By: Chanda Kumar
Last updated : September 19, 2018 11:20 am
Looking at solving mid meal hunger pangs by offering healthy yet tasty crackers, All Heart is the newest entrant in the snack block. Aniket Karia, Founder, All Heart shares the brand’s approach in tapping this booming segment in packaged food and grabbing attention through fun in-store marketing activities.
Why would ‘All Heart Crackers’ stand out in the highly competitive packaged food segment?
All Heart’s range of crackers offer great taste and nutrition too. The brand’s
Tell us about your retail presence and expansion plans.
We are primarily present in the e-commerce space, retailing through our own website. And shortly will be available on Big Basket, Amazon and Flipkart. We are present in some retail stores in Mumbai, but should be present in 50 stores by the end of October 2018. We are also in talks with Noble Chemists, Foodhall and Godrej’s Nature Basket. We are looking at being present in Bangalore, Pune and Delhi by end of this year. In the last three months, we have seen a drastic growth of 60%.
What is ‘All Heart’ doing to grab attention at the store level?
Our strength also lies in our packaging, which is very fun, unique and colourful, along with a character and comes in various flavours. Activations are temporary solution, but packaging is a long-term strategy. I believe that if you attract customer, you have won half the battle.
What innovative in-store activities are helping you in brand building?
Keeping in sync with our product ideology, our in-store and on-ground activities are mixed with fun. We are keenly looking at sampling, as we have seen good conversions when people taste it -- they like it and pick it up. They realise the health benefits with taste. This way we feel the product will do well at store level. We plan to go where young working population and students are. We target individuals living alone, who don't have the time to prepare anything healthy to snack. It’s a challenge to educate, but people are open and willing to try it.
Tell us how you plan to add the fun factor to your shopper marketing activities?
We are a fun brand, hence the activities also have to be fun. For instance, instead of just sampling our products, customers can come up with new recipes on the spot using our crackers, along with different toppings, dips, etc. We are also creating a buzz on social media, where we encourage our customers to post fun and quirky recipes they have tried using All Heart crackers in new and different ways. We have also tried blind tasting in one on-ground activity, where we blindfolded the customers and asked them to taste the crackers to guess the flavours. This was hugely appreciated and accepted by the target group.
We also collaborate with brands offering complimentary products for sampling or activations. As there is no direct competition here, it’s a win-win for both brands.