How Do You Stand Out in the Most Crowded Aisle in the Supermarket?

Snacka Changi Chips has broke every category norm in salty snacks, one of the most ruthless aisles in the supermarket, and I love it for that.

It’s a category dominated by bold colours, overflowing flavour claims and endless talk of crunch. So shout out to Griffin's Snacks & Changi Chips for choosing a completely different lane.

This pack is pure pulp fiction. Slightly subversive, a bit ridiculous and completely deliberate. Shelf standout is huge.

They’re driving differentiation with wonderfully absurd and irreverent claims; Made from 100% free ranged non-caged, potatoes, Winner 'Chip with the best indoor/outdoor flow', 1976 Finger Snack & Dip Awards

They give a reason to pick it up that has nothing to do with price.

Flavours are rifts on known favourites, like Vinegar & Salt, Great Uncle Kenny Fried Chicken with over 1100 herbs & spices, Sweet Chilli with a hit of scorpion venom!

But here's what got me. When I tried it, the product was genuinely excellent. Bigger crunch, real flavour hit. They’re not doing the norm shouting about this on front of pack. The brand gets you to pick it up and the product brings you back.

It's not ranged in Coles or Woolies yet. When it is, the question won't be uniqueness or trial.

It'll be whether they can build repeat and sustainable volume fast enough at their substantially premium pricing before the next range review and competition reacts.