APPLY NOW
Apply Now

WhatIF Foods - the first 6 months

Services Offered:

  • Media Relations
  • Press Support
  • Awareness Campaigns
  • Digital and Traditional 
  • Product Launch Strategy 
  • Expert Interviews

Impact Achieved

  • Total Media Opportunities: 247 including VegNews, Cosmopolitan, Forbes, BevNet, beverage Industry, Well+Good, VegWorld, Prepared Foods, Clean Plates and Good Morning America among many others
  • Total Live Links: 44
  • Audience Reach: 92M
  • Products Sent: 79
  • Publicity Value: $1.4M

WhatIF Foods approached Publicity For Good with the desire to create buzz around its entrance into the US market and to establish WhatIF Foods as a credible, innovative and mindful brand by circulating positive news and telling the story of The WhatIF Way. All these are hoped to increase their overall sales and create enough to generate substantial traffic to their stores. The brand specifically aims to give Gen-Z the hope that they are heard and that WhatIF Foods is a brand that walks their talk.

We approached this by focusing our attention to local, regional and national press that focuses on business, sustainability, national food, nutrition, pop culture, regenerative agriculture media, vegan media, innovation and Gen-Z-oriented media. In addition, we also included WhatIF Foods to our holiday gift guides as one of our top picks for mindful foodies.

Naturally, Publicity For Good took a relentless approach to book opportunities with these media outlets and schedule opportunities on key awareness periods. Moreover, we heavily featured the brand’s strong advocacy and movement for regenerative business and agriculture. News releases and alerts were crafted to feature the brand’s many activities and events centered around its products and their mission. In total, we were able to release 9 news releases and media alerts which includes the following:

  • WhatIF Foods pitch to the media
  • WhatIF Foods New York City expansion News Release and Media Alert
  • WhatIF Foods Named As A Real Leader for Impact
  • WhatIF Foods Holiday Offers
  • WhatIF Foods Talks on Generation Fest
  • WhatIF Foods launches on Amazon
  • whatIF Foods To Attend Planetiers World Gathering
  • WhatIF Foods Black Friday/Cyber Monday Sale

In the span of just 6 months, we were able to collect a total of 247 media opportunities, 44 of which are already live including VegNews, Cosmopolitan, Forbes, BevNet, Beverage Industry, Well+Good, VegWorld, Prepared Foods, Clean Plates and Good Morning America among so many others. We were able to accumulate a total reach of over 92 million media impressions, effectively cementing WhatIF’s place as a relevant figure in sustainable business and alternative foods. In total, an estimated publicity value of $1.4M was collected for WhatIF Foods. Were also able to send out a total of 79 product samples to several media outlets and key media members. Moreover, content for WhatIF Foods was syndicated through PFG’s email list consisting of 20,000 subscribers and all its social media platforms with a following of over 100,000 followers.



