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We’re a little late to the party but did you hear that the Indian house of brands ITC plans to purchase the entire parent company of Yoga Bar, Sproutlife Foods Private Limited (SFPL), over the course of the next 3-4 years. That’s huge!
Honestly, I get it - have you seen how cool this brand is? They’re letting me snack, and also making it healthy? What else would a consumer want. And before we deep dive how Yogabar has reached where ITC wants it, here’s a quick background read on Yogabar:
<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/b98b49a3-142c-4bb8-a5cf-ccbd98eaf082/yb.png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/b98b49a3-142c-4bb8-a5cf-ccbd98eaf082/yb.png" width="40px" /> Yogabar is a top health food and clean-label brand in India founded by two sisters, Suhasini Sampath and Anindita Sampath, who wanted to build healthy and nutritious snacking options for us. The company has experienced tremendous growth in recent years and aims to revolutionize the eating habits of Indians. Yogabar initially started with snack bars and today it has expanded the product range to include protein bars, muesli, oats, peanut butter, kids’ cereal, and so much more. If that’s not interesting enough, the brand is also committed to using 100% honest labels and creating meals that are the next best thing to homemade food.
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For me, Yogabar stands out because it’s honest and creative - it focuses on transparent ingredients, such innovative flavors, and oh! Look at that trendy packaging.
We all know that the healthy snack food category has evolved significantly over the years, with more options available now than ever. Initially, healthy snacks were limited to literally fruit and vegetables. However, with increased demand came the need for innovation!
From Saffola launching the first ever healthy snacking alternative for indian consumer with a tadka, as we like it. You guessed it right - the Saffola Masala Oats! Then later, brands like Kellog’s & Quacker breaking that monopoly shook Saffola that actually made them change their positining. Saffola moved from healthy snacking to targeting a rather niche consumer segment, people who were concerned about their weight. Saffola promised to not make them miss out on taste and yet watch their health by launching a very succesful campaign - “Tukdo Pe Jeena Chhodho”. Great move, right? But that didn’t only result in Saffola gaining back the larger market share but this campaign also grew the category. Like they say, if you want a bigger share of the pie - grow the pie!
Ever since, we’ve seen brands build in this category. Well from fruits & vegetables being the only healthy alternative to now you seeing fruits and vegetables packaged in snacks including protein bars, plant-based snacks, and functional snacks designed to support your health goals. Innovation has truly come a long way.
Additionally, haven’t you noticed a greater focus on sustainable, ethical ingredients sourcing and reducing packaging waste?👀
Like any other market segment today, the healthy snacking market has also crowded with incredible brands competing neck to neck in their offering. The category offers so much more than we could think of 10 years back.
While brands like RiteBite focus on fitness and weight training, Snackible & True-elements personalise the healthy snacking consumer experience, the list is endless. But Yogabar has has truly out done by creating a unique positioning and delivering on the product messaging. (Stay with me a little longer to know how)
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