Kanupradeep Subramanian, CEO & Director, WIMWI Foods, spoke to Progressive Grocer about how his granola snack bars that sell under the ASAP bars brand has been able to break through the market clutter and become a favorite of the young millennials looking for quick, tasty and healthy snacking.
Tell us about your company and products.
We started WIMWI Foods just after graduating from IIM-Ahmedabad from the Centre for Incubation, Innovation and Entrepreneurship (CIIE) in March 2014. The idea was to bring innovative, tasty and healthy foods from across the world in convenient formats and prices to India. ASAP (As Simple As Possible) granola or snack bars was launched in 2016 in three flavors – almond & dark chocolate; fruit & white chocolate; almond, cashew & caramel. ASAP bars are designed for the young millennial crowd looking for quick, tasty and healthy snacking on-the-go and for mothers looking to give their children a healthy and trustworthy snack during the day.
How would you describe your product’s USP and market differentiator?
The main philosophy behind ASAP bars brand was to break free through the clutter of complicated ingredients, which goes into making FMCG food products these days. With the aim of bringing a simple, healthy and yet tasty food, ASAP bars are made with high quality ingredients like rolled oats, almonds, cashews, dried fruit, which customers know is healthy for them. Our product’s taste, affordable price point (Rs. 30) and differentiated packaging are our three key market differentiators.
We have no added preservatives and colors and yet have a shelf life of six months through packaging innovation. Often consumers believe that health foods taste like cardboard and we are trying to break that paradigm and make healthy foods taste awesome. Customers, especially millennials, love our product’s taste. We have come up with an innovative see-through packaging through which customers can immediately know what the ingredients are. One can check out our Instagram profile to know what customers love about the brand and product at instagram.com/asapbars/
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