After 15 years in business and several rebrands, LesserEvil last year announced a focus on “mindful” snacks made from organic and sustainable ingredients, adopting a brand identity CEO Charles Coristine said has “legs behind it.”
The brand has continued to gain momentum this year, driven by the success of its popcorn line, which has expanded to include innovative flavors starting with Valentine's Sweetheart Pop this February and continuing through the year with Lemonade, Pink Grapefruit, Pumpkin Spice and White Chocolate & Matcha. LesserEvil also brought this spirit of innovation to new categories in the summer, launching keto-friendly Mini Cookies, better-for-you Veggie Sticks and, at a time when grocery store shelves were bare, even offering shoppers the opportunity to purchase raw ingredients themselves, such as popcorn kernels and egg white powder.
It’s because the company is vertically integrated, running its own manufacturing facility, that it can quickly spin up these new launches, focus on the successes and cut losses early with those that don’t find traction.
