The food industry has seen a number of industry-wide shifts over its history in the United States, but perhaps none more important than the current trend toward challenger branding and specialty products.

Challenger brands can be defined as specialty brands that offer a new, disruptive product. In the past few years, many sectors of the food industry have witnessed the increasing presence of these brands, especially highly innovative segments like beverage and snack, and the trend seems likely to continue.

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