Breaking News on Food & Beverage Development - North AmericaEU edition | APAC edition

News > Markets

Read more breaking news



Passionate paleo followers can fuel brand awareness, sales for compliant packaged products

Post a comment

By Elizabeth Crawford

Last updated on 27-Jun-2017 at 14:43 GMT2017-06-27T14:43:54Z

Paleo followers fuel brand awareness, sales for compliant products

Between 1 to 3 million people in the United States follow the paleo diet, and yet relatively few packaged products comply with the regime – making it a market brimming with potential that once tapped could quickly drive brand awareness and sales, according to the co-founders of frozen dessert brand Snow Monkey.

“What we have noticed in the paleo community, in particular, is they seem to be almost starved … for options when it comes to indulgent or packaged foods,” Rachel Geicke, a co-founder of Snow Monkey told FoodNavigator-USA at the Summer Fancy Food Show in New York City June 26. “There are many, many meal combinations you can make in your own kitchen that are Paleo, but to go into an ice cream aisle or a baked goods aisle and say, ‘Hey, this is paleo and I feel great about it,’ is tough.”

As a result, she explains some people only follow paleo five days a week – allowing them two days to “cheat” and eat a pastry at their favorite bakery or kick-back at a house party without worrying about what they are eating or drinking.

“We want to include indulgent with Paleo, and I think this is a big marketing opportunity because it is actually an underserved demand from a consumer side, and it is definitely underserved in our lives, which is why we ended up creating Snow Monkey,” she said.

Snow Monkey is just as creamy feeling as regular dairy-based ice cream, but it skips the dairy and instead uses bananas, hemp seeds and sunflower butter as its base, which provides a 21-gram punch of plant-based protein in each pint. They duo then blends in goji berry powder and non-alkalized cacao for extra indulgence and nutrition, said company co-founder Mariana Ferreira.

The blend also is healthy enough that the creators – and consumers – can enjoy it for breakfast, guilt-free, and still have they energy they need to power through their mornings.

Paleo is only part of the story

But for Geicke and Ferreira, creating Snow Monkey was about more than developing a better-for-you treat or devising an excuse to eat ice cream for breakfast. It also was about meeting an unmet need for consumers who suffer from allergies.

“We were both athletes in college, and we just cared a lot about what we ate, when we ate it and the ingredients that are inside it, because obviously being athletes it is important to make sure you get the right protein from the right sources. But also we have a lot of allergies … so, I think, the two things combined really powered us to come up with this cool recipe that is powerful in that it helps us reach our athletic goals, but also it makes sure we aren’t hitting any of those allergies or troublesome areas,” Ferreira said.

Harnessing the Paleo community

But by going one step farther to ensure the frozen dessert not only was allergy-friendly but also paleo, the young brand was able to harness the marketing power of the diet’s followers.

Geicke explained, “Once we get a consumer who really buys into our values and sees the full potential in feeling great but also fueling” their bodies, “they want to share it with their friends because there is a huge community around the Paleo lifestyle.”

As a result, the brand has seen a lift in awareness from word of mouth between friends and Paleo followers and their social media forms, she said. 

Post a comment

Comment title *
Your comment *
Your name *
Your email *

We will not publish your email on the site

I agree to Terms and Conditions

These comments have not been moderated. You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment. Any comment that violates these terms may be removed in its entirety as we do not edit comments. If you wish to complain about a comment please use the "REPORT ABUSE" button or contact the editors.

Related products

As soda sales fall, kombucha rises

As soda sales fall, kombucha rises

Tumbling soda sales have opened the door to the mainstream market for a variety...

Bonafide Provisions expands bone broth's appeal with Drinkable Veggies

Bonafide Provisions expands the reach and appeal of bone broth with Drinkable Veggies

As recently as two years ago, bone broth was virtually unheard of by the...

Defining dietary fiber at the 2017 IFT show

VIDEO: Should we define dietary fiber on the basis of what it is or what it does?

Which ingredients should be classified as dietary fibers and why? Elaine Watson caught up...

