NEW PRODUCT SHOWCASE
Crispies, Deconstructed Creative Crispies put an exciting spin on a classic treat by creating Crispie Clusters, a Rice Crispie Treat mix infused and topped with premium ingredients that puts a snackable twist on the square sweet. Amy Kirby, Creative Crispies founder and CEO, created the loose Clusters with toppings like dark chocolate, toasted coconut, mini M&Ms and mini peanut butter cups. Other varieties include bolder ingredients like coffee and habanero chocolate. The pieces are then packaged in a resealable bag. “We’re creating a fun, ‘treat yourself’ experience,” Kirby said. “It’s not biting into a bar; it’s savoring every morsel, one bite at a time.” Photo courtesy of Creative Crispies
While the original Creative Crispies 3D shapes are tailored toward special occasions and experiences, Clusters have an everyday appeal that Kirby envisions as part of the indulgent snack category. R&D for Clusters is based on trial and error to create an indulgent product that can be consumed in multiple settings without losing freshness or flavor. “It’s definitely an experimental process,” Kirby said. Varieties like Salted Caramel or M&Ms are created the same way as the traditional shapes, but Kirby flavors the marshmallow prior to mixing for modern varieties like Mint Chocolate Chip and Coffee. Part of the joy that comes with the Clusters is that while they are easier to consume as an everyday indulgence, it’s still an experience. “You never know what size bite you’re going to get,” Kirby said. “It might be a big chunk, little nugget of topping, or both, and that’s the fun of it.” All Creative Crispies treats are sold on the company’s website, through QVC, in specialty gift shops and boutiques, and in some independent retail outlets. The traditional and cluster products have been popular items in a variety of gift baskets and have even been used by florists to personalize arrangements. www.creativecrispies.com
JUNE 2022 NEW PRODUCTS ANNUAL
86
