Restless

So, what’s the deal here? As in: how did this deal get here? We don’t know exactly, but we’d say it likely has to do with Antsy Food Brand Syndrome.

Antsy Food Brand Syndrome is something that besieges many restaurants and snack manufacturers. Basically, what happens is this: a food brand establishes a product and that product does well. How well? It depends. Some become household names; others carve out a nice niche for themselves.

In short, the brand achieves some level of success.

But that success starts to feel stale. Maybe it’s those in charge who get tired. Maybe it’s investors or board members looking for something better than ‘steady’ profits. Either way, the outcome is the same: they look to introduce a new product. And that new product is pretty much doomed from the start, even if it makes sense on some basic level.

Take Subway, for example. They build a huge brand. They introduce more and more sandwiches. Finally, they reach the end. There are no more sandwiches in the world. (Or, well, there are, but none that you’d trust Subway to make). So they think: bread, sauce, protein, cheese… that sounds like something else, doesn’t it? Thus, they roll out Subway Pizza. And everyone hates Subway Pizza.

Another example: Panera. Vaguely Italian, casual carb-packed meals. Pasta seems like the logical next step. And yet, it doesn’t last long at all.

Which brings us to today’s product: Rap Snacks Ramen.

Rap Snacks establishes a chip brand. They set themselves apart with intense seasonings and famous rappers on the packaging. Diehard fans of the rappers they work with buy the chips out of loyalty, but also, they’re good enough and cheap enough for anyone to enjoy. After all: if you’re getting chips to bring to a party, and you can get bottom-shelf store-brand stuff or a bag with Rick Ross on it for a buck more, which are you choosing?

In other words, it’s quirky and it’s fun for all.

So, Rap Snacks thinks: what’s next? They make salty snacks with umami-packed seasoning. Where else could this expertise be put to use?

Duh! Ramen!

Only, there’s nothing social about ramen cups. It’s one of the more solitary foods there is. What’s more: it assumes a customer crossover that might not exist. Sure, plenty of people out there love chips AND ramen. But they’re likely not looking to an American potato chip company to make their noodles.

Hence, the product bombs a little. Then, we get our hands on it and sell it to you for cheap.

Although, who knows? Maybe there’s some other explanation for why we have this stuff. We probably should’ve asked the buyers before writing this.

Oh well, too late now. Get some ramen, people! We know you love this shit!