Recent data from Bain & Company reveals that fast-growing independent food brands, such as Kodiak pancakes and Chomps meat sticks, contributed significantly to the growth of the food sector last year. These disruptive products are meeting consumer demand for clean and natural offerings, according to the study.
Bain & Company identifies “insurgent brands,” which are consumer products that outperform the market by at least 10 times. These brands remain independent or have been acquired by large CPG companies within the past two years. New additions to the list in 2026 include Archer meat snacks and LesserEvil, a maker of better-for-you snacks acquired by Hershey in November.
The focus on clean-label positioning and trendy ingredients like protein has helped these brands thrive. The study shows that a majority of the featured brands emphasize natural or organic claims, high protein content, and global flavors.
As major food companies face challenges in achieving growth, acquiring challenger brands has become a strategic move to enter new categories and boost sales. Large CPG companies are shedding slower assets while acquiring faster-growing brands in popular segments.
Among the insurgent food brands listed by Bain in 2026, LesserEvil and Bachan’s barbecue sauce have been acquired by larger companies in the past year. Good Culture cottage cheese sold a majority stake to private equity firm L Catteron in January.
Charlotte Apps, executive vice president of Bain’s consumer products practice, highlighted the increasing attractiveness of insurgent brands for established companies and investors seeking growth opportunities in the market.
A similar trend is observed in both non-alcoholic and alcoholic beverages, with insurgent brands contributing to a significant portion of growth in these categories. Notable brands in the nonalcoholic sector include Poppi, Ghost, and Fever-Tree, all of which have been acquisition targets for major companies like PepsiCo and Keurig Dr Pepper.