Baking&Snack - April 2011 - 46

HISPANIC MARKETING

often associated with the Hispanic palate. The kit introduces Cargill’s customers to Hispanic flavors and serves as a starting point for product development. Fisher Nuts, Elgin, IL, recently introduced its Sabor Y Tradición product line, which features five authentic flavors: Salsa Verde Crunchy Coated Peanuts, Habanero Limón Peanuts, Dulce de Leche Crunchy Coated Cashews, Crujiente Picante Snack Mix and Sazón Habanero Snack Mix. The company designed the line to appeal to both Hispanic and nonHispanic consumers. “Hispanic Americans desire lively, spicy snacks in combinations that feature fresh flavors reminiscent of their heritage,” said Rob Sarlls, senior vicepresident, consumer sales, strategy and business development, John B. Sanfilippo & Son, Inc., owner of the Fisher brand. “At the same time, Americans of any heritage love Latino food and will appreciate the new flavors as alternatives to more traditional, comparatively bland snacks.” In addition to flavor and tradition, acculturated Hispanic con▼ The El Monterey brand snack line offers consumers freezer-friendly favorites in a convenient resealable bag.
RUIZ FOODS

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Getting to Know the Neighborhood
A vast array of resources exist that can help food manufacturers understand the specific needs of their Hispanic consumers. Here are just a few: HEALTH AND NUTRITION Hispanic Food Communications, Inc.: www.hispanicfoodcommunications.com National Alliance for Hispanic Health: www.hispanichealth.org Office of Minority Health (OMH): www.omhrc.gov/omhhome.htm Oldways Latino Nutrition Collection: www.oldwayspt.org/latino-nutrition NEWS AND INFORMATION Hispanic.com: www.hispanic.com Hispanic Link Online: www.hispaniclink.org Hispanically Speaking News: www.hispanicallyspeakingnews.com BLOGS Hispanic PR Blog: www.hispanicprblog.com The Morning Cup: www.morningcup.net Spanglish Baby: www.spanglishbaby.com/category/food sumers are looking for convenience. “As with most ethnicities, Hispanics who have recently immigrated to the United States make most of their favorite Mexican dishes from scratch,” said Bryce Ruiz, president and CEO, Ruiz Foods, Dinuba, CA. “Yet as these consumers become acculturated and embrace the American lifestyle, they look for foods from their heritage in convenient easyto-eat forms. These foods remind them of their heritage but offer convenience, quality and value.” Ruiz Foods recently redesigned packaging for its Mexican food snack line. The new packaging is more freezerfriendly and offers the convenience of a resealable bag. Finally, as with any product, packaging plays an essential role in capturing the consumer’s attention. “You have that moment of truth when the eye meets the shelf, and you have to make sure that your messaging is appropriate in language, hierarchy and color,” Mr. Singleton said. When it comes to reaching Hispanic consumers, bilingual packaging that offers a simple message is a must, he said. Flavorful. Traditional. Convenient. Healthy. When thinking of Hispanic consumers, these four words must drive product development and marketing efforts. As this population continues to grow, so will its influence on food trends. “The Hispanic population is the fastest-growing demographic in the US,” Mr. Singleton reiterated. “If that doesn’t tell you where the future is going with your products, then you’re just not paying attention.” ◾ www.bakingbusiness.com

BAKING & SNACK / April 2011

http://www.hispanicfoodcommunications.com http://www.hispanichealth.org http://www.omhrc.gov/omhhome.htm http://www.oldwayspt.org/latino-nutrition http://www.Hispanic.com http://www.hispanic.com http://www.hispaniclink.org http://www.hispanicallyspeakingnews.com http://www.hispanicprblog.com http://www.morningcup.net http://www.spanglishbaby.com/category/food http://www.bakingbusiness.com

Baking&Snack - April 2011

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