Anytimes
Making sushi that spoils you, not itself.
Context
The $12.9B BFY snack market is growing at 7.4% CAGR. Sushi, which is among UberEats' top 3 most-ordered items with retail sales up 72% in 4 years, remains largely inaccessible due to price ($12-18/meal) and refrigeration constraints.
Insight
Amid a storm of protein bars and BFY remakes of nearly every snack from Poptarts to PB&Js, we saw whitespace in a category that had been left alone: sushi. It's a craving that can't travel, leaving roasted seaweed sheets as the only shelf-stable product standing in for it.
Execution
We positioned Anytimes as a modern snack inspired by sushi, not a replacement. We maintained a premium pricepoint via a dual-tray pack modeled on Chobani Flip, where our consumer assembles each themselves. It hit 64% purchase intent and won first place nationally in the 2024–2025 IFTSA & Mars Product Development Competition.