There’s a new food product on the market that is targeting millennials and harkening back to the days of the hippie. The brightly colored packaging of each snack bag is even based on the archetypal hippie smiling face, but with a twist. The sly smile on each bag is a different color which indicates a different flavor. The flavors include vegan cheddar, Sriracha sunshine, maple haze, pepper power, happenin’ hickory and far out fajita.
But this food product is not based solely on the hippie culture, it is also an appeal to the well educated millennial. Millennial’s have the entire world of information at their fingertips, commonly using smart phones to get information on any product. And it’s well-known that millennial’s are also aware of the impact they make on others and the environment. That’s why the marketing for Hippeas is so powerful and intelligent.
Hippeas chickpea-based snacks are something like a cheese puff and a potato chip, except it’s mostly made out of chickpea. And with the click of a few buttons and a data connection, their target audience can discover just how sustainable the chickpea is. The plant makes the soil it grows in more fertile by infusing the ground with nitrogen, one of the three macro-nutrients a plant needs to grow. Of course, Hippeas makes this information readily available on their website and packaging, which is also intelligently designed.
These snacks aren’t just for tree huggers because the marketing, designed by CEO Livio Bisterzo, is a bit cheeky. Each product has a bit of a bite to it in the style of marketing humor so the buyer feels young and hip. But that’s not the only reason a consumer would feel good about Hippeas.
Packed with protein and fiber, each snack is vegan, gluten free, non-GMO, organic, Kosher and contains no MSG. It’s actually good for you and the planet, but it doesn’t stop there. Information-hungry consumers can also find out how helpful Hippeas owner is, Green Park Holdings, who have partnered with Farm Africa, an organization that helps farmers in Eastern Africa.
This is all by design. CEO Livio Bisterzo used to run a juice and tea company that he took to 18 different countries. His experience in the sustainable food industry is invaluable. He doesn’t just do these things as a marketing gimmick, his company is committed to changing the world through the food and beverage industry.