|SA's muesli supremos shift focus to healthy snacks|
|Thursday, 30 June 2011|
Durban's Rudene and Andrew Brown can, without doubt, be credited with shifting muesli out of a hippy-health-shop niche into the mainstream in South Africa. The couple, who founded and sold not one, but two, very successful breakfast cereal companies and brands, Nature's Source and Simply Cereal, have now taken their unflagging entrepreneurial spirit into the healthy snacking arena.
Resting on 20 years' FMCG food experience, the Brown's new venture, called RTE Snacks, was launched last year and based on a business rationale to tap into the fast-growing movement towards healthy eating, and the re-emergence of exotic fruit and nut blends.
"Together with our design team, O'Donoghues & Associates, we created the brand name 'On The Go', a brand identity and the pack designs for a new range of fusion snacks to take advantage of this opportunity," explains Andrew.
"While basic trail mixes have been around for many years, normally in a very simply format, there is a new awareness on the attributes of superfruits and natural eating. On The Go is a premium market brand, using a wide range of choice grade fruits and nuts. With interesting inclusions such as swirls, lemon twists and so on, we have not only created a unique taste profile, we have created a unique selling proposition."
The On The Go fusion snack portfolio currently consists of a Premium Range in 100g packs (six variants), 50g packs (four variants) and 225g tubs (four variants), as well as an Active Range in 100g packs (three variants).
"The brand and ranges have been exceptionally well received. Within six months of launching, On The Go has already been listed nationally by four major retail chains, as well as a host of regional independents. By offering a high quality and interesting combination of fusion snacks we have created a new market which retailers are quickly picking up on," says Andrew. "We believe that there is a strong market that will continue to grow for health-focused products if they have a point of difference and, most importantly, taste great."
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