HIPPEAS® is shaking things up once again. The plant-based snack brand that helped redefine better-for-you snacking is unveiling a bold creative and packaging refresh—one that celebrates everything the brand has built while confidently stepping into what’s next.
This follows a milestone year where HIPPEAS® achieved its most profitable year and returned to double-digits net sales growth.
“Coming off a highly successful 2025, this brand update builds on a beloved foundation established over many years and reflects our confidence in the long-term strength of the HIPPEAS® platform,” said César Melo, CEO of HIPPEAS®. “As we look ahead, we’re excited to pursue disciplined growth, purposeful expansion at scale, and continue transforming snacking in the U.S. and around the world.”
A true disruptor in the snack aisle, HIPPEAS® has always believed snacks should be joyful, flavorful, and made with total PEAS of mind. The refreshed look brings that vision front and center, amplifying the brand’s playful personality while making it easier than ever for shoppers to spot what HIPPEAS® does best: bold flavor, plant-powered nutrition, and feel-good snacking.
At the heart of the update is packaging that pops—literally and figuratively. The new designs introduce a chickpea mascot, dial up the iconic lip-licking HIPPEAS smile, and proudly spotlight the brand’s beloved “Snack With PEAS of Mind” tagline. Bathed in the brand’s unmistakable, joyful Sunshine Yellow and showcasing the delicious product inside, the refreshed bags are high-energy, color-drenched, and impossible to miss on shelf.
“This refresh represents an important next chapter for HIPPEAS®,” said Nick Marmet, VP of Marketing at HIPPEAS®. “From the beginning, we’ve believed that better-for-you snacks should never feel like a compromise or boring. As we move into 2026, we’re building on the equity we’ve earned—doubling down on bold flavor, functional benefits like protein and fiber from our hero legume ingredients, and a visual identity that clearly reflects the joy and optimism at the heart of our brand. This evolution allows us to make an even bolder statement on shelf while setting the stage for meaningful innovation across our portfolio.”
Designed to stand out in a crowded snack aisle, the new look visually represents the bold, joyful world of HIPPEAS®—a place where fun meets feel-good snacking. It’s bright, modern, and unmistakably HIPPEAS: a world where everyone can enjoy flavor-packed snacks with total PEAS of mind.
The packaging refresh also sets the stage for what’s coming next. As HIPPEAS® looks ahead to 2026, the brand is gearing up to introduce a wave of bold new flavor offerings across its beloved snack formats—along with entirely new snack experiences—all while continuing to deliver functional benefits like fiber and protein through peas and chickpeas. (trust us: more goodness is on the way.)
While the look may be new, the mission remains unchanged. HIPPEAS® continues to champion snacks that are good for mind, body, and soil—made with sustainably grown peas that naturally support healthier farming practices and a happier planet.
The refreshed packaging will begin rolling out nationwide in March, bringing fresh energy to shelves and signaling a big year ahead for the brand that made peas cool.
