Rising to “the challenge of converting consumers who aren’t quite a fan of seaweed as a standalone snack,” Annie Chun’s – a pioneer in the quickly growing seaweed snack category – recently launched a trio of crunchy Seaweed Crisps that layer traditional dried nori over hearty, crispy brown rice chips, Nayoung Shin, head of marketing for CJ Foods, told FoodNavigator-USA.
CJ Foods partnered with Annie Chun’s in 2005 to bring authentic Asian flavors and ingredients to home cooks, including the new line of Seaweed Crisps, which launched in July and, Shin says, offer the same nutritional benefits and flavor of classic roasted nori but in a “more universally appealing snack” format.
“Our intention in the creation of Seaweed Crisps was to not only remain loyal to our target consumer, but to expand awareness amongst those not yet familiar with seaweed. By offering more versatility in flavors and textures, we can appeal to larger audiences and those who are more prone to choosing traditional snacks, but still are looking for better-for-you options,” Shin said.
Shin explains that the Seaweed Crisps crunch like conventional potato- and corn-chips or crackers, which often are “loaded with excess calories and fat,” but are oven-baked so that they have only 80 calories, 2 grams of non-trans and non-saturated fat and no cholesterol per serving. The gluten free snack also is bite-sized for convenience, Shin added.
The Seaweed Crisps come in three distinctive flavors that can satisfy “all taste preferences and cravings,” Shin said. “By offering a savory option in the Original, a sweet taste in our Cinnamon and a trendy offering in our Gochujang, there really is a Seaweed Crisp for anyone and any occasion.”
Seaweed’s growth potential
Beyond the new line of crisps, Annie Chun’s sees tremendous growth potential in the seaweed snack category, which some analysts estimate are growing 30-40% per year.
“Seaweed has definitely become more of a mainstream food product in the United States. Consumers are not only becoming aware of its health benefits, but are also more open to new emerging ways of eating seaweed,” Shin said.
For example, Shin sees potential for Americans to enjoy seaweed in many forms – from traditional baked sheets for a portable snack to cooked or raw seaweed added to soups and salads.
“We are now even seeing seaweed being used as a topping to compliment more uncommon meals and snacks, like popcorn and ice cream,” Shin added.
To continue to meet consumers’ growing and evolving demand for seaweed, Shin said, Annie Chun’s is launching an organic line of its existing Seaweed Snacks. This expansion of it is dried nori sheets will also meet consumers’ desire for “clean” snacks.
In addition, Shin said, Annie Chun’s will expand “even more snacks boasting popular and traditional ethnic flavors, such as Korean BBQ.”
Beyond seaweed
Annie Chun’s sees growth potential similar to that of seaweed in a broader array of cleaner, healthier options for Asian pantry staples and frozen foods, Shin said.
For example, in March 2010, the company began offering whole grain Pad Thai and Maifun Noodles, which Shin says, “were a great hit at the very beginning and have continued to grow steadily” as consumers increasingly seek functional, foods.
The original noodles’ also continue to be popular given their status as a gluten-free option, which appeals to consumer desire for “clean” options, Shin said.
Even as the company’s portfolio evolves to meet evolving consumer demands and “keep up with the trends in the restaurant scene,” Shin says one thing will remain constant – “the bold, ethnic flavors we are known for.”