Is 3rd time the charm for banana chips?

Bangladesh's chips market has traditionally been dominated by potato-based products; Bombay Sweets' Potato Crackers led the way, with rivals such as Ring Chips, Mr Twist, Curl chips, Meridian and so on capitalising on the popularity of such snacks.

Consumers were loyal to these familiar salty and spicy flavours, and companies rarely experimented with anything else. 

Then, in 2006, Akij Foods decided to veer off the tried and tested path, launching Cheeky Monkey Banana flavoured chips. Customers tried it out of curiosity but quickly turned away, many refusing to buy it a second time as they found the taste strange compared to the usual potato-based snacks.

Internationally, banana chips seemed to be widely popular, but in Bangladesh, bananas were thought of only as fruit or vegetables. 

A few years later, in 2011, Square Group made another ambitious attempt with Ruchi Banana Chips. The product carried the weight of a powerful brand, but its fate was the same. By 2013, the product had disappeared from store shelves, now remembered only by a small group of loyal fans.

Market analysts point out that Ruchi's biggest weakness was its product positioning. The brand ran only one TV commercial, pushing banana chips as a healthier alternative to potato chips, with the tagline "Healthy Food, Always Good". 

The message targeted parents, but it failed to connect with children, who drove snack choices, especially when rivals were winning them over with mascots and jingles.

At the same time, competition was fierce. Local brands like Potato Crackers, Ring Chips and Alooz became household staples, while imports such as Lay's and Pringles were gaining ground with their bold flavours and premium branding, market analysts say.

In terms of pricing, Ruchi's 20-gram pack was sold at the same Tk10 as others, but it was at a disadvantage because as banana chips are heavier, the packet looked smaller, and many customers felt they were getting less for the same price.

Distribution quickly thinned as demand weakened. On top of that, sourcing was expensive and unreliable since the chips relied on specific seasonal bananas grown in a limited number of regions. Without its own supply chain, Square struggled to manage costs or quality.

But the disappearance of Ruchi Banana chips led to nostalgia for those who remembered the product and left a gap in the market.

It was this gap that inspired the launch of Aleena Banana Chips. 

Ashek Ahmed, founder and CEO of Aleena Food & Agro Products, remembers how consumers longed for the taste of Ruchi long after it was discontinued. Spotting both an opportunity and a chance to revive a beloved product, he turned his vision into reality.

The brand carries a deeply personal touch as well — named after Ashek's daughter, Aleena, as a way to create something meaningful in her name. 

Aleena Food & Agro Products began planning the launch of the product in August 2024, with the brand officially entering the market in January 2025.

The bananas are sourced from Narsingdi and Madhupur (Tangail). Each banana is carefully selected, peeled, and sliced before being fried in a controlled process designed to minimise oil absorption while preserving natural flavour.

Once cooled, the chips are seasoned, flushed with nitrogen to maintain freshness, and packed in eco-conscious packaging that ensures both crunch and longer shelf life.

To maintain quality, standard operating procedures govern each stage of production, from ripeness criteria to oil temperature control and seasoning ratios. 

"The consistency is non-negotiable; every packet must deliver the same taste and texture. Hence, regular batch testing, sensory evaluations, and feedback loops with the production team guarantee that our product maintains its signature quality every time," Ashek said.

Bringing Aleena Banana Chips to market involved overcoming several hurdles. 

The biggest was ensuring a reliable supply of quality bananas year-round, which required building a dependable supply chain.

Educating both vendors and consumers about why Aleena was different was another challenge. Ashek explained that the team had to highlight how the chips were healthier, locally made, and packaged sustainably. 

Navigating pricing pressures was also difficult, since quality standards had to be maintained even while competing in a crowded snack market. 

This time, surprisingly, consumers quickly responded to the product. "The feedback has been overwhelmingly positive, with many describing Aleena Banana Chips as reminiscent of Ruchi's but with improved crunch and taste," said Ashek.

Aleena's banana chips currently come in 25-gram packets, priced at Tk 30, available in Tomato Spice and Magic Masala, and the 80-gram premium line, priced at Tk150, available in Tomato Spice, Magic Masala, and Original (without seasoning). These options have helped the brand appeal to both everyday snackers and those seeking a premium product.

Beyond banana chips, the company is also experimenting with chips made from other crops such as jackfruit, sweet potato and taro.

Aleena Chips has already seen promising commercial success, according to its founder. The company has recorded sales of approximately Tk3 lakh monthly, with both online and offline channels contributing positively. While digital platforms continue to support brand visibility and consumer engagement, the focus remains firmly on strengthening offline sales.

Aleena's products can be seen now stocked at Apon Family Mart (Bashundhara), all branches of Aster Pharmacy, Lazz Pharma (Rampura Banasree and South Banasree), Prince Bazar (Mohammadpur), and numerous local shops across Banasree, Aftabnagar, Titash Road (Rampura), Taltola Market, and Rizik Mini Mart (Peer Shaheber Goli, Shantinagar).

Tanvir Hossen, deputy manager of Aster Pharmacy Bangladesh, recalled how the product gained traction unexpectedly. "At first, we stocked a limited amount," he said. "But to our surprise, it sold out very quickly, and we started getting returning customers."

He added that customer feedback has been overwhelmingly positive. "Just in May alone, total sales across all branches amounted to approximately Tk1 lakh," Hossen noted. "Because of the high demand, we now try to keep it in stock at all times."

When asked about what comes next for Aleena, Ashek responded, "In five years, I see Aleena Food & Agro Products not just as a national favourite but as a global ambassador for Bangladeshi innovation."

He mentioned that steps are already being taken to align production with international food safety standards and prepare for export. Early efforts are focused on the Gulf and Southeast Asian markets, where demand for unique and high-quality snacks continues to rise.