Jöey Nordic Seed Crisps Just Landed in 500+ Sprouts Stores. They’re Gluten-Free and $9.99 a Pouch Online.

Every cheese board has the same problem.

Someone at the table can’t eat the crackers.

So they hover. They eat the grapes. They pretend they love olives. A small Canadian brand is betting there’s a better way to handle that guest, and Sprouts is giving it a shot.

What’s in the pouch

Jöey makes thin seed crisps inspired by Nordic crispbread. According to the brand’s release, posted by the Specialty Food Association on November 2, every crisp is made with seven organic seeds, including watermelon seeds. The brand describes them as gluten-free, nut-free and keto-friendly.

Three flavors are part of the Sprouts launch:

Joining the Sprouts Forager Program is the biggest step yet.The WellWham perspective

How the Sprouts spot works

The Innovation Center is a display where Sprouts features new and emerging brands. According to the release, items rotate roughly every 90 days, and how well they sell helps decide which ones earn a longer-term spot on the shelf. Jöey says it’s the brand’s largest retail launch so far.

“We sold our first crisps ourselves at local farmers’ markets, talking to every customer and learning what they wanted next,” founder Joseph Chen said in the release. “Joining the Sprouts Forager Program is the biggest step yet.”

Chen, who the brand’s blog describes as a part-time farmer in Prince Edward County, Ontario, started the company after a trip to Sweden. The brand’s blog lists a few early wins, including a 2027 sofi Gold Award finalist spot from the Specialty Food Association for Rosemary & Black Pepper and an on-air deal with Manjit Minhas on CBC’s Dragons’ Den.

What it costs

A single pouch is $9.99 on Jöey’s website, and a 12-pouch case is $119.88, when we checked on November 3. The release didn’t give a Sprouts shelf price, and we couldn’t find one.

Our read: Sprouts keeps playing talent scout

This is our analysis. Sprouts has become a launchpad for small gluten-free snack brands. Last week, Dupe Loops mini donuts landed in more than 500 Sprouts stores too. And big food companies are paying attention to the category, with Mondelez taking a majority stake in Undercover’s gluten-free crisps. A 90-day test is low-risk for Sprouts and high-stakes for a brand this size.

Reality check

Gluten-free doesn’t automatically mean healthier. It matters most if you avoid gluten. Awards and a TV deal are nice, but they don’t tell you how something tastes or fits your diet. The release is promotional, and the nutrition panel on the pouch is the place to check. At $9.99 online, these also cost more than a box of regular crackers.

The close

The cheese board problem might finally have a fix.

At least for the next 90 days.

Disclosure: WellWham has no affiliate links in this story.

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