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HIPPEAS®, the brand known for disrupting the ambient snack aisle with its organic chickpea puffs, has announced a significant technical evolution of its portfolio with the launch of Protein Crunch. The new line of puffed snacks is engineered to deliver 8 grams of plant-based protein per one-ounce serving, directly targeting the high-growth functional salty snack category.
The launch builds upon a breakout year for the organisation, which recently underwent a comprehensive brand identity refresh and expanded its offerings across the Tortilla Chips and Pops categories.
The introduction of Protein Crunch addresses a primary consumer friction point in the plant-based protein market: the historical trade-off between macronutrient density and sensory appeal. As demand for protein-packed salty snacks continues to rise, many functional formats struggle to deliver the textural "crunch" expected from a traditional extruded puff.
To resolve this, HIPPEAS has transitioned the base ingredient for this specific SKU from its signature chickpea to a "pea-powered" formulation.
Nick Marmet, VP of Marketing at HIPPEAS, stated that the brand challenged itself to create a "next-generation puff" that doubles the protein of its original product while delivering on bold flavour and serious crunch.
Key Technical Attributes Include:
Premium Lipid Source: The product utilises avocado oil, moving away from the mass-market seed oils typically found in extruded snacks. This caters directly to the "ultra-clean" label requirements of modern health-conscious shoppers.
Caloric and Fat Mitigation: By baking rather than frying the puffs, the formulation contains 55 per cent less fat than the leading crunchy puff competitors.
Protein Density: Delivering 8g of protein per ounce bridges the gap between a casual snack and a functional recovery or satiety tool.
