The Launch
SkinnyDipped, the Seattle-based better-for-you snack brand founded by mother-daughter duo Val and Breezy Griffith, is entering the wafer segment with its Dark Chocolate Peanut Butter Wafers — a product the company positions as the category's first credible lower-sugar alternative. Each piece delivers 3 grams of sugar, no sugar alcohols, no artificial colors, and no artificial flavors, with a Non-GMO certification backing the clean-label claim.
The format — layers of crispy wafer and creamy peanut butter enrobed in real dark chocolate — follows a well-worn confection architecture that has driven wafer category volume for decades. What's new is the nutritional guardrails. Most conventional wafer products lean on elevated sugar loads and compound chocolate coatings; SkinnyDipped is betting that the same shopper who traded up to its thinly dipped almonds and peanut butter cups will follow the brand into a new format at a $6.59 suggested retail price.
Retail Footprint
Initial retail availability will span Walmart and Target, two of the highest-volume mass channels for snack launches. The dual placement gives SkinnyDipped immediate national reach without requiring a specialty or natural grocery beachhead — a departure from the typical better-for-you brand playbook that historically has relied on Whole Foods Market or Sprouts for early distribution before crossover into conventional mass. The move signals confidence in mainstream consumer demand for reduced-sugar confections beyond the natural channel.
SkinnyDipped has not disclosed volume projections or AUV data for the new SKU, but the $6.59 price point positions the wafers at a meaningful premium to legacy wafer brands while remaining accessible against other better-for-you chocolate-enrobed snacks. Additional retail doors are expected to be announced in subsequent quarters.
Portfolio Context
The wafer launch is the latest in a deliberate SKU expansion strategy. Following Dark Chocolate Coconut Almond Bites and Dark Chocolate Peanut Butter Cups, the new product extends SkinnyDipped's move from its original thinly dipped nut line — which first established brand equity — into adjacent confection formats. Each successive launch has broadened the addressable category without straying from the brand's core proposition of lower sugar and recognizable ingredients.
For foodservice-adjacent retail operators and category buyers, the launch underscores a durable trend: better-for-you confections continue to attract shelf placement in high-traffic mass formats as consumers seek permissible indulgence without artificial additives. The snack bar and confection category has seen consistent velocity growth from brands that can match conventional taste profiles with cleaner nutritional panels, a dynamic that has reshaped snack procurement across both retail and foodservice channels.
"Wafers are one of those nostalgic treats everyone loves, but there haven't been many options that deliver the same crispy, creamy, chocolate peanut butter experience with less sugar and ingredients you can feel good about," said co-founders Val and Breezy Griffith, noting the team spent considerable development time perfecting each layer.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
