From The Ground Up Cauliflower-Based Snacks
From The Ground Up is a line of cauliflower-based crackers and pretzels that also feature cassava flour and vegetable blend powders made from real veggies
Halen Brands, Inc., CPG incubator and venture capital company, is known for disrupting the better-for-you salty snack category with emerging brands that challenge the status quo. FROM THE GROUND UP™ offers nutrient-dense, plant-based versions of popular conventional snacks.
FROM THE GROUND UP™ is a line of cauliflower-based crackers and pretzels that also feature cassava flour and vegetable blend powders made from real veggies. The snacks are Non-GMO Project Verified, Gluten Free Certified and made with vegan ingredients. A 1oz. serving provides a good source of Vitamins A, C, D, E, B1 & B6, so the products are a fun and tasty way to get those veggies in (and a secret-weapon for parents trying to sneak in some nutrition at snack time). FROM THE GROUND UP™ made its exclusive retail launch this month at Kings, Fairway, Hy-Vee and Rouses. The snacks are also available now on Amazon, Walmart.com, Jet.com, Boxed.com and Fresh Direct. Also, FROM THE GROUND UP™ will be making its debut at Sprouts, Shop Rite, Fresh Thyme, Safeway, Albertson's and many others this fall, just in time for back-to-school.
Halen Brands was launched in 2015 and co-founded by Jason Cohen and Leigh Feuerstein. Cohen's recipe for success has been conceptualizing and delivering better-for-you food and beverage offerings in sleepy categories. FROM THE GROUND UP™ is following suit by invigorating and innovating in crackers and pretzels – categories that have been stale for decades. These familiar formats will never be the same, as FROM THE GROUND UP™ redefines "better-for-you," by adding real vegetables to snacks and following through on the nutritionals.
Developing FROM THE GROUND UP™ required purchasing new equipment, finding gluten-free partners, sourcing unique plant-based ingredients and working with European suppliers.
FROM THE GROUND UP™ Crackers come in three flavors, including Sea Salt, Cheddar and Nacho; and the Pretzels come in Original flavor in Sticks and Twists shapes.
FROM THE GROUND UP™ Crackers are available in 4-ounce boxes and Pretzels are available in 4.5-ounce bags for a suggested retail price of $3.99.