Sugar Reduction: What’s next? At IFT, companies weigh in

How will added sugar labeling change the market? At IFT, companies weigh in

The controversial requirement to list added sugar on the nutrition facts panel has divided...

Corbion's trans fat-free emulsifiers allow manufacturers to 're-engineer' cakes

Corbion's trans fat-free emulsifiers allow manufacturers to 're-engineer' cakes

"The conversion away from partially hydrogenated oils is really an opportunity to re-engineer cakes...

Cargill R&D VP talks ‘processed’ food, EverSweet, at IFT 2017

VIDEO: Cargill R&D VP talks ‘processed’ food: ‘All food is made of chemicals’

To many consumers, ‘processed food’ is just another term for ‘junk food.’ It’s hard...

Entomo Farms talks edible insects at IFT 2017

Entomo Farms: 'We’re one of the most recognized [edible insect] brands across the world now'

Canadian bug powder supplier Entomo Farms is still doing most of its business with...

Clean meat labeling and regulation in focus at IFT 2017

VIDEO: Will we need a new regulatory framework for clean (cultured) meat?

Producing ‘clean’ meat by culturing cells – instead of raising or slaughtering animals -...

IFT 2017 green banana flour in focus

VIDEO: ‘Green banana flour has the functionality of a starch and the label of a fruit…’

One product that generated quite a buzz at the IFT show this year was...

Retail competition heats up as consumers seek more ethnic products

Competition among retailers heats up as consumers seek more diverse, ethnic products

Consumer demand for products that are authentic and ethnic is not only prompting brand...

Soup-To-Nuts Podcast: The business case for kosher certification

Soup-To-Nuts Podcast: The business case for kosher certification

Ethical claims on food and beverages sold in the US are almost as ubiquitous...

Soup-To-Nuts Podcast: Hemp is overcoming hurdles to become superfood

Soup-To-Nuts Podcast: How hemp is overcoming hurdles to become the next superfood star

Nutrition-packed, environmentally sustainable and already notoriously well-known – although partly for the wrong reasons...

Soup-To-Nuts Podcast: Seeds emerge as superfood powerhouse

Soup-To-Nuts Podcast: Nutrient-dense seeds emerge as superfood powerhouse

Nuts and seeds in the US are finally reaching superfood status, thanks in part...

Soup-To-Nuts podcast: 3 trends driving growth in bottled water

Soup-To-Nuts podcast: Three trends driving growth in the bottled water category

After years of steady growth in the high single-digits, consumption of water in the...

Soup-To-Nuts Podcast: grain-free vs ancient grain trends

Soup-To-Nuts Podcast: Gluten free movement spawns divergent grain-free vs ancient grain trends

As the tenacious gluten-free trend continues to grow and mature into a market behemoth...

Soup-To-Nuts Podcast: Agency enforcement and litigation targets

Soup-To-Nuts Podcast: FDA & FTC move forward with enforcement even with some regulations in limbo

New regulations and draft guidances may be on hold at many federal agencies until...

Soup-To-Nuts Podcast: Evolving views on breakfast

Soup-To-Nuts Podcast: Evolving views on breakfast create challenges, opportunities for CPGs

Breakfast has long been known as the most important meal of the day, but...

Soup-To-Nuts Podcast: What snacks are hot and where consumers buy them

Soup-To-Nuts Podcast: What snacks are hot and where consumers are buying them is evolving

US consumers are snacking more than ever, according to IRI data, but an analyst...

Soup-to-Nuts Podcast: Confections hold steady in face of war on sugar

Soup-to-Nuts Podcast: Confections hold steady in face of the war on sugar

Despite significant headwinds generated by the escalating war on sugar and increasing consumer preferences...

Soup-to-Nuts Podcast: Driving ecommerce with omnichannel marketing

Soup-to-Nuts Podcast: Driving ecommerce sales with an omnichannel marketing approach

Sales of food and beverage online may be lagging significantly behind those of other...

Key Industry Events

Promotional Features

Content Provided by Fonterra

Way forward with whey protein