Are you a late-night snacker? Do you work hard to eat right only to ruin a whole day of healthy choices with unhealthy snacks in the hours before bed? If so, you're not alone. More than 80% of American adults snack regularly at night, with the average being 4 nights per week.
That’s approximately one billion nighttime snacks consumed every single week. It’s estimated that a staggering $65 billion a year is spent on snacks consumed between dinner and bed. Not surprisingly, high-sugar, high-fat options such as cookies, chips, candy and ice cream lead the way.
Despite more consumers trying to be health-conscious these days, nearly everyone snacks at night because that’s how humans are wired. At night, cravings peak for sugar and fat, appetite gets stronger, and willpower drops.
With the rise of social media and video streaming, late-night snacking has exploded in the last 10 years. Because it’s driven by the convergence of hardwired human biology and major social trends, nighttime snacking will not stop.
The snacking won’t stop, but what if we consumers could satisfy our biologically hardwired nighttime cravings in a better, healthier, and more sleep-friendly way? Nightfood Holdings, Inc. (OTC: NGTF) is leading the way, pioneering the category of sleep-friendly nighttime snacks.
Based on recent announcements, NGTF seems poised to hit some major inflection points. Don’t sleep on this previously overlooked opportunity that already has attracted the attention of some of the largest hotels and food & beverage companies in the world.
Better Snack Options That Support Better Sleep
Any sleep expert will tell you that eating the wrong thing before bed can impair sleep. Blood sugar levels, hormonal release, digestion, potential for acid reflux, all of these are factors.
Remember, we’re all wired with outdated biological programming that drives us to try to store excess fuel in our bodies before sleep to enhance our short-term odds of survival…for our caveman ancestors, going to sleep without stuffing your belly made you more likely to starve the next day.
Instead of trying to fight an unwinnable battle against nighttime eating, Nightfood takes a pragmatic approach for today’s consumer. There’s no need for the company to try to manufacture demand since most people are going to snack at night anyway. If there’s going to be 100,000,000 snacks consumed on any given night anyway, can we let people off the hook and provide them sleep-friendly snacks that taste great and nutritionally support better sleep?
Nightfood creates sleep-friendly snacks formulated by sleep and nutrition experts for better nighttime snacking. That means less sugar, less fat, and fewer calories, but more protein, more prebiotic fiber, plus certain vitamins, minerals, and other nutrients that research suggests can support nighttime relaxation and better sleep quality.
The best part is that people don’t need to give up any of their old favorites. The company is focused on establishing widespread national distribution of its ice cream, cookies, and other snack formats. They’re strategic plan is to build distribution, awareness and revenue in the high-margin hotel vertical as the foundation before eventually adding in supermarket and other more traditional distribution.
And they’re partnering with giants in the hospitality and food and beverage industries. This proves that, despite its smallcap size, Nightfood can deliver big-time deals to increase market position and shareholder value.
Building Distribution With Global Hotel Giants
In Q1, Nightfood secured a relationship with Sonesta International Hotels Corporation, the 8th largest hotel company in the United States, to sell sleep-friendly Nightfood ice cream in multiple Sonesta chains. That was the first major hotel relationship that the company announced, but Nightfood was just getting started. Just a few days later, NGTF announced its status as a Qualified Vendor of Choice Hotels. Choice owns global hotel brands like Comfort Inn, Quality Inn, and Radisson, and is one of the world's largest lodging franchisors. These relationships with global hotel giants can accelerate the distribution and awareness of Nightfood snacks through the high-margin multi-billion dollar hospitality sector.
Remember, Nightfood is already in hundreds of hotels across the United States. Even though it’s still early and absolute revenues are small, the company has announced that Nightfood ice cream is selling very favorably in hotels compared to brands like Haagen Dazs and Ben & Jerry’s. Independent hotel point-of-purchase sales data shows Nightfood often capturing 35-50% of total hotel pint unit sales when head-to-head against those household brands. That’s unheard of for an unknown brand. Management believes the strong relative sales are the result of Nightfood’s sleep-friendly brand promise combined with the context of a hotel consumer typically buying at night and for immediate consumption.
Nightfood is working to build relationships with other global hotel companies operating in the United States. Nightfood ice cream pints are available for sale in select locations of some of the largest chains, including at Courtyard by Marriott (NYSE: MAR), Holiday Inn Express (NYSE: IHG), Springhill Suites, Hyatt Place (NYSE: H), Fairfield Inn & Suites, and others.
