Sheila G’s Brownie Brittle will debut a new chic and sophisticated packaging this summer “to celebrate its booming success,” and has hired a new sales executive.
“To honor its wild success, Brownie Brittle will hit shelves with a fresh, sophisticated look,” said Sheila G. Mains, Brownie Brittle creator and CEO. “The deliciousness inside the bag is now matched with a sleek, chocolaty cool exterior, making Brownie Brittle a perfect 10.”
She and her business partner, Jerry Bello, also announced they’ve added Al Raddatz, formerly of Popchips, to the management team, and have debuted their best-selling flavor – Chocolate Chip – in 16-ounce bags at Costco. The new packaging debuts at Costco and will roll out to other retailers in late June.
Raddatz, known for catapulting snack brand Popchips to a healthy snack best-seller, will become senior vice president of sales. He is the third member of Brownie Brittle’s executive team of healthy snack brand veterans, according to Mains. He joins CMO Chris Pruneda, former VP at Pirate Brands, and Bello, who is president and was creator of Sensible Portions’ Veggie Straws.
“We are excited to have this wealth of highly relevant brand-building experience in our corner,” said Mains.
Brownie Brittle is baked in four gourmet flavors: Chocolate Chip, Mint Chocolate Chip, Salted Caramel and Toffee Crunch.
