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April 21, 2022: 12:00 AM EST
The COVID-19 pandemic has accelerated the move to healthier foods and beverages, with startups and challenger brands disrupting the category. PeaTos founder, Nick Desai, says the main driver for this is access to information. Consumers are better informed, and this puts pressure on food companies and regulators. Shaunak Amin, founder and CEO of SnackMagic, says new brands, many launched online, are “more holistic lifestyle brands”, but “taste is always king…brands should strike the right balance between marrying good taste with function, innovative brand messaging and sustainability.” Nick Desai said “PeaTos has always looked to bridge the gap between our desire for tasty and fun snacks with our desire to be better about nutrition,” and that the brand wants to eliminate the need for a compromise. According to SnackMagic’s CPGpulse data, consumers want to try new products but stay close to well-known formats. Shaunak Amin said that while it’s “important to explore new flavors”, there should be “a familiar form factor.”
Audrey Altmann, "Better-for-you brands are disrupting the snacks category", Smartbrief, April 21, 2022, © SmartBrief, is a division of Future US LLC
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