Koobi Snack food branding: Bringing new ideas to Chinese taste buds

Opportunity: After selling Munchy’s to a private equity firm for US$250M, CK Tang was looking for a new challenge. He turned to Tangible to help define a new snack food & beverage brand for the growing Chinese market. CK's vision was to introduce innovative F&B experiences to the international aisles of Chinese supermarkets.

Insight: Tangible helped CK articulate his vision by defining what Innovation should mean in terms of snack food brands, innovative products, ingredients, taste, as well as packaging design and eating experiences. Tangible then developed positioning and personality hypotheses, together with brand architecture scenarios for testing. ‘Koobi’, was the result: a snack food & beverage brand that explores the world for ingredients, products, and ideas to innovate F&B experiences for the hungry Chinese consumer. Tangible then help define the three core principles to help drive behaviour and also communications: 1. Discover the new 2. Delight the senses and 3. Innovate for quality.

Results: Koobi is well-positioned, as the snack food market in China continues to grow steadily, expanding at an annual growth rate (CAGR) of roughly 3.9% to 5.2%. The market value has scaled past USD 100 billion and is projected to reach approximately USD 127 billion to USD 206 billion over the next several years.