Startup CPG Newswire:
From Farm to Fridge: Kelsi’s Unveils Rebrand Inspired by Love, Legacy, and Ultra-Gooey Brownie Batter Bites

PRESS RELEASE — NEWS PROVIDED BY Cassandra Hume for Kelsi’s

IDAHO FALLS, ID (2025) — Kelsi’s, the cult-favorite better-for-you snack brand known for its Brownie Batter Bites (formerly Truffle Treats), is getting a bold new look and richer recipes. Today the company announced a full rebrand launching in May, complete with upgraded packaging and gooier, more decadent formulas.

Born from founder Kelsi Petersen’s Idaho farm roots and shaped by her mother’s healing journey through raw food, Kelsi’s carries a deeply personal mission. “My mom taught me that food can be both medicine and joy,” says Kelsi, a raw food chef, the youngest of eight siblings and mom to three boys. “My mom and I taught raw food classes while I was in high school, and I saw firsthand how much our students absolutely loved our Brownie Batter Bites, and how desperate they were for satisfying, real food. This rebrand is a love letter to my mom and to every person who’s ever craved something indulgent and nourishing at the same time.”

Kelsi’s launched in 2019, when, after years of selling her bites to former students, Kelsi began selling them at a local juice bar in rural Idaho Falls. Shortly after launching the business Kelsi’s mom was diagnosed with and passed away due to ALS. Today, Kelsi’s donates 5% of profits to ALS research and support in her honor.

The reimagined brand identity was brought to life in collaboration with Governess, a branding agency known for its proficiency in food and beverage. As industry experts, Governess crafted a visual system that amplifies the joy, vibrancy, and indulgence that defines Kelsi’s—while standing out in an increasingly competitive category.

In addition to this playful new design identity, Kelsi’s is also updating its formulas to make them fudgier and just a bit sweeter. “We’ve added dates to each of our recipes to make them even gooier and more indulgent while staying true to our commitment to whole foods,” says Kelsi. “Our goal has always been simple: snacks that feel indulgent but are made with real, nutrient-dense ingredients.”

Now available in the fridge at premium retailers nationwide—Whole Foods, Erewhon, Wegmans, The Fresh Market and more—Kelsi’s Brownie Batter Bites come in four flavors:
• Salty Peanut Caramel
• Rich Raspberry Chocolate
• Mint Chocolate Crunch
• Double Fudge

Gluten-free, dairy-free, soy-free, and free of refined sugar. Paleo-friendly.

The rebrand will hit shelves nationwide in May 2025.

About Kelsi’s

Founded in 2019 by Kelsi Petersen, a CrossFit champion, raw food chef, and mom of three, Kelsi’s was born from the belief that whole foods can joyfully fuel even the busiest days. Kelsi adopted a raw food diet at 12 inspired by her mom. Together, they taught raw food classes in Idaho, and after years of requests from students for her signature Brownie Batter Bites Kelsi decided to introduce her treats to a broader audience. Every fudgy treat is made with whole food ingredients only and a lot of love—from two boy moms on a mission to pay forward a mother’s love.

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