First National, Masterbrand Campaign Features the
Brand's Full Portfolio of Kid-Loved and Parent-Approved Snacks
HOBOKEN,
N.J., Aug. 13, 2024 /PRNewswire/ -- Garden
Veggie Snacks™, the trailblazer in better-for-you snacking, is
proud to introduce its first national Masterbrand campaign,
"YUMbelievably Delicious." The new campaign advances the brand's
aim to connect families through everyday moments of fun, while
staying true to its commitment of providing better-for-you snack
options that are loved by the whole family.
Launching now in the U.S., "YUMbelievably Delicious" creatively
prompts snackers and families to ignite their imaginations with
every bite of Garden Veggie Snacks. In the brand's veggie-verse of
boundless possibility, you can hop a ride on a tomato-guided hot
air balloon, tear across the sky on a flavor-packed tortilla chip
or skip through the garden with a cluster of perfectly air-popped
puffs. Enter a world of real snack adventure that only kids and
kids at heart can imagine.
"With Garden Veggie Snacks, we believe better-for-you snacks
should be fun and taste great, and our portfolio of craveable
products delivers on that," said Katrina
Borisjuk, General Manager of Snacks and Beverages at Hain
Celestial Group. "The YUMbelievably Delicious campaign sparks a
joyride of imagination on a broader scale, while celebrating our
fun snacks and veggie ingredients that have always made Garden
Veggie Snacks a family favorite."
The new campaign marks a purposeful shift in positioning for the
better-for-you snack leader as it adopts 'Garden Veggie Snacks' as
its Masterbrand identity. Founded in 2008 under the brand name
'Sensible Portions,' the move reflects the evolution of consumer
mindsets as the better-for-you snack category has changed – and
rapidly grown – over the past two decades.
"Snacking continues to become a more prominent part of
consumers' lifestyles and eating habits, especially for busy,
on-the-go families," said Borisjuk. "More than half of U.S. parents
are looking for better-for-you snacks their kids will actually
eat1, but many worry they will lack the great taste and
fun experience of something more conventional. With our
YUMbelievably Delicious campaign, we're excited to dispel those
barriers. You can have a great tasting, better-for-you snack and
have fun with it too."
The new campaign highlights the strength of the full Garden
Veggie Snacks portfolio for the first time through national,
brand-building efforts. While Garden Veggie Straws® have long been
a fan favorite, the brand boasts a full pantry of craveable bites
the whole family can enjoy, including Garden Veggie™ Puffs, Garden
Veggie™ Wavy Chips, Garden Veggie™ Stacked Chips and the recently
launched Garden Veggie™ Flavor Burst™ Tortilla Chips. Introduced in
February 2024 to incredibly positive
reception, Flavor Burst answered an unmet need for a
better-for-you, flavored tortilla chip in the snacking aisle and is
the #1-selling, better-for-you salty snack new product launch of
20242.
Developed by creative agency BrandFuel Co., the YUMbelievably
Delicious campaign will debut first in the U.S. and later in
Canada with 15-second and
six-second video ads, as well as a variety of static assets, for
use in national connected TV, online video and retail media. The
integrated brand experience will be further supported with social
media, consumer promotions and PR programming as it is embedded in
2024 and beyond.
For a taste of YUMbelievably Delicious, visit the brand's
YouTube page HERE.
1Source: Mintel Better For You Snacking
2024
2Source: SPINS, Total US-Multi Outlet,
YTD Data Ending 6.16.2024, NPI SS Chips & Pretzels &
Snacks, Dollar Sales
About Garden Veggie Snacks™
Garden Veggie Snacks, part
of the Hain Celestial Group family of brands, is a leader in the
better-for-you snacking category, offering a range of delicious
snacks that cater to the tastes of both parents and kids. Garden
Veggie Snacks are available in a variety of formats to deliver
distinctive snacking moments including; classic Garden Veggie
Straws®, Garden Veggie™ Puffs, Garden Veggie™ Wavy Chips, Garden
Veggie™ Stacked Chips and Garden Veggie™ Flavor Burst™ Tortilla
Chips. With a focus on better-for-you fun and flavor, Garden Veggie
Snacks is committed to bringing joy and happiness to families
through every bite.
About The Hain Celestial Group
Hain Celestial Group is
a leading health and wellness company whose purpose is to inspire
healthier living for people, communities and the planet through
better-for-you brands. For more than 30 years, Hain has
intentionally focused on delivering nutrition and well-being that
positively impacts today and tomorrow. Headquartered in
Hoboken, N.J., Hain Celestial's
products across snacks, baby/kids, beverages, meal preparation, and
personal care, are marketed and sold in over 75 countries around
the world. Our leading brands include Garden Veggie Snacks™, Terra®
chips, Garden of Eatin'® snacks, Hartley's® jelly, Earth's Best®
and Ella's Kitchen® baby and kids foods, Celestial Seasonings®
teas, Joya® and Natumi® plant-based beverages, Greek Gods® yogurt,
Cully & Sully®, Yorkshire Provender®, New Covent Garden® and
Imagine® soups, Yves® and Linda
McCartney's® (under license) meat-free, and Avalon Organics®
personal care, among others. For more information, visit hain.com
and LinkedIn.
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SOURCE The Hain Celestial Group, Inc