Lasso, a new food technology company aiming to reinvent how packaged foods are made, announced the commercial debut of its proprietary Lasso SpinTech process with the launch of its first two owned CPG brands—just months after emerging from stealth and announcing its fundraise in September. 

Lasso is introducing Froobies and CronchClub: two snacks that serve as the first commercial proof points for Lasso SpinTech in action, striving to deliver clean ingredients, high protein and fiber, and taste and texture.

Froobies reimagines the nostalgic, favorite fruit snack with modern nutritional benefits for kids and adults alike, the brand says. Each package contains 4 g protein and 3 g fiber, plus 0 g added sugar and no artificial dyes or flavors. 

CronchClub is a protein-forward baked crisp designed to deliver best-in-class macros, the company notes (21-23 g protein, 7-8 g fiber), and come in Original, Herby Ranch, Garden Salsa, and Zesty BBQ flavors. CronchClub crisps are made with protein and fiber directly woven into the crisp, resulting in a cleaner ingredient list, the brand adds.

These are the first two commercial products made using the proprietary Lasso SpinTech, which spins simple ingredients into packaged food products. This process physically weaves protein and fiber together, eliminating the need for binders, artificial additives, or excess sugar commonly found in snacks today, Lasso says. Designed with modern snacking preferences in mind, Froobies and CronchClub reflect Lasso’s focus on delivering clean ingredients alongside taste, texture, and nutrition—and open the door to entirely new snack formats and categories, it notes.

"We’re in the middle of a structural shift in how consumers approach food—a convergence of GLP-1 driven awareness and broader economic pressures that are reshaping expectations around nutrition and value,” says Lasso CEO Mike Messersmith. “Consumers want real innovation, not legacy brands repackaging familiar formulas with added protein and calling it progress. Today’s shoppers are more informed and expect meaningful improvements in ingredients, nutrition, and formulation, and they want it now. Traditional food innovation cycles weren’t designed to move at that pace. Because we’ve invested in proprietary technology from day one, we can bring new concepts to market in months, not years, and Froobies and CronchClub are proof. This is just the beginning."

Froobies and CronchClub are now available for pre-order on their respective DTC websites (eatfroobies.com and cronchclub.com) and will roll out to select specialty retailers in New York City in the coming weeks.

Lasso is actively developing additional new products both internally and through licensing and partnership opportunities with food companies worldwide. Companies interested in partnering or learning more can message info@lassolabs.com.

Related: GLP-1 users to drive 35% of food, drink sales by 2030