Sir, In the crisps, nuts & bagged snacks category report (13 April), it states differentiation and health credentials are key to standing out in the crowded snacking market. This rings especially true for startups.
However, differentiation should be based on tangible benefits that reflect the start of long-term, holistic trends in food and wellness, rather than fads or marginal reductions/increases. Success will be determined by a brand’s ability to turn first-mover advantage into becoming the clear and trusted choice faster than existing incumbents can move into the space. And, as the article further states, with consumers becoming better educated, minimal differentiators will not serve as enough of a runway for success.
Seb Sokol, co-founder, Brave