"Success Case Study: Dang Coconut Chips" is part of the author's Successes and Failures research. It examines the details of and reasons behind Dang's coconut chips success in the US. It delivers the critical "what?", "why?", and "so what?" analysis to teach you crucial lessons that increase your chances of launching successful products as well as avoiding potential risks.
Dang Foods is a US-based company that mainly manufacturers coconut chips. This is made from the copra (or meat) of the coconut and is lightly toasted into a chip-like snack. Dang Foods was founded by Vincent Kitirattragarn, a Thai-American engineer turned entrepreneur that started making coconut chips after his mother gave him a recipe for Thai lettuce wraps with toasted coconut. Eventually he ditched the wrap and started to only make the toasted coconut chips and named the company after his mother, Dang. The company focuses on providing authentic Thai snacks that are natural, GMO-free , gluten-free, plant-based, and healthier than conventional chips in the US.
- As of 2016 46% of US consumers are either extremely or very concerned about obesity.
- 61% of consumers in the US are interesting, and actively buying, food/drink products which make natural claims.
- 74% of consumers of US consumers are either completely or somewhat agree that artificial additives and preservatives are harmful to their health.
- 53% of US consumers like to sample ethnic and exotic grocery products.
- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
- Access valuable strategic take-outs to help direct future decision-making and inform new product development.