Calbee launches new Paw Patrol snacks

Calbee UK has announced the launch of new Paw Patrol oven-baked pea snacks, partnering with Nickelodeon.

The bold and colourful packaging showcases much-loved characters from the hit programme.

“We’re delighted to join forces with Nickelodeon to launch our new Paw Patrol oven-baked pea snacks. The TV programme has enjoyed monumental success and we’re thrilled to collaborate with such a huge brand,” said Jon Wood, commercial director of Calbee UK.

The new snaps are available in 6x15g multipacks as well 19g single bags. The multipacks contain two flavours, pizza and cheese, while the single bags are available in cheese only.

The product boasts all green and amber GDAs, is lower in calories, fat and saturates than standard potato crisps and is vegetarian friendly. The 15g bags have 65 calories per pack, while the larger 19g bags have 82 calories.

“Not only is the product a healthy alternative to traditional crisps and snacks, it specifically targets toddlers, a gap in the category that is not well catered for,” Wood explained, adding that the range will be an ideal bridge from the baby aisle into the snacking aisle.

“The product is lower in fat, salt and sugar in comparison to current offerings for this demographic and is perfect for children of this age. [It] will be available in a portion controlled variety six pack as well as a 19g pack for foodservice outlets, which is slightly more substantial for kids on the go,” he said.

“While the snacks are vegetables based, the cheese and pizza flavours will be hugely appealing for children, not to mention the affiliation with the brand.”

Bidfood, Brakes, Sugro and Unitas will be stocking the product in due course.