Calbee UK teams with Nickelodeon on pea snacks

By Rod Addy contact

- Last updated on GMT

Calbee UK's new Paw Patrol range of pea snacks targets toddlers
Calbee UK's new Paw Patrol range of pea snacks targets toddlers

Related tags: Ambient, Ingredients & nutrition, Npd

Calbee UK has launched Paw Patrol branded oven-baked pea snacks under licence with children’s cable channel Nickelodeon.

Aimed at families and children, the bold and colourful packaging showcases characters from the hit Paw Patrol​ programme.

The healthier vegetable-based products are currently available in Sainsbury’s and Heron Foods, with several listings, including Asda, confirmed for the coming months.

The pea 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.

Green and amber Guideline Daily Amounts 

Both pack formats contained all green and amber Guideline Daily Amounts of key nutrients, were lower in calories, fat and saturates than standard potato crisps and were vegetarian friendly, according to Calbee UK. The 15g bags contained 65 calories per pack, while the larger 19g bags delivered 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,"​ said Jon Wood, commercial director of Calbee UK. "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.

"The new range is the ideal bridge from the baby aisle into the snacking aisle and 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. While the snacks are vegetable-based, the cheese and pizza flavours will be hugely appealing for children, not to mention the affiliation with the brand.”

Sainsbury's, Asda, Heron Foods

The packs are currently available in Sainsbury’s and Heron Foods stores and will hit shelves in Asda from 4 May. The product will also be available from Home Bargains, Ocado and Poundland outlets. Wholesalers to stock the product in due course include Bidfood, Brakes, Sugro and Unita.

Calbee UK is a subsidiary of leading global snack company Calbee Inc, which was formed in 1949, chalks up $2.3bn in revenue and has 13 subsidiaries and 3,800 employees worldwide.

The UK firm was incorporated in March 2014, with the opening of its first factory in Flintshire, North Wales in June 2015. It claims the launch of its first snack brand Yushoi was a big success, with the brand generating 20% year-on-year growth.

Calbee UK aims to be at least a £60m business by 2021 from its current position as a £50m business today. It bought Seabrook Crisps in October 2018​ in a bid to further its strategic objective to grow internationally and establish a firm foothold in European markets. 

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