For decades, large FMCG food companies enjoyed dominance - massive distribution, deep pockets, and double-digit EBITDA margins fueled by pricing power. But the ground is shifting.
Todayโs consumer isnโt just hungry for calories - they want ๐ฏ๐ฒ๐๐๐ฒ๐ฟ calories.
Ingredient transparency, clean labels, and functional benefits are no longer โpremiumโโtheyโre expected.
This shift sparked the ๐ฟ๐ถ๐๐ฒ ๐ผ๐ณ ๐ฐ๐ต๐ฎ๐น๐น๐ฒ๐ป๐ด๐ฒ๐ฟ ๐ฏ๐ฟ๐ฎ๐ป๐ฑ๐ globally.
In the U.S., weโve already seen this story play out:
- Kind Bar | Disrupted the $8B snack bar market โ Acquired by Mars for ~$5B
- RXBar | Built on simple, transparent ingredients โ Acquired by Kelloggโs for $600M
- Chobani | Reimagined yogurt with high protein, low sugar โ Created a $2B brand
- Clif Bar | Pioneer in clean energy snacking โ Acquired by Mondelez for ~$3B
- Annieโs | Clean label champion across mac & cheese, snacks, sauces โ Acquired by General Mills for $820M
Now, the ๐๐ฎ๐บ๐ฒ ๐ถ๐ป๐ณ๐น๐ฒ๐ฐ๐๐ถ๐ผ๐ป ๐ฝ๐ผ๐ถ๐ป๐ ๐ถ๐ ๐ฝ๐น๐ฎ๐๐ถ๐ป๐ด ๐ผ๐๐ ๐ถ๐ป ๐๐ป๐ฑ๐ถ๐ฎ.
Our market is younger, and not yet as deepโbut the signs are clear.
Consumers are rejecting the old formula of taste at the cost of health. And unlike the U.S., where many brands scaled within narrow categories, in India, the ๐ผ๐ฝ๐ฝ๐ผ๐ฟ๐๐๐ป๐ถ๐๐ ๐น๐ถ๐ฒ๐ ๐ถ๐ป ๐ฎ ๐๐ถ๐ฑ๐ฒ๐ฟ ๐ฎ๐๐๐ผ๐ฟ๐๐บ๐ฒ๐ป๐ ๐ฝ๐น๐ฎ๐.
Also, letโs stop with the โwinner takes allโ myth. The U.S. market is proof that multiple brands can thrive in the same categoryโdifferentiation lies in positioning, community, and trust.
At Open Secret, we are on a mission to unjunk Indiaโs favorite packaged snacks: No palm oil, No maida, No trans fat, No artificial preservatives or colors and 100% taste satisfaction.
From biscuits to bhujia, cookies to chocolate shakesโweโre reimagining what indulgence can look like.
If you care about what your family eats, give us a tryโand tell us what you think. And if youโve already tried Open Secret, would love a shoutout ๐
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