LONDON — Aware Snacker is aiming to make 2021 “the 12 months of fresh consolation meals.”
Led by an all-female crew with greater than 20 years of expertise within the snacking class, Aware Snacker will supply health-forward options for the comfort sector in addition to unbiased grocery and delis, well being and wellness retailers and occasional chains. The corporate is spearheaded by Tara Fast, chief government officer, together with Ruth Fittock, former senior advertising supervisor at PopChips, and Nat Cooper, former senior enterprise growth supervisor at Vita Coco.
The UK-based model formally will announce its first product, a potato crisp with considerably decrease salt and fats content material, subsequent month. Set to hit cabinets in April, the potato crisp can be adopted by extra launches throughout a spread of classes, together with better-for-you alternate options to conventional dips and plant-based merchandise.
“Our purpose is to offer scrumptious, better-for-you snacks that carry the pleasure again to snacking,” Ms. Fast mentioned. “We concentrate on all-natural components that you simply acknowledge, minimal processing, no components, we’re aware of salt content material, however in the end we’re pushed by style — the whole lot we do is scrumptious, we’re obsessive about taste and high quality.”
Whereas style will at all times be the No. 1 issue, the corporate has seen well being more and more grow to be a driver of consolation meals gross sales in the course of the coronavirus (COVID-19) pandemic, she added.
“Snacking is now extra essential to our on a regular basis lives than ever earlier than,” Ms. Fast mentioned. “What if there was a greater option to get pleasure from what you like and keep away from the pitfalls; specifically fats, salt and energy? We wish to be the way forward for snacking.”
Aware Snacker is backed by Pilot Lite, a enterprise administration firm that helps de-risk, validate and launch early-stage applied sciences and new ventures. Pilot Lite just lately partnered with Diageo to create Pulpex Ltd., a sustainable packaging expertise firm that produces bottles for beverage producers, together with PepsiCo and Unilever.
The partnership with Pilot Lite will enable Aware Snacker to debate larger-scale in-store advertising and point-of-sale help for retailers to ramp up gross sales exercise early within the shopping for course of, the corporate mentioned.
“I’ve labored in snacks for years and have launched some actually progressive manufacturers within the UK, and I imagine that Aware Snacker goes to be a critical participant inside the comfort sector inside months,” Ms. Fittock mentioned. “In a post-pandemic world, the significance of well being for the buyer goes to dictate the way in which during which the comfort sector develops and Aware Snacker goes to be on the forefront.”