U.K.’s Erbology Snack Brand Says “Personalization” Is The Key To Its Future

August 17, 2020: 12:00 AM EST

The London-based start-up believes that a better understanding of customer preferences leads to the creation of better snacks. Erbology focuses on plant-based ingredients in its line of snacks and beverages, which include bergamot shots and sea buckthorn juice. Its powders are made with milk thistle and Jerusalem artichoke. The plant-based snack lineup includes crackers, energy balls, and tigernut granola. But the company is trying something new: a personalization strategy that crafts snacks that are more likely to deliver on the health benefits customers seek. The tailored offering, dubbed Erbology Personalized, begins with a customer survey, the answers to which determine the right ingredients and flavors, as well as ingredient intolerances and dietary requirements. This all results in creation of a cracker made from organic plant-based ingredients that is gluten free and made without processed sugar. The company produces its personalized snacks range in Central Europe, close to its suppliers, and ships them directly via a D2C model to consumers.[Image Credit: © ERBOLOGY]

Flora Southey , "Plant-based snacks brand tailors to taste, wellness, and dietary needs: Personalization is in our DNA", FoodNavigator.com, August 17, 2020, © William Reed Business Media Ltd

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