“When a company takes over another brand, especially an independent brand, your first focus is going to be repositioning and rebranding their packaging to make sure it fits consumer trends,” said Megan Malagoli Patterson, director of marketing.
“We used color blocking and listed protein [on the packaging] to appeal to the mass market,” she added.
The crisps - available in Jalapeno, Sesame and Italian Herb flavors - contain around nine grams of protein per 1.75-ounce pack. They are available in Walmart, Walgreens, and Target stores across the US.
THWR also manufactures Mrs Thinster’s Cookie Thins and Dippin’ Chips. It acquired Kitchen Table Bakers’ ParmCrisps in May 2016.
“We’re all about building better-for-you brands, making sure that people can snack mindfully and smart, and not worry about calories, and everything on our packs are pronounceable ingredients,” said Malagoli Patterson said.
According to Malagoli Patterson, the high-protein snack space is very well received among consumers.
High-protein snacks
Malagoli Patterson said THWR decided to acquire ParmCrisps after noting consumers' growing desire for high-protein snacks.
“That is all the rage right now,” she said.
“Protein has now become a very important part of the diet, but jerky is now everywhere, but 10 years ago, it wasn’t something that people grabbed [on the run].
"ParmCrisps is a gourmet specialty item, and it is a right fit for us: it’s all natural; there’re no additives; it’s baked; and it was originally developed in a kitchen. That’s how we see our core values," added Malagoli Patterson.
Clearlake's involvement
Investment firm Clearlake Capital Group acquired a controlling share of THWR in March 2016, while CEO Aldo Zuppichini maintains a significant equity stake, according to a release.
THWR told BakeryandSnacks that Clearlake has been supportive with brand building through marketing, innovation and sales.