Food delivery firm SnackNation has acquired US consumer insights and data analytics company EdgiLife and its brand Love With Food, a direct-to-consumer snack service.
EdgiLife is the creator of a proprietary insights platform that enables emerging food and beverage brands to tap into customer intelligence while placing products in the hands of the right targeted consumers.
SnackNation said that following the acquisition it will now be able to “serve hundreds of thousands of consumers through both the office and the home in every state across America”.
The deal follows a funding round announced last month in which US-based SnackNation secured $12 million in capital. Founded in 2014, the company curates and delivers snacks to companies for their employees. A similar curation also is available for home delivery.
The business is highly complementary to Love With Food, which offers organic, gluten-free snack boxes delivered to consumers or businesses.
SnackNation CEO Sean Kelly said: “We welcome EdgiLife and the Love With Food team to the SnackNation family. This acquisition allows us to offer our brand partners access to a larger customer base while providing them with deeper consumer insights and more refined data analytics. This will enable brands to better understand their core customer which in turn will help them more effectively target their most profitable customer segments.”
EdgiLife founder Aihui Ong said: “I founded Love With Food to disrupt the inefficient way CPG companies traditionally gain product insights by creating an easy and affordable way to collect data that can deliver brands a substantial competitive advantage.”
“This acquisition feels right because of our companies’ shared focused on consumer data and our alignment on the essential elements of core values and organisational culture. Together we’ll be able to expedite our progress and provide elevated services to both the brand partners and consumers we love and serve.”
EdgiLife’s proprietary technology allows consumer packaged goods companies to test a product with highly specific consumer groups, to receive feedback, and to make informed decisions based on the insights learned. The data is presented in a dashboard that allows brands to analyse and filter their results based on demographic and consumer purchase intent.
Ryan Schneider, president of SnackNation, added: “More than ever consumers demand convenience in accessing their favourite foods. Brands need to respond to this changing market and think outside of traditional distribution channels.
“That’s why combining SnackNation and its thousands of office locations with Love With Food and its thousands of home customers is such a powerful partnership.”
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