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Niklas Rootmann has been an entrepreneur throughout his career and has often needed to grab a quick meal or snack on the go.
“I was always running from meeting to meeting and eating a lot of energy bars. I thought I was pretty healthy and I was exercising a lot, but my doctor told me I was pre-diabetic, on the very edge of diabetes,” he told Food Dive in an interview.
It was in 2014 that the Swedish business owner started to take health more seriously.
A mechanical engineer by trade, Luthman used his scientific background to embark on extensive research into finding ways to treat his ailments through food.
“I read everything I could and tried not only to control diabetes with antidiabetic drugs, but also to–“The anti-inflammatory diet has given me relief from knee and hip pain,” he says. “I am living proof that this diet works.”
From there, Luthman engineered Nix, a healthful snack brand that makes ice cream, candy bars, nut bars and protein bars.
The company’s light ice cream Features Epogy Foods’ fat replacement ingredient EPGIt is a rapeseed oil-based fat substitute that reduces fat calories by 92% as the oil is not absorbed by the body.
Instead of traditional sugar, they’re sweetened with natural alternatives like stevia, monk fruit, erythritol and xylitol, meaning Nick’s products contain far fewer calories and sugar than traditional ice cream.
Lead and stand out with flair and smart partnerships
As consumers increasingly focus on health and wellness through their food and beverage products, the health and wellness category is becoming inundated with emerging brands and innovative products.
CPG companies known for their candy bars and chocolates are also taking notice of this consumer trend. I vowed last year Increase sales Sales of healthful products are projected to increase by $27.3 billion by the end of the decade..
And Unreal Snacks, Complete and clean ingredients for making candies and confectioneries product.
Luthman said Knicks plans to stand out in two key ways: by leading with flavor and with smart, relevant partnerships.
The company officially launched in the United States in 2020 and is currently 13,000 stores nationwide, including ShopRite, Stop & Shop, Harris Teeter, Acme and more.
“For example, if you taste our ice cream compared to Halo Top, there’s no question that our ice cream is better. Our ice cream is creamier and feels more like real ice cream,” Brittany O’Brien, senior brand manager at Knicks, told Food Dive in an interview.
A key to Nick’s marketing strategy as a brand is to not fatigue consumers with health information.
“We have to make this an appealing brand for everyone, and make it taste good and remain an appealing brand, and then all the other benefits will follow.”
Russman said he knows there are many health benefits to a low-carb, anti-inflammatory diet, but that shouldn’t be the primary reason people reach for his product in the store.
“A lot of people don’t have the time that I do to read scientific papers and really understand all of this. We have to give it to them in a branded form that’s very easy to understand,” Luthman said.
Diets like keto, paleo and plant-based diets have all had their 15-minute fads, but ignoring the changing trends around these fads would force the company to stick to the status quo, Luthman said.
“We’re really trying to understand what the real science is, and there are fads here and there. Some last, some don’t, but we’re not adapting to fads. We’re adapting to the best science that’s out there.”
Russman and the Knicks’ marketing team are also focusing on partnering with major brands that they believe will help the franchise expand further into the United States.
The company recently sent products to the Kardashian family and received a positive response, leading to a partnership deal with them.
“We are thrilled to partner with the Kardashian family. [the brand] “Not only are they diabetic-friendly, but we want everyone to have the option to enjoy sweet treats the way they like and to remain open-minded. Both versions of our product are delicious.”
“As we look to increase awareness in the U.S., there’s no one more fitting than the Kardashians. They love eating healthier and exploring different products, so this campaign is a perfect fit for their lifestyle.”
Nick’s carries both light and ice cream novelty lines that vary in calorie ranges and sugar content.
Luthman said the company has a lot of “amazing” plans for 2024, but for now it’s keen to shock U.S. consumers and maintain the integrity of its brand.