Riff Launches Shelf-Stable Products with Daniel Humm and Mark Ramadan

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Last week Daniel Humm (of Eleven Madison Park fame) and Mark Ramadan (co-founder of Sir Kensington's and former CEO of Hu Chocolate) launched a new line of shelf-stable products under the brand name Riff. Riff joins a growing group of brands - including Salad for President, Momofuku Goods and Chrissy Teigen’s Cravings to name a few - that are applying a new formula to shelf-stable food (one I really like): Familiar format + more ambitious flavor + culinary authority with followings.   Format: Americans already understand “this box + a few ingredients from home.” Boxed mac & cheese is a $2.1–$2.3B category, and GOODLES has proven there’s room to reinvent it - just acquired by the Barilla Group - and data shows, three boxes are purchased every second. But there’s also a lesson from the meal-kit era. Blue Apron tried to make home cooking easier through an intense system - fresh ingredients, refrigerated packaging, portioning - and still required the consumer to do a lot of the work. After years of struggle, it was acquired by Wonder for $103M. This generation of center store innovation is making a different bet: ask less of the consumer without asking less of their palate. Americans have become accustomed to bolder flavors and more culinary experimentation. 93% eat hot sauce, 62% are more likely to buy something advertised as hot or spicy, and ~73% of Gen Z consumers want to try new flavors. Boxed meals don’t need to be dumbed down, just simplified in their prep. At the same time, chefs and food personalities now have enormous direct audiences that can follow them straight into the grocery aisle. David Chang - 1.7M Instagram followers; Chrissy Teigen - 39M. Daniel Humm brings the authority of a chef whose Eleven Madison Park was once ranked #1 in the world. The center of the store has long been treated as grocery’s least dynamic territory. Riff (and a growing list of others) is already proving otherwise. Read more on my Substack, linked in comments. New Fare Hallie Bonnar Daisy Bowes Williamson Erin Patinkin

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Elly Truesdell Your writing is always so insightful and data-driven! Love it! The customer value equation seems really difficult with meal kits. Borrowing chef equity is always interesting. Excited to track Riff and see how it goes.

Really interesting to see how much more room there is to innovate in categories that already feel familiar to consumers. The brands that can make a new product feel intuitive while still giving people a reason to try something different have a pretty powerful starting point.

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Great insight! Simplifying preparation without compromising flavor is a powerful direction for modern food brands.

Thank you for this Elly! Excited to see how this goes 😊

He is brilliant as always! Hi DH. All best, b

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