Why did the founder of Hippeas and the CEO of Green Park Brands. Livio Bisterzo, choose chickpeas instead of maybe lentils for his new snack? He said that the trend towards products based on plants and the fact that chickpeas are one of the hottest industry trends led them to focus on chickpeas as the “hero ingredient”. It took countless rounds of product development to get to the bite, crunch, taste, shape, and texture that they wanted.
Hippeas organic chickpea puff snack is vegan, gluten-free, kosher, has only 100 calories to a pack, has three grams of protein, is a good source of fiber, is low in fat, and comes in flavors including Pepper Power, Sweet & Smokin’, Herbs We Trust, and Far Out Fajita. These organic chickpea puffs are healthy and flavorful as well as being addictively delicious.
Launched on June 13, 2016, the original retail partners included Starbucks, Holland and Barrett, and Boots. Hippeas became the newest product in Starbucks’ grab-and-go snacks with the Vegan White Cheddar and the Far Out Fajita being available in over 7,500 Starbucks locations across the United States. The merchandising lead for Starbucks Retail Branded Partnerships, Carolyn Chinn, said that they are constantly seeking new food items that are enjoyable and which also cater to dietary needs.
The identity of Hippeas is geared toward a modern ‘hippie’ and millennial generation and also a partnering with Farm Africa on a joint initiative ‘Food for Good’ that gives back by supporting eastern African chickpea farmers.
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The packaging, visual identity, tone of voice, and personality were created by Jkr, a food innovation company. Stephen McDavid, Jkr design director, said that the aim was to strike a balance between irreverent humor and being socially-conscious. The personality took inspiration from the smiling face of the original hippie era but is updated for today’s modern audience. The charismatic visual identity is a bold yellow face with a different colored tongue for each of the flavors in order to make the snacks stand out on the shelves, online and in the minds of consumers.
Livio Bisterzo, now 35, originated from Italy, attended the University of the Arts in London, and built businesses ranging from consumer goods to hospitality. In 2015, Livio Bisterzo combined years of experience with natural foods with a passion for living a healthy lifestyle. That led to creating Green Park Brands with a goal to manufacture healthy products and also create positive social impact.
With the game-changing Hippeas, chickpeas have been thrust into a spotlight and are on the way to becoming one of the United States’ fastest growing snack brands.