B-Sides, the flavor-forward puff brand made with ingredients free from the top nine allergens, has unveiled a bold new brand identity designed to bring fun back to the snack aisle, it says.

Founded by former Goldman Sachs executive Yousuf Ahmed, B-Sides was created to bring together strong flavor, thoughtful ingredients, and accessibility—offering an alternative to a category often split between indulgence and functionality, the brand adds.

The rebrand marks a major evolution for the company, shifting from its original stripped-down packaging to a vibrant, personality-driven identity inspired by the golden era of 1990s snack culture. The new creative direction leans into bold color, exaggerated flavor cues, and a sense of irreverent fun—standing in sharp contrast to the muted, clinical aesthetic common across the category, the company adds.

“We saw an opportunity to balance strong flavor with thoughtful ingredients,” says Ahmed. “For us, it’s about creating a snack people genuinely enjoy, not just one that checks a box. As we evolved the brand, we wanted the packaging to reflect that same energy—something bold, expressive, and a little nostalgic, inspired by the kind of snack experiences many of us grew up with.”  

The rebrand was led by UK-based design studio Studio Mondo, founded by Pearlfisher alumni Ryan Panchal and James Fishlock, with brand strategy guided by Fay Scott (formerly of Robinhood, Google, and Huge). Together, the team developed a visual identity rooted in three core principles: irreverence, magnetism, and nostalgia, they say.

The brand’s puffs are made using upcycled oat flour from oat milk production and corn from grits milling, transforming overlooked ingredients into a snack. Each serving contains 5 g of complete plant-based protein and is free from the top nine allergens, making the product accessible to a wide range of consumers.  

The company has built early traction through direct-to-consumer channels including Amazon, TikTok Shop, and its own website, and is now expanding into foodservice, with initial placements in corporate offices and workplace snack programs. B-Sides currently offers three flavors: Cheddar, Jalapeño, and Ranch.