Nurture Brands relaunches HFSS-friendly EMILY Veg Thins.

Plant-based food and drink business Nurture Brands are relaunching their EMILY Veg Thins range, offering category-leading High Fat, Sugar and Salt (HFSS) nutritional scores of -4, a huge 7 points below the minimum score for “less healthy”, HFSS food. The unique better-for-you crisps are made with over 80 per cent corn, pea, black bean and red lentils, are under 100 kcal per serving, high in fibre and a source of protein.

The relaunch was a quick reaction from the brand to the imminent government to ban HFSS promotions from April 2022. “Many of our customers are increasingly concerned about the impact of lost sales resulting from HFSS guidelines on their snacking fixtures, but with EMILY Veg Thins, we have the perfect solution,” said MD Adam Draper.

The team behind the brand have been working on expanding the EMILY Veg Thins range, with the addition of a new Vegan Sour Cream & Onion variant and developing a bolder, sweeter Barbecue flavour, both of which are well within the HFSS threshold for snacks. The existing Great Taste award-winning Sea Salt variant boasts the same best in class nutritionals.

“Consumers told us they love the idea of the healthier crisps but were disappointed by taste of products currently in the market,” said Ben Arbib, Founder of Nurture Brands. “We set out on a mission to make the healthiest crisp in the market that does not compromise on taste or sustainability.”

EMILY Veg Thins are available to order from 26th July 2021 in both sharing and impulse formats. The range will be launching on Ocado and other outlets, and also via wholesale and will be supported by a £100,000 through-the-line consumer campaign, with further support planned later in the year.