The Good Thins range – which comprises eight potato, chickpea and rice-based snacks – is rolling out nationwide across the US now, with a suggested retail price of $3.69 per box (3.5 oz to 3.75 oz).
They are free from artificial flavors, colors, cholesterol, partially hydrogenated oils or high fructose corn syrup. The rice-based snack is also gluten free.
Mondelēz said the potato version has 60% less fat than “the leading regular potato chips”. A 30 g serving has 4 g of fat versus the 10 g in a 28 g serving of Lays lightly salted chips.
'Taking the consumer pulse'
"At Mondelēz International, what's important to consumers is important to us,” said Good Thins marketing director Danielle Brown. “We're regularly taking a consumer pulse on ingredient and flavor preferences, and we're excited to launch a brand that delivers on a broad range of these interests.”
The initial Good Thins line-up – which Mondelēz says it plans to plans to expand in future – comprises:
- The Potato Ones in Original, Spinach & Garlic and Sweet Potato flavors
- The Chickpea One in Garlic & Herb flavor
- The Rice Ones in Veggie Blend, Simply Salt, Poppy & Sesame Seed and Sea Salt & Pepper flavors
"The name Good Thins pays tribute to the taste and wholesome ingredients, as well as the thin and crispy texture," said Brown.
The launch is being backed with marketing support including TV spots, digital advertising, in-store sampling and shopper marketing. Social media support includes Facebook and Twitter.
Like many large US food manufacturers, Oreo, Cadbury and Milka owner Mondelēz International is working to tap consumers trends including demand for healthier, free-from and more natural products.
The company last year acquired allergen-free brand Enjoy Life Foods, which is next month expanding its range with on-the-go protein snacks.