itsu launches crispy seaweed thins for children into UK supermarkets

itsu, the innovative Asian-inspired food brand, is launching its first range of crispy seaweed thins, created especially for children.

With demand soaring from busy parents looking for child-friendly healthy snacks, itsu’s new range makes the perfect savoury addition to lunchboxes. Especially tailored to appeal to even the pickiest eater, the range is naturally packed with nutrients, fibre and vitamin B12.

Itsu has long been a pioneer in seaweed, launching the seaweed snack market into the UK back in 2012, holding the no.1 brand position ever since[i]. It wasn’t long after launching, that itsu noticed an overwhelming number of parents feeding seaweed snacks to their children, recognising a growing gap in the market for a specially formulated kids range.

The new launch, which comes after years of hard-work and development, represents a category-first for kids snacking options, meaning the new product is a must stock for retailers looking for innovation in their snacking aisle.

Initially launching in two flavours – Tomato and Original – each pack contains only 11kcal (aligned with Change4Life guidelines) and is low in sugar, a health-claim that is notoriously lacking in the category. The range also contains iron, antioxidants and protein, and is a great source of iodine – a nutrient vital for wellbeing, effective metabolism and mental development.

Commenting on the launch, Natalie Sugarman, marketing director itsu [grocery], said, “Having already established ourselves as number one UK brand in seaweed, launching a children’s range was the logical next step. The search for healthy, low fat and low sugar snacks that the whole family can enjoy has never been greater. We’re confident crispy seaweed thins for children will be a terrific hit with parents and children alike and will drive incremental sales in the category for retailers.”

The new range of crispy seaweed thins for children join itsu’s growing portfolio of authentic, Asian-inspired food, and can be found in the children’s healthy snacking fixtures of Waitrose, Wholefoods and Ocado.

itsu crispy seaweed thins for Children is available nationwide in Waitrose, Ocado and Wholefoods, RRP: £2.50 per pack of 4.