Calbee builds on success

Calbee UK, the first European subsidiary of Calbee Inc, the £1.2bn Japanese savoury snack supplier, has announced an agreement with Tesco that will see its first product, Yushoi Snapea rice sticks, feature in all four flavours across a portfolio of more than 650 stores nationwide from this month.

Building on recent successes, with listings already agreed in Morrisons, The Co-Operative, Whole Foods Market, WH Smith and Selfridges, the brands 105g sharing pack format will be available with an RRP of £1.99.

The snack, which is made predominantly using green peas and rice, will provide consumers with a healthier alternative to fried crisps, as retailers look to increase space in store for snacking options that are better for you.

Sales Controller for Calbee UK, Louise Monk says: “This listing with Tesco is a real step forward for the Calbee UK business as we start to work closely with the retailer on the healthier snacks category. We know that Tesco wants to help customers to make healthier choices, building on the removal of sweets, chocolates and fizzy sugary drinks from the tills and in-queue areas. Replacing these items with products that are better for you in supermarkets and convenience stores makes it easier for consumers to choose options that are better for them.

“We have worked hard to develop a snack that is better for you but importantly does not leave consumers compromising on taste or texture. We know that consumers and retailers are aware of the obesity debate and that this has translated to changes in store layouts, with an increase in those featuring dedicated healthier snack categories. As a responsible manufacturer we have chosen to clearly label our savoury snacks with front of pack coloured GDA’s so that we can further support consumers to make informed decisions about the snacks they purchase.”

As well as being baked, Yushoi Snapea rice sticks are also less than 99 calories per 21g serving, high in fibre and a good source of protein, low in saturated fat, made with 68 per cent green peas and have a light and crispy texture. In addition they are suitable for vegetarians and vegans, nut and dairy free and have no artificial colours, additives or MSG.

With further listings to follow, Calbee UK is building its portfolio of retail partners to meet with the growing number of shopper missions including food on the go, meal deals, general snacking and sharing occasions.

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