64 |^ Progressive Grocer^ |^ Ahead of What’s Next^ |^ July 2019
Category Watch Snacks
Establishing a reputation for healthy
and gourmea snacks
Happilo is all about healthy
eating. Fried chips have been
replaced by salted almonds,
roasted pistachios, peri-peri
almonds, pumpkin barbeque
and roasted party mixes.
This brings a healthy option
to the consumer, which plays
a key role in the assortment
planning and basket building
for our customer base.- Vikas Nahar
Founder & CEO,
Happilo International Pvt. Ltd.
Company and brand profi le:
Happilo – an ISO & HACCP
certifi ed gourmet healthy snack
brand from Bangalore – makes many
natural and organic products. Th e brand
has been serving its customers with a
premium range of gourmet healthy
snacking options since 2016. It gives its
customers the largest and best collection
of nuts and healthy seeds and processes
a premium range of dried fruits in its
state-of-the-art facilities, which have
the capacity of producing 40,000 units
per day.
Product portfolio: Happilo’s range
of products include nuts, berries, trail
mixes, roasted and salted mixes, and
dried fruit, apart from a variety of
natural and fl avored seeds, all of which
are tasty and nutritious.
Consumer segments and
demographics: All Happilo products
cater to consumers from every segment
and demographic. Th e brand has been
steadily increasing its product range to
indulge the taste buds of the millennial
generation. It has developed portion
packs at the price points of Rs. 25 &
50 to reach newer consumer segments
like kids and parents for their mid-day
snack craving. Taking the feedback of its
customers into consideration, it will soon
launch energy and protein bars targeted
towards consumers in the 20-50 year age
group in Tier I and II cities. Earlier, the
company launched its certifi ed organic
seeds range – made from basil, chia, fl ax
and quinoa seeds – especially for women
and the older generation.Brand USP and diff erentiators: Happilo
trail mixes are naturally sweet, and the
roasted variants are dry roasted with
no added oil. Th e products have zero
cholesterol and are natural anti-oxidants.
Its organic and fl avored range of seeds
is cholesterol free, chemical free, and
gluten free.
Th e brand has worked a lot on the
packaging front to keep its product tasty
and crispy for on-the-go consumption
or for storing at home. Th e products are
packed in strict hygienic conditions after
proper selection, sorting, processing and
cleaning. Th e company is currently in the
process of re-innovating its dried fruit
packs in a sleek box design. Th is, and many
more innovations in its current packaging
designs are aimed at showcasing its
products at competitive rates and meeting
the increase in demand from its growing
base of consumers.Retailing strategy: Currently, Happilo
products are available across all
E-commerce, Modern trade, and A
category General Trade stores. Th e
company is active in terms of its strategy
for retail markets, both in Modern &
General Trade. For Modern Trade, its
focus is on higher value packs with
proper merchandising, eye level visibility,
sampling and end cap placements. For GT,
its strategy is on in-store level activations,
samplings, FSU placements, and also
on educating the consumer about the
health benefi ts of the product. Th e sales
contribution is 30% from Modern Trade
and 25% from GT towards the top line.Future plans and roadmap ahead:
Happilo plans to introduce a new
range of organic products in the health
category like muesli and fl avored corn,
which have a huge market potential. It
already has best-selling fl avors – peri
peri, barbeque and jalapeno – in nuts
and seeds, which it is making available
at lower price points to tap into 10,000
new stores across India. Th e brand is also
planning to go for exports to the Middle
Eastern countries for its organic and
fl avored range of seeds.
While Happilo products are widely
available across 4,000 stores, the brand’s
aim this year is to maintain the healthy
growth in all parts of the country. It
believes that its products’ competitive
price points will help it to gradually
enter deeper into the Tier II & III cities
of Bharat and be available in more than
50,000 stores.