Snack Wars: Taste of Nature vs. Kind

Lessons in Positioning: David vs. Goliath stories still matter in consumer packaged goods.

On one side, you have Kind, a global giant with deep pockets, wide distribution, and powerful shelf presence. On the other hand, Taste of Nature, a Canadian challenger brand that’s carving out space by doubling down on authenticity, transparency, and story-led marketing.

In fact, Taste of Nature was recognized by The Globe and Mail in 2024 as one of Canada’s Top Growing Companies, proof that challenger brands can build growth momentum even against global heavyweights.

The lesson? Canadian brands don’t need to outspend global competitors to win. They need to out-position them.

Here’s how challenger brands like Taste of Nature can stand tall:

• Authenticity beats scale. Consumers today can sniff out performative marketing. When brands tell their story honestly — from sourcing to sustainability — they earn trust that big spend can’t always buy.

• Transparency drives loyalty. Shoppers want to know what’s inside the bar, how it’s made, and who benefits. When that information is open and clear, loyalty follows.

• Story matters more than slogans. Challenger brands thrive when they connect emotionally. A brand story rooted in local pride, community impact, or sustainability resonates more deeply than a generic tagline.

In a crowded snack aisle, the battlefield isn’t just about price or promotions. It’s about positioning. Challenger brands that know who they are and communicate it clearly, can win against even the biggest players.

For Canadian CPG companies, that’s the playbook: stay true, stay transparent, and stay loud about your story.

👉 What other “David vs. Goliath” brands inspire you?