Crunchmaster® today announced that its entire cracker and crisp portfolio has earned Seed Oil Free Certified® status from the Seed Oil Free Alliance. The milestone builds on the brand’s longstanding commitment to thoughtful ingredient choices, including its 2021 transition from safflower oil to olive oil in its crackers. Following targeted ingredient updates and third-party review, products manufactured beginning November 1, 2026, meet the Seed Oil Free Certified® standard while delivering the great taste and legendary crunch consumers know and love.

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Crunchmaster® launches its "Save-a-Seed (Eat a Cracker)" campaign to announce its cracker & crisps portfolio is now Seed Oil Free Certified®

Crunchmaster® launches its “Save-a-Seed (Eat a Cracker)” campaign to announce its cracker & crisps portfolio is now Seed Oil Free Certified®

For more than 20 years, Crunchmaster has worked from a simple idea: create gluten-free, wholesome, great-tasting crackers made with care. Inspired by the Japanese Usuyaki baking method, the brand pairs recognizable ingredients such as whole grains, brown rice and seeds with a satisfying crunch. The certification initiative continues that purpose by making intentional ingredient choices, providing greater transparency and helping shoppers feel more confident about the snacks they bring home. For a meaningful segment of shoppers, seed oils have become part of the purchase decision: nearly one in three U.S. adults (31%) report avoiding products containing seed oils to some degree, according to 2025 CivicScience data.

“At Crunchmaster, we’re always looking at how we can make our products better, starting with the ingredients. We want consumers to feel good about what they’re eating while still delivering the great taste and legendary crunch they expect from us,” said Maddie Boepple, Head of Marketing Innovation. “Becoming Seed Oil Free Certified across our portfolio is an important milestone for our brand and reflects the work we’ve put into being intentional about the ingredients we use. We’re proud to give consumers another reason to feel good about choosing Crunchmaster.”

From its classic Multi-Seed and Multi-Grain crackers to Avocado Toast crackers and Chickpea Crisps, Crunchmaster continues to bring delicious options to consumers looking for more from their everyday snacks. The certification gives shoppers a simple way to identify products that meet an independent standard for seed oil avoidance.

“Crunchmaster didn’t certify one hero SKU — they certified the whole portfolio. That’s exactly the kind of commitment that builds shopper trust at the shelf,” said Jonathan Rubin, CEO and Founder of the Seed Oil Free Alliance. “When a brand consumers already love puts the Seed Oil Free Certified seal on every cracker and crisp, it makes seed oil-free eating simpler for millions of people.”

Certification includes a comprehensive review of ingredients and sub-ingredients, ongoing supply-chain auditing and surveillance, and applicable independent testing of added oils and refined fats by ISO/IEC 17025-accredited laboratories. The standard prohibits designated seed oils from being used as functional ingredients in certified products. Crunchmaster’s renovated recipes use independently tested avocado and olive oils rather than prohibited seed oils as functional ingredients.

To bring the certification to life, Crunchmaster is launching “Save-a-Seed (Eat a Cracker),” a consumer campaign that uses humor and personified seeds to celebrate the seeds that give Crunchmaster crackers their great taste and legendary crunch. The campaign began rolling out Monday, November 9, across digital, social, influencer and retail media channels. Crunchmaster will begin introducing the Seed Oil Free Certified seal on new product packaging, with core-item packaging transitioning during 2027.

For more information about Crunchmaster’s Seed Oil Free Certified products and the Save-a-Seed campaign, visit crunchmaster.com/saveaseed. To learn more about the certification standard, visit www.seedoilfreecertified.com.

About Crunchmaster

Crunchmaster is a premium, better-for-you snack brand owned by TH Foods, Inc. For more than 20 years, Crunchmaster has crafted baked, gluten-free crackers and crisps with recognizable ingredients and care. Inspired by the Japanese Usuyaki baking method, the brand brings together ingredients such as whole grains, brown rice and seeds with globally inspired flavors and a satisfying crunch. Crunchmaster is committed to thoughtful ingredient choices, greater transparency and snacks consumers can feel good about. Learn more at www.crunchmaster.com.

About Seed Oil Free Certified

The Seed Oil Free Certified seal by Seed Oil Free Alliance helps shoppers identify foods and consumer products verified against its standard for seed oil avoidance. The certification is supported by independent laboratory testing and supply chain auditing. An advisory panel of public health and nutrition experts, led by Dr. Andrew Weil, MD, supports the organization’s mission to advance seed oil-free options through testing, transparency and education. Visit www.seedoilfreecertified.com.

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