Baking&Snack - October 2012 - 52

CRACKER TRENDS

crackers,” Mr. Garsow said. “Both products are 100% whole grain and certified-gluten-free. They’re much lower in fat and a little bit healthier for people interested in a better alternative to traditional snacks.” “Healthier” is a refrain repeated often in the cracker category, and whole grains pop up in several new brands as well as established

brands looking for a refresh. Kraft Foods recently reintroduced Wheat Thins with 100% whole grains. The Original, Reduced Fat, Hint of Salt and BIG varieties are baked and contain no high-fructose corn syrup. In 2010, Snyder’s-Lance, Inc., Charlotte, NC, switched from whole wheat sandwich crackers to whole grain sandwich crackers, which

Gluten-free breaks out
Gluten-free cracker producers face two pressures: emulating much-loved foods that celiac or gluten-sensitive consumers can’t eat and breaking the mould with new inventions that stand on their own merit. According to recent data from SPINS, Schaumburg, IL, crackers labeled “gluten-free” garnered $76 million in sales in the 52 weeks ending July 7, up 27% from the previous year. That’s 13% market share of the natural channel excluding Whole Alternative grains provide healthful nutrition Foods and Wal-Mart. profiles to take gluten-free crackers beyond “The latest trend we’re seeing in the cracker mere analogs of traditional products. Mary’s Gone Crackers market is the growing trend of brands providing gluten-free crackers with actual nutritious substance, not just for the sake of mimicking less healthy snacks typically found with gluten in them, said Marjorie Merrifield, marketing director, Mary’s Gone Crackers, ” Gridley, CA. “Many consumers are learning that by eating products made with alternative superfoods like quinoa and chia, they can have greattasting real food with wholesome nutrition. ” Sales of crackers made with alternative grains, including rice, grew 27% to $101 million in the past 52 weeks, according to SPINS. That includes those sold in natural stores as well as items with “natural” brand positioning in the conventional channel. “Initially, I think the major interest was in gluten-free alternatives, direct knockoffs of traditional water crackers or Ritz crackers — people looking for the same texture and same product but in a gluten-free format, said ” Jim Garsow, director of marketing, TH Foods, Inc., Loves Park, IL. “What it’s evolved into is completely different products that are more gourmet and full of whole grains and seeds. ” Another way companies producing gluten-free crackers can break the mould is by targeting consumers who are after taste and nutrition, but not necessarily a lack of gluten. “Most of our sales are with mainstream consumers just looking for gourmet, great-tasting whole grain products, Mr. Garsow said. “We ” certainly have a core consumer group of gluten-free consumers who are very supportive of our product because it tastes so great and it fits really well in their diet. They really enjoy sharing our gluten-free crackers with non-gluten-free consumers because most of the regular mainstream consumers think they have to compromise. They like to surprise them by giving them our product because it has universal appeal. ”

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