Mondelez International is expanding its better-for-you snack lineup with Wheat Thins Popped, the cracker brand's first popped chip.


Mondelez International, Wheat Thins Popped, popped chip, Kelly Osbourne, Times Square, wholesome snack, Deepti Shrivastava














































































































































































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Wheat Thins unveils popped chip snack

April 3rd, 2014

EAST HANOVER, N.J. – Mondelez International is expanding its better-for-you snack lineup with Wheat Thins Popped, the cracker brand's first popped chip.

The company said Thursday that Wheat Thins Popped, billed as an option for people seeking "mindful snacking," contains 10 grams of whole grain per 30-gram serving and has 120 to 130 calories per 26-chip serving, depending on the variety.

Wheat Thins Popped come in three flavors: sea salt, sour cream and onion, and spicy cheddar. The product is currently rolling out nationwide and carries a suggested retail price of $3.69 per package.

Helping Mondelez debut the new product is television personality Kelly Osborne, the daughter of Ozzy and Sharon Osbourne. On April 9, Kelly Osbourne will host a launch event for Wheat Thins Popped in New York City's Times Square. Starting at 1:30 p.m. ET, fans will have the opportunity to pop balloons on sculpture made from over 400 balloons by tweeting using the hashtag #PoppedWheatThins. After 90 minutes of balloon popping has concluded, at 3 p.m. EST Wheat Thins Popped will invite New Yorkers and visitors to take part in the a snack break in the heart of Times Square.

"I'm thrilled to be partnering with Wheat Thins, a brand I have enjoyed my entire life, to help launch its newest snack, Wheat Thins Popped. I'm not a fan of what's considered 'diet food.' I prefer to eat sensibly," Osbourne said in a statement. "When I started focusing on living better, I realized that you should never give up the things you love. It's about balance and making smart decisions. So Wheat Thins Popped fits nicely into my life, fitness routine and Chanel purse (in a little plastic bag, of course)."

Deepti Shrivastava, senior brand manager for Wheat Thins at Mondelez, commented, "As a respected trendsetter who has recently undergone an amazing lifestyle transformation, we think Kelly Osbourne is perfect to inspire our fans to embrace Wheat Thins Popped and make it their go-to wholesome snack."

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