It was a chance encounter down the Fortnum & Mason’s fine snacking aisle that first alerted two major North American food retailers to the culinary delights of Made for Drink’s award-winning savoury snack portfolio.
Wind the clock on a few months and a fine food collaboration between Union and a newly launched Made for Drink USA operation will see Made for Drink extend its global reach with the launch of a charcuterie crisp portfolio at this March’s Natural Products Expo West show in Anaheim.
Having taken their first steps into export in 2018, courtesy of a strong Scandinavian following and a captive market of North American snacking enthusiasts, it was only ever going to be a matter of time before Made for Drink made a more significant commitment to extending its global reach.
A meaningful export arm has always been integral to Made For Drink’s 5 year plan, representing a fantastic opportunity to collaborate with various overseas markets where significant cultural synergies exist. However, the sheer speed by which North America has taken to the company’s recipes has taken everyone a little by surprise. According to Made for Drink founder, Dan Featherstone: “To launch our products and brand into the USA is clearly a massive moment for our little business. Not only will it help us strengthen and build upon what we’ve done so far in the UK but also disrupt one of the biggest snack markets in the world. And to think it all started form our local village hall in Berkshire.”
If that wasn’t already exciting enough, this summer will also see Made for Drink launch its 4-strong UK portfolio into North America under a distinct ‘Craft Beer’ snack positioning. While the Made For Drink/Union collaboration will focus on US main-estate retail, the Made For Drink UK portfolio will focus on the opportunity within the booming premium craft beer market in the USA.