Breaking the "Road Rules"

Potato chips, pretzels and popcorn might hog the lanes, er, salted snack aisles, but some manufacturers choose to break the rules of the road with innovations that challenge traditional means of snacking. MTV's extreme sports-loving, RV-sharing "Road Rulers" have got nothing on these risk-takers, whose mission--should they choose to accept it--is to win consumers' loyalty ... and spending dollars.

Just how are pita, soy, and fruit chips and crisps paving the way for alternative snacks? In today's competitive marketplace, it takes unique flavors, textures and nutritional profiles to steal attention from the mainstream leaders of the pack, i.e. the usual road hogs. A few brands are well on the radar.

Pita Crew

Pita chips are picking up speed, as an increasing number of brands add the cracker/chip alternative to their product lineups ... and in interesting varieties to boot.

"The pita chip category is exploding," says George Kashou, vice president and owner of Kangaroo Brands, Inc., Milwaukee, Wis. "Expect this healthy alternative to fried snacks to show strong growth in the years ahead."

Kashou should know. In January, his company ventured beyond its sandwich pockets business to offer baked pita chips in four flavors: Sea Salt, Garlic Herb, Whole Grain French Onion and Cinnamon Sugar.

"The distribution on the chips is growing rapidly, as everyone is telling us it is the best pita chip they ever tasted," Kashou says.

However, Kangaroo Brands isn't the only pita bread baker to expand its pita portfolio. Nor is it the only one with a sweet variety in its repertoire.

The Garden of Eatin' brand from Hain Celestial Group, Melville, N.Y., has its own Brown Sugar & Cinnamon version that's "reminiscent of the delectable fried pastry treat, churros, but without all the calories and guilt," according to the company's Web site. Garden of Eatin's pita chips also come in Greek Isle, Sea Salt and Asian Spice.

The cin-fullness continues at Herr Foods, Nottingham, Pa., which makes an Apple Cinnamon pita chip, as well as Sea Salt and Garlic Parmesan profiles.

"Our pita chips are made from authentic pita bread," says company president Ed Herr. "The result is a thick, hearty chip that's perfect for dipping."

But Herr's isn't the only dipper out there. In April, Old London Foods, Tulsa, Okla., a subsidiary of Nonni's Food Co., created a line of baked pita chips with "70% less fat than the leading brands of potato chips," according to the company. They come in three savory flavors--Whole Grain, Lightly Salted and Garlic.