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Maine Crisp Rebrands As Better With Buckwheat

Maine Crisp buckwheat

Amidst increasing sales growth and new distribution in major national retailers, artisanal snack company Maine Crisp is rebranding as Better With Buckwheat.

The new brand, which will retain the Maine Crisp product line, readies the gluten-free producer to introduce buckwheat-based innovations in additional snacking categories.

The Better With Buckwheat rebrand promotes the snack company’s key differentiator, a gluten-free ancient seed, and supports the company’s goal to educate consumers about buckwheat.

Maine Crisp

Designed in partnership with branding agency MoxieSozo, Better With Buckwheat uses “bright colors and a cheerful tone to share information that consumers want when they choose better-for-you products for their families,” according to the company.

Under the new brand, Better With Buckwheat is launching a new product line of crackers. The Better With Buckwheat cracker line features three flavors – Sea Salt, Everything and Rosemary and Herb – that are naturally gluten-free, grain-free, vegan, Kosher and non-GMO.

“I really enjoyed this challenge of balancing two distinct flours that complement my favorite savory seasonings, while landing that ideal snack texture of crunch and puffy pockets,” said Karen Getz, founder and chief product officer of the Winslow, Maine-based company.

“My mission from day one has been to highlight the wholesome taste of buckwheat, and with this new product line, we’ve made it even easier to give buckwheat the spot it deserves in the everyday pantry through healthful, shareable snacks for the whole family to enjoy.”

The Better With Buckwheat crackers represent the first in a series of planned product line launches that feature buckwheat as the main ingredient.

The original Maine Crisp product line will be held under the Better With Buckwheat brand. With annual sales projected to triple this year, the crisp line has expanded to five flavors and is available in 1,000 Kroger stores with Murray’s Cheese Shops.

“As consumers embrace buckwheat as an ingredient that delivers taste, nutrition and sustainability benefits, we see enormous potential to bring buckwheat to multiple snack categories,” said CEO Lewis Goldstein.

“Whether your family is gluten-free, grain-free, vegan or follows no dietary preference, buckwheat offers a better experience. We believe it is the future of our pantry in the U.S., as it has been a staple in many parts of the world for hundreds of years.”

The Better With Buckwheat cracker line, which retails for $5.29, will launch at Expo East and in a national natural retailer in November. Expo East attendees will be able to sample the new Better With Buckwheat cracker line, including the Nexty Finalist flavor Sea Salt, at the brand’s trade show booth No. 2038.

Read more packaging news from The Shelby Report.

About the author

Sommer Stockton

Web Editor

Sommer joined The Shelby Report in January 2022 after graduating from Brenau University in Gainesville, GA with a B.A. and M.A. in Communications and Media Studies. Sommer is excited to learn about the grocery industry and share her findings with The Shelby Report's readers!

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