Snack Company Rebrands as ‘Asian American’, Sales Increase By 54%

dang

A snack company in Berkeley, California saw a 54% surge in total revenues in the year leading up to its rebranding as “Asian American,” which comes with fresh marketing initiatives to highlight its reformed identity.

Dang Foods, founded by brothers Vincent and Andrew Kitirattragarn in 2012, previously endorsed itself as “Modern Asian” to describe its lines of innovative snacks with flavors coming from East and Southeast Asia.

Andrew (left) and Vincent (right) Kitirattragarn in Chiang Mai, Thailand. Image via Dang Foods

However, Vincent and Andrew eventually realized that “Modern Asian” sounded more apologetic than proud of their Asian American heritage.

The brothers — who lived between Bangkok and New York City growing up — have parents who were born in Thailand, while their grandparents came from China.

The Kitirattragarn brothers as children. Image via Dang Foods

To amplify its rebranding, Dang Foods introduced a new packaging that features Thai characters, as well as a photo of Vincent and Andrew as children. It also includes a red dot inspired by the Japanese flag.

“If you look at our current packaging, we definitely appeal to American audiences. We never just want to target Asians,” said Vincent, according to Forbes.

Dang Foods now sells in 13,000 stores all over the U.S. The company also posted a 54% increase in total revenues in 2019 from 2018.

This success is largely due to their keto-friendly Dang bar — available in Asian-inspired flavors such as cardamom chai, lemon matcha, toasted coconut and the new peanut butter (from peanut satay dipping sauces) — which became the top-selling bar in Whole Foods Market last year, according to FoodNavigator-USA.com. Additionally, the company takes pride in sweetening its bars with stevia.

Image Screenshots via Dang Foods

Aside from its new Peanut Butter Dang Bar, the company also launched an additional flavor for each of its two other product lines: the Tropical Mango Coconut Chips and the Toasted Sesame Thai Rice Chips.

The new coconut chips are mature Thai coconuts flavored with tropical mango, while the new rice chips — inspired by the Northern Thai street food — are made of crunchy Thai rice grains.

dang
Image Screenshot via Dang Foods
dang
Image Screenshot via Dang Foods

“As an Asian-American entrepreneur, I am working to shift the reputation of Asian snack food from exotic and different to healthy and aspirational; one that Asians across the U.S. are proud to share with friends,” Vincent said in a press release.

Dang Foods products are available in Whole Foods, Target, Kroger, Amazon and the company’s official website.

Feature Images via Dang Foods (left, right)

Support our Journalism with a Contribution

Many people might not know this, but despite our large and loyal following which we are immensely grateful for, NextShark is still a small bootstrapped startup that runs on no outside funding or loans.

Everything you see today is built on the backs of warriors who have sacrificed opportunities to help give Asians all over the world a bigger voice.

However, we still face many trials and tribulations in our industry, from figuring out the most sustainable business model for independent media companies to facing the current COVID-19 pandemic decimating advertising revenues across the board.

We hope you consider making a contribution so we can continue to provide you with quality content that informs, educates and inspires the Asian community. Even a $1 contribution goes a long way. Thank you for everyone’s support. We love you all and can’t appreciate you guys enough.

NextShark is a leading source covering Asian American News and Asian News including business, culture, entertainment, politics, tech and lifestyle.

For advertising and inquiries: info@nextshark.com