Calbee UK is launching a range of non-HFSS plant-based snacks under its Harvest Snaps brand.
Its new baked vegetable and pulse-based snacks are billed as providing “a healthy alternative to traditional fried crisps”.
Two flavours – Sour Cream & Chive Lentil Rings and Thai Sweet Chilli Lentil Puffs – will roll into Sainsbury’s, Waitrose and Ocado from mid-September.
They will be available in sharing bags, multipacks of six and single packs (rsp: 85p-£1.75/17g-108g).
The crisps are vegan and gluten-free, with all green and amber GDAs, and weigh in at under 100 calories per portion.
As the range falls below the proposed government HFSS restrictions, the products could still be merchandised in promotional display spaces after the new legislation comes into force in 2022, said Calbee.
“We believe that Harvest Snaps is the first bagged snack to provide retailers with a viable and scalable solution to meet the new HFSS regulations”, said Calbee UK commercial director Jon Wood.
“The brand represents our most innovative UK launch, responding to a genuine consumer need whilst addressing current concerns around obesity”, he added.
It’s the latest in a flurry of activity from crisps brands attempting to make their offers healthier as the government’s HFSS clampdown looms.
Yesterday (3 August) Tyrrells unveiled a duo of low-fat lentil crisps, billed as containing 30% less fat than regular potato crisps.
Last month, Nurture Brands relaunched its Emily Veg Thins range in a bid to achieve “category-leading” HFSS credentials.