Post-Pandemic Shift: The Rise of Health-Conscious Snacking
In the wake of the pandemic, consumers are increasingly prioritizing healthy eating habits, leading to a surge in demand for nutritious snacks. Supermarkets now offer a broader selection of options catering to this trend.
However, the higher cost of healthy snacks often steers consumers towards cheaper, less nutritious alternatives, laden with unhealthy ingredients.
Farmley: Pioneering Healthy Snacking Solutions
Founded in 2017 by IIT alums Akash Sharma and Abhishek Agarwal, Farmley (TechnifyBiz) addresses the challenge of access to affordable, wholesome snacks.
Operating on a direct-to-consumer (D2C) model from its Delhi base, Farmley specializes in unadulterated dry fruits and nuts, aligning with the growing preference for natural, organic, and low-calorie snacks.
Shifting Consumer Behavior Fuels Demand
Akash Sharma, Co-founder and CEO of Farmley, observes a notable shift in consumer habits towards frequent snacking. With individuals now consuming approximately 7-8 meals daily, including a significant portion of snacks,
there’s a growing appetite for healthier snack options. This behavioral change is particularly evident in regions like Singapore, where snacking plays a prominent role in daily eating habits.
Farm-to-Snack: Sourcing Excellence
Farmley distinguishes itself by sourcing products directly from farms, fostering strong back-end linkages over the past five years. Initially focused on business-to-business (B2B) wholesale, supplying traditional wholesalers and private retailers, the company transitioned to a D2C model to engage directly with end consumers.
Innovation and Brand Building
Recognizing the need for consumer education and product innovation, Farmley embarked on building its brand to drive greater impact. With a product range spanning dry fruits, nuts, trail mixes, maida-free pasta, and roasted munchies,
the company prioritizes quality and eschews the use of palm oil. Products are priced between Rs 30 to Rs 999, catering to diverse consumer segments.
Multi-Channel Distribution Strategy
Farmley’s products are available across various online commerce platforms including Amazon, Flipkart, Blinkit, Zepto, Instamart, and Bigbasket. While online channels constitute
a significant portion of sales, offline distribution is facilitated through the shop-in-shop (SIS) model and partnerships with select retail outlets.
Emphasis on Quality and Scale
Initially focused on achieving high volumes and ensuring product quality, Farmley has invested in establishing robust manufacturing and supply chain networks.
This includes direct procurement from farmers and importers, ensuring transparency and quality control across the supply chain.
Future Prospects: Scaling Impact and Innovation
Looking ahead, Farmley remains committed to its mission of providing accessible, nutritious snacking options to consumers.
With a focus on continuous innovation and expanding its product portfolio, the company aims to further penetrate the market and contribute to healthier lifestyles.
Conclusion
As consumers increasingly prioritize health and wellness in their dietary choices, brands like Farmley play a crucial role in reshaping the snacking landscape.
By offering wholesome, responsibly sourced products, Farmley not only meets consumer demand but also champions sustainable, ethical practices in the food industry.
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