Baking & Snack - March 2015 - 44

NICHE MARKETING

its products to the desired audience a step further by
showing up at the events those consumers are likely attending. With a focus on health-savvy 34-to-54-yearold women, Mediterranean Snacks centers its efforts
around healthy activities such as Girls on the Run,
YogaFit, races or events supporting celiac foundations.
This kind of guerilla marketing may seem oldfashioned, but it fosters that feeling of discovery and
a loyal following. This helps these niche brands grow
organically by word-of-mouth. "They've discovered
a great product that they feel passionate about, and
they become the brand advocate for you," Ms. Willard
said. "There's a loyalty there because they're so happy
to have found us."

Pioneering snacks must continue to innovate as their niche
categories become crowded
with competition. Finding ways
to meet consumer demands
beyond its initial goal can offer
opportunities for new products.
Mediterranean Snacks

Growing with the niche
While some niche products may be pioneers in their specialized category, if that
product sees success, the competition
will eventually come. Imitation may be
the highest form of flattery, but it also can
steal sales if the original producer doesn't
find a way to further differentiate itself
from the competition.
"If the niche is small, and there are so
many competitors, it starts to get very
crowded, said Lonnie Willard, vice"
president, marketing, Mediterranean
Snacks. "If someone else mimics what we
have, then we continue to try to innovate
and come up with new snack platforms.
"
One way Mediterranean Snacks did this
was with its Tapaz2Go packages, pairing
its lentil crackers with hummus in a single-serve package for on-the-go snacking.
The snack package is shelf stable while
delivering 7 g protein, meeting consumer
needs for convenient, healthy snacks.

44 Baking & Snack March 2015 / www.bakingandsnack.com

Sustaining a loyal community
Despite the low-tech strategies many of these smaller
companies use to initially hook their target consumers, these emerging businesses rely heavily on the free
marketing of social media to spread their message -
often more effectively than the snack giants.
That consumer loyalty fostered in the initial discovery of a niche snack product has to be sustained by a
community of fans, and snack companies have found
the most cost-effective way to do so online through
social media sites such as Facebook and Twitter.
"A lot of it is not so much about the traditional
TV ads and newspaper coupons," Ms. Willard said of
Mediterranean Snacks' marketing strategy. "It really
is about building a relationship and engaging these
passionate millennials and folks who are savvy about
what they're eating and let the product speak for itself." Word-of-mouth might be a tra
dtional concept, but social media has brought it
into the new millennium.
Engaging and building a community online, however, is easier said than done. The very nature of a
niche product seems to make it easier, between consumer passion and loyalty and the size of the company. "Because we are smaller and more nimble than
the snack giants out there, we can listen carefully to
consumers and react quickly in areas like product and
ingredient improvements," Mr. Serieka said. "We can
have much more meaningful conversations with our
consumers as we service a constituency that is often
incredibly loyal as Beanitos solves one or more of
their key snack brand wants and needs, for instance,
foods that are high in healthy fiber and protein,
gluten-free, preservative-free, and non-GMO."
The key to spurring these meaningful conversations,
according to Mr. Serieka, is to find the commonalities between the product's message and the consumers
and then engage them there. That can mean crowdsourcing product innovation ideas as well as answering people's questions about nutrition and the product.
"The idea is to collect feedback from the consumer and
make that a part of our brand," he said.
Mediterranean Snacks has also pursued that goal
of meeting the consumers where they are and being
available to them. "We try to provide as much guidance as we can when people have questions," Ms.
Willard said. "If they're looking for items that support their diets, allergies or lifestyles, we want to be
as honest and transparent as we can while having fun
too." The company's social media sites provide space
not only to answer questions but also for product
giveaways and a place where the company can show
support for its consumers' favorite causes.


