Control Alt Foods Pvt. Ltd, the entity behind the brand ‘The Green Snack Co.’ that is focused on the healthy snacking market has raised around $500k, from Riddhesh Gandhi, Founder of Discovery Capital and ex head of Healthcare and Consumer Investment Banking at Goldman Sachs, along with Harshita who is the founder of Tree of Life Pvt. Ltd.
‘The Green Snack Co.’ was started by Jasmine Kaur, who felt the clear need gap in the Indian snacking space for authentically healthy, yet tasty snacks. Jasmine Kaur, CEO and Founder, says “Our goal is to launch an entire range of healthy snacking products that are truly healthy without compromising on taste, under the brand ‘The Green Snack Co.’. Quinoa Puffs and Kale Chips are just the start.”
The team has a strong FMCG background across the functions – sales, marketing, brand management and R&D in companies such as Marico, Nestle (MAGGI) and Kellogg’s.
“The Indian snacking market is a INR 19,000 crore market with the Sweet and Savoury market growing at over 16% a year. We liked the vision of Jasmine and her team whose goal is to own the healthy snacking category which we think will continue to gain traction given the increasing focus on health and wellness” said Riddhesh Gandhi.
This startup, which got awarded by Frost & Sullivan as the ‘Food & Beverage Entrepreneurial Company of the Year – 2016’, is clearly on its way to become the champion of this cause.
The company has pan India distribution and the products are available in more than 20 cities across 500 stores– via retail and online channels. The brand is available in Modern Trade chains like Foodhall, Godrej Nature’s Basket, Modern Bazaar, Hypercity as well as General Trade. With the increase in retail presence, consumer trials and brand acceptance, the company has grown 4X in the last six months over the same period last year despite having lean operations and remaining asset light.
In the coming months, the company intends to expand its retail presence and reach, build the brand and create more awareness, strengthen the team and come up with innovative new products.