Catalina Snacks Launches First National Advertising Campaign, “The Bright Side of Better”
Catalina Snacks, a leading innovator in better-for-you snacks and cereals, has launched its first-ever national advertising campaign: “The Bright Side of Better “. The multi-media campaign includes streaming video and curated graphics produced by the brand’s creative agency, Nomadic and will be rolling out across national platforms with the help of media agency, ICON International. This high-impact initiative marks a major milestone for the brand as it redefines what better-for-you snacking looks and tastes like.
Titled “The Bright Side of Better,” this bold new initiative marks a pivotal moment in the brand’s evolution making each bite even more flavorful and satisfying. The campaign signals a new era for Catalina Crunch, fusing vibrant visuals, craveable storytelling and a serious nutrition punch to deliver one powerful message: that choosing nutritional snacks doesn’t have to mean sacrificing flavor or enjoyment. With high-quality, wholesome ingredients and uncompromised taste, the brand is inviting consumers to expect more from their everyday snacks.
“It’s an exciting time for Catalina Snacks, as we continue to see explosive growth. We’re disrupting traditional cereal and snacking categories with our lower sugar and higher protein products that consumers are aligning with,” said Sam Martin, CRMO of Catalina Snacks. “Our confidence in the brand’s positive nutrition and consumer appreciation shines through in this campaign, focusing on the joy of better-for-you snacking and creating a new standard for what that can be.”
At the heart of the campaign are two category-shaking heroes – Catalina Crunch Cereal and Catalina Crunch Snack Mix. Boasting 11g of protein – 5x more than the leading sugary counterpart – and 0g of sugar, Catalina Crunch Cereal is full of delicious, feel-good nutrition. Catalina Crunch Snack Mix brings crunchy, snackable satisfaction with 10g of Protein and a Good Source of Fiber in each serving.
“We think this is the perfect opportunity to capitalize on the brand’s growing national distribution, as well as the incredible work our team has put in for the last 18 months improving taste profile and packaging graphics,” said Doug Behrens, CEO of Catalina Snacks. “Leveraging national media allows us to build broad awareness with our consumers, sharing what Catalina Crunch has to offer to a wider audience. It’s a bold step forward in helping even more people discover that healthier choices can still be incredibly craveable.”
The dynamic advertising campaign will run on national connected TV, streaming video, YouTube, Meta and TikTok. This comes on the heels of Catalina Snack’s impressive growth trajectory, including the brand’s expansion into more than 28,000 retail locations nationwide and Cinnamon Toast becoming the No. 1 protein cereal on the market*. In 2024, Catalina Crunch eliminated 2.4 million pounds of sugar from consumers diets, with more than 1 million pounds of sugar eliminated from consumer diets so far in 2025 alone**.
Supported with meaningful investment to drive awareness and invite new consumers to try Catalina Crunch, “The Bright Side of Better” campaign will run May through October 2025, Fans and newcomers to the brand can purchase Catalina Crunch at catalinacrunch.com and Amazon or at major retailers including Walmart, Costco, Whole Foods, Target, Sprouts and Kroger.
*Based on total dollar sales in SPINS L52-Week data (week ending 3.23.25) for high-protein cereal items.
**Sugar reduction based on cereal shipment volume, with each serving of Catalina Crunch having 11g less sugar than the average conventional alternative (12g per serving)