How Rip Van is Bringing Its Better-for-You Attributes to the Sandwich Cookie Category
Oct. 6, 2022 at 1:30 PM
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Rip Van is hoping to turn the crowded sandwich cookie category on its head with the upcoming launch of its newest better-for-you treat, Leos, which it hopes can help the brand expand upon the potential of its dough and syrup technology.
Set to launch next year, the new snack contains 70-80% less sugar than the leading sandwich cookie and was designed to appeal to a broad demographic of consumers.
In this video, filmed at Natural Products Expo East 2022, Rip Van co-founder and CEO Rip Pruisken shares how the brand approached expanding its portfolio beyond its flagship Stroopwafels, why it's focusing on sugar reduction, and how the company has built its omnichannel presence.
