Start-ups line up food street with new-age menu
Smarter, healthier products help new food brands carve out a niche for themselves
Call them millennial food brands.
Epigamia, RAWPressery, Paper Boat, Veeba Foods, Fingerlix, and Chai Point — these have all made a markbyattractingmillennials, wholookforsomething trendy, something healthy. Innovative product and packaging are the USPs of these companies that have struck a chord with customers. Doing it differently is the mantra of these new companies, claim experts.
“Entrepreneurs are starting brands in categories that didn’t exist (Greek yogurt, for instance). We also see people starting brands in categories that are competitive but there are no challengers. Veeba Foods, for instance, has gone into a very competitive segment (sauces), but has done it differently — healthier and better,” said Deepak Sahadapuri, managing partner, DSG Consumer Partners. His company has backed both Veeba and Drums Food (makers of Epigamia — a Greek yogurt), as well as Sula wines.
“Some want to enter a segment that’s already big but without very good products. Veeba is doing this. They feel sauces in the market are mediocre and they want to make the best ones,” said Sahadapuri. “Others such as Rohan Mirchandani (founder of Drums Food) are keen to enter a category before others.”