Insurgents Outpace the Pack (Image Credits: Unsplash)
Smaller food companies known as insurgents captured a quarter of the industry’s expansion last year despite commanding minimal market share.
Insurgents Outpace the Pack
Bain & Company tracked 113 such brands across fast-moving consumer goods in its 10th annual list, noting they drove nearly 36 percent of growth in monitored channels during 2025.[1][2] These companies grew volumes by 55 percent year over year while the broader market stayed flat. Food stood out, with insurgents responsible for 25 percent of category gains even as they held under 1 percent of sales.[1]
The firm selected brands generating more than $25 million in annual revenue from tracked channels. Each grew at least 10 times the category average over five years and posted positive increases in the prior two years. They remained independent or joined a major player within the last two years.[3] This performance highlighted their ability to unlock demand in a sluggish environment.
Spotlight on Food Sector Standouts
Brands like Chomps meat sticks and Kodiak Cakes led the surge with innovative, on-trend products.[2] LesserEvil, a maker of better-for-you snacks, earned a spot as a newcomer after Hershey acquired it in November. Other notables included Archer meat snacks, Conagra’s Fatty sticks, Carbone sauces, and PepsiCo’s recent purchase Siete.
Good Culture cottage cheese also made the cut after selling a majority stake to private equity firm L Catterton in January. These players thrived by targeting underserved niches. Their success pressured established firms to rethink strategies.[2]
Key Trends Driving the Disruption
Clean and natural claims appeared on 44 percent of food insurgents, fueling consumer appeal.[1] Nearly 40 percent emphasized high protein, while about one in four highlighted elevated or global flavors. Such positioning resonated amid demands for healthier, transparent options.
- Natural or organic labels on 44 percent of brands.
- High-protein focus in nearly 40 percent.
- Elevated or global flavors in roughly 25 percent.
- Clean-label emphasis across protein snacks and sauces.
- Founder-led innovation in better-for-you categories.
These elements helped insurgents expand categories rather than compete head-on with giants.
Acquisitions Reshape the Landscape
Major companies turned to buyouts for quick access to growth areas. Hershey’s purchase of LesserEvil and PepsiCo’s Siete deal exemplified this shift. Bachan’s barbecue sauce also joined a larger firm within the year.[2]
“In a market where overall growth remains muted, insurgents are increasingly attractive investments for established consumer products players,” said Charlotte Apps, executive vice president of Bain’s Consumer Products practice.[1][2] Large firms shed slower assets while snapping up trendier ones. This pattern extended beyond food, with deals in beverages like PepsiCo’s $2 billion Poppi acquisition.
Key Takeaways
- Insurgents drove 25 percent of food growth in 2025 with under 1 percent share.
- Clean labels, protein, and bold flavors powered their rise.
- Acquisitions by giants like Hershey signal shifting power dynamics.
Insurgent brands demonstrated resilience and innovation last year, setting the stage for continued influence. As Big Food adapts, these disruptors offer lessons in meeting evolving tastes. What do you think about this shift? Tell us in the comments.
