Introducing Indie Bay Snacks, a new brand and range, bringing exciting and unexpected new savoury offerings to the snacking category and capitalising on consumer demand for more choice within the healthy snacking sector. 
The innovation behind the brand reflects consumer desire to get more out of the food they eat and give their families. Indie Bay Snacks takes the very best of traditional snacking and adds the latest in taste and technology to create its inventive and delicious products.
By working with independent chefs and scientists, Indie Bay Snacks has created unique, healthier offerings for consumers – without a doubt, they’re snacks with benefits.
Indie Bay Snacks’ first NPD, Pretzel Bites, is an updated take on the pretzel and will be available in a convenient 26g pack size – making them a wholesome on-the-go snack – or as a larger 160g sharing pack. Each variant is vegan-friendly, low calorie (around 100 calories per serving) and a good source of fibre and protein. Pretzel Bites are a new, healthier way to snack, on sale now in Selfridges, Planet Organic from 1st September, with more retailers to follow.
Launching in three delicious flavours (with more to come): Spelt with Rock Salt, Quinoa with Cracked Pepper and Sunflower with Sesame & Poppy Seeds, each bite boasts irresistible tastes, textures and crunch.
Indie Bay Snacks was founded by Dafna Bonas, who throughout her career, has used business as a vehicle to help improve people’s lives. She co-founded and ran Founders For Good / Founders Pledge, a global initiative that encourages and helps tech entrepreneurs give back to the causes they care about. Dafna is also a trustee of The Jamie Oliver Food Foundation, a Board Advisor of Intelligence Squared, and supports and mentors social impact leaders. Dafna’s roots are in consumer products with Procter and Gamble, so she is delighted to be bringing her FMCG experience to launch such an exciting challenger brand.
Dafna Bonas said: “I come from a world of constant innovation, and grew frustrated with the lack of it in traditional snacks. How can it be so difficult to find something to enjoy at work, as a pre-dinner bite, and also put in my children’s lunchbox? I was looking for something delicious, salty and satisfying that would make me feel great, inside and out, but there was nothing…so I decided to make it myself.”
She added: “Despite the fact that the supermarket aisles are packed with junk food on one end, healthy products on the other, it’s astounding how few options we have in the middle. Our mission with Indie Bay Snacks is to pioneer a newer, better and smarter way to snack, using new ingredients and techniques to truly redefine snacking – bagging all the benefits without the guilt.”
Indie Bay Snacks Pretzel Bites are available in 26g and 160g bags now exclusively from Selfridges and from indiebaysnacks.com, Planet Organic and more retailers to follow in September.