Summary
Insurgent brands such as LesserEvil, Chomps and Kodiak drove 25% of growth in the food sector in 2025, according to Bain & Company.
Source: fooddive.com
AI News Q&A (Free Content)
Q1: What role did insurgent brands like LesserEvil, Chomps, and Kodiak play in the food sector's growth in 2025?
A1: Insurgent brands such as LesserEvil, Chomps, and Kodiak were pivotal in driving 25% of the growth in the food sector in 2025, despite accounting for less than 1% of market share. These brands excelled by focusing on consumer-centric value propositions, strong brand engagement, and maintaining a superior velocity on the shelf. Their success provides a roadmap for sustainable growth in an increasingly competitive marketplace, with a significant focus on health-focused and sustainable products.
Q2: How did Hershey's acquisition of LesserEvil impact its portfolio in 2025?
A2: In April 2025, Hershey acquired LesserEvil, which expanded its portfolio with a healthier popcorn line. This acquisition allowed Hershey to enhance its internal production capabilities and provided LesserEvil with broader distribution while maintaining its core values of health-focused snack products. This strategic move highlights the increasing consumer demand for healthier snack options and the importance of sustainability in product offerings.
Q3: What insights can be drawn from Bain & Company's identification of insurgent brands in 2025?
A3: Bain & Company's analysis in 2025 identified 120 insurgent brands that significantly outpaced their categories by addressing unmet consumer needs in an authentic way. These brands accounted for more than 27% of growth in the food sector, primarily through volume expansion, despite limited pricing power. The report underscores the importance of maintaining simplicity by focusing on core assortments and hero SKUs to deliver the greatest value to consumers.
Q4: What innovative product offerings were highlighted at Expo West 2025, and how did they align with consumer trends?
A4: Expo West 2025 showcased innovative products that doubled down on protein and fiber to fuel consumers' routines. Notable products included Kodiak's granola with 17 grams of protein and fiber, and Sweet Loren's allergy-friendly breakfast biscuits. These offerings reflect a broader trend toward snacks and meals that combine multiple health benefits, catering to consumer demand for differentiated and health-oriented products.
Q5: How are private equity investments influencing the growth of insurgent food brands?
A5: Private equity investments are significant drivers of growth for insurgent food brands by consolidating mid-sized companies into larger, vertically integrated operations. This consolidation allows for shared resources in logistics and marketing, boosting the brands' ability to expand their reach and enhance product offerings. It reflects a strategic approach to growth by leveraging financial backing to achieve scale and efficiency.
Q6: What strategies do insurgent brands use to sustain their growth and consumer engagement?
A6: Insurgent brands sustain growth and consumer engagement by deeply understanding core consumer needs and engaging effectively with their audience. They prioritize sustaining velocity growth by expanding distribution strategically, ensuring it aligns with consumer demand. These brands focus on creating authentic value propositions and maintaining simplicity, avoiding unnecessary product proliferation.
Q7: In what ways did Kodiak Cakes exemplify the insurgent brand success in 2025?
A7: Kodiak Cakes exemplified insurgent brand success in 2025 by introducing protein and fiber-rich products that resonated with health-conscious consumers. Their approach to layering multiple benefits into their products, such as high protein content in breakfast items, aligned with consumer trends towards health-focused, convenient, and nutritious options. This strategy helped them capture significant market growth within their category.
