SnackWell's switching to simple ingredients

by Monica Watrous
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SnackWell’s announced a new brand logo, tagline and packaging to better align with shifting consumer health trends.

NAPLES, FLA. — The latest brand to announce a switch to simpler ingredients is SnackWell’s, the low-fat cookie and snack line, which will be reformulated to contain no high-fructose corn syrup, partially hydrogenated oil, artificial flavors or colors.

The brand, which was acquired by Back to Nature Foods Co., L.L.C., a portfolio company of Brynwood Partners VI L.P., is set to launch two new products in June, which include Devil’s Food Chocolate Mint Cookie Cakes and 100% Whole Grain Chocolate Chip Cookie Bites. The products are school-compliant and made in a peanut-free facility. Earlier this year, the brand launched SnackWell’s Minis in vanilla and chocolate flavors nationwide.

SnackWell’s also recently announced a new brand logo, tagline and packaging to better align with shifting consumer health trends.

“Now more than ever, consumers are seeking flavorful products made with healthier ingredients, which is why since we’ve been under new ownership, we have been working to reinvigorate the SnackWell’s brand and what we offer our customers,” said Vincent Fantegrossi, chief executive officer, Back to Nature. “SnackWell’s was one of the first brands on the market to offer consumers better-for-you snack options and our more than 20 years of experience has shaped who we are today as a brand. We’re really excited to now have the opportunity to build on the brand’s success with newly-reformulated products and new product offerings for our customers to enjoy.”

The new SnackWell’s on-the-go product line features portion-control packs with 100 to 130 calories per serving. Varieties include yogurt pretzels, fudge pretzels, fudge drizzled chocolate chip cookies, and fudge drizzled double chocolate chip cookies.

SnackWell’s products originally were launched in 1992, and at their height total sales were about $490 million in 1995. In the 52 weeks ended March 22, SnackWell’s cookie sales totaled a little less than $22 million, according to I.R.I., a Chicago-based market research firm.
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