As the hospitality industry is increasingly focused on supporting guest wellness, NGTF believes Nightfood snacks can soon be in thousands more hotels across the country.
In addition to lobby shop distribution, the brand recently announced that a major national hotel chain would be testing Nightfood cookies as a give-away amenity to guests at check-in. It’s one thing to have snacks for sale in hotels, but what if hotels started purchasing Nightfood in bulk to give away to their guests?
The company believes that an amenity relationship with this particular hotel chain would be the revenue equivalent of retail placement in thousands of hotel lobby shops and could potentially help the company approach break-even.
Remember, these aren't novelty snacks. Nightfood has meticulously formulated products that are more than great tasting; they’re formulated by sleep experts to provide the nutritional foundation for better and more restful sleep. And, in the hotel lobby market sales environment, that unique brand promise is an important advantage.
In the medium term, Nightfood can monetize sales opportunities across an estimated 56,000 hotels across the United States, where lobby markets are now the norm, but healthy lobby shop snack choices are still hard to find. Expanded distribution can grow revenues and drive profitability, and it can also cement Nightfood as the dominant brand in the nighttime snack category. By pioneering the category and dominating hotel distribution, it may become increasingly difficult for competitors to challenge Nightfood’s leadership position. After all, if the most trusted hotels in the world rely on Nightfood every day for the nighttime cravings of their guests, won’t consumers trust Nightfood too?
Sleep-Friendly Cookies Take Off with TAP and Nestlé
Nightfood products are really taking off. Last month, NGTF announced that its sleep-friendly cookies will be available to passengers on TAP Air Portugal overnight flights from Miami to Lisbon. It's part of a proof-of-concept phase between Nightfood and Nestlé (OTC Pink: NSRGY) START and CO. 2022.
It's a big deal considering that TAP prides itself on staying ahead of consumer trends and meeting the nutritional needs of its passengers. Moreover, it could open the deal-making floodgates for further business in the sector, noting that the airline is being considered the first to support better rest for passengers on overnight flights through sleep-friendly snacking.
TAP flights from Miami to Lisbon will be stocked with Nightfood cookies as a passenger amenity during the test period. The individually wrapped 25-gram Nightfood sleep-friendly chocolate chip cookies contain a QR code and web address that passengers can visit to complete a short survey, including questions about their nighttime snacking behaviors when not traveling.
Nightfood was a finalist in the Nestlé START and CO. 2022 program and, as a result, was selected to move to the proof-of-concept phase. This relationship with Nestlé could lead to more significant outcomes as START and CO. is tasked to identify and selecting startups that want to grow by exploiting synergies to secure future business in partnership with Nestlé.
Data collected from the test will be used by Nestlé START and CO. and Nightfood to evaluate consumer attitudes related to nighttime snacking and sleep-friendly snacktime options in both the United States and Europe. These results could prime the sales channels for international expansion.
Primed For Tasty And Appreciable Growth In 2023
Combining the sum of its parts, at roughly $0.05 a share, Nightfood Holdings could present a value investment play with considerable upside potential. Remember, they are already working alongside some of the largest brands in global commerce. And their test with Nestlé could inspire interest from other global food companies like PepsiCo (NYSE: PEP), Unilever (NYSE: UL), Post Holdings (NYSE: POST) and Kellogg’s (NYSE: K) who all may wish to have their space in Nightfood’s nightime snack category. All of those companies, by the way, have expressed interest in nighttime snack habits and/or the link between nutrition and sleep.
The spotlight always comes back to Nightfood as the pioneer in this high-potential category. Keep in mind, too, that like the big players in other industries, food and beverage sector giants also tend to grow by acquisition instead of in-house development. Investors may want much higher prices for NGTF before entertaining an acquisition proposal.
With major hotel deals being made and potentially more in the queue, the trajectory toward that value may accrue faster than many think. In fact, Nightfood's relationships show they’re already playing in the big leagues of hospitality. And expect that reality to help close a valuation gap between potential and share price sooner than later. Nightfood is set up with a unique and defensible strategy, excellent products, a team able to accelerate growth, and the leadership position in a new category with enormous revenue-generating potential and global strategic value.
We wouldn’t be surprised if Nightfood is the latest in a run of food and beverage companies to seemingly come out of nowhere and become a major strategic acquisition by a global food and beverage company. And, now that you know there’s finally a solution for those late-night cravings you experience just about every night, you probably wouldn’t be surprised either.
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