Snacking brand Brave launches cookies and cream chickpea bites23 Nov 2021
Chickpea snack brand Brave announced it is launching three new flavors to its lineup: Cookies & Cream, BBQ and Salt & Vinegar. The cookies and cream flavor is an indulgent snack which the company says is a world-first and is also compliant with the new HFSS regulations that are coming into force in the U.K.
With 65% less sugar than a chocolate bar, 65% less fat than nuts and 4 grams of plant protein, the vegan snacking company calls this combination “the perfect mix.” Each individual roasted chickpea is surrounded by a crunchy dark chocolate biscuit and coated in vegan white chocolate.
Regulations on unhealthy food products have been tightening in Europe. Britain is following a similar trajectory which will be codified under its new HFSS legislation that will go into effect in April 2022. The legislation will restrict advertising, promotions and reduced-price offers on foods with high fat, sugar, and/or salt content.
As a brand, Brave says that it is already compliant with the limitations that the new HFSS legislation will impose to divide products into healthy and unhealthy categories, and it falls into the healthy category. The startup promotes its snacks as low-fat, low-sugar and low-salt.
The company said it will continue to focus on healthy innovation going forward. Already, the brand is available at Sainsbury’s, Ocado and Whole Foods in the U.K. Internationally, the startup is available in 10 markets, including the Netherlands, France, Japan and Singapore.
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