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Synopsis
Rebel Foods is taking on the distribution of established brands like Wendy’s, Natural’s Ice Cream and Mad Over Donuts. The company tasted success when it pivoted from QSR chain to delivery-only brands. But cracks in that model are beginning to show, and there’s a clear shift in focus. Where does that leave its own brands?
Rebel Foods, which started with Faasos and has grown to become a multi-brand food company, feels well-placed to help other brands that are looking to expand their digital footprint. Recently, Rebel Foods took on the distribution of Wendy’s. Besides Wendy’s, two more brands – Naturals Ice Cream and Mad Over Donuts – are also available in the Rebel Foods’ universe. So, why did Rebel shift focus from building its own brands to distributing