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Salty snack brand Like Air has announced its expansion into the functional sweet snacking segment with the launch of its new Drizzled Rice Cakes line.
The product rollout introduces a sweet alternative to traditional savoury puffed snacks, marking a major category expansion for the family-owned brand, which previously established its market presence through its signature puffcorn offerings.
The launch is timed to address the rapid acceleration of the rice cake category within the broader salty snacks sector. According to market data, the rice cake segment has recorded a 74 per cent increase in volume sales over the past two years, establishing it as the fastest-growing category in salty snacks. By introducing a sweet-drizzled, portion-controlled format, the company aims to capture incremental market share across mainstream grocery, mass-merchandise, and warehouse club channels.
Technical Formulation and Allergen Standards
To meet the nutritional standards expected by modern, wellness-focused households and consumers managing dietary restrictions, the new range has been developed with a focus on portion control, allergen elimination, and clean-label ingredient standards.
The manufacturing process combines a light, crispy, seasoned rice cake base with a delicate, decorative frosting drizzle and sprinkle inclusions. From a nutritional and technical standpoint, the product range delivers several key attributes:
Caloric ControlĀ ā Formulated to contain only 80 calories per 24-piece serving to appeal to weight-conscious consumers.
Dietary ExclusionsĀ ā Certified gluten-free and Non-GMO Project Verified.
Allergen TraceabilityĀ ā Manufactured to be completely free from the top nine major food allergens, allowing for safe consumption in school, travel, and workplace environments.
Sweet Flavour Portfolio
The product rollout comprises four sweet, dessert-inspired flavour configurations designed to offer an indulgent sensory profile in a light format:
š Birthday CakeĀ ā A sweet vanilla-cake flavour base topped with a light drizzle and colourful sprinkles.
šŖ Cookie DoughĀ ā A sweet biscuit-dough-inspired formulation layered with a delicate frosting drizzle.
š§ Cinnamon BunĀ ā A warm, aromatic cinnamon-spiced flavour profile with a sweet drizzle accent.
š« BrownieĀ ā A rich, chocolate-forward cocoa flavour base formulated for chocolate snackers.
The bite-sized formats are engineered for immediate out-of-the-bag consumption, eliminating crumb mess and providing a convenient alternative to traditional large-format rice cakes.
Logistics and Retail Rollout
To support the commercial launch and manage early volume scale-up, Like Air is executing a multi-tiered, regional distribution strategy across physical and digital channels.
The product is entering national e-commerce distribution immediately, with physical retail placements systematically scaling throughout the summer trading window:
Costco WholesaleĀ ā Launched an exclusive, multi-serve multipack format across Costco warehouses in the Texas region on 16 June 2026.
Conventional Grocery BannersĀ ā slating physical shelf placement across Albertsons, Publix, ShopRite, Wegmans, and Hy-Vee by 4 July 2026 to capture high-volume holiday weekend transactions.
Mass and Club ScalingĀ ā Expanding physical distribution later this summer to encompass all Kroger locations and select Sam's Club stores nationwide.
According to Allison Lin, Co-Founder of Like Air, the introduction of the drizzled rice cakes is designed to bridge the gap between low-calorie dietary options and premium sensory performance. She noted that the sweet-drizzled, bite-sized format addresses a distinct consumer request for zero-compromise sweet treats, providing retail partners with a highly differentiated product line to drive average basket values in the snack aisle.
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