Snack ProductsNew Snack and Bakery ProductsBetter-For-YouPuffs/Extruded Snacks

Jackson’s unveils Super Veggie Straw snacks

The BFY chip maker is expanding into new territory with the extruded straws.

Jackson’s, the snack brand known for its use of avocado oil and clean-label ingredients, has announced its entrance into a new snack category with the debut of Jackson’s Super Veggie Straws. Unveiled 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 natural food ingredients, BFY oil, and different flavors.

Jackson’s reports the company is performing well at a time when traditional salty snack sales are declining. According to the most recent 12 weeks of SPINS Total MULO (Multi-Outlet) data ending the week of April 20, Jackson’s is the fastest-growing national salty snack chip brand in the country, measuring by both dollar and unit sales. The company reports this upturn is driven by the success of its sweet potato chips, a product that many retailers once considered a niche.

“Our new Super Veggie Straws are more than just a snack, they’re the next step in our purpose,” say 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 ingredients—yellow peas, brown rice, cassava, and sweet potato—and fried in premium avocado oil, Jackson’s Super Veggie Straws are designed to be a smarter, crunchier snack packed with craveable texture and full-bodied flavor. Unlike other veggie snacks on the market, these are fried in avocado oil, reportedly delivering a 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 reportedly makes them a suitable partner for salsas and dips.

The Super Veggie Straws come in three flavors: Sea Salt, Cheddar, and Ranch. According to the company, the snacks are free from artificial flavors, preservatives, or empty filler ingredients. They will be available in multiple sizes for different retail environments and snacking occasions: