The high volume CPG snack brand $($and packaging$)$ is built around giving back

Purplesful was founded by entrepreneur Matthew von Teichman, whose aim was to create a high

volume CPG product $($in this case, popcorn$)$ that would flow profits to the disadvantaged. It's a

mandate that's right on the package, which informs consumers that $25\%$ of profits go to assist

organizations such as Breakfast Club of Canada.

"When you're a new company, you need a way to stick out," von Teichman says. There's a much

greater consciousness among younger generations and the idea of giving will be $"$an enormous

selling feature" for youth, he explains.

Purplesful has already made the charitable element of its brand a key part of its packaging, and

it is hoping evolved in$-$store merchandising and sampling will help it further stand out to bring

that purpose to more people.

Von Teichman tells strategy this kind of purpose$-$driven brand, or the $"1\%$ for the planet" model

entrepreneurs follow, has thus far proven successful with retailers, and the brand has landed

distribution for its cheddar and sea salt SKUs nationally $($in Canada$)$ in grocers including Loblaws,

Whole Foods and Save$-$On Foods. A jalapeno flavour will join the ranks shortly.

The name Purplesful comes from hearing about the nutritional benefits of purple corn from a

Peruvian farmer $($the fact that it sounds like "purposeful" when read quickly is a "happy

coincidence," von Teichman says$).$ "It's a bit of a mouthful, and doesn't exactly roll off the

tongue... but it definitely communicates what we're trying to do$."$

Purplesful Snacking is unique in the sense that that it has uses a superhero ingredient in purple

corn. Purple corn has higher levels of polyphenols which are rich with antioxidents and aminos.

The product is also non$-$GMO, gluten$-$free, $100$ percent plant based and has $0\%$ trans fat. And

according to von Teichman, consumers no longer have to sacrifice healthy eating for tasty and

delicious snacks.

As an entrepreneur with no budget or time for focus groups, online panels or extensive surveys,

von Teichman sourced as many existing industry studies and trade publications as he could to get

the necessary research data to help create his strategic plan for this business. According to

MarketWatch. Com, the snack food industry is currently valued at $$48$ B and is growing at $2\mathrm{.}68\%$

annually.

In addition, Statistics Canada provided a wealth of information about current consumption by

demographic supporting von Teichman's targeting decisions, and Industry Canada offered

numerous studies and statistics highlighting the upward momentum in healthy snack sales and

consumption,

As luck would have it$,$ purple is also a colour block that breaks through the competitive set in

snacking. The packaging was created through crowdfunding and contesting. According to von

Teichman, two things on the package were key, in addition to the charitable callout and colour

blocking: that the corn popped with a white kernel so consumers wouldn't think it is purple

noncorn. and the simnlicity of the messaging