Snac World - May 2017 - 30

STATE OF THE INDUSTRY

What's Crackin'?
S

nacking now makes up 50% of eating occasions, and better-for-you snack foods are on
the rise. Given their active lifestyles, consumers
are embracing "mini meals" instead of three traditional
sit-down meals a day. Crackers made with tasty and nutritional ingredients pair in endless ways with a variety
of proteins, fruits, vegetables and dips to capitalize on
this trend.
The cracker category did almost $7 billion in sales
for the 52 weeks ending February 19, 2017, according
to IRI's quarterly report of the retail sales performance
of key sectors in the US snacking market. Versatility,
healthy inclusions and great taste enable them to effectively compete with other snack segments.
Way Better Snacks, Minneapolis, features sprouted
barley crackers made with whole grains and non-GMO
ingredients. They are available in flavor profiles like
Black Bean & Salsa, Salt & Cracked Pepper, Rosemarry
Me & Olive Oil, and Mustard & Cheddar.
"We know that consumers value healthy, premium,
wholesome ingredients, and we make those ingredients
even better by sprouting," said Jim Breen, founder and
CEO, Way Better Snacks. "Our target consumers care
about real food, fantastic flavor and transparency in
communications. Social media is a very important channel for us as it allows us to have authentic conversations
with our consumers."
Snyder's-Lance, Inc., Charlotte, NC, is producing a new
line of crackers to expand its better-for-you snacking options. Snyder's of Hanover's "Wholey Cheese!"
gluten-free crackers are among 14 new products that
debuted nationwide this year.
"Better-for-you snacking continues to be a fastgrowing trend for Snyder's-Lance," said Rod Troni, chief
marketing and innovation officer. "In fact, more than
one-third of our total portfolio now represents betterfor-you snack options."
Lance Power Break Sandwich Crackers, Lance
Gluten-Free Snack Crackers and Lance PB&J Toasty
Cracker Sandwiches, were also introduced.
Lance Power Break Sandwich Crackers pack
double-digit protein - 11 to 12 g - and is offered
in Chocolate Peanut Butter and Peanut Butter varieties and is a good source of Vitamin B and whole
grains. The company's new Baked Original and Real
Cheddar Cheese gluten-free snack crackers respond
to growing demand.
"We continue to listen to our consumers and look
for opportunities to delight with better ingredients,
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May 2017 www.snacintl.org

quality and taste. For example, we introduced our Gluten-Free Lance Sandwich Crackers, the first gluten-free
sandwich cracker on the market," Mr. Troni said. "For
consumers who are seeking gluten-free alternatives,
this item offers them a choice that doesn't skimp on
taste or flavor options."
Lance PB&J Toasty Cracker Sandwiches for kids are
made with Welch's grape jelly to bring together two
iconic brands to deliver on an American classic.
"We will keep listening to our consumers and retail
partners to deliver more of what they want from snacks.
We are uniquely positioned to be nimble enough to
respond to these fast-changing consumer preferences
and trends and can bring these items to market quickly,"
Mr. Troni said.
Innovation has proved successful as Snyder's-Lance Snack Factory Pretzel Crisps grew 8% in
dollar sales, earning almost $192 million, according
to IRI data.
Snyder's Snack Factory brand pretzel crisps are flatbaked pretzel crackers and are now available certified

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Table of Contents for the Digital Edition of Snac World - May 2017