Guilt free Chips a Reality with the Launch of Joseph Banks™ Cassava Chips

Guilt free chips are now available to consumers in the USA with the launch of Joseph Banks™ Cassava Chips. These gourmet, all-natural Cassava Chips are made from thin slices of cassava root lightly cooked in oil. The unique qualities of cassava give the Joseph Banks chips a host of healthy benefits including 30% less fat than regular potato chips.

‘Consumers have been crying out for a healthier alternative in the snack food market and with Joseph Banks™ Cassava Chips we believe we’ve developed exactly what they’re looking for,’ says John Macdonald, founder of Joseph Banks.

Cassava is full of fiber and a rich source of carbohydrates. Joseph Banks™ Cassava Chips are low in salt and have a lower GI rating than potato chips. They are also completely free of cholesterol, trans fats, gluten, lactose, genetic modification and are suitable for vegans.

The key innovation is that Joseph Banks™ Cassava Chips are made from slices cut across the cassava root. Until recently, commercially available cassava products have been made from reconstituted pulp.

By developing this manufacturing technique, Joseph Banks™ has captured the goodness of cassava as a whole food. The four flavors in the range (Original Sea Salt, Roasted Tomato, Chilli and Kaffir Lime and Cracked Pepper) are made from natural ingredients and are free from flavor enhancers and additives.

Market testing began this year when the chips were first shown at the San Diego Fancy Food Show and the Natural Products Show. Response from buyers and consumers confirmed what Macdonald had hoped. ‘People absolutely love them. They taste very similar to potato chips with the same crunch and bite. However, they leave the palate and hands far cleaner, with no oily residue, and there’s no guilt about having eaten them’ he says.

The Joseph Banks™ brand is owned by The Unique Food Group Limited, based in Auckland, New Zealand. Sir Joseph Banks was the botanist who accompanied Captain James Cook on his expedition to the Pacific during the late 1700s. His work documenting the plant life and people of the Pacific gave those in the Old World access to the richness of the New World.

‘Our ethos is to develop snack foods that are irresistibly delicious and made from natural ingredients from the Asia Pacific region,’ explains Macdonald. ‘By innovating a staple food found in many developing countries, we have something new to offer consumers. It not only fits the profile of a food they already enjoy (potato chips), but also gives them a new and healthier eating experience with an exciting range of flavors.’

Cassava is one of the largest food crops grown in the world. Originating from South America, today it is a staple food in many equatorial countries including South America, Africa, Asia and the islands of the Pacific. The variety used to make Joseph Banks Cassava Chips is grown on the fertile volcanic highlands of Java in Indonesia. Cassava Chips are the first in a range of healthier snack foods that will be marketed under the Joseph Banks™ brand.

For more information about Joseph Banks™ Cassava Chips, please contact the US Importer:
Norman Barnes, B & R Classics, 56 Old Field Road, Huntington, New York 11743. Tel: (613) 427 5675
email: nfb@brclassics.com