- Nomva, a brand of fruit, vegetable and probiotic smoothies sold in pouches, demonstrates the advantages and challenges of being a brand built not only for millennials but by members of their own generation, Food Business News reported.
- Nomva undergoes high-pressure processing, is certified organic and comes in transparent pouches reminiscent of other products in pouches that millennials consumed in their childhood, such as Capri Sun and Go-Gurt.
- Pouches were also more practical because of Nomva's thick consistency, which precluded using a bottle.
Having a team of millennials behind the brand may signal less experience in the food industry, particularly compared to many major food company executives and employees who have worked in the industry for decades.
But these younger voices also help fill gaps in areas where they feel consumers have to make sacrifices, such as health and convenience. While convenient foods have become healthier in recent years, foods and beverages that are easy to prepare, consume and transport were not always the better-for-you choice.
That gap is where brands like Nomva come in. Instead of having to choose between health and convenience, foods and beverages can be functional and made with whole ingredients while still appealing to consumers' desire for transparency and portability.