Success Case Study: Dang Coconut Chips - How a small snack brand capitalized on the coconut trend
Success Case Study: Dang Coconut Chips is part of GlobalData's Successes and Failures research. It examines the details of and reasons behind Dang's coconut chips success in the US. It delivers the critical what?, why?, and so what? analysis to teach you crucial lessons that increase your chances of launching successful products as well as avoiding potential risks.
Dang Foods is a US-based company that mainly manufacturers coconut chips. This is made from the copra (or meat) of the coconut and is lightly toasted into a chip-like snack. Dang Foods was founded by Vincent Kitirattragarn, a Thai-American engineer turned entrepreneur that started making coconut chips after his mother gave him a recipe for Thai lettuce wraps with toasted coconut. Eventually he ditched the wrap and started to only make the toasted coconut chips and named the company after his mother, Dang. The company focuses on providing authentic Thai snacks that are natural, GMO-free , gluten-free, plant-based, and healthier than conventional chips in the US.
As of 2016 46% of US consumers are either extremely or very concerned about obesity.
61% of consumers in the US are interesting, and actively buying, food/drink products which make natural claims.
74% of consumers of US consumers are either completely or somewhat agree that artificial additives and preservatives are harmful to their health.
53% of US consumers like to sample ethnic and exotic grocery products.
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