Soup-To-Nut Podcast: Building a new category requires a new playbook, NightFood founder says

When it comes to building a new category, the founder of the better-for-you, late-night snacking company NightFood found after years of struggling to explain his value proposition to consumers that a new playbook was in order – one that focuses more on high-quality shopper engagement through channels with a more curated approach and less on high-traffic channels crowded with competitors.