That’s How We Roll introduces a rebranded ParmCrisps product that includes a new line of bagged minis featuring new flavors like sesame and jalapeno.
That’s How We Roll purchased the makers of ParmCrisps snacks, Kitchen Table Bakers in July -- terms of the sale were not released. The company retained the Kitchen Table Bakers name, but operates as one of the brands of That’s How We Roll, which includes Mrs. Thinster’s Cookie Thins and Party-Tizers Dippin’ Chips.
With consumers, especially millennials, looking for better-for-you snack options, That’s How We Roll CEO Sam Kestenbaum thought ParmCrisps would boost his company’s offerings by increasing its presence in the functional snack category. “We saw this ParmCrisps item and saw the need from the consumer in this exploding category,” he said in a news item from Specialty Food Association.
Kestenbaum hopes to continue to expand the product line. “Innovation will be key because this category is so new,” he noted.
Barry Novick, the former owner of Kitchen Table Bakers saw the potential of That’s How We Roll’s industry reach. “They had much longer tentacles than we did and we could never achieve what they can overnight,” Novick said about the sale.