Catalina Snacks launches multipacks and national better-for-you campaign

Catalina Snacks is betting that snack buyers want more than smaller portions. The company used its June 16 launch to push Snack Size Multipacks and a national Snack Like It Matters campaign built around protein, fiber and lower sugar, arguing that the modern snack occasion has become an all-day behavior that deserves better nutrition. The campaign is set to go national on July 6, 2026, with placements across connected TV, streaming video, YouTube, Meta, TikTok and other digital channels.

The new packaging is doing the heavy lifting on the shelf. Catalina Snacks said its Snack Size Cereal Multipack boxes contain six individually wrapped single-serve pouches, each with 11 grams of protein, an excellent source of fiber and 0 grams of sugar, in Cinnamon Toast and Fruity flavors. The Snack Size Snack Mix Multipack boxes contain five individually wrapped pouches, each with 10 grams of protein and a good source of fiber, in Traditional and Cheddar. The company is not just shrinking servings; it is trying to make every bag, box and pouch feel like a deliberate nutrition choice for life on the go.

That positioning fits a wider move in convenience snacking, where multipacks are becoming tools for portion management and premiumization at the same time. Catalina said many consumers are following high-protein eating habits and GLP-1-related nutrition plans, a reminder that snack brands now have to speak to shifting eating patterns as much as they do to flavor. The message behind Snack Like It Matters suggests the company sees education as part of the product, not a separate marketing layer, especially in a category where protein claims can start to blur together.

The June launch also extends a product strategy that has been building through 2026. In March, Catalina Snacks added Peanut Butter Protein Cereal and Parmesan Garlic Protein Snack Mix, and said the Parmesan Garlic flavor moved from a limited-edition run into the everyday portfolio because of consumer demand. The company said it helped remove more than 4.9 million pounds of sugar from consumers’ cereal diets in 2025 and now has products in more than 30,000 retailers nationwide, giving the brand a scale story to match its nutrition story.

Catalina’s origin makes that message feel personal rather than purely tactical. Founder Krishna Kaliannan created Catalina Crunch after being diagnosed with Type 1 diabetes, started the project in 2017 in his New York City apartment kitchen, launched Dark Chocolate Cereal in 2018 and expanded operations to Lebanon, Indiana, in 2021. After a January nationwide Snack Swap push, the new multipacks make Snack Like It Matters look less like a slogan and more like the organizing principle for the brand’s next phase.