Snack Food & Wholesale Bakery - November 2008 - (Page 24)

Market Trends Let Freedom In the cookie and cracker aisle, the freedom of choice gives consumers the opportunity to eat whatever they want. By Marina Mayer ree is a word that provides mixed connotations. On one hand, it resonates with allowing consumers the freedom to do, say or in this case — eat — anything they want. Free is also a term that can pertain to what is missing in a product such as fat or cholesterol. Perhaps the latest “freedom” to impact the cookie and cracker categories involves the ﬂurry of new products that have been reformulated to make them free from allergens. F In September, Windham, N.H.-based HomeFree, formerly known as Gak’s Snacks, LLC, launched a brand of allergenfree cookies and coffee cakes that provide an alternative means of snacking without worrying about peanuts, tree nuts, dairy and egg ingredients. All of its products are baked in a dedicated facility that conducts regular allergen tests and random product scoring. The cookies come in Chocolate Chip, Chocolate Chocolate Chip, Oatmeal, Mini Cookies (For the latest 52 weeks ending Aug. 10, 2008) Dollar Sales (in millions) % Change vs. Previous Year Dollar Share Rank Brand 10 Dollar Share Change vs. Previous Year THE TOP 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Kraft Nabisco Oreo $522.3 Kraft Nabisco Chips Ahoy! $334.7 Private Label $329.8 Kraft Nabisco 100-Calorie Packs $104.2 KSD Keebler Chips Deluxe $104.1 Kraft Nabisco Newtons $102.4 KSD Keebler Fudge Shoppe $88.6 Pepperidge Farm Milano $86.2 Kraft Nabisco Nilla $85.1 Pepperidge Farm Chunk $76.5 Total*: $3,478.3 +8.7 +1.7 +2.0 +17.6 +1.3 -9.7 +6.4 -0.6 +2.2 -5.1 -0.5 15.0 9.6 9.5 3.0 3.0 2.9 2.6 2.5 2.5 2.2 100.0 +1.3 +0.2 +0.2 +0.5 +0.1 -0.3 +0.2 0.0 +0.1 -0.1 *Includes brands not shown Source: Information Resources, Inc., a Chicago-based market research ﬁrm, www.infores.com Total U.S. – Supermarkets, drug stores and mass merchandisers (excluding Wal-Mart) KSD stands for Kellogg’s Snack Division Chocolate Chip, Mini Chocolate Chocolate Chip and Mini Oatmeal Chocolate Chip varieties. The coffee cakes come in Apple and Cranberry ﬂavors. Meanwhile, Touché Bakery rolled out Vanilla Snowball Cookies ﬁlled with real maple syrup and gently tumbled in a decadent powder coating. These cookies are prepared with premium ingredients in a Kosher-certiﬁed facility that also bakes products in an environment free of major allergens, including nuts, peanuts and sesame seeds. “Our experience has shown that consumers are looking for quality products with a more natural ingredient proﬁle,” says Allan Swartz, president and CEO of the Ontario, Canada-based company. “Touché products do not have any artiﬁcial preservatives.” In October, Glutenfreeda Foods, Glenwood Springs, Colo., introduced ready-tobake gluten-free sugar cookies that provide a fresh-baked alternative to their packaged counterparts. At home, bakers simply need to cut the dough into festive shapes, bake for a few minutes, decorate with icing, sprinkles or candies and serve up at their next gathering. Additionally, Nana’s Cookie Co. unveiled the “O”Mega Fiber Cookie Bar, free of reﬁned sugar, dairy, cholesterol, eggs, hydrogenated oils and unsweetened Continued on page 26 24 Snack Food & Wholesale Bakery - NOVEMBER 2008 www.snackandbakery.com http://www.infores.com http://www.snackandbakery.com

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Snack Food & Wholesale Bakery - November 2008 Contents Editor’s Note Cover Story: The Comeback King Royal Treatment Let Freedom Ring New Products The Heat is On Engineering Management Going in New Directions Warm Up with Cold Treats The Final Word

Snack Food & Wholesale Bakery - November 2008

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