Snack World - May 1, 2011 - (Page 30)

S TA T E O F T H E I N D U S T R Y R E P O R T CHEESE SNACKS Say Cheese to New Snacks Cheetos is not just your average, one-size-fits-all extruded cheese snack. When consumers walk down the salted snack aisle, they see that Cheetos, the powerhouse brand from Frito-Lay North America, Inc., Plano, TX, now comes in many flavors, texture, shapes and sizes. Consumers don’t have to use their imagination to see the cheesy snack in all sorts of shapes, although a Facebook page is dedicated to “Cheetos shaped like things,” including one that looks like Italy. The brand’s product portfolio now includes Cheetos Asteroids 100-Cal mini-bites cheese-flavored snacks, Cheetos Crunchy Cheddar Jalapeño, Cheetos Flamin’ Hot Limon Cheese, Cheetos Crunchy Cheese 12-count singles and Cheetos Fantastix Chili Cheese Flavored Baked Corn and Potato Snacks — and that’s just to name a few. In an industry that’s sensitive to consumers’ concerns over health and nutrition, Frito-Lay lists many of its Cheetos branded products as 0 g trans fat and containing no gluten. In the broader arena, the cheese snacks segment posted a slight gain in 2010, as total US sales reached $1.5 billion, according to a report published in April by Mintel. However, this growth comes after a particularly strong 2009, so the segment was unable to maintain its sales momentum, according to the report. Not surprisingly, the 2009 sales boost was fueled by two key Frito-Lay initiatives. The company increased its marketing support of the Cheetos brand, which is the category’s leader. Its first-ever Cheetos Super Bowl commercial featured Chester Cheetah as a brand mascot, and Chester figures prominently on its own website. Chester, who made his debut as the Cheetos mascot in 1986, connected so well with consumers that the character got his own cheese puffcorn brand in 2009, according to Mintel. Frito-Lay continued its innovative ways with the 2010 introduction of Cheetos Mighty Zingers. This type of innovation is part of the reason that Mintel forecasts stronger growth in 2011 than what was seen in 2010. Top Cheese Snack Brands Brand / Vendor Dollar Sales ($mil) Dollar Sales % Change 0.8 (0.7) 32.1 (7.9) (9.1) (5.8) 2,049.6 (23.8) 0.4 23.6 (2.6) (3.7) (13.6) (6.9) Unit Sales (mil) 423.0 290.9 21.4 6.9 11.7 4.8 4.4 4.1 3.8 2.2 3.8 4.0 2.1 1.9 Unit Sales Volume Volume Sales % Change Sales % Change (mil lb) 2.6 1.4 35.2 (9.2) (7.4) (7.0) 1,992.2 (24.1) 1.2 24.0 0.4 1.3 (19.0) (7.9) 163.5 104.8 6.9 4.8 5.9 2.4 2.3 0.9 1.6 0.7 1.4 1.2 1.2 1.0 (2.9) (6.0) 25.0 (9.2) (10.5) (7.0) 1,790.4 (23.9) (0.3) 27.7 (3.0) (5.2) (19.1) (6.3) Cheese Snacks - total 742.2 Cheetos/Frito-Lay North America, Inc. 481.5 Chesters/Frito-Lay North America, Inc. 41.8 Baked Cheetos/Frito-Lay North America, Inc. 24.1 Wise Cheese Doodles/Wise Foods 20.0 Cheetos Natural/Frito-Lay North America, Inc. 18.0 Cheetos Mighty Zingers/Frito-Lay North America, Inc. 9.4 Cheetos 100-Cal Pack/Frito-Lay North America, Inc. 9.0 Bachman Jax/The Bachman Co. 7.7 Robert's American Gourmet Smart Puffs/ Robert’s American Gourmet 6.4 Herr's/Herr Foods Inc. 5.9 Golden Flake/Golden Flake Snack Foods 4.9 Old Dutch/Old Dutch Foods, Inc. 4.5 Snyder of Berlin/Snyder of Berlin 4.1 Source: InfoScan Reviews Total US - Supermarkets, Drugstores and Mass Merchandisers (excluding Wal-Mart) 52 Weeks Ending Feb. 20, 2011 30 Snack World May 2011 BROUGHT TO YOU BY HEAT AND CONTROL, MANE, PRINTPACK, INC., AND J.R. SHORT

Table of Contents for the Digital Edition of Snack World - May 1, 2011

Snack World - May 1, 2011
Letter from SFA - Progress and Advocacy
Supplier’s Corner - Onward and Upward
Government Affairs - SFA on the March
Government Affairs - Change Ahead
State of the Industry Report - Brands are Back
For More Research on Snacks
Natural Chips Reign Supreme
Top Potato Chip Brands
TORTILLA CHIPS - Tackling Hot Trends
PRETZELS - Healthy and Beyond
SNACK CRACKERS - The More Healthful Snack
Top Pretzel Brands
Top Snack Cracker Brands
COOKIES - Decadently Healthy
CORN SNACKS - The Scoop on Corn Chips
Top Corn Snack Brands
SNACK NUTS & SEEDS - Investing in Innovation
Top Nut, Seed and Corn Nut Brands
CHEESE SNACKS - Say Cheese to New Snacks
Top Cheese Snack Brands
PORK RINDS - Still on a Fast Track
Top Pork Rind Brands
MEAT SNACKS - Meating High Expectations
Top Meat Snack Brands
READY-TO-EAT POPCORN - Expanding Indulgence
Top RTE Popc orn/Caramel C orn Brands
MICROWAVE POPCORN - Convenience and Health
OTHER SALTED SNACKS - Catch-all Segment Builds With Variety
Top Microwave Popcorn Brands
Top Other Salted Snack Brands
SALSA AND DIPS - Salsa Dips, Dips Rise
Top Salsa and Dip Brands
Innovative and Educational …
Earl Wise Sr. Enters Circle of Honor
Overheard at SnaxPro
Get Ready for SNAXPO 2012: Celebrating 75 Years
New Snacks
Products & Services
Ad Index

Snack World - May 1, 2011