With new owners in the U.S. Calbee North America sought to rebrand and reposition the stagnant Snapea Crisps product line consisting of just four SKUs and less than $25MM in annual sales. Calbee NA has increased its retail business 500% in the first three years since the introduction of a new brand, new packaging, and new products. The new name, Harvest Snaps, now serves as the overarching brand name and includes three product lines: Snapea Crisps, Lentil Snaps, and Black Bean Snaps.
