Catalina Snacks announced the nationwide launch of Snack Size Multipacks alongside a new national campaign called "Snack Like It Matters™," positioning protein, fiber, and lower-sugar options for consumers eating more frequent snacks throughout the day. The Indianapolis-based better-for-you cereal and snack innovator is banking on a structural shift in consumer snacking behavior. The multipack format addresses retailer demand for grab-and-go portion sizes, particularly in convenience and natural channels where snacking occasions have grown. The "Snack Like It Matters" campaign centers on a straightforward premise: as snacking frequency increases, product composition gains importance. The messaging targets functional benefits—protein and fiber content, sugar reduction—rather than indulgence positioning. **Why It Matters** The move reflects broader CPG portfolio strategy. Snacking categories continue to outpace traditional meal occasions, forcing brands to optimize SKU architecture for impulse purchase points. Multipack launches in this space typically signal confidence in household penetration and signal shelf-set expectations to major retailers. Competitors and channel partners will likely respond with format and messaging adjustments over the next two quarters.