Market Share: How a ‘Material Sciences Company’ Builds a Food Brand

In CPG, community and core values are both key to building a brand that resonates with shoppers. But how does a company take these elements and carry them over to a whole new line of business? Last week apparel brand Pangaia announced that it would do just that, moving from tracksuits to healthy snacks with the launch of its Super Super Bar.

On this month’s Market Share, we’ll hear from Pangaia Health’s CEO, Ira Laufer, about how he and the company have made this jump and how it’s bringing customers along for the journey.

In this episode, Laufer shares:

  • How Pangaia approaches its portfolio not as a collection of products, but rather as a collection of values.
  • Where the company sees white space in the food industry and its plans for innovation.
  • How Pangaia leaned into its community to create Super Super Bar
  • What it means to be a “material sciences” company and how other companies can adopt this mindset

Watch the full video above.

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About Market Share

Market Share is an original NOSH video series where we learn how executives, leaders and key decision makers in the food industry approach strategic choices at their companies. In this series we share key takeaways for individuals in the food industry as well as untold stories of success and struggle.

About NOSH

NOSH is the leading source for informed, comprehensive coverage and context for the growing community of businesses with Natural, Organic, Sustainable, and Healthy packaged food. As the food-focused extension of BevNET.com, NOSH offers products in a variety of media that reaches engaged brands, retailers, investors, distributors, suppliers, and service providers.