http://www.bakingandsnack.com

Baking & Snack - March 2015

Table of Contents for the Digital Edition of Baking & Snack - March 2015

Baking & Snack - March 2015
Table of Contents
Table of Contents
Editorial - Improvising in the face of disaster
Newsfront - BBU consolidating, closing aging bakeries
Burford honored for support of military
Maplehurst sharpens its sweet tooth
Sweeping changes at Pepperidge, Campbell
Correction
People/In Brief/In Memoriam
Economic Census - More with Less
Tribeca Oven - Finding the Silver Lining
Try a little ‘Bread-ucation’
Sprouting a new beginning
Growing your ‘baby’
Niche Marketing - The Following
Growing with the niche
Enzymes - Key to Clean-Label Efficiency
Sugar Sparing - Sweet in form and function
Honey’s hold on natural sweeteners
Ingredient App - A Dairy Solution
R&D Perspective - On Steroids
Dividers - Dough-Friendly Dividing
Serving the application
Pan Handling - Stability & Strength
Inline Safety - Ahead of the Curve
X-ray plays small ball
Warehouse and Distribution - Controlled Chaos
Streamlining implementation
TIA Meeting Preview - Tortilla Transformation
AACCI Meeting Preview - Whole Grains as Superfoods
Events
Innovations
Products & Packaging
Patents
New on the Shelf
Marketplace
Ad Index
New Product Spotlight
Baking & Snack - March 2015 - Baking & Snack - March 2015
Baking & Snack - March 2015 - 2
Baking & Snack - March 2015 - -1
Baking & Snack - March 2015 - -2
Baking & Snack - March 2015 - 3
Baking & Snack - March 2015 - 4
Baking & Snack - March 2015 - 5
Baking & Snack - March 2015 - 6
Baking & Snack - March 2015 - 7
Baking & Snack - March 2015 - 8
Baking & Snack - March 2015 - Table of Contents
Baking & Snack - March 2015 - 10
Baking & Snack - March 2015 - Table of Contents
Baking & Snack - March 2015 - Editorial - Improvising in the face of disaster
Baking & Snack - March 2015 - 13
Baking & Snack - March 2015 - Correction
Baking & Snack - March 2015 - 15
Baking & Snack - March 2015 - People/In Brief/In Memoriam
Baking & Snack - March 2015 - 17
Baking & Snack - March 2015 - 18
Baking & Snack - March 2015 - Economic Census - More with Less
Baking & Snack - March 2015 - 20
Baking & Snack - March 2015 - 21
Baking & Snack - March 2015 - 22
Baking & Snack - March 2015 - 23
Baking & Snack - March 2015 - 24
Baking & Snack - March 2015 - 25
Baking & Snack - March 2015 - 26
Baking & Snack - March 2015 - Tribeca Oven - Finding the Silver Lining
Baking & Snack - March 2015 - 28
Baking & Snack - March 2015 - 29
Baking & Snack - March 2015 - Try a little ‘Bread-ucation’
Baking & Snack - March 2015 - 31
Baking & Snack - March 2015 - Sprouting a new beginning
Baking & Snack - March 2015 - 33
Baking & Snack - March 2015 - 34
Baking & Snack - March 2015 - 35
Baking & Snack - March 2015 - 36
Baking & Snack - March 2015 - 37
Baking & Snack - March 2015 - Growing your ‘baby’
Baking & Snack - March 2015 - 39
Baking & Snack - March 2015 - 40
Baking & Snack - March 2015 - Niche Marketing - The Following
Baking & Snack - March 2015 - 42
Baking & Snack - March 2015 - 43
Baking & Snack - March 2015 - Growing with the niche
Baking & Snack - March 2015 - 45
Baking & Snack - March 2015 - 46
Baking & Snack - March 2015 - Enzymes - Key to Clean-Label Efficiency
Baking & Snack - March 2015 - 48
Baking & Snack - March 2015 - 49
Baking & Snack - March 2015 - 50
Baking & Snack - March 2015 - 51
Baking & Snack - March 2015 - 52
Baking & Snack - March 2015 - Sugar Sparing - Sweet in form and function
Baking & Snack - March 2015 - Honey’s hold on natural sweeteners
Baking & Snack - March 2015 - 55
Baking & Snack - March 2015 - 56
Baking & Snack - March 2015 - 57
Baking & Snack - March 2015 - 58
Baking & Snack - March 2015 - Ingredient App - A Dairy Solution
Baking & Snack - March 2015 - 60
Baking & Snack - March 2015 - R&D Perspective - On Steroids
Baking & Snack - March 2015 - 62
Baking & Snack - March 2015 - 63
Baking & Snack - March 2015 - 64
Baking & Snack - March 2015 - Dividers - Dough-Friendly Dividing
Baking & Snack - March 2015 - 66
Baking & Snack - March 2015 - 67
Baking & Snack - March 2015 - Serving the application
Baking & Snack - March 2015 - 69
Baking & Snack - March 2015 - 70
Baking & Snack - March 2015 - 71
Baking & Snack - March 2015 - 72
Baking & Snack - March 2015 - 73
Baking & Snack - March 2015 - 74
Baking & Snack - March 2015 - 75
Baking & Snack - March 2015 - 76
Baking & Snack - March 2015 - 77
Baking & Snack - March 2015 - 78
Baking & Snack - March 2015 - Pan Handling - Stability & Strength
Baking & Snack - March 2015 - 80
Baking & Snack - March 2015 - 81
Baking & Snack - March 2015 - 82
Baking & Snack - March 2015 - 83
Baking & Snack - March 2015 - 84
Baking & Snack - March 2015 - Inline Safety - Ahead of the Curve
Baking & Snack - March 2015 - 86
Baking & Snack - March 2015 - 87
Baking & Snack - March 2015 - X-ray plays small ball
Baking & Snack - March 2015 - 89
Baking & Snack - March 2015 - 90
Baking & Snack - March 2015 - Warehouse and Distribution - Controlled Chaos
Baking & Snack - March 2015 - 92
Baking & Snack - March 2015 - 93
Baking & Snack - March 2015 - Streamlining implementation
Baking & Snack - March 2015 - 95
Baking & Snack - March 2015 - 96
Baking & Snack - March 2015 - TIA Meeting Preview - Tortilla Transformation
Baking & Snack - March 2015 - 98
Baking & Snack - March 2015 - AACCI Meeting Preview - Whole Grains as Superfoods
Baking & Snack - March 2015 - Events
Baking & Snack - March 2015 - Innovations
Baking & Snack - March 2015 - 102
Baking & Snack - March 2015 - Products & Packaging
Baking & Snack - March 2015 - 104
Baking & Snack - March 2015 - Patents
Baking & Snack - March 2015 - New on the Shelf
Baking & Snack - March 2015 - Marketplace
Baking & Snack - March 2015 - 108
Baking & Snack - March 2015 - 109
Baking & Snack - March 2015 - 110
Baking & Snack - March 2015 - 111
Baking & Snack - March 2015 - 112
Baking & Snack - March 2015 - 113
Baking & Snack - March 2015 - 114
Baking & Snack - March 2015 - 115
Baking & Snack - March 2015 - 116
Baking & Snack - March 2015 - Ad Index
Baking & Snack - March 2015 - New Product Spotlight
Baking & Snack - March 2015 - 119
Baking & Snack - March 2015 - 120
Baking & Snack - March 2015 - 123
Baking & Snack - March 2015 - 124
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http://digitalbs.bakingbusiness.com/sosland/bs/2004_06_01
http://digitalbs.bakingbusiness.com/sosland/bs/2004_05_01
https://digitalbs.bakingbusiness.com/sosland/bs/2004_04_01
https://digitalbs.bakingbusiness.com/sosland/bs/2004_03_01
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