How to Stand Out as a Brownie Brand

Brownies have been a popular dessert option for generations, but with the rise of healthy eating habits, consumers are seeking brownie variations that cater to their better-for-you needs. With so many brownie companies vying for attention in the market, it can be challenging to stand out. But with the right approach, you can create a product that is both delicious and nutritious, and that will have customers coming back for more. From incorporating functional ingredients to focusing on specific call-outs, we will explore some of the tools and tips you need to create a successful brownie business that stands out from the competition.

Analyze the Market Trends

When creating your brownie product, you will want to keep in mind the latest consumer trends. Market trends are always shifting and nowadays, consumers are increasingly interested in healthier snacks that are ready-to-eat while still providing indulgence. This means they are looking for on-the-go snacks that provide the sweetness they crave in a guilt-free way - whether that’s through fewer calories or using functional ingredients.

Now is the right time to launch a brownie brand if you are considering it. To stand out, make sure your product is catered to the better-for-you space. And what we mean by ‘better-for-you’ is usually a brownie product line that is high in protein and can be customized to different specialty diets. You may also want to look into offering your new product in various sizes. For example, offering smaller brownies in bite- or ball-sized portions can make them more appealing to consumers who are on the go while offering larger brownies in individual packaging can make them feel more indulgent.

Be Focused

If you are a new brownie brand looking to stand out from the competition, be focused with your brand positioning. Brands often spread themselves too thin by creating a product line that tries to solve so many problems and cater to multiple audiences, which hurts their overall market presence. 

We recommend focusing on 1 to 2 primary call-outs - whether that be low sugar, low carb, high protein, keto-friendly, or gluten-free - per product line. For example, instead of trying to develop a gluten-free chocolate brownie that is keto-friendly, plant-based, and high in protein with high-quality adaptogens and nootropics, create a delicious gluten-free chocolate brownie that is keto-friendly and nootropic. By focusing on a lower number of unique call-outs (or health claims), you have a brownie product that you can invest time and effort into making delicious rather than one that’s subpar in flavor in an effort to hit all the marketable attributes. It also gives you a simpler message to market and allows you to be focused on a primary audience. 

Leverage Functional Ingredients 

To create an innovative brownie, you need to start thinking outside the box. Sure, you can use traditional ingredients like cocoa and sugar, but these days, it’s all about incorporating functional ingredients that provide health benefits such as stress relief or improved mental performance. Ingredients like adaptogens, MCT oil, nootropics, and collagen are becoming increasingly popular, and by adding them to your formula, you can make your product stand out from the competition.

Adaptogens are an especially exciting ingredient, as they help the body cope with stress and fatigue. They are often found in herbal teas, but you can also incorporate them into your brownies to give them a unique edge. Adding MCT oil can help boost energy, while nootropics can improve cognitive abilities. And last but not least, collagen can help improve skin and joint health. Using these types of ingredients in your formula can really set your product apart from other “healthy” brownies on the market. Not only will they taste great, but they will also provide health benefits that others can’t offer.

At this point, you may be wondering how to source these ingredients. We highly recommend working with a brownie co-packer since they’ll have access to high-quality ingredients and can help you formulate with them.

Don’t Underestimate the ‘Power of Nostalgia’

In today’s competitive snack market, it can be difficult for a new brownie company to make a name for itself. However, one way to stand out among the competition is to lean into the power of nostalgia. With millennials now firmly entrenched as adults, they are driving consumer trends and if used effectively, nostalgia can influence their purchasing decisions. 

For example, many millennials grew up eating Pop Tarts® for breakfast and Rice Krispies Treats® between classes. So, it would make sense for an entrepreneur to create healthier variations of rice crispies and toaster pastries that can bring back the feelings of their childhood. But nostalgia is as much a feeling as it is a flavor. A flavor can transport people back to a simpler time, so a way to stand out is by leaning into nostalgic flavors. Instead of trying to innovate from scratch, look into reinventing classic flavors like peanut butter or chocolate chip. You would be surprised how many people increasingly turn to familiar flavors for comfort in times of stress.

Partner with a Brownie Co-packer to Scale Up

Starting a new brownie company can be an intimidating task, especially when there are so many other companies out there. However, partnering with a brownie co-packer can be the key to really scaling your business and setting yourself apart from the competition. 

A co-packer is a third-party contractor that produces and packages food products for other companies. By partnering with a co-packer, you can benefit from their knowledge and experience in the food industry and gain access to their advanced production and packaging equipment. Co-packers can provide valuable assistance with everything from product ideation, food innovation, and recipe creation to shelf life and food safety management.

In addition to the operational benefits, partnering with a co-packer and investing in that relationship allows you to create true integrated value for your brand. Case in point, in November of 2021, Hershey’s bought Dot’s Pretzel brand for $1.2 billion. Many industry experts believe the sale directly resulted from the intimate relationship that Dot’s had built with their co-manufacturer since Hershey’s didn’t need to “take a gamble” on whether manufacturing was already locked and loaded. So, not only does being a successful food business in 2023 and beyond mean being a brand with a focused mission, but it also means building your products in lock-step with a co-man who you have invested in developing a tight and close relationship with.

Bottom Line

In conclusion, standing out as a brownie company takes creativity, focus, and a willingness to try new things. By incorporating better-for-you ingredients, focusing on unique call-outs, and adding functional ingredients to your mix, you can create a product that is both delicious and nutritious. Remember, the key to success is finding what sets your brownies apart from the competition and highlighting those unique aspects in your marketing efforts. So, go ahead and start experimenting with new ingredients and flavors – you never know what amazing creations you might come up with!