Snack World - May 2012 - 34

S TA T E O F T H E I N D U S T R Y R E P O R T

Jumbo Fudge Sticks Mint cookies are made with layers of crispy wafers, mint-flavored filling and Keebler fudge. Other indulgent lines also showed strong growth. Kellogg’s Keebler Fudge Shoppe cookies were up in sales 15.8%, at $24.2 million, with units increasing 12.9%, although volume was off slightly at 1.2%. Meanwhile, Kraft’s Nabisco Snackwells brand, seen as a less fattening alternative, produced a hefty 28.3% dollar sales increase to $32.5 million. Unit sales climbed 42.5% and volume jumped 18.4%. Responding to the on-the-go needs of many time-starved consumers, Nabisco Go-Paks Mini Oreo cookies produced $11.4 million in sales, a 33.2% increase, while unit and volume sales both increased 36.7%. Producers of packaged snacks could learn something from the food service sector. For food service operators who produce cookies as part of their product assortment, attention to products according to day parts can pay off, according to Nikki

McBrayer, category marketing manager for cookies, brownies and bars for Otis Spunkmeyer, San Leandro, CA. “The breakfast and snacking day parts are currently seeing the most growth at operators,” she says. “Consumers are continuing to drive these day parts, looking for on-the-go baked goods that are easy to eat in the car or at work. These trends have given a boost to our individually wrapped and easy onthe-go baked goods such as cookies and muffins.” Ms. McBrayer said the largest opportunities “really come from developing innovative baked goods that can meet the consumers’ need for grab-and-go items while meeting the operators’ need for baked goods that are easy to execute.” Also introduced were mini-sized 0.7-oz cookies in the Sweet Indulgence line and 0.75-oz portions in the Sweet Discovery line. They are offered in a variety of flavors, including chocolate chip, oatmeal raisin, raspberry cheesecake and Belgian chocolate chunk. — Bob Gatty

Top Cookie Brands
Brand / Vendor Dollar Sales ($mil) 4,317.6 668.3 336.6 330.1 151.8 137.8 108.6 88.5 86.9 85.5 78.3 75.3 60.2 54.4 50.6 47.2 45.4 45.4 35.8 33.2 32.5 30.3 29.8 28.6 28.4 28.1 Dollar Sales % Change 3.9 (1.5) 10.1 3.4 (1.0) 0.5 0.6 2.6 (5.0) (8.6) 9.0 (1.2) (0.5) (7.9) 2.3 NA 1.7 (13.2) (3.3) (11.7) 28.3 (1.6) (1.9) 7.7 12.7 2.6 Unit Sales (mil) 1,709.8 281.7 109.7 127.3 49.8 37.8 63.5 28.1 30.7 28.7 23.3 41.5 22.8 18.4 20.7 14.0 14.9 15.9 13.1 13.4 11.1 10.1 11.1 9.2 7.7 10.9 Unit Sales Volume Volume Sales % Change Sales % Change (mil lb) 1.8 (4.6) 6.3 7.1 (2.4) (3.8) (7.6) 3.8 (4.6) (10.4) 7.3 (12.1) (4.6) (8.5) 4.7 NA (1.1) (14.8) (0.9) (12.8) 42.5 (4.1) (4.5) 10.6 5.3 7.4 1,275.3 270.2 105.1 105.3 48.6 34.2 59.1 21.9 12.4 13.3 16.5 35.4 15.3 17.2 18.8 8.9 11.3 6.1 8.0 9.6 5.3 9.2 6.5 3.7 5.3 8.7 (1.0) (6.1) 4.9 1.9 (9.3) (5.8) (8.5) 3.5 (7.3) (10.7) 1.9 (11.2) (4.3) (12.8) (7.9) NA (1.0) (15.2) (5.2) (12.9) 18.4 (3.5) (5.0) 10.6 2.2 (6.6)

Cookies - total Private label Nabisco Oreo/Kraft Foods, Inc. Nabisco Chips Ahoy!/Kraft Foods, Inc. Nabisco Oreo Double Stuff/Kraft Foods, Inc. Lofthouse/Ralcorp Frozen Bakery Products Little Debbie/McKee Foods Corp. Nabisco Newtons/Kraft Foods, Inc. Pepperidge Farm Milano/CSC Brands, LP Pepperidge Farm/CSC Brands, LP Nabisco Nilla/Kraft Foods, Inc. Little Debbie Nutty Bar/McKee Foods Corp. Voortman/Voortman Cookies Ltd. Nabisco Golden Oreo/Kraft Foods, Inc. Keebler Chips Deluxe Nabisco Newton Fruit Thins/Kraft Foods, Inc. Nabisco Nutter Butter/Kraft Foods, Inc. Murray Sugar Free/The Kellogg Company Archway/Snyder's-Lance, Inc. Keebler Fudge Shoppe Fudge Stripes/ The Kellogg Company Nabisco Snackwell's/Kraft Foods, Inc. Mother's/The Kellogg Company Nabisco Teddy Grahams/Kraft Foods, Inc. Nonni's/Nonni's Foods, Inc. Entenmann's/Bimbo Bakeries USA Keebler Pecan Sandies/The Kellogg Company
SOURCE: INFOSCAN REVIEWS TOTAL US — SUPERMARKETS, DRUGSTORES AND MASS MERCHANDISERS (EXCLUDING WAL-MART) 52 WEEKS ENDING MARCH 18, 2012

BROUGHT TO YOU BY FUCHS NORTH AMERICA, HEAT AND CONTROL, J.R. SHORT, MINSA, PRINTPACK, INC., AND TNA NORTH AMERICA

34

Snack World

May 2012

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Snack World - May 2012

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