Made from pea and lentil flour, fava bean protein, pea fiber, high-oleic safflower oil, rice, and seasonings, Peatos extruded snacks (strapline: Junk food taste, made from peas) target mainstream consumers that want the taste and texture of potato or corn-based snacks such as Cheetos and Funyuns (which are denser and crunchier than puffs), without the empty calories, said Desai.
“I think for some of the plant-based meat guys, with the nutritionals you can argue they are not much better than [regular meat] when you look at the sodium and the saturated fat, whereas in snacks there is no doubt that our snacks are better than the corn based snacks [they compete with]. They have two times the protein, three times the fiber, 20% less sodium and 20% fewer calories.”
The new pillow-style packaging features bold colors and a large image of the product, explained Desai, who said the old white pouches with the ‘tiger’ design confused some shoppers, who were not clear what kind of product was inside.
“People were saying, is this petfood? Yet despite all of these challenges, the product was selling really well, so with the new packaging and design we think velocities will really grow,” said Desai, who said the new look will debut with the crunchy rings in October and the original curls in January.
“Peatos is expecting 200% growth in 2020 and is currently one of the fastest growing snack brands in the market,” added Desai, who has also struck a deal to get Peatos into Alaska Airlines (“a huge way to generate trial”) and teamed up with Disney to produce Lion King themed bags of Peatos at Kroger.