Purplesful has launched a new on-trend, plant-based Jalapeño Cheddar flavour.
The charitable better-for-you purple grain popcorn brand is promoting the innovation via case stacks at most Canadian grocer retailers, large independent grocers and natural stores. The retail assets were developed by a freelancer who’s worked on the brand since its infancy, to keep the look and feel consistent.
“There’s been quite a bit of innovation in the snacking category, with many brands establishing themselves from start-up,” explains Matthew von Teichman, Purplesful Snacking co-founder. “One of the big innovations has been in ‘healthifying’ a traditional favorite, such as healthier versions of ‘chips.'”
Von Teichman tells strategy that another trend is towards spicier flavours that appeal to younger consumers, as well as different ethnic demographics, two nascent trends brands are taking note of. He adds that launching one or two SKUs per year is enough in terms of innovation, so that Purplesful is not simply replacing its slowest selling offerings with new ones.
“Being focused on launching a select number of new products so that we aren’t trading shelf space internally has worked well for us previously,” he says.
It’s about all SKUs performing at a high level, each appealing to different market segments, von Teichman says, adding that the last mile is critical when it comes driving trial for every new brand.
“In-store activations are one of the best ways to encourage trial without breaking the bank… If a brand focuses on one store at a time to build velocity at store level, it can create a road map for success that can be replicated in each new store, region or country.”
In some locations, the brand is being co-merchandised with alkaline beverage brand, Flow (see, below).
“We have created relationships with a variety of brands who we think complement our popcorn well,” von Teichman says. “Flow is a great example as it is Canadian, has attractive, merchandisable cases and has a team that is able to execute at store level. That being said, we are always open to other collaborations, as well.”
The brand is also conducting demos in 75 stores to support its outreach efforts, including to Healthy Planet, Whole Foods, Sobeys, Metro and Nature’s Emporium.
Other tactics include contest collabs with lifestyle mag, Vita Daily, and IBS-friendly food company Fody’s.
Contesting has been a relatively new approach Purplesful has taken, but the brand says it has been extremely helpful introducing the brand to consumers.
“We have rolled out several different contests recently and we are measuring the success based on the content creators who produce the contest, as well as the prizing itself,” von Teichman says. “Our plan is to introduce increasingly bigger contest prizes to see if adoption increases in lock step.”
Finally, Purplesful continues to believe in being purposefully minded, and donates 25% of all profits to local children’s charities, prominently called out on-pack.
PR support is by LC3 Communications.
