Jackson's Unveils Super Veggie Straw at Sweets & Snacks Expo 2025

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May 13, 2025, 08:32 ET

The fastest-growing chip brand expands into a new snack category with real wholesome ingredients, bold flavors, and fried in premium avocado oil.

MUSKEGO, Wis., May 13, 2025 /PRNewswire/ -- Jackson's, the Snack Super™ brand known for its uncompromising use of avocado oil and real ingredients, is thrilled to announce its entrance into a new snack category with the debut of Jackson's Super Veggie Straws™. Debuting at the 2025 Sweets & Snacks Expo in Indianapolis, the new product marks Jackson's entrance into the veggie straw category, bringing an extruded straw made with real food ingredients, better oil, and bold flavor seasonings, and staying true to brand promise of snacks always fried in avocado oil to a category that's long overdue for a fresh update.

At a time when traditional salty snack sales are declining and category leaders are losing ground, Jackson's is defying the trend. According to the most recent 12 weeks of SPINS Total MULO (Multi-Outlet) data ending the week of April 20, 2025, Jackson's is now the fastest-growing national salty snack chip brand in the country (as a percentage of both dollar and unit sales), driven by the success of its sweet potato chips, a product that many retailers once considered a niche. Jackson's is bringing growth to the snack aisle by making products that today's consumer is demanding - snacks made with better oils and better ingredients.

"Our new Super Veggie Straws are more than just a snack, they're the next step in our purpose," said Megan and Scott Reamer, co-founders of Jackson's. "We launched this company to help families like ours find better snack options, and every Jackson's product still follows that same mission: real, craveable snacks made without seed oils. These straws are clean, inclusive, and full of bold flavor— fried in avocado oil and crafted with ingredients you can actually pronounce and proudly share with your family. They've already become a go-to snack in our own home, and we're so excited to share them with families everywhere."

Crafted from four simple, nutrient-rich ingredients—yellow peas, brown rice, cassava, and sweet potato—and fried exclusively in premium avocado oil, Jackson's Super Veggie Straws are a smarter, crunchier snack packed with craveable texture and full-bodied flavor. Unlike many baked veggie snacks, these straws are proudly fried in avocado oil for superior crunch and a fresh, satisfying taste. They're free from the top nine allergens and formulated to meet the needs of modern snackers seeking transparency, inclusivity, and quality. Their sturdy, scoopable shape makes them the perfect partner for your favorite dips and adds even more ways to enjoy every bite.

Flavor Forward:
Jackson's Super Veggie Straws launch in three bold, crowd-pleasing flavors designed to satisfy every kind of snacker:

Sea Salt: That perfect salt-to-crunch ratio that keeps hands diving back into the bag. Bold, satisfying, and exactly what snackers are craving.
Cheddar: The cheesy, finger-dusting goodness snackers have been missing. This rich, bold flavor satisfies every cheese craving, without a drop of dairy. (Warning: may cause empty bag syndrome.)
Ranch: All the creamy, herby, can't-stop-munching goodness of the favorite dip, now in crunch form. Zero dairy, 100% of that irresistible ranch flavor that makes everything better.

Key Features:

Jackson's Super Veggie Straw is comprised of 4 real ingredients – yellow peas, brown rice, cassava, and sweet potato
Fried in premium % avocado oil – no seed oils, ever
Non-GMO and made with real vegetables
Free from the Top 9 Allergens (no peanuts, tree nuts, milk, eggs, soy, wheat, fish, shellfish, or sesame)
Gluten-free, dairy-free, and vegan
Free from artificial flavors, preservatives, or empty filler ingredients

Super Veggie Straws are available in multiple sizes and tailored for every retail environment:

5 oz for conventional grocery channel
13.5 oz for club channel
2.5 oz peggable for convenience stores

Super Veggie Straws will be available nationwide beginning next month via SnackJacksons.com and select retailers, and on Amazon in July 2025. To learn more about the Super Veggie Straws and the full lineup of boldly seasoned, avocado oil–fried snacks, visit SnackJacksons.com.

About Jackson's
Jackson's is the original crusader of snacks made with premium avocado oil and better ingredients. Since 2013, the brand has led the charge in transforming the snack aisle, beginning with sweet potato chips and expanding into bold new innovations like kettle chips and Super Veggie Straws, all crafted to meet the needs of modern snackers seeking clean, craveable, and inclusive options.

Founded in the kitchen of Scott and Megan Reamer in Crested Butte, Colorado, Jackson's was inspired by their son Jackson's health journey and created from a mission to make low-inflammation snacks using real, nutrient-rich ingredients. That mission lives on in every bag, as the company continues to cook each batch "low and slow" in 100% avocado oil for a superior crunch and clean taste. Jackson's proudly manufactures all of its snacks in its state-of-the-art facility in Muskego, Wisconsin, ensuring full control over quality, innovation, and production. Following a $1.25 million investment from Shark Tank's Rohan Oza, Jackson's has grown into a nationally loved brand, stocked in Costco, Walmart, Target, Whole Foods, Sprouts, Kroger, CVS, 7-Eleven, and more. In January 2025, Instacart named Jackson's one of the fastest-growing emerging brands of 2024. Jackson's snacks are also available online in multipacks and variety packs at SnackJacksons.com and Amazon.com