Jackson’s, the fast-growing snack brand known for frying in avocado oil, is breaking into the veggie straw aisle with its new Super Veggie Straws. Debuting this week at the 2025 Sweets & Snacks Expo in Indianapolis, the extruded snacks marry real-food ingredients, better cooking oil and bold seasonings to a format long in need of reinvention.
At a time when conventional salty-snack sales are on the decline, Jackson’s has emerged as the fastest-growing national chip brand in the past 12 weeks of SPINS Multi-Outlet data, driven by sweet potato chips once considered niche. Co-founders Megan and Scott Reamer say Super Veggie Straws continue the brand’s mission of delivering “real, craveable snacks made without seed oils.” They tested the straws at home until they became a “go-to” family snack, they add, and now they’re ready to share them more broadly.
The new straws are made from just four simple, nutrient-rich ingredients—yellow peas, brown rice, cassava and sweet potato—and fried exclusively in premium avocado oil for an unmatched crunch and fresh taste. Free of the top nine allergens and formulated without artificial flavors or preservatives, they’re gluten-free, dairy-free and vegan. Their sturdy, scoopable shape also makes them a natural partner for dips.
Super Veggie Straws will launch in three flavours: Sea salt, with a perfectly balanced salt-to-crunch ratio; Cheddar, a dairy-free dusting that delivers a rich, cheesy punch; and Ranch, packing herby, creamy dip notes into every bite.
Jackson’s will roll the straws into stores nationwide this summer in three pack sizes—5-ounce bags for traditional grocery, 13.5-ounce tubs for club stores and 2.5-ounce peggable packs for convenience outlets—bringing a fresh, better-for-you update to a snack format that has long leaned on baked or artificial alternatives.