OTEP Competitive

Part
01
of two
Part
01

Premium Salty Snacks and Fruit & Veggie Chips: Part 1

The premium healthy snack brands Off the Eaten Path, Harvest Snaps, Terra Chips, and Late July Snacks each produce products that are unique to the healthy snack market space and can be marketed to a unique audience. Off the Eaten Path has an array of hummus and veggie/rice crisps that are popular among travelers, while Harvest Snaps specifically sells snap pea crisps, but in a wide range of flavors. Terra Chips produces veggie chips from tasty vegetables that are unfamiliar to the U.S. population, while also supporting environmental preservation causes throughout the manufacturing process. Late July Snacks sells a diverse collection of tortilla chips and crackers that are popular within families, and also donates a portion of their total profits to support children's/environmental organizations. Detailed information regarding all of the products offered, the competitive advantages, target audience, campaigns, partnerships, experiential activities, and influencers can all be found on the attached spreadsheet in rows 3-6. Below you will find a brief overview of the material stated in the spreadsheet, as well as a methodology section depicting how the information was gathered and any conclusions that were drawn.

Methodology

In searching for information for each company listed in rows 3-6 of the attached spreadsheet, the complete list of snacks offered was first located from the brand's website. The target audience was determined based on qualities of the products, such as the fact that many are gluten-free, non-GMO, etc. Based on these factors, it was concluded that consumers interested in these products would likely be health-conscious buyers searching for gluten-free, non-GMO snacks that support environmental causes (or whatever other characteristics listed by each individual brand). Social/digital campaigns, if not explicitly stated on the company's website or in news articles, were located through the brand's Facebook. Brand partnerships were either noted on the company's website or found through public articles. Experiential activities were difficult to locate, and after multiple searches for content for Harvest Snaps, no activities could be located. For the remaining brands, though, these were determined based on unique informational methods on the company's website, or through the brand's public actions. Influencers were, in some cases, the same as ones present in campaigns, but also included broader groups such as social media participation and public bloggers for exposure.

Off the Eaten Path

Off the Eaten Path sells a variety of hummus crisps, veggie crisps, and crispy rice/pea chips in both the U.S. and the U.K. The brand is owned by Frito-Lay/PepsiCo and markets their products to healthy, curious travelers. This brand has an advantage over others in terms of audience reach.

Harvest Snaps

Harvest Snaps produces a variety of flavored snap pea crisps, something that no other healthy snack brand listed manufactures. Although no experiential activities could be located for Harvest Snaps, this company has multiple campaigns on Facebook that market to healthy consumers.

Terra Chips

Terra Chips produces multiple different types of exotic vegetable, plantain, and sweet potato chips that are commonly sold to consumers that want all-natural products manufactured via sustainable methods. Terra is partnered with the Seed Savers Exchange and TerraCycle, and owned by the Hain Cellestial Group. The products produced by Terra are unique compared to others due to the fact that they utilize vegetables that are tasteful yet unfamiliar to the U.S. market, such as bakata, kabocha, and yuca.

Late July Snacks

CEO Nicole Bernard Dawes of Late July Snacks produces healthy tortilla chips and crackers in a wide range of styles and flavors to families searching for sustainable, healthy snacks. Due to the fact that Bernard Dawes comes from a family with experience in the healthy snack industry, she and her company are experienced in the market and thus have the potential to overcome other brands. The company heavily utilizes social media to market their snacks, and they donate 10% of their profits to organizations that support children and/or the planet.

Conclusion

Each of the four healthy snack companies listed above has a unique advantage over one another, whether that be in terms of products, audience size, or some other factor. For more specific details on each company and their products, please view rows 3-6 of the attached spreadsheet.
Part
02
of two
Part
02

Premium Salty Snacks and Fruit & Veggie Chips: Part 2

The healthy snack brands Simply7 Snacks, EatSmart, Good Health, and Bare Snacks are known to produce a wide variety of products to healthy consumers that are in the market for organic, gluten-free, non-GMO snacks. While Simply7 has products ranging from quinoa curls to kale chips and artisan popcorn, EatSmart focuses on producing only three products that are specific to the veggie chips/straws category. Good Health arguably produces the greatest number of healthy snacks of all companies listed, while Bare Snacks instead has a single product (dried fruit chips) that comes from a number of different types of fruits. For details regarding the complete list of product offerings, competitive advantages, target audience, campaigns, partnerships and influences, and experiential activities, please view rows 7-10 of the attached spreadsheet. Below you will find a methodology section explaining how the information to complete the spreadsheet was located, as well as a brief overview of the material stated in the spreadsheet.

Methodology

To complete the spreadsheet, all of the products offered by each company listed in rows 7-10 were determined from each brand's website. Through the same site, target audiences were also determined based on the type of products that the companies produced (whether organic, non-GMO, or some other factor). For Simply7, social campaigns were listed on the brand's website. However, for the other companies listed, the respective Facebook and social media pages were utilized to identify any common trends or themes that were present. Partnerships were found via other online articles, and experiential activities were determined based on the presentation of products on each company's website in addition to any public actions of the business. Influencers of the brand were determined through outside articles and each brand's website/social media sites.

Simply7 Snacks

Simply7 Snacks creates healthy snacks based on seven fundamentals including the use of clean ingredients with no added preservatives, artificial colors, or artificial flavors. Snacks from Simply7 include a wide variety of chips ranging from lentil to quinoa to kale chips, all in multiple different flavors. Simply7 has an edge over other businesses in this industry due to their push for female farmers to become a main supplier for the company, which is especially prevalent considering the economic fight for women to become equals with men in society today.

EatSmart Snacks

EatSmart produces only three products: veggie sticks, veggie crisps, and organic veggie straws. Although a small variety, the company has the same audience as other brands — non-GMO preferred, gluten-free consumers — and is owned by large company Snyder's-Lance Inc. With this in mind, even though the brand is small in terms of product variation, there is extensive room for growth and publicity for EatSmart, which is visible through the extensive use of campaigns including a mini video-series, something that no other brand has carried out.

Good Health Snacks

Producing healthy snack products such as veggie straws/chips, popcorn, pretzels, apple chips, and more, Good Health boasts the ability to reach the widest array of consumers due to their variety. Good Health is owned by Utz Quality Foods Inc., and has an experiential brochure-type document on their website that informs readers of tips to better personal health. The brand is heavily influenced by bloggers and journalists, and promotes togetherness and sharing as a motto for the company and all of their products.

Bare Snacks

The products manufactured by Bare Snacks includes an array of dried fruit chips made from apples, bananas, coconuts, beets, carrots, and sweet potatoes. Due to the sugar content in fruit, these snacks can be marketed to individuals with diabetes as a healthy way to maintain blood sugar. The company uses a number of Facebook hashtag campaigns (#daretobare and #barebite) to promote the versatility of their snacks. In terms of competitive advantages, Bare Snacks has an edge over other manufacturers, as they are the only company to produce dried fruit chips with no additives whatsoever.

Conclusion

The four healthy snack companies listed above each produce a unique array of products that are not offered by others around them, and utilize connected influencers, partners, and social media sites to promote their offerings to the public. For additional details, please view rows 7-19 on the attached spreadsheet.
Sources
Sources

From Part 02