Mondelēz leverages Israeli start-up’s technology for its own snacking brand Dirt Kitchen

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2 min read
AUTHOR: Tilly St Aubyn

Image courtesy of Dirt Kitchen/company website

Dirt Kitchen, one ofMondelēz’s snacking brands, has collaborated with Israeli start-up, Torr FoodTech, to develop a better-for-you snack bar which is bound using mechanical pressure instead of conventional binding agents.

Created through Mondelēz’s venture arm, SnackFutures, Dirt Kitchen creates plant-based snacks including Air Dried Veggies + Nuts, Air Dried Veggie Crisps and Variety Packs. The products are made from surplus vegetables like courgette, carrots and green beans that would otherwise go to waste, then tossed in herbs and spices to create flavoursome snacks.

Torr FoodTech develops proprietary technology to fuse ingredients together through processes such as ultrasound energy, culminating in multi-texture and multi-flavour products.

Through the partnership, Dirt Kitchen’s new line of snack bars have no binders, artificial ingredients or added sugars. The bars will not be subjected to high temperatures meaning that they will maintain the nutritional values of the original ingredients. Current flavours being sold across some stores in America that already stock the brand and via the company’s website are Almond, Raisin + Carrot, Tomato, Raisin + Black Pepper, Apricot, Beets + Pumpkin Seeds and Apple, Cinnamon + Carrot.

Mondelēz originally invested in the Israeli start-up at the end of 2020 and one year on is now leveraging the company’s technology to improve their own brand.

Executive Vice President of Research, Development and Quality at Mondelēz, Rob Hargrove said in an interview: “Our investment in Torr validates Mondelēz International’s venture approach that began almost two years’ ago with the launch of our SnackFutures model.
“Ventures and partnerships with new, innovative organizations enable us to secure future growth, and we will continue to expand our SnackFutures approach into new markets in the future.”

“Through The Kitchen’s & SnackFutures’ investment, we have the opportunity to accelerate our technology platform and expand its application,” , added Torr FoodTech CEO and Co-Founder, Roy Naaman.

“We are committed to develop innovative products that are based on simple and healthy ingredients you can see and taste for consumers around the world.”, he concluded.

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