July 2019 | Ahead of What’s Next |^ Progressive Grocer |^51
Snacks Category Watch
Providing baked snack products for
health-conscious millennials
With the general public
becoming more health
conscious, everyone is now
experimenting with the
baked category. New flavors
are being welcomed by the
consumers. New products
will be developed in this
category, which will evolve
into many new forms and
directions.- Shaishav Mittal
Founder & CEO, Lovely Bake Studio
Company and brand profi le:
Lovely Bake Studio, a premier
European inspired bakery, off ers an
unmatched range of 100% eggless
delicacies to its customers. It is a fi rst-of-
its-kind concept in north India. In the
past fi ve years, Lovely Bake Studio has
become one of the fastest growing FMCG
companies with a presence in 40 cities,
two States, in over 15 airports and a shelf
space in over 3,000 retail outlets. Th e
company has growing exports to the
Middle East, Chile and the US.
Product portfolio: Th e brand off ers its
customers a variety of eggless temptations
in cookies, biscuits, rusks, dry cakes,
namkeens, baked snacks, frozen snacks
and sweets, festive gift packs, special sweet
packs and much more.
Consumer segments and demographics:
Th e target audience of the brand is the
average Indian family. It off ers products
that are made to delight the youth, parents
and grandparents. It wants to be a part of
tea-time, snack-time, and break-time in
every household.
Brand’s USP and diff erentiators: Th e
brand’s USP is its premium ingredients
mix and unique recipes. Its R&D team
of food experts ensures a thorough
development process of the products.
Th e brand is able to impart quality and
taste in every bite of its products by using
the best ingredients from around the
globe, keeping up with the latest trends
and industry development, as well as by
perfecting every small process and detail
of its recipe for a lip smacking taste in
every bite.
Lovely Bake’s product range is so
unique and innovative that the brand gets
enquires from retailers to stock its range.
An example is its innovative three-piece
rasgulla pack, which has enabled its
consumers to taste their favorite sweet
anytime, anywhere, as it is easy to use and
dispose of. Its health infused granola bars
is another popular innovative product,
which has been appreciated by consumers
Market outlook and opportunities: Th e
estimated bakery market size is pegged at
Rs. 6,000 crore annually and it is expected
to grow at the rate of 25% in the years to
come. Th e brand’s target is to capture a
10% share of the category and continue to
grow thereafter.Retailing and marketing strategy: Th e
company believes in encouraging live
product sampling in malls, which helps
it to draw customers to the stores. It has
in place certain lucrative inaugural off ers
and special day off ers for consumers,
which allows it to reach more households.
Th rough an interactive social media
presence across platforms like Facebook
and Instagram, the brand is able to
connect seamlessly with the consumers
and also able to get direct and more
eff ective feedback from them. To enhance
its brand visibility, the brand makes use of
CRM and other marketing tools, which
allows its customers to know more about
its products, fl avors and its retail presence
across the country.Future plans and roadmap ahead: Lovely
Bake is soon going to launch several
exciting products in categories such as
snacks, cookies and organic. In every new
state and city that the brand ventures into,
it builds a pool of employees that can
eff ectively serv ice the area as well as grow
the business locally.for its great taste and for debunking
the popular myth that healthy products
cannot be yummy!Trends and developments in the
category: India has one of the largest
consumer bases in the world, which also
has a high propensity towards food and
beverages. Research analysis points out that
consumption has increased dramatically
with an increase in the fast-paced lifestyle,
rise in the number of double income
homes, growing number of women in the
workforce and young professionals living by
themselves. Also, Indians are increasingly
leaning towards socializing at home and
there is also a growing acceptance of
western food and the need for on-the-
move cooked foods. Th ese are key factors
that are driving the increase in demand for
namkeens, baked snacks, cookies, frozen
snacks, sweets etc. Th ese products are also
a great serve to guests at parties, a good
conversation starter amongst friends, and
an ideal comfort food when alone.