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Can Cold Oatmeal Compete With Chips?

February 14, 2022: 12:00 AM EST
Ashley Thompson, founder of Mush, believes oats can extend beyond breakfast, with cold ready-to-eat products in flavors like mixed berry and vanilla bean. Thompson thinks the products will appeal to snackers on-the-go or at home. The brand has seen annual growth of at least 100% since its 2017 launch. Other attempts to broaden the snack horizon include Brami, a range of marinated snacking beans, Hippeas chickpea “puffs”, and Harvest Snaps baked veggie snacks. A new line of pickled vegetables called Rick’s Picks is now sold in single-serve pouches for on-the-go snacking. IRI found that snacks sales in the 52 weeks to January 23 grew 6.9 percent to $30.5 billion, with growth in all snack categories, including potato chips (+3%) and dried meat (+21.3%). Snacks overall are showing strong growth, but Americans are more willing now to try new ideas, such as Brami’s lupini beans, inspired by the founder’s childhood trips to Italy. Phil Lempert, editor of SupermarketGuru.com, believes the new products pose a serious threat to the ore established brands for space on shelves. 
Charles Passy, "‘The world is snackifying’: Americans devour $30.5 billion in snack foods each year", Marketwatch, February 14, 2022, © MarketWatch, Inc.
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