Beyond Snack: Revolutionizing Kerala Banana Chips with Innovation and Hygiene

Before diving into the marketing strategy of Beyond Snacks, I’d like to inform you that the research and initial analysis for this piece were conducted by Nandini Gupta. She is a current student in IIDE's Online Digital Marketing course (January 2025).

If you found this case study on Beyond Snack's marketing strategy, feel free to reach out to Nandini Gupta to send a quick note of appreciation for her fantastic research.

About Beyond Snack

Beyond Snack, founded in 2020 by Shrihari, is an innovative snack brand based in India, specializing in premium Kerala banana chips. The brand reimagined the traditional snack by focusing on hygiene, modern packaging, and exciting flavors like Peri Peri and Salt & Black Pepper.

Positioned as a healthier, high-quality alternative to street-style banana chips, Beyond Snack quickly gained market visibility through its appearance on Shark Tank India and expanded its reach via e-commerce platforms like Amazon and Flipkart, catering to the growing demand for convenient and hygienic snacks.

Beyond Snack reimagined the traditional Kerala banana chip by improving its hygiene and packaging, and adding exciting modern flavors like Peri Peri and Salt & Black Pepper. This innovative approach positioned the brand as a healthier, premium alternative to the street-style, unbranded banana chips. With a strong presence across major e-commerce platforms like Amazon, Flipkart, and their own website, the brand’s commitment to hygiene and quality sets it apart from its competition.

Beyond Snack achieved significant credibility through their appearance on Shark Tank India, which allowed them to expand their market visibility and reach a wider audience. Their focus on online sales further capitalized on the growing demand for convenient, packaged snacks.

Marketing Objectives or Business Challenges of Beyond Snack

Challenge: Beyond Snack faced the challenge of transforming the perception of banana chips from a street food snack into a premium, hygienic product. Competing with locally available, unbranded chips, they had to convince consumers to trust packaged banana chips while ensuring the authenticity of taste and quality.

Objective: The brand aimed to build trust with consumers through its transparent production process, hygienic packaging, and clear ingredient labeling. They also sought to enhance brand visibility through digital platforms, leveraging e-commerce, influencer marketing, and social media engagement to increase market share.

Marketing Channels Used by Beyond Snack

1. Shark Tank India Appearance: 

The Shark Tank India appearance brought massive brand exposure and established Beyond Snack as a credible, premium brand. This national visibility, paired with the funding secured, helped accelerate growth and consumer trust.

2. Influencer Marketing: 

Collaborations with regional and pan-India influencers allowed Beyond Snack to showcase its modern, hygienic snack offerings to a broader audience. Influencers shared personal stories, emphasizing hygiene and health benefits, which resonated with younger, health-conscious consumers.

3. Social Media Marketing: 

Beyond Snack engages consumers actively on Instagram, YouTube Shorts, and Facebook. They provide behind-the-scenes glimpses of their manufacturing process to promote transparency and quality. Their social media strategy also includes product promotions and customer testimonials, building an engaged community.

4. SEO & Website Optimization: 

The brand optimized its website for search engines to attract customers looking for healthier snacks. By focusing on SEO-driven content and using relevant keywords like "healthy snacks" and "premium banana chips," they ensured that Beyond Snack reached consumers actively searching for healthier alternatives online.

Beyond Snack's Marketing Strategy Breakdown

1. Shark Tank India: 

Beyond Snack’s appearance on Shark Tank India was a game-changer for the brand. The exposure provided instant credibility, helping to build trust among both consumers and investors. This appearance significantly boosted their visibility, giving them a national platform that accelerated growth and consumer recognition.

2. Attractive Packaging: 

Beyond Snack’s modern, hygienic zip-lock pouches became a key selling point. The clean, convenient packaging not only ensured product freshness but also appealed to consumers who value hygiene and quality. The design is simple yet premium, with informative labels that made the product stand out in a crowded market of traditional, unbranded snacks.

3. Flavor Innovation: 

Moving beyond traditional banana chips, Beyond Snack introduced exciting flavors like Peri Peri and Salt & Black Pepper, specifically designed to cater to the tastes of younger, urban consumers. This flavor innovation set the brand apart, offering a more dynamic and contemporary snack option compared to the plain, unflavored traditional chips.

4. Transparency in Production:

To build consumer trust, Beyond Snack focused on transparency in its production process. They showcased behind-the-scenes content, highlighting their zero-hand-touch manufacturing process, which emphasized their commitment to hygiene, quality control, and the integrity of their products. This level of openness reinforced the brand’s promise of high-quality, hygienic snacks.

5. E-commerce Strategy:

Beyond Snack heavily invested in e-commerce to reach a broader audience. With a strong presence on platforms like Amazon, Flipkart, and their own website, the brand capitalized on the convenience of online shopping and delivery. Their e-commerce strategy aligned with the growing demand for packaged, ready-to-eat snacks, ensuring that the product was easily accessible to a wide range of consumers.

Results & Impact (Beyond Snack)

• Shark Tank Exposure: Beyond Snack's appearance on Shark Tank India boosted its media visibility and secured critical investment, enhancing its brand credibility. This exposure accelerated the brand's growth and consumer trust.
  
  
• E-commerce Growth: The brand saw a significant increase in sales through platforms like Amazon and Flipkart, expanding its reach to health-conscious consumers. Their strong digital presence fueled both awareness and sales growth.
  
  
• Brand Recall: Focused on hygienic packaging and consistent branding, Beyond Snack gained strong recall in a market dominated by unbranded, loose snacks. This distinction made them a standout choice for consumers seeking premium alternatives.
  
  
• Customer Trust: Transparency in production and packaging built strong consumer trust, positioning Beyond Snack as a healthier, more hygienic option. This fostered a loyal customer base committed to the brand’s values.

What Worked & Why

Beyond Snack's focus on hygienic packaging set it apart from traditional chips, appealing to health-conscious consumers. The modern, clear packaging helped build trust and provided a competitive edge.

The Shark Tank India appearance gave Beyond Snack instant credibility, boosting visibility and securing investment for growth. This exposure helped the brand gain consumer trust and expand its reach.

Flavor innovation, with bold options like Peri Peri and Salt & Black Pepper, attracted younger, flavor-seeking consumers, differentiating Beyond Snack in a crowded market.

The brand’s consistent branding combining traditional flavors with modern design helped build a strong, recognizable identity that resonated with both nostalgic and urban consumers.

What Didn’t Work & Why

Limited offline availability restricted Beyond Snack’s reach in physical stores, missing impulse buys that could have expanded its market presence.

Premium pricing made the product seem expensive compared to local chips, limiting its appeal in price-sensitive markets, especially in rural areas.

Despite introducing global flavors, Beyond Snack missed the opportunity to expand into regional South Indian flavors, which could have deepened its connection with local consumers.

Recommendations for Beyond Snack

1. Expand Retail Presence: 

To increase visibility and capture more impulse buyers, Beyond Snack should consider making its product available in supermarkets, airports, and cafes.

2. Introduce Trial Packs: 

Offering smaller trial-sized packs could encourage first-time buyers who are hesitant to purchase larger packs.

3. Regional Marketing: 

Collaborating with Malayalam-language influencers and running region-specific campaigns in South India would increase local relevance and engagement.

4. Push Corporate Gifting: 

Given its premium packaging, Beyond Snack could leverage the corporate gifting market by offering their products as part of wellness hampers or corporate snack options.

5. Interactive Social Campaigns: 

Engaging customers with polls, recipe ideas, or user-generated content challenges would enhance social media engagement and help build a loyal community.