Pioneers in niche categories innovate to stay ahead

by Charlotte Atchley
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Mediterranean Snacks released Tapaz2GO packages, which pair its lentil crackers with hummus in a single-serve package for on-the-go snacking.

While some niche products may be pioneers in their specialized category, if that product sees success, the competition will eventually come. Imitation may be the highest form of flattery, but it also can steal sales if the original producer doesn’t find a way to further differentiate itself from the competition.

“If the niche is small, and there are so many competitors, it starts to get very crowded,” said Lonnie Willard, vice-president of marketing for Mediterranean Snacks. “If someone else mimics what we have, then we continue to try to innovate and come up with new snack platforms.”

One way Mediterranean Snacks did this was with its Tapaz2Go packages, pairing its lentil crackers with hummus in a single-serve package for on-the-go snacking. The snack package is shelf stable while delivering 7 grams of protein, meeting consumer needs for convenient, healthy snacks.
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