Big trends in food and snacking in Brazil
Consumers are getting savvier about what they are eating, and where it came from, and that is linked with the full value chain and even the way it looks, feels, and is packaged.
Naatu is a new brand from PepsiCo that wants to change the way we do things by bringing urban consumers all the goodness of nature while celebrating our local (Brazilian and Latin American).
By putting people at the center, the brand will create a sustainable value chain between producers and consumers through high-quality and tasty snacks that are good for you, the people, and the environment.
Due to the modern lifestyle, people spend less time in their homes, and as a consequence, they are choosing "snacks" over sit-down meals. Convenience is the first demand, but customers are constantly looking for health and added value to "on-the-go" food options.
Consumers are looking between socially, environmentally, and responsible products and convenience. They are more interested in food origin and read labels looking for information on this.
The challenge was to create a “natural ingredients” snack, for consumers that look for “artisanal” food options that are made locally and have a clear connection with local production.
Guarana extract is found in energetic beverages, we were asked to introduce it into a snack because its functional properties can be an added value for the target market.
Working with local ingredients was important for the development of this project, it is necessary to create sustainable value chains between producers and consumers. We chose as the main component Jackfruit, this typical Brazilian fruit is consumed in many different presentations, it contains approximately 3 grams of protein and can help the consumer to have the sensation of fullness.
Even though our goal is to create a functional snack we needed to consider the emotional factor, sometimes we want indulgence, sometimes we want chocolate. Cacao is another ingredient we can easily find in Brazilian lands thus it was added to our crunchy treat.
After experimenting with different dry fruits and the amount of chocolate and the size of the snack, we were able to reach a final product that complies with our goals regarding calories, functionality, and taste. Above we can find a simplified process that summarizes the steps that must be followed to replicate the cookie.