Corporate Profiles - 2021 - 18

INDUSTRY REVIEW: GRAIN-BASED FOODS
represented the sharpest increase among the top 8 cracker brands
tracked by IRI in the period.
" (Cheez-It's) US consumption and share growth has been exceptional
over the last several years, and it has continued in the first quarter, " Steven
LEADING
crackers with fillings brands % change
from
1 Nabisco Ritz
2 Lance ToastChee
3 Ferrero Nutella & Go
4 Austin
5 Lance Toasty
6 Lance Captain's Wafers
7 Nabisco Ritz Bits
8 Lance
9 Keebler
Private label
Total
Dollar sales
$157,070,518
$104,011,049
$93,263,448
$84,589,958
$66,072,952
$58,666,103
$54,195,665
$45,186,753
$37,713,060
$41,306,838
$892,488,289
year ago
-7.0%
-6.8%
25.7%
-7.6%
0.1%
-1.4%
-2.0%
-5.3%
1.9%
-18.5%
-2.5%
Data for 52 weeks ended July 11, 2021
Total US - Multi-outlet with C-Store (Supermarkets, Drugstores and Mass Market Retailers, Gas/
C-Stores, Military Commissaries and Select Club & Dollar Retail Chains)
Source: IRI
A. Cahillane, chairman, president and CEO of Kellogg, said in a May 6
conference call.
Mr. Cahillane said Cheez-It has flourished behind a strong base product line
as well as the reformulation of the Grooves subline and growth in the Snap'd
subline. In addition, Cheez-It is expanding internationally, entering Canada and
Brazil over the past year.
At Campbell Soup Co., the Camden, NJ-based company continues to look for
ways to innovate its Pepperidge Farm crackers business. In 2021, this meant
marketing the company's Goldfish brands to adults.
First, the company launched Goldfish Frank's RedHot crackers, which feature
the classic hot sauce as well as notes of vinegar for acidity and a blend of aged
cayenne peppers. Then, in September, the company delivered even more heat
with the launch of a new jalapeño popper variety. The company said the new
flavor delivers " a bold, cheesy taste with a slight kick of heat. "
Capturing cookie cravings
In the cookies category, dollar sales in the 52 weeks ended July 11, 2021,
totaled $8.93 billion, up 2.2% from the same period a year ago and up 11%
from the 52 weeks ended Aug. 11, 2019, according to IRI.
Typically a category that plays to the whims of consumers, cookies manufacturers in
18 \ October 2021
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Corporate Profiles - 2021

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