In a snacking industry defined by constant disruption – from the rise of GLP-1 drugs and shifting consumer preferences to geopolitical tensions, advancements in artificial intelligence and more – change remains the only constant.
Mondelēz International’s Richie Gray explains it as a “resilience paradox” that demands food and beverage snack brands to plan for the worst while remaining agile and adaptive.
Chasing disruptors, particularly those that deftly navigate the ever-changing snacking market, is Gray’s focus as global head of SnackFutures Ventures for Mondelēz. The VC arm of Mondelēz offers financial backing to snack companies that are thriving in an era of rapid change.
“So disruption is the norm. We all have to deal with it, and we’ve all got it in common, whether you’re a huge company, a multinational, a small start-up, an investor, whoever you may be, working in this food industry,” Gray said at the Natural Products Expo West forum ‘The Disruptive Era of Snacking: Building Brand Resilience and Relevance’.
Founders, buyers and industry experts explained that snack companies should build sharper, purpose-driven brands. Meanwhile, retailers should protect standards and make room for emerging players and corporate players should learn from and support the next wave of innovation.
Preparation and purpose as disruption hedges
In addition to preparing for disruption, Gray called on snack brands to focus on purpose.
“You need to be clear about what your end game is, what your reason to exist is,” he said, adding that snack companies must remain agile in their ability to respond to setbacks and adversity. “You’ve got to be absolutely on it every single minute of every single day. But it doesn’t count for anything if you don’t know where you’re going and you’re not clear in your strategy.”
Anouck Gotlib, CEO of breakfast and snack company Belgian Boys, echoed the theme of focus and readiness. The 11-year-old company has experienced its share of ups and downs, according to Gotlib, who emphasized the importance of optimism for founders.
Having a plan A, B, C and D are critical to keeping a startup business running, but having a positive mindset is perhaps the most important trait for founders, she said.
“Surround yourself with those realists and the pessimists to keep you in check, because you need that sometimes, but you’ve got to be optimistic and think this is all going to work out,” she said.
Resiliency is grounded in creativity, according to panelist Luba Safran, head of venture at SnackFutures Ventures for Mondelēz. “It’s seeing multiple options in impossible situations,” she said.
Focus and data are key
Distinguishing between snacking fads and bona fide trends is key to keeping a business on track, according to Cameron Gould-Saltman, head of food and beverage at TikTok.
That means creating baselines for analyzing data to better understand the company’s place in the market.
“It’s constructing mechanisms within your brand that allow you to make small turns that you may need,” he said. “Maybe today, it’s protein, and that’s your hierarchy. You put it on the front of the package, but tomorrow it’s fiber, so how do you structure this such that your brand is more resilient, so that when things change and trends change, you’re still there.”
Gotlib learned that lesson over the last decade, narrowing the company’s SKU count from 60 to just four. She explained that customers have asked for gluten-free varieties for the company’s frozen breakfast pancakes, waffles and crepes, but Belgian Boys has declined “because there are amazing gluten-free brands out there,” she said.
“For us, it’s bringing European foods mainstream. We know how to do that,” she said, advising brands to “focus on your winner.”
