*By Madison Alworth*
Asian-inspired snack company Dang Foods wants to leverage two strategies for success ー the subscription model and the newest diet craze. And the company's latest keto certification will help its founder and CEO Vincent Kitirattragarn conquer the market.
"We wanted the extra credibility of being certified so people know we hit the perfect macro nutrients for the keto diet," Kitirattragarn said Friday in an interview on Cheddar.
"Subscriptions allow for people to mindlessly receive product each month," he added. "It's a great revenue stream, a great business model."
The certification was essential to Kitirattragarn, largely because consumers are not always certain what exactly is in the diet, he said.
The ketogenic diet is a low-carb, high-fat diet. The plan claims to place the body in a metabolic state called ketosis, yielding weight loss and good health.
Kitirattragarn left his job as an engineer in 2012 to start Dang Foods. One of the most popular products in his line, the award-winning toasted coconut chips, started out as a snack for his roommates and eventually inspired not only his company, but also its name.
"They all said, 'Dang that's good!' And I said, 'Hey guess what, that's my mom's name. We should name the company after that,'" he said.
Dang Foods is available online and in stores across the country, but Kitirattragarn reiterated that the subscription service is one of the most consistent revenue streams for the company.
Even if people drop out, he said, the benefits of a subscription model are constant.
"Minimize the amount of churn. As long as you get more coming in than you do [\going\] out, you're doing well as a company."
For full interview [click here](https://cheddar.com/videos/dang-foods-introduces-keto-certified-bars).
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