¡Yappah!, the new snack brand from the Tyson Innovation Lab that is helping fight food waste by inspiring consumers to rethink snacks for good with its snacks, is launching a three-week crowdfunding campaign on Kickstarter Sept. 24- Oct. 15 showcasing an exclusive new flavor: chicken Michelada.
The Kickstarter campaign follows a successful partnership with Indiegogo in June through which the ¡Yappah! brand introduced its first four flavors of chicken crisps on the crowdfunding platform. Through that campaign, the brand received feedback from backers, who suggested adding variety, thus leading to the development of the Michelada flavor.
“Co-creation with consumers and partnership with other like-minded companies is seen as essential to help tackle the issue of food waste and make an impact on a large scale,” Tyson said. “With the support and cooperation of Kickstarter, the ¡Yappah! brand will have more opportunities to connect with early adopters.”
Two key partners in the ¡Yappah! brand launch have been Molson Coors, which provides the spent grain for the three beer flavors, and Naturex, which provides the vegetable puree for the two veggie flavors.
“We could not have developed the chicken crisps or test launched them without the collaboration of partners like Molson Coors, Naturex, Indiegogo and the great cooperation of Kickstarter,” said Rizal Hamdallah, who heads the group that created ¡Yappah! and the chicken crisps. “We will continue to seek out partners, large and small, who have resources and goals that complement our own.”
The new chicken Michelada recipe, developed by Kang Kuan, the brand’s chef as well as former sous chef of Michelin award-winning French Laundry restaurant and a veteran of the famed Morimoto restaurant, was inspired by the popular Mexican drink, which is typically made with beer, lime juice and assorted sauces and spices. This spicy new flavor is crafted with rescued spent grain from Molson Coors and chicken breast from Tyson Foods, and each recyclable aluminum can serving contains 8 g of protein.
The ¡Yappah! name was inspired by a tradition in the South American Andes called “yapa,” which refers to the little something extra a merchant gives a valued customer so that nothing gets wasted.
“The ¡Yappah! brand mission is unique, important and far-reaching,” Hamdallah said. “The brand was created to inspire people and partners to rethink their relationship to food and how it impacts society. Through this Kickstarter campaign, we again are encouraging everyone to support efforts to address global food challenges such as food waste.”
In addition to testing the new Michelada flavor, ¡Yappah! aims to grow a passionate community of early adopters who believe in the brand’s mission.
Kickstarter, a public benefit corporation whose mission is to bring creative projects to life, has a socially conscious community, which makes this crowdfunding campaign a great fit.
The ¡Yappah! chicken crisps will launch at retail through a partnership with Treasure Island Foods, a local Chicago, Ill., supermarket chain, but they won’t ship to stores until late October after the Kickstarter campaign concludes and backers have received their orders.
By fighting food waste, Tyson said the ¡Yappah! brand also fights hunger. To demonstrate this, all net funds raised through the earlier Indiegogo campaign were donated to its partner, the Greater Chicago Food Depository (GCFD). The same will be done with net funds raised through Kickstarter. GCFD is a nonprofit organization that fights hunger throughout Cook County, Ill. In addition to hunger relief, GCFD has several initiatives to help address food waste.