instore - August 2016 - (Page CI10)
Product Spotlight:
Sandwich wraps -
making a comeback?
PHOTO: REAL WRAPS
By Stephanie DeCamp
raps may not seem as popular
as they once were when they
first came on the scene, but
no one can deny their perseverance in
the marketplace - at the end of the
day they're just easier to eat while
driving your car than a sandwich. But
that's not all that's happening with the
sandwich wrap these days - like most
prepared, grab-and-go foods, it too is
having its flavor profile reassessed to
accommodate today's more adventuresome consumer palate.
W
A lot of that change has centered on
heat and spice, says Tom Vierhile, innovation insights director of Canadean, a
market research firm. To illustrate the
point, he says you only need to look at
hummus as an example, which is used
in many commissary-made wraps.
"Heat is working in categories like
hummus, where spicy products grew
at a 22 percent rate for the year ending
April 17, 2016, compared to the year
earlier, according to IRI/Spins data,"
Vierhile says. "That compares to just 2
percent growth for non-spicy hummus
skus over the same period. Heat also
works well in meat and dairy, paving
the way for future innovation."
The Real Wrap Co. of Bristol, England
is a commissary that's already risen to
the challenge of incorporating new flavors successfully, while also expanding its initial offerings to include products other than wraps. So while wraps
now only make up about 20 percent of
its profits (the rest being sandwiches),
Real Wrap still pays special attention
to its namesake dish.
"We have a range of signature wraps
invented by ourselves," says Jason
Howell, business development director for the company. "My favorite has
to be the 'El Jefe' - chicken, chorizo,
mushroom, onion, spinach, aioli and
hot chili. We are always developing
new flavors, and are in the development process of more as we speak.
These include various pulled meats,
falafel, and halloumi as headline ingredients, though not in the same wrap."
Hot, spicy and Middle Eastern influences, as Vierhile says, are some of
the most popular out there right now.
This is also backed up by Nielsen data,
which reported that 'spicy' as a cheese
flavoring has increased by over 100
percent in the year ending April 30,
and that the fastest-growing cheese
flavors during that period were garlic
and fine herbs.
Though Real Wrap delivers their wraps
to clients exclusively in the United
Kingdom, two of their three most popular varieties are Mexican in flavor
profile, with the third being distinctly
American - a perfect demonstration
of how the evolution of consumer
taste has evolved not just in America,
but the world over.
PHOTO: REAL WRAPS
10 * AUGUST 2016
*
commissary INSIDER
Table of Contents for the Digital Edition of instore - August 2016
instore - August 2016
Editor's note - Allergens: A new way to connect
Table of Contents
News - On our radar
Spotlight - By the numbers: Deli sandwiches
Cover story - Allergen awareness
Specialty insights - Consider: Dips and spreads
Commissary Insider - August 2016
Feature: Dealing with allergens
Food Safety: Reusable Plastic Containers vs. corrugated packaging (Part 2 of 2)
Product Spotlight: Sandwich wraps — making a comeback?
Packaging: Container innovations are clearly in your favor
Operations and logistics: Less-than-truckload shipping
Feature - Changing perceptions
Product knowledge - Need to know: Dessert cakes
Equipment & packaging - Latest Innovation: Combination ovens
Merchandising - On Display: Tailgating season
Product Trends - First to Market
Product Showcase
Ad Index
instore - August 2016
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