US based, Brad’s isn’t just selling kale chips, they’ve built a whole new air-dried snacking category out of air-dried vegetables. Walk down a Whole Foods aisle and their wall of colour jumps out at you in the form of Veggie Flats, Veggie Chips, Keto Crisps, Snackable Salads, and yes, Crunchy Kale. It’s the clearest example yet of how “whole-veg snacking” is separating itself from the UPF-heavy alternatives dominating grocery shelves.
