HIPPEAS launches Protein Crunch, targeting snack aisle protein demand

HIPPEAS took its protein pitch straight into the crunchy-snack aisle with Protein Crunch, a baked puff line built around the category’s biggest tension: how to add meaningful plant protein without losing the taste, texture and impulse appeal that make a chip or puff worth buying. The new line launched May 12, 2026 in Cheddar Vibrations and Pizza Party, and each 1-ounce serving delivered 8 grams of plant-based protein.

The move is more than a flavor extension. HIPPEAS said Protein Crunch was baked, not fried, made with avocado oil, and carried 55% less fat than the leading crunchy puffs. That puts the product squarely in the lane of shoppers who still want a salty, satisfying snack, but are increasingly scanning for macros before they toss a bag into the cart.

The brand is also using Protein Crunch to stretch beyond its original chickpea-puff identity. HIPPEAS said the new line delivers double the protein of its original puffs, which have 3 grams of protein and 3 grams of fiber per serving. That matters in a market where protein has moved well beyond sports nutrition and into the mainstream snack decision, especially in grocery, convenience and e-commerce channels where convenience and perceived health value have to coexist with craveability.

HIPPEAS has been leaning into that broader positioning for months. In February 2026, the brand unveiled a bold new creative and packaging refresh and said it was gearing up for a big year of protein, fiber and flavor. Protein Crunch now gives that strategy a more direct shot at the salty-snack aisle, where puffed products have to compete against conventional chips on crunch first and nutrition second.

The company also kept its sustainability message in play. HIPPEAS said its chickpeas and yellow peas are farmed using 10% of the water of most proteins, or 90% less water than many protein sources. That claim gives the launch another layer of differentiation beyond macros, especially for shoppers who want plant-based protein but still care about how it is produced.

Founded in June 2016, HIPPEAS said it is sold at more than 100,000 points of sale across the U.S. and U.K. Protein Crunch suggests the brand sees room for puffed snacks to become a legitimate protein platform, not just a chip substitute. In a crowded aisle, that is the real test.