Taste Radio

Nik Ingersöll spends a lot of time thinking about ugly bananas. The co-founder and CMO of Barnana, a fast-growing producer of snack foods made from imperfect and misshapen bananas, Ingersöll is responsible for the brand’s marketing and design strategy. To put it another way, his job is to get people excited about snacks that might not be the most visually appealing. And he’s been lauded for his efforts; Barnana is known for its bold packaging and quirky promotions, which includes the Barnana Car, which, as you may have guessed, is a big banana on wheels. In an interview included in this episode, Ingersöll spoke about how Barnana has won over consumers with an unique style that’s focused on grabbing a consumer’s attention from the first moment they see the brand and its snacks. “[When] that consumer is going to see that product for the very first time, they’re going to see the front of the package,” he said. “And if you don’t capture that, nothing else matters. Because they’ll never pick it up, they’ll never p