Baking & Snack - June 2023 - 41

were battling cancer, " Ms. Nickelsen said. " We were tired of
eating junk out of hospital vending machines. When they
passed away, I took my recipes and brought them to market.
We've found that telling our story, sharing our mission and
creating a movement has helped B.T.R. stand out in a very
saturated category. "
Mintel also reported that brands must stand out without
overwhelming or confusing consumers by using simple labels
and clear claims.
Consumers seek value
Bars are a versatile category appealing to many consumers
for different reasons. Circana's snacking survey found that
72% of consumers consider price before choosing what to
snack on, and 25% buy what's on sale rather than favorite
brands. These behaviors make price a considerable factor
for producers, and it can be a headwind if they don't have
the right combination of price, channel and variety.
MadeGood observed that its consumers were trading up
to value pack sizes. To cater to this preference, the brand
is launching family packs of its favorite granola bar flavors
and formats, offering value, convenience and savings for
consumers. Its Granola Minis multipacks include 24 individual
pouches of two flavor profiles, 12 Chocolate Chip
and 12 Mixed Berry.
" Enhancing price/pack size architecture; aligning dayparts,
variety and packaging; promoting to relevant demographics,
and accelerating digital marketing is the way to
engage consumers, " Ms. Lyons Wyatt said. " Manufacturers
have to balance efforts within these considerations. "
Value should be central to bar promotional strategies
as more than six in 10 consumers agree bars are affordable
compared with other snacks and meals, according to
the Mintel bar report. Bars are positioned for success due
to the maturity and variety of products offered within the
category, and bars reach households across a wide range of
financial means.
Promotions are key to getting consumers back into
stores. More trips to the supermarket increase the opportunity
to sell more units. Producers should expand product
assortment across channels with price points that allow
consumers of all demographics to stay within or expand
purchasing consumption by using promotions and digital
social platforms.
" Promotions using relevant messaging for the different
consumer groups are where marketing teams can have the
most fun and get creative to leverage engagement, especially
among younger consumers, " Ms. Lyons Wyatt observed.
On-the-go snacking creates numerous opportunities to
promote bars to relevant consumer demographics using
appealing channels. Focusing innovation around on-trend
functional benefits, bold flavors, convenient formats and
versatile eating occasions can spell success.
*
www.bakingbusiness.com / June 2023 Baking & Snack 41
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