Baking & Snack - September 2015 - 67

Cookies & Crackers

Best of Both
When it comes to cookie and cracker trends,
consumers seem to be keeping one eye on
health and the other on decadence.


by Ryan Atkinson


Digging into any food trend without running straight
into phrases like "healthier," "better-for-you" or "clean"
is nearly impossible. By now, it's clear consumers are
looking to make what they perceive to be smarter food
choices in every section of the grocery store.
The cookie and cracker aisle is no different. As in
years past, 2015 has seen shoppers reaching for products with fewer ingredients and more health benefits.
They're now sometimes going for products that are simply smaller than they used to be.
But we are still talking about one of this nation's favorite snack and indulgence categories, after all. Not
everything associated with cookies is trending toward
Crossfitters and marathoners. Most consumers are
somewhere in between; they want to keep an eye on
their health, but they still want that cookie.

Into the mainstream
The snack market has dealt with the growing number of
health-conscious shoppers for a few years now, so what's
new? David Van Laar, president of the Biscuit & Cracker
Manufacturers' Association, said the trend has simply

shifted more toward the core products and companies
that have been around for decades.
"It's expanding into the mainstream products now," he
said. "The last few years, we've heard about new products, new concepts, new ideas. Those were executed by
several companies, including a lot of start-ups. Now the
major-branded companies are moving their mainstream
products into that health category by changing ingredients and changing processes."
Look no further than Pepperidge Farm, Norwalk, CT,
for a prime example. The company announced in late
July it would eliminate high fructose corn syrup from
many of its products by the end of fiscal 2017 and launch
its popular Goldfish crackers, now with organic wheat,
in fiscal 2016.
The Kellogg Company, Battle Creek, MI, has added
to its seemingly smarter offerings as well. The company
will debut Nutri-Grain Breakfast Biscuits made with
whole grains and no artificial flavors, preservatives or
high fructose corn syrup. In addition, Kellogg offers its
line of Keebler Simply Made cookies. Now in three flavors - Chocolate Chip, Peanut Butter Chocolate Chip,

Consumers are more open
to new and bolder, more
grown-up tastes in cookies.
Salem Baking Co. / September 2015 Baking & Snack 67

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