America has become a food truck nation fueled by consumers’ appetite for discovery and authenticity. According to the National Restaurant Association, food truck revenue in the U.S. will reach $2.7 billion by 2017. Food trucks offer consumers eclectic, gourmet options such as sushi, Brazilian barbecue, Greek sausages, red velvet pancakes and hundreds of other options. Now Wise Snacks is using its potato chip brand and getting behind the wheel of this trend by launching a sub-line, Food Truck Favorites, featuring flavors sourced from popular food trucks across the U.S.
Wise Snacks challenged Perspective: Branding to help drive the concept and capture the spirit of the food truck experience. “Our goal was to find a simple way to capture the taste experience for consumers,” says Simon Thorneycroft, founder/chief executive officer, Perspective: Branding. “We looked for a simple, memorable idea that instantly connects to the spirit of the food truck community, leading us to the concept and imagery of the actual serving window and shelf,” he adds.