1 – Company Description:
The brand is Lucho Dillitos (LD). It is a Guava based energy block manufactured in Colombia. It is unique for a variety of reasons, but it is perhaps most quickly recognised as the energy block that is wrapped in a disposable biodegradable leaf. The company was formed in 2015 and it sells it product into a variety of countries via a number of different online and offline mechanisms- USA, Europe, Asia.
2 – Market Analysis
LD is not in the same space as the protein bars and nuts market. Therefore, in terms of competitors, there is no exact like for like product as such due to its wrapping. It needs to be unique… after all, the world is not in need of another energy bar. Overall, there has been a huge uptake in outdoor adventure, activity based holidays, gym memberships, endurance events and not least of all, general knowledge about good healthy nutrition both for children and adults. As with other market sectors, more and more volumes of sports nutritional products are being sold online each year. In addition, the number of products in the marketplace grows each year as well, so having clear logo that differentiates us from other is more vital than ever.
In terms of the target market, this has recently shifted. It use to be just cyclists and runners and moreso a summer seasonal product but now the target market is far wider LD will now look to target all people from the ages of 4 up. Not just in endurance sports such as triathlons and cycling, but any activity like rowing, taekwon doe, skiing, hiking, football, etc. LD will also be promoting its product as a healthy alternative to snacks that are not as nutritious and all ingredients are natural hence kids can consume them as well. LD provide a superb natural vitamin and controlled energy hit. It really is about ‘back to simplicity’.
Current data suggest that both men and women enjoy the LD product in more or less equal measure.