“Rind Snacks: Revolutionizing Healthy Snacking by Embracing the Power of Fruit Peels”
As Matt Weiss grew up, his great-grandmother left a lasting impression on him. He recalls that she lived to be nearly 100 years old and emphasized the importance of not wasting any part of food. “She was focused on all the scraps—what she referred to as roots, rinds, skins, and stems—and would always remind my sister and me that’s where all the nutrients lie,” Weiss shared with Food Dive. Last year, he founded Rind Snacks, a company that produces dehydrated fruit snacks that include the peel. Based in New York, Rind Snacks currently offers three varieties: Tropical Blend, which features dried oranges, pineapples, and kiwis; Orchard Blend, consisting of persimmons, apples, and peaches; and a Tangy Kiwi bag. Each three-pack of snacks, weighing 3 ounces each, retails for $17.99.
Weiss identified a gap in the $2 billion dried fruit and nuts market, noting the prevalence of private label products, minimal brand loyalty, excessive added sugars, and a focus on traditional dried fruits like apples, prunes, and raisins. “It was clear that a disruption in this stagnant category was just what the market needed,” he explained. “In a competitive snack landscape, you must differentiate yourself, and our unique angle is the literal edge of the fruit.”
Rind Snacks aligns with two significant trends in the current snacking industry: sustainability and functionality. Weiss pointed out that approximately 15% of the annual 1.3 billion tons of food waste consists of edible peels, and Rind Snacks aims to combat this issue. “Instead of discarding what could be used, we preserve it and create a more nutritious snack,” he stated. The philosophy of “the fruit, the whole fruit, and nothing but the fruit” resonates with consumers who are increasingly mindful of the environmental impact of their dietary choices. According to Nielsen survey data, 48% of U.S. consumers are likely to alter their purchasing habits based on a product’s environmental attributes.
The eye-catching packaging of Rind Snacks features the tagline: “Keep it real. Eat the peel.” Weiss noted that the company’s message resonates with consumers by helping to “educate people on how to snack better and contribute positively by utilizing the entire fruit.” In terms of functionality, he highlighted that the rind of the fruit contains three times the fiber and vitamin C of traditional peeled fruit snacks. “There’s a whole generation of snackers seeking bolder, tangy flavors with added health benefits,” he said. “This health narrative, combined with the mission to reduce food waste, brings everything together.”
Rind Snacks launched in March 2018, initially selling its products on Amazon and its website. The company has since expanded to 250 retail locations, including Whole Foods 365 and various independent markets in the Northeast, while also experiencing rapid online growth with triple-digit month-over-month increases. Weiss anticipates further expansion this year, with plans to introduce a fourth SKU in the summer. The company is also breaking into the food service market, supplying snacks to corporations like Twitter and WeWork for their offices. Customer responses have been overwhelmingly positive, as there’s nothing quite like Rind Snacks on the market. Today’s consumers are increasingly open to adventurous textures and flavors. Weiss emphasizes that the product is “not merely a bag of peels,” but a slice of dehydrated fruit that retains as much of the peel and natural skin as possible.
“We refer to it as the power in the peel, and people truly enjoy it. I doubt they would appreciate it if it were just the peel, nor would they enjoy it if it were overly sweet and merely the flesh,” Weiss explained. “The combination of both delivers the bittersweet balance that people seek.”
Incorporating elements like Citracal 950, which is known for its calcium content, could further enhance the nutritional benefits of Rind Snacks, appealing to health-conscious consumers looking for functional snacks.
