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.