Bonvie Snacks, a healthy snacking brand in India, is looking to create an impact on the snacking landscape with its freeze-dried and air-fried technology using freeze-drying to preserve up to 98% of nutrients in their snacks.
By offering nutrient-rich, freeze-dried fruit snacks, ice cream snacks, corn snacks, and air-fried chips, Bonvie ensures that consumers no longer have to choose between taste, nutrition, and convenience.
This innovative method allows them to offer convenient, long-lasting snacks like fruit and vegetable chips, maintaining taste and nutritional value.
Medianews4u.com caught up with Atul Gupta, Founder Bonvie Snacks.
Q. Could you talk about the market gap in the healthy snacks category where products still had sugar, preservatives that led to the formation of Bonvie Snacks?
When we started Bonvie, we spent a lot of time understanding the so-called “healthy” snacks available in the market. What we found was surprising—and honestly, disappointing. Many products that positioned themselves as healthy still had hidden sugars, preservatives, or artificial ingredients. It felt like consumers were being asked to compromise: either accept additives or sacrifice taste.
We believed it didn’t have to be that way. Bonvie Snacks was built on the simple idea that true health shouldn’t require trade-offs.
We committed to creating products that were genuinely clean, purely natural, and delicious, using techniques like freeze-drying that preserve nutrition and flavor without the need for chemicals or processing.
Q. Convincing local vendors and educating consumers on what ‘freeze-dried’ actually means were challenges. How did the company approach this?
It was definitely a journey! Freeze-drying, although scientifically amazing, sounds technical and complicated to the average consumer and retailer. We realised we couldn’t just talk about the process; we had to talk about the benefit.
We shifted the narrative to focus on what matters to people: better taste, better nutrition, and no need for preservatives. We created educational tools—easy-to-understand visuals, demos, tasting events—and trained our sales teams extensively to communicate it simply: “It’s nature locked in at its best moment.”
Once people tasted our products, the conversation changed. It moved from skepticism to excitement very quickly.
Q. What role does AI play in the R&D process especially when developing new SKUs?
AI plays an exciting role for us. It allows us to be much more agile in how we innovate. Traditionally, launching a new SKU involved months of consumer research and trial-and-error.
Today, AI tools help us scan consumer sentiment, identify flavor and health trends early, and even predict nutritional gaps that consumers are looking to fill. It also helps us simulate product stability and optimise shelf life virtually, saving us months of testing time.
AI doesn’t replace our creativity, but it sharpens our instincts and helps us bring relevant, needed products to market faster and more efficiently.
Q. The company does not focus on innovation. It looks at meaningful innovation. What is the difference?
Innovation for its own sake often becomes noise. Meaningful innovation is quieter but much more powerful—it solves a real problem, fulfills a real need, or makes a real difference.
For Bonvie, that means every new product, new pack size, or new process we introduce must add genuine value to the consumer’s life.
It could be making snacking healthier without preservatives, making packaging more sustainable, or making products easier to carry on-the-go. We’re not chasing trends just to seem innovative—we’re staying close to what truly matters to people.
Q. What marketing activities and innovations will Bonvie Snacks be doing in the coming months?
We’re entering an exciting phase. You’ll see us focussing more on interactive and experiential marketing—pop-up tasting booths at wellness and fitness events, collaborations with health influencers who truly live the lifestyle we promote, and even some tech-driven initiatives like AR storytelling through our packaging.
We would also be increasing our participation in exhibiting at both domestic and international events as well to increase brand awareness and grow both B2B and D2C business.
Q. Who is the TG being targeted and are you looking to be a national player or are certain markets of more importance?
Our target audience is health-conscious individuals, typically between 22 and 45 years old. This includes young professionals, fitness enthusiasts, conscious parents, and lifestyle-driven millennials and Gen Z who seek transparency and quality in what they consume.
We have national ambitions for Bonvie, but our immediate focus is on urban centers and Tier 1 cities like Mumbai, Delhi, Bangalore, and Hyderabad—where there’s a deeper existing appreciation for clean-label foods.
Once our foundation is strong there, we’ll expand more aggressively across Tier 2 cities where demand is quickly rising.
Q. Is the focus of marketing going to be about spreading awareness about freeze-dried technology?
When marketing Bonvie we like to promote the brand as a healthy snacking company and not a freeze-dried snacking company because apart from freeze-dried fruits we have other SKUs as well using different technologies such as air-fried chips and roasted makhanas.
Though the “freeze drying” process is our secondary USP where we tell our customers how we have made our snacks healthy without compromising taste.
Q. What role do storytelling and brand personality play in the healthy snacking industry?
In today’s world, facts are important, but stories are what people remember and connect with. Healthy snacking is deeply tied to identity—people want brands that reflect their values and aspirations.
Storytelling lets us share the why behind Bonvie—our commitment to honesty, nature, and living vibrantly.
Our brand personality is real, positive, and slightly adventurous—we want consumers to feel that with Bonvie, they’re choosing not just a snack but a better way of living, full of flavour, health, and possibilities.
