Sauce.vc reposted this
Happy to share my thoughts in The Mint for the launch of Yuvraj Singh’s Twiddles, a healthy snacking brand, which highlights a growing trend in the consumer space: celebrity-driven brands as a go-to-market (GTM) strategy. Few more examples are Kriti Sanon's Hyphen, or 82E by Deepika Padukone etc; among many more With Yuvraj Singh's credibility and fan following, Twiddles is positioned to make a strong initial splash snacking space. The focus on nut-based spreads and bites, made with up to 70% nuts and seeds and free from preservatives and palm oil, aligns with rising consumer demand for better-for-you alternatives. No palm oil in specific is a strong trend (also check out Let's Try snacking products on Qcomm) However, as we’ve seen in this highly competitive space, early attention doesn’t always translate into sustained success. While celebrity endorsement can amplify brand visibility, long-term differentiation requires innovation and an unwavering focus on consumer preferences. At Sauce.vc, we’ve consistently observed that brands can thrive in crowded F&B markets by perfecting the balance between taste, nutrition, and trust. Twiddles’ emphasis on healthier formulations gives it a unique positioning, but continuous R&D and consumer engagement will be critical for staying ahead. Will be interesting to see how Twiddles navigates its journey and how other celebrity-led ventures approach scaling in the dynamic consumer space. Read more about Twiddles: #BetterForYouSnacking #CelebrityBrands #ConsumerInnovation #Twiddles #Startups #VC
Audacious efforts but it won't be an easy ride. Good luck
Atul Jha
2w
Great one sirji.
Building everything for people | All good things growth, marketing, tech, internet culture, product, strategy, operations, and investment | Open to worthy collaborations | Views are personal, nothing here is advice
2wgreat product, target audience and placement is what i think is a recipe for success for f&b or consumer brands. was studying a bit about how brands fail despite having a great product, the only error i found was their inability to understand their target market and irrelevant product placement!!