Pokko is finding success through sampling and in-store demos at Longo’s and Organic Garage, while also driving sales through social tactics and price promotions.

The plant-based rice and chickpea snack is the brainchild of Sasha Rajamani, and the Pokko name is a play on the South Indian fritter, pakoda. Pokko comes in two flavours, original and spicy.

Rajamani tells strategy that after the brand’s soft launch in 2021, consumers said that even in a saturated chip market, the flavour was unique. To expand the operation, he met with key Longo’s staff at the Canadian Health Food Association (CHFA) East conference, and did a province-wide Ontario demo at all of its 31 locations.

“We took an approach where, when we partnered with a retailer, we wanted to demonstrate how this partnership could be a win-win for both parties,” Rajamani says. “We ensured and communicated to [Longo’s] that we would support them as much as we can through social and price promos” and the banner reciprocated via displays, for example.

The brand provided sample bags for retail customer baskets, and snack size samples when in-store demos were not an option.

As a brand, Rajamani says Pokko likes to get involved in the community as well, taking part in company wellness events, festivals and consumer shows.

Packaging design was courtesy of Primengine, a Toronto multidisciplinary strategic design consultancy. Rajamani connected with the shop after posting on a creatives Facebook group about a small budget packaging design project.

According to Rajamani, while the snack is based on South Asian flavour profile, it is resonating more broadly, primarily with three main groups.

“We have university students and young professionals in the downtown core, families with children living at home and adults looking for innovation or certain attributes that Pokko has,” he says. “Also, kids love Pokko. Never underestimate that demographic.”

When it comes to the competitive set, Rajamani notes that it comes from the natural chip aisle – tortilla, bean, lentil chips, rice and chickpea cakes.

“What differentiates us is almost everything, our shape, crunch, sensory experience and our spices,” he says. “It’s quite hard to replicate us, so we take pride on being a category disruptor.”

Pokko has focused on independent stores in Ontario and Quebec and has seen reorders in banners such as Pusateri’s and Ambrosia.