New CMO Goals To Make Gimme Seaweed A Lifestyle Model 07/24/2026

 
Gimme Seaweed, the corporate that has made
the Korean-inspired salty snack a fan favourite, is able to transfer on into new classes. The firm has employed Sara Mendez Bermudez as new CMO. Previously, she had been world CMO at SC Johnson’s
Lifestyle Brands, together with Method, Mrs. Meyer’s, and Ecover.

She’s having fun with getting began on increasing Gimme’s attraction and appreciating the power that comes from a class
pioneer. The firm launched 14 years in the past, bringing a Korean staple to American snackers, who’ve grown more and more hungry for natural, better-for-you snacks, in addition to the umami flavors Gen Z and
millennials love. It helps that  lots of them began younger, because of health-conscious mother and father who made Gimme a lunchbox snack.

Gimme is offered via Amazon, Target and Walmart, and
already has some obsessively pleased clients. Mendez Bermudez says the model has 54% share of the seaweed snack class, with annual gross sales development within the double digits. To her, which means
Gimme is prepared for its subsequent large transfer: “The brand is ready to be turned into a lifestyle brand, because it already holds a meaningful place in consumers’ lives.”

And as a result of 64% of
U.S. shoppers nonetheless do not know that seaweed could be a snack, there’s loads of room for development.

That step requires a fair deeper understanding of core viewers’s values. “We
want to indicate up the place they want it, add worth to these moments, and do it constantly and authentically,” says Mendez Bermudez.

Method, she factors out, “began as a cleansing
model and has now moved into magnificence.” People solely give manufacturers permission to play above their class, she tells CPG Insider, “because it plays a meaningful role in their lives.”

She’s not saying but what these
adjoining classes may be, however will keep properly inside the better-for-you lanes the place it’s already succeeding. “But I’ll say we’re beginning to consider our targets by way of
communities with totally different ardour factors,” tapping into foodie and culinary networks, trendy households, and folks seeking to attempt new issues.

“It’s additionally a playful model, with
a pleasant turtle emblem.”

Marketing depends on influencers, and ultimately, she says the corporate will search for company companions. For now, her key targets are growing penetration, model
consciousness and engagement.

But the primary shift she hopes to mine is the continued redefinition of what it means to snack. “It’s shifting from simply being gas, one thing that I must eat
between foremost meals, and even as a meal alternative, into extra of an id class.”

She says that with 40% of Gen Z and millennials selecting a sure kind of food regimen, whether or not it’s
keto, vegan or gluten-free, there are extra alternatives to attach Gimme to particular developments. “And 90% of those consumers are actively choosing or banning ingredients from their diet.”

Like the sweetness and trend manufacturers they’re selecting, “what you eat — or don’t eat — is becoming a form of identity.”