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‘We adopt ‘Through the Line’ marketing approach to hit the right audience’

Snackible was started to make healthy snacking, tasty, convenient and accessible. It is bidding to revolutionise the Indian snacking industry by introducing to the market a premium range of healthy snacks at reasonable prices, and with convenient access. Kathryn B K speaks to Aditya Sanghavi, Founder of Snackible to know more about this unique product.

Tuesday, September 12, 2017, 10:30 Hrs  [IST]

Snackible was conceptualised while Sanghavi was working with a consulting company in Mumbai. Over a period of time, he noticed certain eating patterns that are fairly common at all workplaces. “The couple of hours post the much-awaited lunch break, sometime between 4:30 PM and 6 PM, a lot of my colleagues would find themselves compulsively snacking on all kinds of unhealthy snacks, ranging from fried snacks delivered by roadside hawkers to highly processed and packaged snacks that are available over the counter. I also noticed that while most of us had made a resolve to start eating healthier meals during breakfast, lunch and dinner, when it came to mid meal snacking there was a sheer lack of choice of healthy, nutritious and tasty snacks. What we were all facing is what I like to call the ‘Snack Crunch’,” says Sanghavi.

Sanghavi observed that although there were a few healthy snacking options available at select supermarkets such as Nature’s Basket and Food Hall, these snacks are generally priced at relatively exorbitant rates. There also existed a clear trade-off between health and taste. Finding healthy snacks almost always meant foregoing good taste. For instance, high fiber cookies taste nothing like chocolate chip cookies; and multigrain diet khakra is clearly nothing close to teatime

khakra. In addition to the health-taste compromise, healthy snacking options have very limited access. “Since healthy snacking options are available only at certain stores and supermarkets, the kirana stores down the road were of no help. And keeping our busy schedule in mind, my colleagues and I simply didn’t have the time to visit these niche supermarkets. The end result is that my colleagues and I would inevitably reach out for the tastier (and unfortunately unhealthier) snacks,” says Sanghavi.

It became evident that there is a massive gap in the market for tasty and healthy snacking alternatives which are both reasonably priced and easily accessible. Sanghavi wondered what if one could log onto a website that listed out a variety of snacks, which met taste and health requirements and that allowed people to select their choice of snacks which would be delivered to the doorsteps?

Snackible, launched in May 2015 as an online portal, allowed customers to purchase healthy, tasty and affordable snacks. Since then, Snackible has delved into multiple channels of sale including other online marketplaces, gyms, corporate canteens, hotels, nutritionists’ clinics, cafes, restaurants and of course brick and mortar retail stores like Godrej Nature’s Basket and Hypercity.

“The taste-health synergy which is Snackible’s core pillars has led us to spend a significant amount of time and dedication to re-invent the wheel and replace the traditional methods of making snacks with new and innovative techniques such as dehydration and vacuum frying. Creating distinctive and inimitable snacks is also key to our strategy. Some of our snacks have been the outcome of multiple rounds of ideation and back and forth with nutritionists and food technologists until a snack that is tasty, healthy and one-of-akind is launched,” says Sanghavi.

Snackible offers a wide range of snacks like Dark Chocolate Ragi Cookies, fruit Medley, Seedy Crunchers, Cinnamon Waffle with Hiney twig, Banana and Chia Granola Crunchers, Peanut Butter and Protein Bar, Pita Chips with Herbs and cheese, Chilli Garlic Pita Chips, Hot wasabi Peanuts, Otameal Stroopwafel, Jaggery Makhana, Jalapeno Peanuts, Whole wheat Belgian Chocolate Chip Waffle and Oats and Chia Chocolate Bites. Snackible snacks ranges from INR 45 to INR 80 and more seven products are in the pipeline which should be launched over the next three to four months, informed Sanghavi.

Currently present in Mumbai, Delhi and Bengaluru, Snackible is in the process of expanding into multiple tier-II and III cities across the country. Sanghavi is also in talks with international supermarket chains and distributors to expand reach to certain international markets like Dubai and UK.

Snackible’s marketing strategy is geared at captivating consumers who are starting to put careful thought into what they consume as well as other consumers who love their snacks but are unaware of the availability of healthy, tasty and affordable snacks.

“To ensure Snackible hits the right target audience, we adopt what may be known as a ‘Through the Line’ marketing approach. This is an approach that integrates the conventional ‘Above the Line’ marketing strategy of targeting the mass audiences through internet marketing as well as the more common ‘Below the Line’ marketing approach of conducting product samplings at busy places like malls and market places or corporate complexes,” says Sanghavi. ?

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