Veg Up & Go Campaign Includes Branded Van Delivering Tasty, Real-Veggie Snacks Nationwide
FAIRFIELD, Calif., June 18, 2025 /PRNewswire/ — Harvest Snaps has hit the road with a cross-country activation aimed at making it easy for consumers to experience firsthand the taste and quality of its baked veggie snacks! A van decked out in the brand’s signature colors and playful graphics has rolled into top U.S. markets, hitting Houston and Dallas first. The team arrived in Cincinnati this month and is coming soon to Chicago (July to Sept) and Portland (Sept to Oct). One side of the van is bright green and showcases Harvest Snaps’ core offerings, while the other is a sunny orange and features a bag of Crunchy Loops with the ring-shaped snacks dancing out of the bag. With a goal of handing out 470,000 samples and targeting Millennial families and elementary school-aged kids, Harvest Snaps’ brand ambassadors are driving into each city and engaging in street sampling. They are also hosting dedicated booths at local events and community gatherings, plus creating surprises and engagement by bringing Harvest Snaps’ delicious snacks to parks, farmers markets, fitness centers, and coworking spaces.
Harvest Snaps Crunchy Loops Sour Cream & Onion are the star of the sampling show, with Harvest Snaps’ flagship Tomato Basil and Lightly Salted, plus Crunchy Puffs White Cheddar Jalapeno also being offered. These baked snacks are always crafted with farm-picked veggies (red lentils, green peas, or navy beans!) as the first ingredient, delivering protein and fiber to fuel healthy, on-the-go lifestyles.
The summer sampling activation is part of Harvest Snaps’ Veg Up & Go campaign, which is all about grabbing nutrient-rich veggies and making every moment count. The campaign, which also includes influencer marketing, targeted social ads, brand collabs, and promotional retailer support, is designed to connect with consumers at every touchpoint, reinforcing the brand’s position as a better-for-you snack brand and differentiating it as an authentic source of real-veggie nutrition.
Shared Maiko Shimano, director of marketing at Calbee America, Inc., “Consumers are at the core of everything we do at Harvest Snaps. Our innovations and marketing choices, for example, are inspired daily by their interests, needs and passions. That’s why we couldn’t be more excited to connect with them during this sampling road trip and share our tasty, better-for-you products with thousands of snackers across the country! We understand that shoppers can be hesistant about purchasing unknown snacks, but we’re confident that once they take their first perfectly crunchy bite, they’ll be back for more!”
Harvest Snaps’ national sampling event is planned to run through October. Follow @harvestsnaps on social media to follow the van’s route. The team posts at the beginning of each city visit about where to find the van and then shares where they will be next. If you see Harvest Snaps on the road, tag #HarvestSnaps.
About Calbee America, Inc.
A snack pioneer for over 70 years, the Calbee team is passionate about making great-tasting, fun snacks that harness nature’s gifts to support healthy lifestyles. Their Harvest Snaps family of better-for-you brands are made from nutrient-dense veggies as the #1 ingredient, while their Japanese snacks bring popular Asian flavors to the salty snack aisle. Visit HarvestSnaps.com or CalbeeAmerica.com for more information and follow @harvestsnaps and @calbeeusa on social media.
SOURCE Harvest Snaps
