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.
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 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 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.
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.