Global food habits have been rapidly changing post-pandemic, with many major economies seeing most people switch to 2 main meals a day - with the rest being filled with continious snacking. This combined with a rise in food education, growing waistlines and lifestyle based illnesses - is causing people to switch to healthier snacks. But the truth is, the majority of them are not good for you at all.
In a strive to make snacks that are appealing, tasty and enticing many companies have chosen to cut corners, by adding in fillers, sweetners and gums, whilst masking them with health halos. With only a small population being well informed about the negative impact of these additives, the challenge was to build a brand positioning that resonated with the mass by connecting with their emotions and the joy of eating.
The game changer in terms of removing the barriers to innovation was establishing our own production facility, eliminating the challenges around MOQs and flavour and product development, in response to real-time customer data and insights.
Achieving total operational versatility was even more critical to developing a 100% clean product, as this presents limitations in 'Best before' shelf life, so being able to be more efficient and just-in-time with production opened up a new world of possibilities in food production.
Over the last 10 years there has been an explosion of research and development around the importance of gut health the microbiome. The growing awareness of building and maintaining the most diverse set of gut bacteria being pivotal to all major health outcomes has fueled new product development in this space.
Guided by nutrionist Rashi Chowdhary and her 18 years of experience, the formulation of Plaay products is critical to its success. The unique combination of both pre- (adding food for the bacteria) and pro-biotics (adding new bacteria) is what makes the product actually effective.
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