Snack Mentality

New York Times, June 29, 2008 — The popularity of Pirate’s Booty and other snack foods made by Robert’s American Gourmet might be explained in a couple of ways. Maybe it’s the use of more natural and recognizable ingredients, mostly baked instead of fried, at a time when more of us are health-conscious. Maybe it’s the quirky-funny image, centered on cartoony packaging and offbeat names. Or it could be the combination of those qualities with a maverick entrepreneurial story behind the brand — a kind of Ben & Jerry’s appeal.