• by Erik Oster , January 14, 2024

A natural and organic foods-focused competitor appears to be coming for the flavored tortilla king.

Hain Celestial Group’s Garden Veggie Snacks brand is launching a  Garden Veggie Flavor Burst line of tortilla chips with two flavors consumers are undoubtedly familiar with -- Nacho Cheese and Zesty Ranch –- while making no secret of its desire to compete in the conventional tortilla chip space.

In a statement, the brand said it was “responding to consumer trends by expanding its portfolio with better-for-you options of the most popular flavors in the conventional tortilla chip category.”

What makes the chips more healthful? They’re made with non-gmo corn and lower in calories, carbs, sodium and saturated fat than an unnamed leading flavored tortilla chip,  according to the company.

The new products expand the portfolio of the Garden Veggie sub-brand, which launched with Garden Veggie Straws over 15 years ago.

Garden Veggie Flavor Burst is currently available for pre-order on Amazon in both flavors, two ounce bags sold in packs of six or 12; and 6-ounce bags sold individually, or in a pack of six. Beginning next month, Flavor Burst will appear in national, regional, and additional online retailers, according to Senior Director of Marketing Ed Kaiser.

“This innovation will be placed alongside Garden Veggie Snacks within the conventional snacking aisle -- where other major mainstream brands appear -- as well as where other better-for-you snacking sets are placed across the store,” Kaiser told Marketing Daily.

Consumers can also expect to see what Kaiser described as “a robust, omnichannel brand-building launch plan.”

He added, “We will be supporting Flavor Burst with national media, in-store POS and in-store sampling, robust digital and shopper media, consumer media, social, influencer, and PR, leveraging key cultural moments and always-on storytelling.”

The brand’s push beyond the health aisle appears to be part of a broader strategy under new CEO Wendy Davidson. A Kellogg’s veteran, Davidson took over as the company’s chief executive at the beginning of last year, following two years as President for the Americas region at nutrition and healthy lifestyle company Glanbia Performance Nutrition, which counts Optimum Nutrition and Slimfast among its brand portfolio. Last September, she unveiled the company’s “Hain Reimagined” transformation strategy, built around growing the company by focusing on “better-for-you” products with a particular focus on snacks and beverages.

The launch comes as Doritos is shaking up its own brand portfolio with the relaunch of Doritos Dinamita with an expanded flavor lineup ahead of the Super Bowl.