Food Entrepreneur - February 15, 2022 - 4

FOOD ENTREPRENEUR®
Where's the 'go' in on-the-go?
Today's schedules revolve around smaller geographic footprints
GOOD TO GO
BY NATALIE SHMULIK
T
he evolution of work and home life has altered the way
people move from place to place. With new eating patterns
and preferences emerging in response, on-the-go
snacks and meals are ever-present - raising the question: What
is the " go " in on-the-go these days?
Traditionally, on-the-go foods have been marketed for
convenience - full stop. They were
intended for people commuting and
refueling between activities and on
traditional 9-to-5 schedules. With
today's schedules revolving around
smaller geographic footprints,
on-the-go has transformed from a
physical reality into a psychological
state. Now, busy consumers are
looking for convenient products that
nourish their bodies, function as a
quick mental escape, and that can easily complement spontaneous
plans at home and around town.
To meet these needs, new on-the-go foods should be
On-the-go brands
should meet consumers
where they're going -
whether it's miles away
or just a few feet ahead.
convenient at every step of the process, from purchase through
disposal. ReHarvest Provisions' smoothie-in-a-pouch does just
that and slots perfectly into the flexible snack or meal space.
Founder and chief executive officer Kathryn Bernell developed
the product as a way
to get more fruits and
vegetables into her
busy day.
" Smoothies
became an AM hack
to get all the good
stuff in (but) quickly
devolved into a
20-minute process, "
she said.
Her goal was to
Natalie Shmulik is the chief executive officer
of The Hatchery Chicago, a food and beverage
incubator. Email editor@sosland.com.
40
Food Business News
cut the clutter and
make consumers'
lives easier, whether
they were running
out the door or switching gears at home. In addition to the brand's
" freeze-and-squeeze " format, the product is shelf-stable and
ships straight to consumers. It successfully bypasses the logistical
complexity of fresh food delivery and saves consumers from the
portable pain points of having to purchase, transport and immediately
store their frozen goods.
ReHarvest Provisions also incorporates functional ingredients
like goji berries and baobab, plus
upcycled fruits and vegetables from its
re-harvest platform. The product provides
convenient nutrition for consumers
who have traded mindless snacking
for more intentional eating habits.
Clean ingredients are integral
for Canadian brand Riverside Natural
Foods and its Good To Go product line.
The family-run operation developed a
minimally processed, high-fiber and
gluten-free bar that brings customers a neatly wrapped, tangible
and visible whole food experience with prominent pieces of
fruits, seeds and nuts.
" Most bars lacked a pleasant texture, " said Nima Fotovat,
co-founder and president.
Compared to the homogenous one-size-fits-all snack bar,
Good To Go cake bars' baked-in grooves make them easy to split
into portions and customize as a quick bite, meal or shareable
treat. People want their food to look and feel whole and nourishing,
no matter how quickly it's consumed. Ultimately, while
the pandemic has hurt sales in the overall bar category, Good To
Go outperformed with increased distribution, market share and
basket penetration.
As the on-the-go space continues to evolve, brands should
keep raising the bar with products that help people rest, refuel
and reset. In this dynamic and unpredictable space, on-the-go
has expanded to include a wider range of needs and entirely
new occasions. Consumers want a multi-sensorial interaction
with their food, wrapped in a quick and easy package. The
in-between is a powerful space for brands to play in. On-the-go
creators that want to join this category should meet their consumers
where they're going - whether it's miles away or just a
few feet ahead. â–ª
February 15, 2022

Food Entrepreneur - February 15, 2022

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