Legally Addictive is a startup in the food manufacturing space located in Asheville, NC. The founders are an ex-TV producer and a NYC marketing exec. The company is off to a great start creating and selling delectable cookie/crackers slathered in chocolate and other confections. In addition to offering a tasty, dare I say, addictive product they’re starting with a great brand name. Legally Addictive passes the Is-Does test, that is, you know what the product is and what the product does. Thirdly, they have great packaging, wonderful design and a unique color palette. Whoever the art director is hitting on all cylinders.

From a blocking and tackling standpoint the company also excels. Distribution today includes airports, Whole Foods, various specialty stores, and direct-to-consumer. Food startups can be either the hardest or easiest business to be in. Signing up retail partners is a bitch. Getting shelf space in grocery, convenience, and drug is ridiculous and don’t get me started on shipping but with a category-disruptor and smashing taste, a product can almost sell itself. And that’s Legally Addictive’s story.

Another feather in the brand’s cap is these cookies are not, I repeat not, good for you. In a sea of better-for-you claimants in the food business these guys are nonapologetic. The only positive thing you can say health-wise is that rather than eat a half bag of Oreos, one might get away eating a couple of cookies and be sated.

There is clearly a market and demographic for indulgent sweets.  The product is not inexpensive so the targeting has to be right. Consumers who can, do and will eat less-than-healthy (Can we establish that as a category?) foods are often young and/or not well-heeled. Finding youngish consumers who are higher earners limits the target. But one that can make media placement more focused and less expensive.

Keep your eyes open for Legally Addictive cookies.  They are coming to a store near you.  

Peace.