12 Tides
THE CHALLENGE
Founded in 2020 and based in San Francisco, 12 Tides was established by a lifelong ocean conservationist with a mission to reshape our connection with the oceans through delectable, ocean-positive snacks. Jack was approached by Pat, who presented kelp powder with the desire to transform it into puff chips.
OUR WORK
Throughout the pandemic, we experimented with various online recipes involving the combination of cassava powder and a blend of either rice or tapioca flour. One challenge involved creating the seaweed dough, cutting it into pieces, dehydrating, and then oven-puffing it. It took some time to fine-tune the temperature and flour blend ratio to achieve the desired airiness and puffiness.
THE RESULT
12 Tides puffed kelp chips are now available in over 1,500 natural-channel stores nationwide, including nearly 500 Whole Foods Market locations, as well as Erewhon, Natural Grocers, PCC, New Seasons, and online via Amazon and Thrive Market.
The brand has earned notable recognition for its sustainability efforts, including the 2021 NEXTY Award, and is a certified B Corp and member of 1% for the Planet. It uses 100% industrially compostable packaging and donates 1% of sales to kelp forest restoration projects.