Miling & Baking News - July 26, 2011 - 26

Cracker Update 

Consistent performer
Cracker category continues strong pace across many segments
category as well. In April, Pepperidge he cracker category continues its clip, rising nearly 7% to 96,760,890. Kraft Foods is the dominant player in introduced Pepperidge Farm Baked comeback. In the 52 weeks ended June the category, accounting for more than Naturals Cracker Chips. The company 12, dollar sales in the cracker category 52% of dollar sales, and its Nabisco said the cracker chips have 60% to 65% less totaled $4,154,783,000, up 2% from the Honey Maid graham crackers performed fat per serving than potato chips and have same period a year ago, according to well in the most recent 52-week period 18 grams of whole grains per serving. “Pepperidge Farm is delighted to offer SymphonyIRI Group, a Chicago-based with dollar and unit sales growth of consumers a delicious snack option that market research firm. Unit sales also were 0.12% and 1%, respectively. The No. 2 player, Keebler Co., sustained they can feel good about,” said Steve stronger, advancing 2% to 1,650,828,000 a 9% drop in dollar sales and 12% decline in White, vice-president of Pepperidge in the period. The year-over-year gains follow a 2% unit sales during the 52 weeks ended June Farm. “With the whole grain goodness increase in dollar sales and a 3% increase 12, according to SymphonyIRI, but a couple of a cracker in a great-tasting, light and in unit sales in the 52 weeks ended June products that may help change Keebler’s crispy chip, Cracker Chips are a perfect fortune going forward are Keebler Scooby- addition to the wholesome Baked 13, 2010, according to SymphonyIRI. Naturals line.” The reason for the modest growth is Doo! Graham Cracker Sticks The cracker chips are three-fold. First, the industry has fully and Keebler Grahams Bites available in Simply Cheddar recovered from the January 2009 peanut Disney-Pixar Cars 2. and Simply Multigrain. Available in honey and butter salmonella outbreak. Second, Keebler, behind continued strong demand for graham crackers cinnamon varieties, the strong sales momentum in Graham has offset weakness in other categories. Scooby-Doo! its Townhouse line, posted Third, healthier options are livening up Cracker Sticks had sales overall sales of $770,290,400 of $8,723,843 in the 52 the category. in the 52 weeks ended June While many of the filled-cracker weeks ended June 12, 12, up a shade less than 1% companies and brands fully recovered lost up 17% from the same from the same period a sales in late 2009 and year earlier. In addition to early 2010, Keebler Top-selling cracker vendors Townhouse sales, which has made tremendous rose 35% in the period, strides over the past Per cent change Per cent change Keebler received a boost 52 weeks. Overall, Dollar sales from year ago Unit sales from year ago from its Sunshine Cheezthe company’s dollar Kraft Foods Inc. $1,130,742,000 0.6% 420,053,900 2.6% It brand, which is the sales of crackers with Keebler Co. $770,290,400 0.7% 274,636,100 -1.7% category’s largest brand fillings rose 38% Pepperidge Farm, Inc. $434,342,800 1.2% 189,342,900 0% with dollar and unit to $71,852,720 on a Stacy's Pita Chip Co. $106,904,500 30.9% 31,876,900 25.9% sales of $343,779,900 and 36% increase in unit Kellogg Co. $73,440,810 28.1% 24,473,730 27.4% Nonnis Food Co. $49,175,510 -13.5% 16,555,750 -13.8% 126,273,200, respectively. sales, according to Carr's $41,167,780 -0.9% 11,836,700 -0.3% Cheez-It dollar sales rose 2% SymphonyIRI. The Snack Factory Inc. $39,237,380 71.3% 13,534,900 80% in the period, according to Keebler’s growth, Dare Foods Ltd. $29,365,040 -3.2% 10,425,090 -1.4% SymphonyIRI. Keebler will along with a 13% Private label $146,066,800 3.5% 74,810,520 2.3% look to build on its growth increase in dollar sales with the introduction of and 11% gain in unit 52 weeks ended June 12, 2011 Total U.S. - F/D/MX (Supermarkets, Drugstores and Mass Merchandisers, excluding Wal-Mart Stores, Inc.) Wheatables Nut Crisps. sales from private label, Source: SymphonyIRI Group A smaller company helped drive a 4% gain hoping to make a mark in overall dollar sales within the cracker with fillings category period a year ago. Unit sales rose 11% to with a healthy product launch is TH 2,853,991. The Cars 2 grahams bites were Foods, Inc., Loves Park, Ill. Through during the 52 weeks ended June 12. Kraft Foods Inc., Northfield, Ill., is just recently introduced and no sales its Crunchmaster brand, TH Foods this month launched 7 Ancient Grains in two the largest player in the filled cracker figures are yet available. Pepperidge Farm Inc., Norwalk, varieties: Hint of Sea Salt and Cracker category, and its dollar sales fell 0.59% while unit sales rose 2% during the period. Conn., also is responsible for the run-up Pepper & Herb. The crackers are gluten Meanwhile, Snyder’s-Lance, Inc., Hanover, in sales in the graham cracker category. free, and are made with 100% whole Pa., suffered a 3% and 1% loss in dollar and The company recently entered the sector grains, including brown rice, sorghum, with the launch of several different quinoa, sesame, millet, flax and amaranth. unit sales, respectively, during the period. “We’ve incorporated several grains into Consumers looking for a sweet taste versions of Goldfish graham crackers. in the form of a cracker have propelled The base Pepperidge Farm Goldfish these crackers that have been staples in the graham crackers category over the Graham Snacks posted dollar sales of the Mediterranean region for centuries, past year. In the 52 weeks ended June $17,502,870 in the 52 weeks ended June making them a healthy snack option that 12, dollar sales of the graham crackers 12, up 29% from the same period a year more and more consumers are looking to find on their supermarket shelves,” said category totaled $260,316,900, up ago, according to SymphonyIRI. Beyond graham crackers, Pepperidge Jim Garsow, director of marketing for the 4% from the same period a year ago, according to SymphonyIRI. Unit sales Farm has grabbed hold of the health and Crunchmaster brand. MBN have grown at an even more impressive wellness trend in the broader cracker — Eric Schroeder
26 / July 26, 2011 Milling & Baking News bakingbusiness.com / world-grain.com

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Miling & Baking News - July 26, 2011

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