How New Brands Like TAST!EZ Hack Awareness By Embedding Organically Into Consumer's At-Home Rituals

In 2026, the tabletop gaming market is expected to grow from about $20 billion to more than $32 billion by 2032. Frozen snack brand TAST!EZ sees an opportunity to join game night itself rather than just advertise around it. Inspired by a post-pandemic shift toward offline social time, the brand recently launched a Y2K-inspired loungewear set with tear-away sleeves that double as napkins. By turning clothing into a built-in snack solution, TAST!EZ is leaning into creating moments that allow the brand to become part of the ritual.

Roderik Nuyens, Director of Marketing for North America Retail, Snacking at McCain Foods, brings a mix of global brand experience and entrepreneurial insight. Having led innovation at Mars and founded the direct-to-consumer lifestyle brand Birdie Fusions, Nuyens now holds full P&L responsibility for McCain’s retail snacking portfolio, including TAST!EZ. He applies that same insight-driven, experimental approach to build a brand that isn’t just on shelves, but part of people’s social moments.

“As a new brand, awareness may be low, but it gives us the chance to shape how people see us. We want our brand to feel like a natural part of the fun at-home hosting experience,” says Nuyens. This hands-on approach moves the brand beyond typical campaigns and into experiences that feel authentic.

• Designing for the moment: By listening closely to conversations online, especially on Reddit, Nuyens and his team identified a common pain point that snacking can get messy. “People don’t want greasy fingers or spills on their cards and board games to get in the way of the fun," Nuyens explains. That insight inspired the loungewear idea. “Game night is a casual hang. You want to be comfortable, look good, and enjoy yourself without worrying about the mess.”

• Solve, don’t sell: TAST!EZ focuses on addressing real frustrations rather than simply promoting the brand, aiming to make moments better for consumers. This approach allows lets the brand to earn its place organically. “We always talk about putting the consumer first,” Nuyens says. “Too often, companies push the brand ahead of the experience, and that’s exactly what we’re trying to avoid.”

• Subtle, not loud: The insights gathered in their online research became their design brief. “We worked with our agency partners to design for that moment first, and then see how the brand could fit in,” says Nuyens. “The logo isn’t front and center. Instead, it’s subtle, letting the experience take the lead."

Most brands kick off new products by commissioning research, mapping demand, and spotting category white space. TAST!EZ went through that process as well, yet their real breakthrough came from engaging consumers where they actually spend time. By making insight the starting point, the team designed experiences and products that feel native to the moments they want to own.

• From shelf to social: A clever product only goes so far without the right distribution. TAST!EZ drew inspiration from streetwear culture for its loungewear, combining a limited-drop model with a real-world partnership at Hex & Co., a popular tabletop café in New York City. “Hosting these events lets us show what the brand is, sample our products, and demonstrate how well they pair with game night."

• Build before billing: Entering what Nuyens calls its breakthrough year, TAST!EZ followed a soft launch focused on learning rather than chasing immediate sales. “Revenue targets may come later, but that’s not the priority right now,” he notes. The team measures success through social listening, impressions, and reach, tracking whether the brand is becoming part of the game night conversation. The goal is to build lasting brand equity first and scale strategically afterward.

For new brands entering crowded categories, TAST!EZ takes a differentiated approach. Rather than chasing quick growth, it starts by addressing real consumer needs. Using niche community insights as a creative guide and tracking brand health before revenue, the team is earning its place in the moments it wants to own. “We focus on the moments when people hang out, socialize, and spend time with friends and family,” Nuyens says. “That’s where our frozen snack brand fits naturally. Game night is one of those moments, and it’s a connection we’re building for the long term.”