Calbee America sought to rebrand and reposition its stagnant Snapea Crisps product line consisting of just four SKUs and less than $25MM in annual sales. Calbee increased its retail business 500% in the first three years since the introduction of this new brand, packaging, and products totaling some 30 SKUs of products. The new name, Harvest Snaps, now serves as the overarching brand name and includes three product lines: Harvest Snaps Peas, Lentils, and Black Beans.
