Macro Snacks Founder Rebrands To Escape Niche Market Shackles

May 26, 2021: 12:00 AM EST

Thanks to an SKU Accelerator program, the founder of the Charlotte, N.C.-based snack chip start-up realized that rebranding was necessary to fully scale his product. Justin Wiesehan says a lot of customer research among customers and non-customers convinced him that being a diet-focused, niche product was very restrictive. He also found that repeat customers were using the snack as an alternative to less-healthy options. As a result, Wiesehan hopes the new name – HA!, for Healthy Alternative – along with bolder, louder packaging, will land the chips on grocers' shelves next to familiar crunchy snack foods. Each of the seven flavors of HA! chips is gluten-free – all but Pizza Pie are vegan friendly – and each bag contains 11 to 12 grams of protein. The products are available online and soon in retail grocery stores.

Elise Franco, "Charlotte start-up Macro Snacks steps away from health-food moniker with complete product rebrand", Charlotte Business Journal (North Carolina), May 26, 2021, © American City Business Journals

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