Baking & Snack - February 2023 - 54

SNACKS
SNACKING GOES SOCIAL
The online space has become an increasingly
important battleground for snack
brands to establish themselves.
" Social media has evolved from an
entertainment platform to now also be a
purchasing platform, " noted Sandra Payer,
head of marketing, Calbee America, Inc.
" Social media is also helpful for brands
looking to connect with consumers in an
authentic way. "
Calbee's Harvest Snap brand launched a
music-driven experience on TikTok called
Snap Sounds, for example, which invited
users to create their own snacking-inspired
music via head movements.
PeaTos, a line of plant-based snacks,
heavily uses social media for its style of
marketing. The brand's mascot, DJ_P, takes
on traditional snack brands like Cheetos
and Lay's through memes and diss tracks.
" As opposed to what we see in the better-for-you
world and natural channel - the
goody two shoes-, millennial mom-style
branding and marketing - we've taken
on a traditional junk food style marketing
and gone head-to-head against [Frito-Lay], "
said Nick Desai, PeaTos founder and chief
executive officer.
Succeeding on social media often comes
down to putting a face on the brand, especially
newer ones, added Dillon Ceglio,
founder and CEO of Chubby Snacks.
" Back in the day, you could launch a
brand, and you never had to show who
you were, " he said. " But today there's an
emotional tie to buying products. And I
think a lot of it comes down to relatability
and showing the emotional turmoil that
comes with starting a food brand. "
Mr. Ceglio said he's amazed by the positive
feedback and support Chubby Snacks
has received on its LinkedIn page, where it
documents its growth, new product development,
automation and more.
" People really champion you; they want
you to win, " he emphasized. " It's very cool
to see that you can be vulnerable on a
public app and people respect that and get
behind it. "
Spicy flavors are doing well, especially among younger
consumers.
General Mills
Designed for the snacking occasion, the offering combines
the brand's signature Cinnadust with the added
sensation of a spicy pepper.
" Cinnamon Toast Crunch (CTC) is always looking to
give our fans the most absurd and exciting experiences, "
said Mindy Murray, senior marketing communications
manager at General Mills.
Snack brands today aren't afraid to stand out with
their latest flavors. Calbee's Harvest Snaps Selects, its
new lineup of baked navy bean snacks, come in Loaded
Taco, White Cheddar Jalapeño and Honey Dijon Flavors.
" Bold flavors are attracting consumers to the snack
aisle, and we took this cue when creating Harvest Snaps
Selects, " Ms. Payer said.
The pork rind category is growing thanks in part to its
flavor innovation as well. Mark Singleton, vice president
of sales and marketing at Rudolph Foods, Lima, Ohio,
said the company's Southern Recipe Small Batch Brand's
unique pork rind varieties, which include Kimchi BBQ
and Pineapple Ancho Chili, are key to attracting new demographics
and interest in the category.
" When I got here 20 years ago, 1 out of 16 Americans
ate (pork rinds), " he said. " Now it's 1 out of 5. If we can
get to 1 out of 3, I'm pretty sure there's not enough pigs.
... We've worked hard to educate today's consumer
about pork rinds and demystify the category, overall. "
Consumers are also interested in flavors that induce a
sense of nostalgia. According to the Frito-Lay US Trend
Index, 49% of consumers said the perfect snack reminds
them of a specific moment in time.
" Modern nostalgia is becoming more popular as consumers
turn to comfort and indulgence during times of
stress, " Ms. Abbott said. " Here we are seeing updated
and often more natural versions of ranch flavor, elote
corn, chili cheese and queso all making a comeback. "
On the sweet side, chocolate flavors like cake, brownie
54 Baking & Snack February 2023 / www.bakingbusiness.com
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