Snack World - May 2013 - (Page 28)

STATE OF THE INDUSTRY REPORT Cookies Redesigning the Cookie Cutter Life is short. Eat dessert first. That’s the mantra popular among many consumers, but with 60% of Americans overweight or obese, who needs all of those calories found in elegant but supersized desserts from the Cheesecake Factory? Cookie manufacturers may have found a golden opportunity for satisfying the nation’s seemingly insatiable sweet tooth while providing them with a more healthful option. According to Chicago-based Mintel, they can offer more indulgent treats by creating premium products that have a halo of health to them. “Premium cookies could be marketed to health-conscious consumers based on their more natural ingredients such as raw nuts or real fruits. This approach could be significant for premium cookies, considering sales in the segment have been flat for several years,” Mintel reported in its “Cookie and Cookie Bars” report, just released in March. In many ways, cookie manufacturers already have branched outside of the mainstream category into the broader dessert and sweet goods arena. Pepperidge Farm, Norwalk, CT, offers Carrot Cake and Dark Chocolate Cheesecake cookies under its Dessert Shop label. For consumers looking for an über-indulgent experience, Pepperidge Farm offers Milano and Chocolate Chunk frozen cakes with cookie crumbles. Pepperidge Farm is doing what Deerfield, IL-based Mondelēz International did when it took its iconic Oreo brand into snack bars, frozen pies, ice cream and a bevy of other product categories. Although four out of five American households consume cookies, the category remains under siege by other snacks. “Salty snacks, energy/nutrition bars and cereal/snack bars all threaten consumer demand for cookies,” Mintel reported. “As consumers only have so much appetite for snacks and indulgences, if these categories grow in popularity, it will likely come at the expense of cookie purchases.” BATTLE OF THE SWEET TOOTH Many players in this market are searching for the sweet spot and finding ways to hit the next home run within this competitive category. Kellogg Company, Battle Creek, MI, is rolling out BROUGHT TO YOU BY J.R. SHORT, HEAT AND CONTROL, MINSA, PRINTPACK, READING THERMAL, RUDOPLH FOODS, AND TNA NORTH AMERICA 28 Snack World May 2013 www.sfa.org treats that emotionally connect with people of all ages. “Consumers have always been passionate about snacks, and many seek sweet options like cookies,” said Todd Penegor, president, US Snacks, Kellogg. “New flavors, textures and formats are driving sales as we continue to innovate based on consumer insight.” Take the trend toward indulgent yet sensible options. Although the proliferation of 100-Cal packs has slowed in recent year, single servings still provides calorie control in this impulse-snacking arena. “To help consumers enjoy a sweet snack without guilt, we’re providing more great-tasting product in single-serve packages,” Mr. Penegor observed. Sweet-and-salty treats allow cookies to branch into the broader mega-snacking arena and compete against yogurtcovered pretzels, chocolate-coated popcorn and trail mixes of all kinds. Kellogg relaunched Pitter Patter peanut butter sandwich cookies to appeal to cookie connoisseurs’ taste and nostalgia, Mr. Penegor noted. “Keebler also has a new sweet-and-salty treat for on-the-go snacking with new Peanut Butter-filled Fudged-dipped Pretzels,’ he said. “These bite-sized treats are covered in either chocolate fudge or white fudge and packaged in single-serve pouches.” MORPHING INTO NEW TREATS To branch into new eating occasions, Keebler Cinnamon Roll cookies bring the category into the morning snack occasion with a portable, and poppable, light version of cinnamon rolls in a format historically known as a throughout-the-day treat. On the more healthful side, Mondelēz leverages its Nabisco Newtons brand heritage of fig and fruits with Fruit Thins that come in Cranberry Citrus Oat, Blueberry Brown Sugar, Chocolate Raspberry and Fig and Honey. The line also includes Newton Fruit Crisps, 100-Cal snack bars that come in Mixed Berry and Apple Cinnamon flavors. To compete against chocolate and candy products, Pepperidge Farm Milano Melts feature a crispy cookie with a vanilla, chocolate, dark chocolate or milk chocolate creme http://www.sfa.org

Table of Contents for the Digital Edition of Snack World - May 2013

Snack World - May 2013