SKUFood Recipes for Success
The food and beverage industry impacts everyone. There is always something happening that impacts producers, processors, distributors, retailers and consumers. SKUFood Recipes for Success podcast tells the story of what is happening and why.
Our guests will be people from one end of the value chain to the other. We will discuss what they are working on and how it impacts the store shelf and what goes into the shopping cart. People want to know more about the food and beverage products they take home to share with family and friends.
Host Peter Chapman has worked in this industry for his entire career. A high school job in retail evolved into 20 years with Canada’s largest food retailer where Peter worked in marketing and advertising and merchandising. After leaving Loblaw, Peter has worked with producers and processors from coast to coast to get their products on the shelf and into the shopping cart.
SKUFood Recipes for Success
S01 E38 Evolving a Snack Portfolio: How Rebranding Fuels Growth
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In this episode of SKUFood Recipes for Success, we sit down with Kirk Homenick, President of Naturally Homegrown Foods, to explore how rebranding and innovation are driving growth and reshaping the snack category. Under his leadership, the business has evolved from a niche brand into a national and international player, with brands like Hardbite and the newly launched Poptastic. Kirk shares how evolving a portfolio is essential to staying relevant in today’s competitive CPG landscape.
Kirk unpacks the strategic decisions behind rebranding Hardbite, from refining positioning to aligning with shifting consumer preferences around ingredients, quality, and sourcing. He also shares the thinking behind launching Poptastic, entering a relatively stagnant popcorn category with a fresh perspective and a focus on differentiation. From product innovation like root veg chips and avocado oil chips to expanding into new formats, this conversation highlights what it takes to lead category growth, not just participate in it.
We also explore how brands can balance legacy with innovation, and the role of disciplined strategy in scaling across multiple product lines. Kirk offers practical insights on portfolio management, brand evolution, and building products that resonate with today’s consumer, while setting the foundation for long-term growth.
Connect with Kirk:
Website: https://naturallyhomegrownfoods.com/
Hardbite: https://hardbitechips.com/
Facebook: https://www.facebook.com/Hardbite/
Instagram: https://www.instagram.com/hardbitechips/
Poptastic: https://poptasticpop.com/
Instagram: https://www.instagram.com/poptasticpop/
TikTok: https://www.tiktok.com/@poptastic_pop
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If you would like to be on the show, send us an email :
peter@skufood.com or susan@skufood.com
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Thanks for listening!