VISALIA, CALIF. – A farmer-owned functional snacking brand, In Good Hands is taking its protein-powered cheese snacks to the masses.

Calling the endeavor the “SoCal Cheesy Crunch Tour,” the brand said it is bringing its better-for-you snacks to consumers at events for marathon runners, fitness enthusiasts, “foodies” and the like, via branded bike stands.

The brand’s Protein Puffs are gluten-free and include 12 grams of milk protein, with 1 gram of sugar and 130 calories per serving.

A cheese category innovator, the incubator brand from California Dairies, Inc., made its debut in 2022 and produces its snacks with milk sourced from California dairy farms. The snacks come in white cheddar and nacho cheese flavors.

Per In Good Hands, it already has provided “tens of thousands” of its cheesy protein puffs to consumers during its promotional tour of marathons, 5K events and farmers markets.

"In Good Hands Protein Puffs are the ultimate on-the-go snacking solution, and we're excited to bring them to consumers who are living life to the fullest at events that celebrate an active lifestyle, vitality and farmers," said Hannah Robbins, head of brand for In Good Hands. "Our branded sampling bikes and our Puff-hat-wearing ambassadors embody the joy our puffs bring to snacking, one delightful crunch at a time."

The snacks also are sold online through the brand’s website.