Mexican brand Sigma launches amaranth-based snack in the US market

4 Feb 2022

Chocke-Obleas are arriving from Mexico to key markets in the U.S., thanks to multinational company Sigma. The Mexican snack wafer is made with chocolate, artisan wafers and crispy popped amaranth, and the wafers currently come in two flavors: chocolate and amaranth.

According to the company, each 110-calorie package offers 3 grams of plant-based protein and has no preservatives. However, it is to the star ingredient of this wafer — amaranth — that Sigma is bringing consumers' attention.

Mexican brand Sigma launches amaranth-based snack in the US market
©Chocke Obleas

Amaranth is an ancient grain that is considered a superfood thanks to its gluten-free status and the fact that it contains more essential amino acids than any other plant source. Studies have also shown that the grain lowers cholesterol. The company is positioning its Chocke-Obleas as a better-for-you indulgence and “a snack they can feel good eating and sharing with their families.”

This particular combination of better-for-you ingredients is sure to attract attention from American consumers who are interested in foods with these ingredients. While the better-for-you trend is nothing new and has only been accelerated by the onset of COVID-19, foods with ethnic flavors have been steadily growing in popularity. A 2019 Snack Index survey by Frito-Lay showed that more than two-thirds of Americans say they eat snacks with international flavors at least once a month. At the time of the survey, Latin American flavors topped the list in terms of popularity with 26% of respondents saying they were a favorite choice.

In addition to its health credentials, Sigma is positioning its wafers as a snack with “authentic Mexican roots” thanks to the use of Mexican amaranth and the 70% cocoa-rich chocolate, an ingredient that was known and prized by ancient Mexican Mayans.

"There's nothing like Chocke-Obleas on American shelves today. It's not just another cookie, cracker, bar or snack," says Juan Carlos Duran Soriano, Founder and CEO of Golmex, the producer of Chocke-Obleas.

While these Mexican wafers do use superfood ingredients, they are still an indulgent snack, a category that has been on the rise. In the 2020 State of Snacking report by Mondelez International, the No. 1 driver for 53% of snackers was seeking comfort. Many of these people leaned toward indulgent treats as snacks, and this trend has not abated. In the 2022 State of Snacking report, 85% of consumers said they eat two types of snacks daily: one for sustenance and one for indulgence. As consumers are more willing to eat treats for snacks, companies have responded. Recently, Kind has moved from bars into candy-flavored bark and it introduced its frozen ice cream bars. Nestlé launched its Rallies chilled snack bars that are made with creamy nut butters and chocolate.

As these feel-good snacks continue to make inroads into grocery store aisles, it would not be surprising to see Chocke-Obleas expand beyond the six U.S. markets where Sigma is initially piloting this brand.

Related news

European soft drinks industry celebrates sugar reduction milestones as the ‘war on sugar’ continues

European soft drinks industry celebrates sugar reduction milestones as the ‘war on sugar’ continues

3 Aug 2022

The European soft drinks sector has achieved a 17.7% reduction in average added sugars since 2015, says its industry association, UNESDA. However, experts warn that the “war on sugar” will intensify from both consumers and governments in the next few y...

Read more 
Diageo unveils plans for €200 million carbon-neutral brewery in Ireland

Diageo unveils plans for €200 million carbon-neutral brewery in Ireland

1 Aug 2022

Diageo has unveiled plans for a €200 million carbon-neutral lager and ales brewery in Ireland – the country’s first.

Read more 
Mexican packaged food companies to feel profit squeeze as inflation continues

Mexican packaged food companies to feel profit squeeze as inflation continues

29 Jul 2022

Mexican packaged food companies are set to feel bigger profitability pressures over the next year as commodities price inflation and slowed growth continues, said credit rating agency, Fitch Ratings.

Read more 
Gut health is the biggest growth area for US personalised nutrition brands

Gut health is the biggest growth area for US personalised nutrition brands

28 Jul 2022

Gut health will be a key growth area for personalised nutrition brands in the US throughout 2023, fuelled by the development of more user-friendly microbiome testing kits and the importance of gut health for US consumers, according to the Nutrition Bus...

Read more 
How (and why) should food brands leverage social media?

How (and why) should food brands leverage social media?

27 Jul 2022

Social media is a powerful and far-reaching tool which allows brands to get closer than ever before to their consumers. To reap its value, brands should closely monitor consumer attitudes on social media and proactively engage with them.

Read more 
Canada rolls out new front-of-pack ‘magnifying glass’ label for high salt, sugar and fat foods

Canada rolls out new front-of-pack ‘magnifying glass’ label for high salt, sugar and fat foods

26 Jul 2022

Canadian authorities have launched a new front-of-package nutrition label designed to help shoppers make more informed product selections as they purchase groceries by highlighting foods high in specific ‘unhealthy’ nutrients.

Read more 
Shifting trends: Analysing the impact of high inflation in India

Shifting trends: Analysing the impact of high inflation in India

25 Jul 2022

Despite food and beverage categories in India feeling the pinch of increasing inflation, the overall outlook remains upbeat as governmental support steps in and evolving consumer purchasing patterns shape the sector.

Read more 
A switch to alternative proteins could be cheapest and highest impact solution to climate crisis – report

A switch to alternative proteins could be cheapest and highest impact solution to climate crisis – report

22 Jul 2022

Shifting to alternative proteins could be the “most capital-efficient and high-impact” solution to today’s climate crisis, according to a new report from Boston Consulting Group (BCG), which suggests more than 30% of consumers are willing to fully swap...

Read more 
Oman authorities put food security and sustainability centre stage with ‘transformative’ investments

Oman authorities put food security and sustainability centre stage with ‘transformative’ investments

21 Jul 2022

New technologies and initiatives to promote sustainable food systems, healthy diets and improved food and nutrition security have attracted the backing of authorities in the Gulf country Oman.

Read more 
Schwepps, Nescafe and Terra win highly-sought places on Africa and Middle Eastern consumers' shelves

Schwepps, Nescafe and Terra win highly-sought places on Africa and Middle Eastern consumers' shelves

20 Jul 2022

Schwepps, Nescafe and Terra are among the food and drinks brands now penetrating the highly sought-after African and Middle Eastern markets, according to Kantar, as global names strive for a foothold in the region.

Read more