Sonoma Brands launches Peckish
A new boiled egg snacking option called Peckish, developed by Sonoma Brands chief brand officer Chelsea Bialla, debuted at a major trade fair last week.
Its “peck pack” features boiled organic eggs paired with crispy dips. The packs are available in five flavors: Salt and Pepitas, Everything, Maple Waffles, Fried Rice and Racheros, and include options for Paleo, Keto, Whole 30 and gluten-free diets.
Each Peck Pack of two eggs will retail for $3.99. Multi-count packs (four eggs) will retail for $4.99.
Bialla, who is based in Sonoma and who will serve as the CEO of Peckish, just returned from Expo East, one of the largest natural foods product trade shows.
“The reaction there was incredible,” she said. “People told us that the eggs really deliver on taste and experience.”
Secret to the taste of the Peckish eggs is in the boiling.
“Instead of a hard, hard boil, we’re using more a medium boil which means a softer bite, and none of that rubbery, chalky taste you get sometimes get with store-bought hard-boiled eggs,” said Bialla.
Peckish eggs are all free-range and fresh for up to 70 days after the date of production (boiling). A Peck Pack of two eggs and a cruchy dip has less than 200 calories.
Bialla believes that the fresh, snacking packs are going to appeal to all ages, from little kids (she says her 3-year-old loves them) to health-conscious snackers.
“We’re offering a portable protein pack that scratches the itch of indulgent flavors without throwing off your healthy lifestyle,” she said.
In her role as the chief brand officer for Sonoma Brands, Bialla spends a lot of time studying marketplace trends and examining new and emerging brands.
“I think about what categories we should be in, and I have a strong personal conviction in the potential of the fresh snacking category,” she said.
Peck Packs will be displayed vertically in their small, graphic boxes, in refrigerated cases, she hopes, everywhere from local stores to Target and Wal-Mart.
Over the next months Bialla will be working with the retailers she met with at the Expo to determine product distribution. She expects the Peck Packs to be available online by January 2019, with retail stores to follow thereafter.
Peckish is the third incubator concept from Sonoma Brands after Smashmallow and Zupa Noma.
Sonoma Brands is located on West Napa Street in Sonoma, and headed up by Jon Sebastiani.