Milling & Baking News Corporate Profiles - 2019 - 22

INDUSTRY REVIEW: GRAIN-BASED FOODS

Camden, Carlos Abrams-Rivera, senior vice-president and president of Campbell Snacks, said Pepperidge is looking to renovate its core, bring new packaging formats to stores, uncover new ways to inspire children to play with Goldfish
and extend into areas outside the core demographic.
To that end, Pepperidge plans to introduce Goldfish Veggie crackers, which
will be available in two varieties: Cheesy Tomato and Sweet Carrot. This
wouldn't be the first time Pepperidge has looked to infuse Goldfish with vegetables. A decade ago the company introduced Goldfish Garden Cheddar snack
crackers, which also contained one-third of a serving of vegetables.
The Cheez-It brand continues to reap rewards for Kellogg Co. Kellogg's
cracker dollar sales totaled $1,375,559,479 in the 52 weeks ended Aug. 11,
up 0.6% from the same period a year ago, according to I.R.I. The overall category gains were boosted in large part to the strength of the base Cheez-It
brand, which posted year-over-year dollar sales growth of 3.4%.
Kellogg also experienced growth in some of Cheez-It's varietal options, including Cheez-It Grooves. Kellogg will look to continue its success in Cheez-It
with the recent launch of Snap'd, which are thin and crispy cheese crackers.The

Since 1929, Knappen Milling Company
has been producing soft wheat
products that have been exceeding
customers' expectations. Throughout
the years we have expanded our
milling capabilities and product mix to
meet our expanding customer needs.

LEADING

crackers with fillings vendors
1
2
3
4
5
6
7
8
9

Snyder's-Lance, Inc.
Mondelez International, Inc.
Austin Foods Co.
Ferrero USA, Inc.
Kellogg Co.
Frito-Lay
Bel Brands USA
Mars, Inc.
Central Wrap L.L.C.
Private label
Total

Dollar sales
$297,964,028
$221,972,545
$98,097,982
$70,039,885
$59,189,133
$34,326,147
$10,481,048
$7,398,417
$6,241,833
$49,331,065
$866,872,367

% change
from
year ago
3.0%
0.5%
-2.9%
2.4%
-12.9%
2.7%
-35.9%
5.5%
-15.8%
4.8%
-0.8%

LEADING

crackers with fillings brands
1
2
3
4
5
6
7
8
9

Nabisco Ritz
Lance ToastChee
Austin
Lance Toasty
Ferrero Nutella & Go
Lance Captain's Wafers
Nabisco Ritz Bits
Lance
Keebler
Private label
Total

Dollar sales
$144,970,047
$100,999,209
$98,097,982
$63,723,275
$58,492,095
$53,596,103
$49,970,190
$44,050,932
$42,486,029
$49,331,065
$866,872,367

% change
from
year ago
1.1%
4.5%
-2.9%
3.7%
5.5%
1.1%
6.6%
9.7%
0.6%
4.8%
-0.8%

Data for 52 weeks ended Aug. 11, 2019
Total U.S. - Multi-outlet with C-Store (Supermarkets, Drugstores and Mass Market Retailers,
Gas/C-Stores, Military Commissaries and Select Club & Dollar Retail Chains)
Source: Information Resources, Inc.

Today we mill soft white and red
wheat ﬂour and clean soft white, red,
and hard red wheats. Let us put our
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KNAPPEN MILLING COMPANY
110 S. Water Street | Augusta, MI 49012
269-731-4141 or 1-800-KNAPPEN | Fax: 269-731-5441
www.knappen.com

22 \ November 2019

crackers are available in four varieties: double cheese, cheddar sour cream and
onion, white cheddar and bacon, and jalapeño jack.
Mondelez is the category's largest player, with dollar sales of $1,609,025,672,
according to I.R.I.The company's grip on the top spot loosened a bit in the most
recent 52 weeks, though, as dollar sales fell 0.5%. A key factor in the decline
was a noticeable drop in the company's biggest brand: Nabisco Ritz. According
to I.R.I., dollar sales of Ritz crackers fell 6.1% while unit sales dipped 10.5%
in the 52 weeks ended Aug. 11.
Mondelez has been mostly quiet in recent conference calls regarding its
cracker business. The company did have one product land on I.R.I.'s Top 10
New Product Pacesetters list earlier this year, though. Ritz Crisp & Thins, which
debuted late in 2017, generated $49.1 million in year-one sales, according
to I.R.I., placing it No. 9 on the annual list. The Crisp & Thins are available in
four varieties: sea salt, cream cheese and onion, bacon, and salt and vinegar.
According to Mondelez, the crackers combine potatoes and wheat, rolled thin
and oven baked for extra airiness and crunch, with 50% less fat than many
regular fried potato chips. CP

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Milling & Baking News Corporate Profiles - 2019

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