Pita chips as a health food.
+ fragrance meets skincare in this brilliant format
Hello hello!
Right around this time last year, we both went all-in on Express Checkout. It was a crazy leap of faith—a pivotal moment in our trajectory that many readers and fellow founders here will resonate with. And turns out, when you dedicate yourself to something, it pays off. One year later, and we’ve grown… a lot.
We’re about to hit 12,000 subscribers on Substack, we just passed 62.2K on Instagram, and we’ve been ramping up our events, including kicking off our new private dinner offering and quarterly event series, In Season, celebrating the biggest trends in CPG each season (next one is October 6th—save the date)!
Along the way, we’ve worked with some pretty incredible partners who have made this whole thing possible. And as we ramp up our offerings, we’ll be bringing even more qualified partners into the mix… to get results like these:
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Nate’s Pickup:
ZestyZ Fiber Pita Chips
Disclaimer: I’m an advisor to this brand. But everything I’m about to say is exactly why I decided to advise them. The products are absolutely incredible, and the co-founder and CEO, Alexander Harik, is one of the best operators I’ve seen.
If you’re a longtime reader you know I love me some candy. But, the other thing I constantly crave is a salty snack! So think a pretzel, and of course, a cracker. I really sound like Alicia Carmody from RHORI here 😂
When I first met Alexander he was selling za’atar—in olive oil and in a shaker bottle—and I will forever miss those products! Then, a few years back, he told me had an idea to pivot to something still relevant to the brand, but something completely different. Pita chips!! And these are of the best damn pita chips on the market. The big thing with these chips were they had low net carbs and were high in fiber. He was one of the first founders to make a bet on fiber before I saw the industry really leaning into it. So let’s get crunching!
Quick Facts: High-fiber, lower-carb pita chips rooted in authentic Mediterranean family recipes. Made by a mom-and-son founding team, these twice-baked freshly made pita chips pack 5g of fiber and 3g of protein per serving into just 100 calories. Currently sold in two flavors: plain and garlic parmesan (more coming soon!)
Reasons to love:
The loudest crunch. This thing has such a solid crunch on it, it’s wild. Not so thin that it shatters, not so thick that you fear for your teeth, if that makes sense. I mean you can hear it when you crunch down. I bet that because it’s twice baked from freshly made pita it just lends itself to something super crunchy. It’s simply so satisfying to bite into and really helps scratches that itch you have when you want a fun salty and crunchy snack.
Holds up to everything. The same thing that gives it that glorious crunch is what lets it stand up to any dip i’ve thrown at it. I’ve been on a Cotto cottage cheese dip kick lately, buffalo of course, but it pairs just as well with hummus, baba ganoush, and everything in between. I’m also a huge fan of the rectangular shape. That shape makes it just so much easier to get all that glorious dip onto the vessel. It’s great plain too, don’t get me wrong. I love them plain. But what is a cracker if not a vessel for dip????
Great nutritionals. While this isn’t a big concern for me personally, but these fit so well for the current GLP-1 and health conscious consumer! They’re high fiber and lower net carbs, exactly what those types shoppers need and want from a snack right now. It’s why they recently landed on WeightWatchers at 2 Points a serving. Which is amazing if you ever have been in the WW ecosystem. And what I love most about this brand is that while it has great macros it’s built for the mass market. Reminds me a lot of Jesse & Ben’s, where it meets a specific health need, still feels open to everyone. Doesn’t feel like it’s push an agenda down your throats.
Where to buy: Online, Amazon, WeightWatchers, and select retailers
Jenna’s Pickups:
NOYZ Fragrance Mylk de Parfum - Unmute
We’ve seen a ton of innovation in the fragrance world lately… but rarely do I see something come in an entirely new form. I recently discovered NOYZ, a modern premium fragrance brand, and fell in love with its complex scents and gorgeous, innovative packaging and skin-first formulas. I first tried its solid fragrance, which comes in a refillable lipstick format with a very satisfying magnetic lid. Then, I learned about its Mylk de Parfum, and became a true brand fan.
Quick Facts: NOYZ is a next-generation fine fragrance house by Shaun Neff, a serial entrepreneur and the brand force behind Moon, Pattern, BÉIS, Sun Bum and now the new better-for-you cereal, Backflip (what can’t he do?!). NOYZ’s Mylk de Parfum is similar to a lotion, but with eau de parfum strength (15x the scent power of body lotion).
Reasons to love:
A truly unique scent experience. NOYZ is known for its “unpredictable pairings that evoke luxury, with an edge,” and this scent does just that for me. Unmute is their take on a vanilla scent—and I’m usually not a huge gourmand person. But this vanilla is special: it has notes of black plum and pistachio for added depth of sweetness, while offering that “edge” with crisp amber and cashmere woods. It’s sophisticated—which isn’t a word I typically use for a vanilla scent—a little woodsy, not overly sweet, and I actually can’t get enough of it.
This format is brilliant. It’s a pour-on “liquid silk” (more easily understood as the texture of a milky serum) infused with hyaluronic acid to leave skin hydrated and nourished. It leaves a visible sheen that isn’t sparkly, glimmery, or overdone. I’ve loved using it on my neck, shoulders, and clavicle for a subtle highlight and scent. Because this absorbs into your skin, I find that it lasts quite long. And if you’re someone who likes to layer your fragrances (which, I hear, is increasingly popular these days as Gen Z builds out “fragrance wardrobes”), this makes for the perfect base layer that other scents can effortlessly cling to.
Where to buy: NOYZ’s site!
Check out our most recent episode of The Curious Consumer, when we dive into coconut water’s surprising resurgence—why a 2010 darling is suddenly back in the spotlight and what brands are doing to capitalize on it. Then, we dig into how the PB&J wars are heating up, a new squeezy peanut butter, Smash Foods’ fresh $18M raise, and the truth about Gen Z drinking habits. Let’s get into it!
Thanks for reading! Anything you think we should try for an upcoming edition of Express Checkout? Email us at hello@expresscheckout.co