Americans spend an estimated $1B weekly on snacks consumed before bed. With recent research showing that what you eat at night impacts sleep quality, experts have predicted a “sleep friendly” category of food and snacks will emerge to meet this consumer need.
In fact, Market research giant Mintel recently released a report identifying nighttime specific food and beverages as one of their most “compelling and category changing trends” for the coming years.
Nightfood (OTCMKTS: NGTF) is the company pioneering this emerging consumer sector with the launch of Nightfood nighttime ice cream. Nightfood was formulated by sleep and nutrition experts for the huge segment of the market that eats ice cream at night. With the U.S. snacking market at $118 billion and growing, NGTF could be on the forefront of a huge market segment in the near future.
When Sean Folkson, founder of Nightfood, noticed a gap in the snack market where unhealthy night cravings were only met with unhealthy junk or energy-boosting “better-for you” snacks, he realized an opportunity existed because the foods we biologically crave at night can directly impair sleep quality.
Folkson assembled a team of nationally recognized sleep experts including Dr. Michael Breus (known to millions as The Sleep Doctor™) who appears regularly in national media such as The Today Show, Dr. Oz, Oprah, The View, Rachael Ray, The Doctors, Woman’s World, and more. Nightfood has not only developed an innovative and powerful product line, but they’ve built a team to get their products people to put it in front of Millions of Americans immediately.
Many experts agree that our unhealthy night cravings are the single biggest weight-management pitfall for health-conscious consumers. Everyone has seen health trends explode overnight, with consumers enthralled by the new big idea or strategy.
Night time snacks, and Nightfood (NGTF), could be that next big hit.
Year to Date Snack Spend*: Approx. $1 billion spent weekly
Pioneers in an Exciting Sector
There has already been a constant trend of hot upstarts being added to the portfolios of big corporate giants in the ice cream space. In 2000, Unilever bought Ben & Jerry’s for $326 million. Later Unilever purchased gelato and sorbet maker Talenti in 2014 for over $1 billion, and is now selling more than $250M in Gelato a year.
However, the ice cream company with all eyes on it right now is Halo Top. After launching in 2012, Halo Top experienced tremendous growth, including a 2,500% increase in sales last year. In January, 2018, Unilever reportedly attempted to acquire Halo Top at a valuation of $2 billion, just 4 years after Halo Top recorded only $230K in revenue in 2013.
Other ice cream companies have since introduced similar products, like Breyers and their new lower-calorie, higher-protein “Breyers delights”. However, not a single major player in the business offers a product like Nightfood.
What we’ve learned from Talenti and Halo Top is that brands can scale massively in the ice cream space when they connect with a market. There seems to be little loyalty to legacy brands when something new and better comes along.
Targeting the $1B/week nighttime snack occasion, and led by former Unilever VP of Ice Cream Sales, Jim Christensen, Nightfood has the opportunity to be the next brand explosion.
With a powerful and unique position, Nightfood also boasts an incredible team of high-profile influencers including many NFL players and other pro athletes. With Dr. Michael Breus, The Sleep Doctor acting as educator and media ambassador, significant national media coverage is expected.
All this puts NGTF in an incredible position to capture major ice cream market share quickly, much as Halo Top was able to do.
Launching Nationally February 2019
The national launch of Nightfood ice cream began in October 2018 with retailer meetings with some of the largest supermarket and retail chains in the country.
Nightfood will hit shelves nationally in February 2019 with eight flavors: Midnight Chocolate, Cookies n’ Dreams, Cold-Brew Decaf, After-Dinner Mint Chip, Full Moon Vanilla, Milk & Cookie Dough, Cherry Eclipse, and Bed and Breakfast. Each flavor features Nightfood’s playful trademarked CraveMonster designs.
This company is creating the “sleep-friendly” nutrition space and Dr. Breus is the singular media authority on sleep. As a result, Nightfood PR lead Tim Sullivan expects Dr. Breus and Nightfood to receive a tremendous amount of publicity, as initial response to the product has been overwhelmingly positive.
The media push will begin in March, 2019 to coincide with the product launch and continue through the end of June. During that time, the Company expects national TV appearances on network and cable TV, national magazine coverage, plus extensive online exposure in many leading outlets.
In a letter to shareholders, Folkson revealed that a top-10 supermarket chain has committed to putting Nightfood ice cream in 100% of their locations starting in February, with zero slotting fees. Management believes this will pave the way for significant growth in 2019 and beyond. Management believes this will pave the way for significant growth in 2019 and beyond.
“Not only have we secured major distribution with $0 slotting expense, but this signals to other retailers that Nightfood is worthy of their attention,” explained Folkson. “We believe locking in this large, influential, and trend-setting chain so early in our launch will facilitate an accelerated roll-out.”
Nightfood’s nighttime ice cream is uniquely positioned to become a significant player in the $6 Billion-dollar supermarket ice cream category starting in Q1, 2019.
A World Class Team with Incredible Media Reach
Nightfood recently added world-famous sleep expert Dr. Michael Breus to advise on product development, and to communicate the Nightfood brand and products to consumers across the country. Breus regularly appears in the national media to educate consumers on sleep-related issues and has logged over 100 national media appearances on outlets such as The Today Show, Dr. Oz, Good Morning America, Anderson Cooper, Rachael Ray, The View, and more.
With his domain expertise, celebrity, and media footprint, he will help introduce Nightfood to hundreds of millions of night snackers in the United States.
The Nightfood PR team is headed by Tim Sullivan. Sullivan launched the Dr. Oz Show as the Director of Publicity and spent over 8 years there. Tim launched his own PR firm in 2016 and counts Dr. Oz among his clients in the health and wellness space.
An All Star Team of Brand Ambassadors:
Tyler Eifert- Pro Bowl tight end for the NFL’s Cincinnati Bengals.
Ty Montgomery- Baltimore Ravens
Rasul Douglas- Philadelphia Eagles
Rocco Mediate- 2016 Senior PGA Champion
Jarvis Landry- 3x NFL Pro-Bowler & star of HBO’s Hard Knocks
Jordan Jenkins- New York Jets
Jack Vale- Comedian & YouTube Star
Angela Stanford- Winner, 2018 Evian Championship
Bobby Portis- Chicago Bulls
During the past 12 months, several brands in the better-for-you snack space have sold for hundreds of millions or billions of dollars. These include RXBar, SkinnyPop popcorn, and Kind Bar, not to mention companies like Halo Top entertaining $2B valuations by capturing market share in a new niche in the ice cream space.
NGTF believes that by having a powerful and famous team of ambassadors and advisors, is a competitive advantage in securing valuable retail shelf space, as well as driving consumer awareness and trial. When Nightfood ice cream hits shelves, the company intends to activate their influencers and brand ambassadors to drive massive consumer purchase and word of mouth.
Independent market research has already indicated that two thirds of consumers reported they will definitely buy Nightfood ice cream when it’s available where they shop. And, over 80% of consumers indicated Nightfood ice cream was highly relevant to their “wants and needs”.
Because Nightfood is viewed as a “platform brand”, it is anticipated that the success of Nightfood ice cream would pave the way for additional lines of sleep-friendly nighttime snacks in additional formats. Nightfood could defend its position as the dominant brand in what is expected by many to be a multi-billion-dollar category in the coming years.
Nightfood Holdings (OTC NGTF)’s nighttime ice cream is uniquely positioned to become a significant player in the $6 Billion-dollar supermarket ice cream category starting in Q1, 2019.
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