcorn seasoned with a proprietary substance called “Khloud Dust,” which contains a blend of milk proteins. According to Jessica Lungariello, CCO at Khloud, the brand opted to use dairy-based protein as it gives the product 7 grams of protein and 3 grams of fiber per serving.
Offered in three flavors – Olive Oil & Sea Salt, Sweet & Salty Kettle Corn and White Cheddar – the protein popcorn is currently available at Target stores nationwide and is gearing up to launch in Sprouts Farmers Market. The brand intends to become a snacking platform, with additional flavors – and potentially new product formats – on the horizon, per Lungariello.
Elsewhere, YouTuber David Dobrik was on-site showcasing his new snack line, Wavers by DOUGHBRIK’s Snacks (Booth #5458). Dobrik partnered with CPG veterans Adam Cohen and Jerry Bello to bring his pizza joint, DOUGHBRIK’s Pizza, into the snacking world.
“Our snack line takes the same passion for quality and creativity that defines DOUGHBRIK’s pizza, and elevates it to a new level of snacking,” said Cohen in a statement. “From pizza-flavored snacking delights to international taste experiences inspired by David’s travels, we’re creating products that tantalize the senses and bring people together.”
Available in four flavors at launch – Late Night Pizza, Spicy Pickle, Extra Cheesy and Hot Honey – the wavy, crunchy chips are available on the brand’s website for $29.99 per 6-pack of 4.5 oz. bags. Additionally, Wavers by DOUGHBRIK’s Snacks are slated to roll out to all Albertsons banners nationwide in June.
Over at Jack Link’s (Booth #2864), we got a preview of the meat stick maker’s upcoming collaboration with MrBeast (who, as you likely know, has his own CPG brand, Feastables). The new partnership marks MrBeast’s first collaboration with a CPG company on a co-branded product line, according to a spokesperson for Jack Link’s.
The multi-year partnership includes co-branded meat snack packs of fan-favorite flavors of beef jerky, biltong and beef bars. Seeking to drive a new generation of consumers into the meat snacks category, MrBeast – who boasts 394 million subscribers on YouTube – will incorporate the products into his content.
Inside HI-CHEW’s New Look
HI-CHEW (Booth #6422), the Japanese chewy, fruity candy produced by Morinaga & Co., took to Sweets & Snacks to show off its refreshed look. The updated packaging features a lower logo for better on-shelf visibility, larger, easier-to-read flavor names and consumer-friendly descriptions highlighting key product qualities.
The refresh was based on consumer feedback seeking more fun from the brand, according to Teruhiro “Terry” Kawabe, chief representative for the USA and president/CEO of Morinaga America, Inc. HI-CHEW’s signature HI-CHEW Original and HI-CHEW Tropical Mix assortments will be the first to showcase the updated packaging.
As the saying goes, it’s what’s on the inside that counts, which is why the brand is also giving the Original and Tropical Mix chewlets themselves a colorful makeover. The classic white exterior is being reversed, with the new product featuring a colorful outside and a juicy white center. The U.S. rollout of this format follows a successful launch in Japan.
Additionally, the brand has introduced a playful mascot, Chewbie, which will be featured on the back of each peg bag and stand-up pouch. According to Kawabe, Chewbie injects more fun into the brand and helps HI-CHEW better compete with other candy players with well-known mascots.
