Mondelez debuts new snack brand

by Monica Watrous
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Mondelez Nabisco Good Thins
Good Thins are baked snacks made with potatoes, chickpeas or rice.

EAST HANOVER, N.J. — Mondelez International, the maker of Oreo cookies and Ritz crackers, is introducing its first new snack brand in more than a decade. Good Thins are baked snacks made with potatoes, chickpeas or rice. Developed in response to consumer demand for more wholesome savory snack options, the product line contains no artificial flavors, colors, cholesterol, partially hydrogenated oils or high-fructose corn syrup.

The potato-based varieties contain 60% less fat than the leading regular fried potato chip, according to the company, and include three flavors: original, spinach and garlic, and sweet potato. The rice-based varieties are gluten-free in four flavors: veggie blend, simply salt, poppy and sesame seed, and sea salt and pepper. The chickpea-based variety has a garlic and herb flavor.

Danielle Brown, Mondelez
Danielle Brown, marketing director for Good Thins at Mondelez.

“We’re regularly taking a consumer pulse on ingredient and flavor preferences, and we’re excited to launch a brand that delivers on a broad range of these interests,” said Danielle Brown, marketing director for Good Thins at Mondelez International. “Best of all, it’s a snack that you can feel good about. The name Good Thins pays tribute to the delicious taste and wholesome ingredients, as well as the thin and crispy texture.”

The product line is rolling out nationwide at a suggested retail price of $3.69 per box.

Mondelez thin snacks - Oreo Thins and Wheat Thins Even Thinner
Mondelez recently launches Wheat Thins Even Thinner crackers and Oreo Thins cookies.

The introduction of Good Thins represents a broader trend in the snack category, as well as an apparent "thin" theme in product development at Mondelez, which in recent months launched Wheat Thins Even Thinner crackers, which are 14% thinner than the original snack, and Oreo Thins, a skinnier, crispier version of the popular cookie. Thinner cookies and crackers may be associated with fewer calories and greater portion control, according to James Russo, senior vice-president of global consumer insights at Nielsen, New York.

James Russo, Nielsen
James Russo, senior v.p. of global consumer insights at Nielsen

“Pretzel thins, cracker crisps and even cookie thins are all fairly new options for consumers,"  Mr. Russo told Food Business News in January. "This dynamic of healthy and indulgent has inspired brands to introduce healthier versions of their classic offerings with new products that address healthier ingredients, smaller serving sizes and thinner varieties.”

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