Brad's Air-Dried Vegetable Platform, Not Just Kale

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.

The real innovation here is the technology. Air-drying lets Brad's stabilise fresh veg, sourced across the USA and Mexico, without frying, baking, or engineering the ingredients into unrecognisable forms. It’s a supply-chain advantage disguised as a snack: half a pound of vegetables in a bag, nutrient retention, lower waste, and an ingredient list that reads like a salad bowl. And at about US$4, the price lands squarely in the “premium but justifiable” zone for health-motivated shoppers.

Mark Field, CEO of PROF Consulting Group, captures it perfectly:“Brad’s range really stood out on shelf through its branding and simplicity, amplified at a time when consumers are actively seeking out lower or non-UPF foods. Taking something as honest as salad and air drying it to deliver a healthy snack has to be good for the consumer and the supply base, whilst helping consumers access more plant-based products. This sits among the most exciting lines I’ve seen this year.”

TRENOS SiGINT DATA L:INK

ENDS: