Beyond Snack is a plant-based savoury snacks brand based in Alappuzha, Kerala. Featured on Shark Tank India, it received investments from Ashneer Grover (co-founder of Bharat Pe) and Aman Gupta (co-founder and CMO of boAT). With a global mission to transform Kerala banana chips, Beyond Snack offers hygienic, cholesterol-free, and GMO-free chips made from premium bananas. Currently available in multiple flavors, it aims for nationwide presence through major marketplaces and expansion to ten states and twenty-three cities. Operating internationally, Beyond Snack envisions placing banana chips alongside potato chips worldwide. Startup Reporter recently conducted an interview with Mr. Manas Madhu, Co-Founder of Beyond Snack.
Can you briefly introduce Beyond Snack to our readers?
Beyond Snack is a plant-based savoury snacks brand from Alappuzha, Kerala, launched in 2020. We were featured on Shark Tank India in December 2022, where we secured investments from Ashneer Grover and Aman Gupta. Since then, our company has tripled in size within six months. Our mission is to globally revolutionize Kerala banana chips, aiming to be as synonymous with banana chips as Lay’s is with potato chips. Our chips are made with high-quality bananas, free from cholesterol, trans fats, GMOs, artificial colors, and flavors. We have a strong retail presence in Maharashtra and a pan-India online presence. Our goal is to expand to ten states and twenty-three cities in the next year. We also operate in the United States, the United Arab Emirates, Qatar, Nepal, and Mauritius. We procure bananas from farmers and process them in our Kochi factory, ensuring farm freshness with standardized cooking methods that reduce oil exposure and fat content by 20%.
What inspired the creation of your company, and what sets you apart from other snack brands?
My parents packed banana chips in my luggage when I traveled. Few brands sold them exclusively, so we relied on local stores. Beyond Snacks aimed to change this by providing authentic, high-quality chips nationwide. Inspired by an article on fruit and vegetable products, I ventured into the food business. After failed experiments and a terrible chip experience, I realized the untapped potential of the banana chip market. I visited chip manufacturers, noticing the lack of hygiene and standards. Determined to make a difference, I quit my job and established Beyond Snack. Our chips offer a healthier, tastier experience with shorter cooking time, reduced fat, and farm-freshness.
What were your significant challenges as an entrepreneur in launching and scaling Beyond Snack?
As a snack, savoury banana chips are very popular among Indians, even more so than nacho chips. However, people were selling them the traditional way in mom-and-pop stores, with no established parameters on hygiene and manufacturing. These mom-and-pop stores were our major competitors. This is where Beyond Snack is bringing change to the game. We wanted to offer banana chips in a branded format, while upholding the highest standards of hygiene.
Have any notable collaborations or strategic alliances played a vital role in Beyond Snack’s success?
Ashneer Grover and Aman Gupta’s support and mentoring on Shark Tank India transformed our company. With their guidance, we matured, secured additional funding, and expanded rapidly. Our products now reach over 3,500 retail outlets in Mumbai and Pune, thanks to these dedicated investors. They continue to offer valuable insights and guidance, staying connected with us. With Ashneer’s network, we achieved a significant milestone by launching in Dubai. This exhilarating Shark Tank journey became a pivotal moment in our brand’s success.
With the snack industry constantly evolving, how does Beyond Snack stay ahead of the competition and continue to innovate?
Our supply chain is crucial for technological advancements in our banana chip production. To ensure consistent quality, we modified our entire manufacturing process. Instead of traditional kadai cooking for 20 minutes, we implemented a controlled environment system, granting us precise control over the cooking procedure. Moreover, we introduced innovative seasoning mixes and packaging options. The stark contrast between our banana chips and regular ones is undeniable. Furthermore, we expanded our flavor range to cater to diverse taste preferences, such as peri peri, salt and black pepper, sour cream onion and parsley, desi masala, and hot & sweet chili.
How does the company utilize digital marketing strategies to connect with its target audience and build brand loyalty?
We are an FMCG company with a strong focus on retail. Our pro-retail strategy includes expanding into major Indian cities within the next 12 months. In November 2022, we launched our first marketing campaign called “24Carat Taste,” highlighting our commitment to providing customers with an exceptional experience. The campaign compared banana chips to 24 carat gold, aiming to engage customers through storytelling. Rather than delving into technical details, we emphasized the product’s quality by associating it with the gold standard. Our marketing currently emphasizes digital channels, and we plan to continue the 24Carat Taste campaign this year.
What are your expansion plans for the future, both domestically and internationally? Are there any new product lines or collaborations on the horizon?
Although the brand’s current emphasis is on banana chips, there are plans to expand into additional categories. The Indian snack market remains extremely fragmented. The snack industry offers many opportunities for organised play. In the coming years, Beyond Snack will also develop its expertise in other categories. In terms of international expansion, we have recently launched in Dubai, a major milestone in our company’s growth trajectory. We also have operations in the United States, Qatar, Nepal, and Mauritius.
