The rapidly growing upstart World Peas Brand Peatos is
challenging the supreme reign of Cheetos® by Frito-Lay, a
subsidiary of PepsiCo, with a revolutionary new approach to “junk”
snacks. In the battle for taste buds, Peatos is taking a bold stand
against the company that controls more than two-thirds of the salty
snacks in the United States. Not only is Peatos making headlines
around the world, national retailers are stocking the product and
consumers are raving about it.
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“We are up against the Super Bowl-ad-wielding,
snack-aisle-dominating, small-brand-crushing, 8,000-lb gorilla of
snacking,” said Nick Desai, CEO, World Peas Brand Peatos. “We are
on to something huge. Peatos replaces the traditional corn base
used in many popular 'junk' snacks with a nutrient-dense pulse base
(peas and lentils), and still delivers the same orange, cheesy
goodness in a crunchy texture. By doing so, we create a junk
food-tasting snack with tons of benefits.”
Pay Attention to Peatos
Peatos are made of pulses and are a crunchy, puffed snack that
has two times the protein (4 grams) and three times the fiber (3
grams) of Cheetos® per serving. Peatos also boasts clean, non-GMO
ingredients and has no artificial flavors, no synthetic colors and
no added MSG. Striking flavors include the popular Classic Cheese,
Fiery Hot, Chili Cheese, and Masala.
“Pulses are like a magical ingredient full of plant-based
protein and fiber. Common pulses include chickpeas, beans, and
lentils. Using pulses to create 'junk' snacks is a game-changing
revolution in snacking,” added Desai. “There are tons of
better-for-you snack options now, but they often leave your taste
buds in misery. It’s the taste of Peatos that will blow your mind.
“
The company spent two years developing Peatos to mimic the
taste, texture, crave-ability, and visual appeal of “junk” snacks.
World Peas Brand is obsessed with taste and so are its loyal
fans—making Peatos one of the most innovative snacks to hit the
market in decades.
Taking Notice of the Scrappy Startup
World Peas Brand Peatos™ is definitely on the radar of snack
behemoth Frito-Lay®, who sent a cease and desist letter to the
company in May, asking the company to change its key provocative
tagline “Tigers Live Longer Than Cheetahs,” among other things.
“If you are going to play in the puffed cheese snack category,
you’d better be ready to take the Cheetah head-on,” added Desai.
“They are not a major player in the category, they are the
definition of the category, much like Q-tips® or Kleenex®. We have
turned the category on its head with disruptive innovation similar
to when the flip phone was replaced by the smart phone.”
Peatos is quite certain that Frito-Lay cannot corner the market
on snacks ending in “-tos.” The biggest ingredient in Peatos is
peas. “I cannot think of a more honest name than ‘Peatos.’ The
suffix ‘tos’ comes from the Spanish language and means ‘small
pieces.’ Frito-Lay has played hardball in the snack aisle for
decades. We believe they are attempting to silence us and stifle
competition with their powerful legal resources,” continued
Desai.
Big Picture Partnerships and Produce Positioning
In a few short months, Peatos has gone from zero to several
thousand stores nationwide and has become one of the top-selling
pea-based snacks. Plant-based, protein-packed Peatos are unique in
salty snacking and are merchandised in the produce section, a
highly-coveted space along the perimeter of the stores.
“Kroger was the first major retailer to believe in us and we
credit them for taking a young brand under its wing,” said
Desai.
Peatos are currently available in the produce sections at
Walmart (in the Northeast), Safeway (Northern California), Kroger
and its banner stores including Cala Foods, City Markets, Copps,
Dillons, FoodsCo, Fred Meyer Stores, Fry's, King
Soopers, Mariano's Fresh Market, Metro Market, Pick
'n Save, QFC, Ralphs, Food 4 Less, and Smith's, as well as
Vons, Pavilions, Albertsons (Southern California) and online on
Amazon. In addition to being embraced by retailers, Peatos has
already won several awards, made headlines in the press, and has
created social media buzz. Recently, the company has learned that
Facebook is replacing Cheetos with Peatos on their campus.
“Clearly Facebook has taken an amazingly forward-minded position
and is putting its employees first. It may only be a pin prick to
our feline antagonist, but it’s right through the heart!” added
Desai.
Tasting is Believing, Try Peatos for Free
On Friday, August 31st, customers with a loyalty account at
Kroger and its banner stores including Baker’s, City Market,
Dillons, Food 4 Less, Foods Co, Fred Meyer, Fry’s, Gerbes, King
Soopers, Jay C Food Store, Owens Market, Pay-Less Super Markets,
QFC, Ralphs, Smith’s Food and Drug, can get a free 1 oz. bag of
Peatos by downloading the Free Friday Download coupon that can be
redeemed for a two-week period. The national campaign kicks off the
back to school season, making Peatos an ideal snack for kids and
their families.
Time to Make a Difference
A key mission of World Peas Brand is to develop plant-based
snacks that are affordable and accessible and have broad-based
appeal. The brand has a goal to help the vast majority of Americans
eat better, and not just the small minority who shop in the
high-end natural channel. This summer, Peatos launched a
crowdfunding campaign on Indiegogo to raise awareness for Peatos
and to rally support around the transformation happening in the
snack industry.
“Tasting is believing. We want to galvanize the community to get
the word out about Peatos,” concluded Desai. “We simply don’t have
the money for a Super Bowl ad like the big guys do. We need our
loyal fans to help us drive our mission forward and help us spread
the word.”
ABOUT WORLD PEAS BRAND PEATOS
Snack it Forward creates great tasting real fruit and vegetable
snacks through a portfolio of brands which includes World Peas™ and
Sunkist® Snacks. Peatos™ by World Peas is revolutionizing snacking
by creating better-for-you Plant Based “junk food.” Peatos are a
pulse-based crunchy puffed snack that deliver the bold flavor and
big crunch snacking experience we all crave, but without empty
calories. With 4 grams of plant-based protein and 3 grams of fiber
per serving, Peatos aims to Unjunk Your Snack. Learn more at
worldpeasbrand.com and find us on Facebook.com/worldpeasbrand and
on Twitter and Instagram @worldpeaspeatos.
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version on businesswire.com: https://www.businesswire.com/news/home/20180823005226/en/
for Snack it ForwardAnne Milo-Shanahan/Valerie
Christopherson949-608-0276peatos@globalresultspr.com