US snack food entrepreneur Robert Ehrlich has launched a new product line – Vegan Rob’s – to “take the stigma away from vegan and bring it to mainstream American life”.

Ehrlich said: “The team we’ve assembled at Vegan Rob’s is fully committed to bringing this movement to life and our corporate culture embodies a well-seasoned team working in harmony to build this exciting brand,” Ehrlich said.

The puffs market is “untapped and ripe for disruption”, Ehrlich said. “Wellness snacking is key to our Vegan Rob’s message. We have studied and taken strongly into account the psychological stress and anxiety reducing properties of the crunch in creating Vegan Rob’s.”

The new line includes flavours that provide “bold taste, natural ingredients and sustainability”, Ehrlich said. “Two new digestive friendly snacks have been added to the unique line-up – Probiotic Cauliflower Puffs, crafted from organic, ancient, whole grain sorghum and Asparagus Chips, fortified with TerraVia algae and phytonutrients.” 

All Vegan Rob’s variants are cholesterol free, certified gluten free and kosher and contain “zero trans fats”.