Friday, July 13, 2018

Plant-based crackers and pretzels offer better-for-you nutrition to conventional favorites

Halen Brands' Cauliflower-Based Snack Brand FROM THE GROUND UP™ Takes Root and Shakes Up the Salty Snack and Cracker Categories

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™ is no exception offering 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,,, 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. 

"At Halen Brands, we are listening to consumers and applying the wants and needs that we uncover to natural products," said Co-Founder of Halen Brands, Jason Cohen.  "Consumers were asking for a veggie-based snack that actually had increased nutritional value, so we began looking at the vitamin and fiber rich Cauliflower since it's so versatile and seemed to really be resonating with people," he continued.  "We're really proud about what we've been able to accomplish on the nutritional front with the crackers and pretzels," added Aaron Greenwald, President of FROM THE GROUND UP™.  "The products taste as delicious as the mainstream versions and have all the characteristics that a better-for-you customer is looking for. This was not an easy feat and took two years to perfect," he continued. 

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 oz. boxes and Pretzels are available in 4.5 oz. bags for a suggested retail price of $3.99. For more information on FROM THE GROUND UP™, please visit "Like" us on Facebook and follow us on Instagram
About FROM THE GROUND UP™FROM THE GROUND UP™ is rooted in the belief that food should offer equal parts taste and nutrition. Our mission is to create premium better-for-you snacks in familiar shapes and flavors that are plant-based, Non-GMO and Gluten Free. Our Crackers and Pretzels are made with real cauliflower and are good sources of vitamins and nutrients. FROM THE GROUND UP™ Pretzels took home a 2018 SOFI Gold Award in the Savory Snack category and the brand was recently featured in an Eat This, Not That segment on the TODAY Show.  When it comes from the ground, its got to be good! For more information on FROM THE GROUND UP™, visit

About Halen Brands, Inc. Halen Brands, Inc., founded in 2015, is a privately held operating company focused on the food and beverage industry. Current investments include OWYN™, From The Ground Up™, Joyfuls™, Chef's Cut Real Jerky and CORE Hydration. Company executives also played a key role in formulating and bringing to market Mamma Says Biscotti, Inc. and Sensible Portions Veggie Straws, as well as investing and partnering with Party-Tizers Dippin' Chips, Mrs. Thinster's, Rickland Orchards and SkinnyPop Popcorn.  For more information on Halen Brands,
Media Contact:
Rachel Powell

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