Can one revolutionise the frozen treats category? Zara Godfrey, the founder of Pukpip, thinks so and explains it all to Ollie Lloyd in this latest episode, as his new puppy (Enola) occasionally makes a racket in the background!
Pukpip launched in 2023 to shake up the ice cream industry by integrating more fruit into consumers' diets in fun and innovative ways. At the core of Pukpip's offering are chocolate-dipped frozen bananas, a nostalgic nod to Zara's childhood favourites prepared by her mother.
Zara and her team are breaking ground by creating a new category—indulgent frozen fruit—within the UK's snack market, something tha is alreadey developed in the US. Despite formidable competition from giants like Mars, Zara's Pukpip stands out by promoting health-conscious alternatives and reducing food waste through its unique up-cycling approach. The company turns 'wonky' fruit into a delightful snacking experience by sourcing bananas in Ecuador, absurdly rejected by standard export processes.
The brand caters to a health-focused, younger audience seeking permissible indulgence that combines taste and wellness. The brand is an excellent example of how there are solutions that can be delicious and healthy. However, one challenge for Pukpip is educating consumers about this new category, which might be getting easier now that new competitors have arrived.
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