Warady – who left his place as normal supervisor at allergy-friendly model Enjoy Life Foods (acquired by Mondelez in 2015) late final yr to grow to be a strategic advisor to a number of startups together with Catalina Snacks, stated:
“I have had the good fortune of working closely with Catalina’s visionary CEO and founder, Krishna Kaliannan, since he first shared the business plan with me pre-launch. Having gained expertise in ‘special diet’ and healthy-eating lifestyles during my 18-year involvement with Enjoy Life Foods, I’m always on the lookout for companies that have the products and positioning that can yield similar success. Catalina Snacks is well-positioned to be the market leader of the keto-friendly foods category.”
He added: “The development in our velocities and the acceptance of our extra SKUs is accelerating top-line revenues quicker than anticipated.”
Founded in 2017 by Kaliannan, who was recognized with diabetes and epilepsy as a senior in highschool and placed on a keto food plan (which is typically advisable to individuals with sure forms of seizures), Catalina Crunch cereal was a success proper out of the gate when it launched in 2018, producing on-line revenues of just about one million a month only a yr later.
The model – which has since expanded its product vary with keto-friendly sandwich cookies (launched on-line in the spring and now transport to retail shops) and shelf-stable smoothie kits (launched on-line in January 2020 and now transport to retail shops) launched its cereals in bricks and mortar shops final October and is now accessible in 5,000 shops nationwide from Whole Foods and Sprouts to Hy-Vee, Wegmans, and Albertsons.
‘We launch everything online first to see how it performs’
Speaking to FoodNavigator-USA final month, Kaliannan stated: “We launch every part on-line first to see the way it performs and if it does effectively and will get good evaluations we’ll begin to discover retail alternatives as effectively. With the cookies, I believed we had roughly 30 days of stock after we launched [direct to consumer], and we bought out inside 15 hours.”
He added: “We are able to leverage data and insights from the direct to consumer business to help with our retail launch, so it’s helped us better understand what areas of the country are hotspots and understand who our target consumer is.”
Keto: Some of us are actually hardcore… others wish to lower down on empty carbs
Asked in regards to the potential for meals firms to faucet into the excessive fats, reasonable protein, ultra-low carb keto food plan, he defined:
“There are of us which might be very hardcore about it, and continuously monitoring themselves, after which there are other people that wish to lower down on empty carbs however are usually not attempting to take care of a state of ketosis [where they burn fat rather than sugar] 24:7, 365 days a yr; we’re concentrating on each.”
‘We’re hoping to finish the yr with revenues between $20-$25m’
Like fellow cereal startup Magic Spoon, Catalina has attracted new customers in the course of the pandemic and seen present prospects spend extra as extra individuals at the moment are at residence at breakfast time, stated Kaliannan, who’s planning to launch a new product line in January 2021.
“We’re getting near [a run rate of] $2m a month, and we’re hoping to finish the yr with revenues between $20-$25m.”
Catalina Snacks keto-friendly darkish chocolate cereal comprises 8g protein, 7g fiber, 0g added sugars, and 90 energy per 26g serving.
Ingredients: Catalina flour (natural pea protein, potato fiber, non GMO corn fiber, chicory fiber, acacia fiber, guar gum, turmeric), tapioca, natural excessive oleic sunflower oil, baking powder, pure flavors, sea salt, calcium carbonate, vitamin E, natural monk fruit, cocoa.