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Blake’s Seed Based Broadens Market Reach Beyond People With Food Allergies

June 17, 2020: 12:00 AM EST
Chicago-based snack company Blake's Seed Based’s niche market is consumers with food allergies who need snack bars free from the top eight allergens. It’s a big market: more than 32 million people in the U.S. live with food allergies, 90 percent of whom are affected by the top eight allergens. But company founder Blake Sorenson is positioning his company to attract more than people with food allergies, so he is now focusing marketing on the general health benefits of seeds, while appealing to those looking for an alternative to nut–based and granola bars. Consumers are getting more savvy about seeds, which "are still trending," says Sorensen, and his seeds (pumpkin, sunflower, and flax) pack a lot of nutrition per serving (i.e., healthy fats, protein, and fiber). Launched as an online brand, the products can now be found in 1,000 brick–and–mortar stores nationally, often positioned next to category giants such as KIND. Still, the new pandemic-driven stay-at-home lifestyle has forced the company to rethink and strengthen its Direct-to-Consumer marketing strategy: it is building a new website to reflect the change in course.[Image Credit: © Blake's Seed Based]
Mary Ellen Shoup, "Blake's Seed Based founder: 'It s important that we re not just an allergen brand'", FoodNavigator–USA.com, June 17, 2020, © William Reed Business Media Ltd
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