South 40 Snacks came onto the scene in 2019 with honesty at its core, reflected in its simple product, limited ingredients, transparent packaging and a nostalgic vibe suggestive of a simpler time.

“South 40’s first product looked to disrupt the stagnant in-shell sunflower seed category with a superior seed,” said Josh Schroeter, co-founder and CEO. South 40’s product is a unique varietal of imported giant-sized premium seed — seasoned simply with a little salt. The company found success in produce, far from the salty snack aisle where commoditized seeds are usually covered with all sorts of flavoring like dill or BBQ. South 40 seeds quickly became the country’s fastest-growing sunflower seed brand.

Now the Seattle-based company is carving out a similar market for premium crunchy nut bars — not in the energy bar planogram, but in fresh-produce departments.

“Our focus is bringing innovation to produce and value to our retail partners,” said Schroeter. “Our packaging is minimalist so what you see is what you eat. Our ingredients are few, and we include more whole and premium nuts than anyone else.”

Each bar is packed with nuts, giving the product good protein value — but it’s taste, not protein, that is the focus and positioning of South 40 bars. “The South 40 nut bars taste amazing,” said AJ Reist, executive produce buyer/manager at Jungle Jim’s International Market. “With only four ingredients and no functional protein powders, egg whites or fillers, we knew we wanted this as a produce item. The bars are attracting new shoppers looking for a great wholesome, fresh snack, not necessarily an energy bar.”

South 40 has seen initial success at a wide range of locations from boutique hotels, airports and cafes; to regional chains like Bristol Farms and Giant Eagle; to national accounts like Kroger —  where the product can be found in nearly 1,900 produce departments.

“South 40 snack bars have been a great addition to our department,” said Jim Molamphy, produce sales manager at the Portland, OR, Albertsons/Safeway division. “At a price point under $3, they are an easy and tasty grab-n-go snack that provides us with much appreciated incremental sales.”

South 40 nut bars are produced and packaged in Greece. They are currently available in six flavors: almond, cashew, peanut, hazelnut, pistachio and mixed nut. “Most bars on the market are manufactured by large co-manufacturers producing similar style bars for lots of companies. “Not ours,” said Schroeter, “South 40 bars are a family recipe, and they are crafted with care and pride.”

Schroeter, who previously co-founded Sahale Snacks, a premium nut company today owned by JM Smucker, also highlighted South 40’s commitment to ethical sourcing and sustainable practices. “We are committed to the responsible growth of the brand,” said Schroeter. “We are continuously looking for growing partners who share our values, empowering communities, and growers, and minimizing environmental impact.”