Media Quotes

“Singapore-based start-up WhatIF Foods makes BamNut Noodles with Sweet Hot Seasoning that are packed with protein, air-fried and low in fat compared to leading instant noodle products. These noodles make the most of the regenerative crop Bambara groundnut, along with wheat flour and pea protein as key ingredients. Increasingly, brands are turning to regenerative crops to create climate-friendly products with ingredients that help to reimagine farming in line with natural systems.”
Trend Hunter
Trend Hunter
“WhatIF Foods is trying to change the world, one unique food product at a time, with the regenerative crop BamNut at the center of everything. Their BamNut instant noodles are made with air-frying technology, making them healthier than traditional ramen, even before you take into account their unique ingredients, including pumpkin, charcoal and moringa. These noodles are strained (rather than left as a soup), and the included flavor packets pair perfectly with the natural taste of each type of noodles to make for a truly tasty meal with amazing texture. Somehow, this very same crop also makes up their delicious BamNut milk, available in Airy, Everyday and Barista varieties perfect for everything from your morning cereal to mixing up your favorite latte.”
Sweety High
Sweety High
"WhatIF Foods makes use of BamNuts by processing them into its signature BamNut flour to make its milk and instant noodles. The startup first launched with noodles in an effort to provide a healthier alternative to instant noodles, which, at almost 320 million servings daily, we eat a lot of despite society’s transition to more health-conscious diets and lifestyles. Consumption is most prominent in Asia, where almost 80 percent of the world’s instant noodles are eaten."
VegNews
VegNews
WhatIF foods is excited to showcase our range of everyday favorites such as instant noodles and plant milks to the customers in the Middle East. There is tremendous climate anxiety in the world, and the food choices we make is one of the easiest ways to address this anxiety. The Specialty Food Festival provides the perfect platform for bringing commercial partners; the brand owners and the retail and distribution partners together, to showcase our delicious and earth-positive brand to the fast-growing, conscious consumers of the Middle East.
Zawya
Zawya
Betting big on the global demand for plant-based protein foods, Synthite Ltd - the Kerala-based oleoresin manufacturer – has ventured into BamNut milk production extracted from Bambara groundnut cultivated in Africa. Aju Jacob, joint managing director, said the company procures around 1,000 tonnes of Bambara per year mainly from Nigeria and Ghana and processes it using German technology in the plant located in Taste Park for the Singapore-based firm WhatIF Foods, which is focussing on sustainable value chain, plant-based, vegan-friendly products.
The Hindu Business Line
The Hindu Business Line
Let me introduce you to a brand called WhatIF Foods. With their delicious food options, from noodles to plant-based milk and more coming I am sure. Bring to us legume, that I have never heard of, BamNut. BamNut is short for Bambara Groundnut, which is a protein rich legume grown in West Africa regions, but also grown in South-East Asia.
God 4B and Me
God 4B and Me
BamNut, which is also known as Bambara groundnut, is a legume that is a resilient crop native in West Africa. It has the ability to grow in arid climates and poor soil conditions not needing any pesticides or fertilizers. Included in these countries are India, Malaysia, Indonesia, Australia and even United States. What BamNut is known for is its being a complete food already. It contains 20% protein, 18% fiber, B vitamins, natural Iron, and 7 minerals. Talk about a sustainable milk product. What’s more BamNut helps communities such as farmers through their agricultural practices. Furthermore, BamNut offers outreach programs that reconnect its consumers with its farmers. Milk definitely tastes better when it is sustainable and helps others.
Beverly Hills Magazine
Beverly Hills Magazine
I was intrigued to learn that a company called WhatIF Foods is focused on regenerative agriculture through its innovative use of the Bambara Groundnut (which they call the BamNut). As a result, I accepted an offer to try WhatIF Foods’ BamNut milk and noodles. The BamNut, a resilient crop found in West Africa and Southeast Asia, is a nutritionally complete, regenerative and hardy legume that has the ability to grow in degraded lands with minimal demand for resources. That’s part of WhatIF Foods’ mission to restore soil health, which will increase its carbon capture potential and reconnect people with farming communities who are vital in our value chain. The BamNut Milk ($7.32 for 1 L) is made with just three natural ingredients, is fortified with minerals and does not have any added sweeteners. Each serving has 5 g. of protein and comes in three flavors: Barista is very mild with a slight almond aftertaste. It works well in coffee. Everyday reminded me of soy milk to some extent. It had a good body to it. Airy is a lighter version of Everyday in both flavor and calories (80 vs. 120).
EatDrinkMadison.com
EatDrinkMadison.com
WhatIF Foods does more than just selling plant-based foods. Their mission is to offer the next generation of foods and reinvent the whole food system from the ground up, category by category. At the heart of the company, there was the idea of “360° sustenance”, a concept that enables to offer nutritious food coming from diversified and indigenous crops that are climate-resilient, resource-efficient, and at the same time, support local farmers and their communities.
The HMT
The HMT
WhatIF Foods BamNut Milk is made with Bambara groundnuts sourced directly from smallholder farming communities in West Africa and other places around the world. These “hearty little legumes” grow in poor soil conditions and arid climates, without need for fertilizers, or pesticides. The milks have no stabilizers, preservatives, artificial ingredients or added sugar. They make three varieties Everyday, Barista and Airy. I shared the Airy and tried Everyday and Barista. The Barista is creamy and mixes well with coffee and lattes. It has a slightly nutty flavor. I liked it in my coffee if I added some cinnamon.
Erica Finds
Erica Finds
Previous
Next
Back To Case Studies

We are more than willing to help you!

For support and general inquiries, you can reach us by scheduling a call.

Book a sales call

PODCAST

Start a conversation on MatchMaker.fm

© Publicity For Good. All Rights Reserved 2022

We value your privacy

We use cookies to provide you with the best possible browsing experience. They also allow us to analyze user behavior in order to constantly improve the website for you.

Accept Cookies
Decline
Publicity For Good is on a Mission