Known for featuring odd characters on its packaging, pea-based snack food PeaTos is about to go full ninja.
It comes by way of a promotional partnership with Paramount Consumer Products tied to the release next August of “Teenage Mutant Ninja Turtles: Mutant Mayhem” and special packaging for PeaTos Crunchy Pizza Rings.
The seventh installment of the film franchise will benefit from in-store displays of PeaTos, along with imagery on three-ounce bags of Crunchy Pizza Rings and boxes of PeaTos purchased on Amazon and other D2C platforms.
Directed by Seth Rogen, the latest Ninja Turtles iteration follows the brothers Leonardo, Michelangelo, Donatello and Raphael as they take to the streets of New York City in pursuit of a crime syndicate.
Referring to the four in a news release as “heroes on a half shell,” PeaTos founder and CEO Nick Desai said the collaboration “is a perfect fit for our brand.”
Asked how the collaboration came about, Desai tells Marketing Daily that Paramount approached PeaTos.
“Our marketing research shows that PeaTos performs exceptionally well among families with kids. PeaTos households have almost twice the kids of Cheetos and Funyuns, and three times that of better-for-you brands like Hippeas.”
Retailers will be able to pre-order Crunchy Pizza Rings in the first quarter of 2023.
News of the partnership comes less than a month after PeaTos closed a funding round led by CPG giant Post Holdings Inc.
According to PitchBook, the round raised $5 million from 12 investors.
Desai used the occasion to reprise his long-running verbal jabbing of competitor Frito-Lay and its dominance of less-than-healthy snacks.
“While the amount of money we raised is a rounding error to Frito-Lay, we are extremely proud of this show of strong show of support from our investors, as well as retailers and consumers, who believe in our important mission,” Desai said last month.