5 Fast Emerging FMCG Brands I’d Recommend Keeping Tabs On
As many governments across the world implemented lockdowns to effectively deal with the corona pandemic, both businesses and consumers paid more attention to bare essentials. Industries such as hygiene, communication hardware and software, food and groceries are business as usual and in some cases, have also witnessed increased demand.
With the entire focus being around #locallyproduced, it is pertinent that we take a moment to appreciate brands that are #MadeInIndia and have not only the potential but also the viability to soon compete with the best in their respective markets. Here, is a list of brands that I expect will dominate the headlines:
- And Nothing Else
And Nothing Else heads up the list as it not only seamlessly meets demand but also produces a relevant product in times when everyone is a fitness influencer. With a growth rate of 46.5%, ‘Granola and Cereal Bars’ are also the fastest growing subcategory in Food, meaning even bigger things for this brand.
Founded by an ex-Unilever marketer, ANE raves in the expertise in making healthy protein bars, which have no added sugar, artificial sweeteners, preservatives, flavouring or colouring agents. Yep, that actually exists — Food with only healthy ingredients, and nothing else.
To prove 100% transparency, all ingredients are truthfully and clearly listed at the front of the pack — not tucked away in small letters and confusing numbers in a corner in the back. Available in 6 awesome flavours currently , the double cocoa is my personal favourite!
Protip: You can order these from https://lbb.in/shop
2. Brewhouse Ice Tea
Next in line is the beverage industry’s new yet what feels like an unbelievably experienced entrant, Brewhouse Ice Tea. This isn’t new information but worth pointing out here — healthier beverages, especially tea are quickly emerging as alternatives to food as a snacking choice. What’s particularly working for iced tea is that it’s healthier than carbonated soft drinks, is higher on the cool quotient and provides a range of flavour options. The herbal and iced tea segment, while nascent, is believed to be growing at 14 percent year-on-year.
When Brewhouse Ice Tea launched as India’s first real-brewed, bottled iced tea, they saw massive success. Less sweet, without concentrates, certified as organic and yet taste like natural tea — what more is a customer to ask for? To top it all, the brand sources its tea from organic tea gardens {largely Nilgiri tea leaves} and carries out small batch brewing to ensure the quality of the brew is tightly controlled by its brewmasters.
There’s almost no segment of their product that they didn’t ace. It’s healthy, tasty and fast emerging.
Protip: BH Iced tea can be used to make stellar cocktails
3. Sepoy & Co.
If you’ve been following the rise of the classic Gin & Tonic that’s given way to India’s gin movement, it would come as no surprise that Indian tonic water is following a similar trend. While multinational companies develop tonic waters, it’s been long since someone realised that there needs to be an original Indian brand, although small, but one that makes the product with an exclusive twist.
With the new — Sepoy & Co. — hitting the market, G&T lovers are now looking to make the switch. The brand hit its first home run when it got the millennials talking (even if it was by keeping up with latest buzzwords like “natural”, artisanal”, “homegrown”).
Following that, they explicitly marketed the many benefits of their “premium adult soft beverage.” If you must know. its 100 percent natural, light, free from artificial sweeteners (less than 5 gms of sugar too) & preservatives and can cater really well to the unique tastes of the Indian palate.
So, if you’ve been holding back on those G&T’s — order Sepoy & Co. and pour yourself a refreshing drink! Take your pick from three awesome flavours — Indian tonic water, spiced grapefruit and good old mint.
Pro tip: You can directly order from their website right. now. I got my order within a day.
4. Slurrp Farm
“Finding high-quality packaged food is fairly difficult,” said every Mom ever. With growing awareness about India’s problem with child obesity, brands like Slurrp Farm have the potential of excelling.
From nutritious, tasty cereals and cookies made with organic ingredients, to whole grains and essential minerals and vitamins — they do it all. But what their brand does exceptionally well is — millet dosa and pancake mixes! Kids love colourful, animated packing and they’ve nailed that down too.
Protip: You can order these from https://lbb.in/shop and a personal recommendation would be to try the millet dosa mix.
5. Wingreens Farms
The “WIN” in Wingreens Farms stands for ‘Women’s Initiative Network.’ Why this brand had to be a part of the list, is because of how they’ve nailed economic viability and social work at once.
If you are someone who loves to complement their food with an interesting dip or a sauce or love munching on healthy snacks, then Wingreens farms needs to be on your radar. As someone who hosts and attends multiple events, these also make for a great party snack!
With savoury snacks expected to grow at 22% over the next 5 years, Wingreens farms’s “snack on the go” is a product which is getting a lot of consumer attention.
Pro tip: You can directly order from their website right about now.
“The Indian snacking food industry is a promising and a booming arm of the FMCG category, thanks to the evolving consumer consumption patterns. With the rise in busy lifestyles, millennials and Gen Zs have adopted snacking attitudes and are making different snack choices based on health, convenience, brand and trust” — Prashant Parameswaran, CEO and MD, Soulfull. 80% consumers are willing to pay up to 25% higher prices if they receive the desired value — something to think about.
While it was impossible to include every top emerging brand in this list, these are a few I can personally and professionally vouch for. On another note, if you’ve been thinking about making the switch to shopping from local brands, there’s no better time to do it. Most businesses have been affected adversely by the pandemic and could use a few more loyal customers — now more than ever. #ShopLocal
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