Snac World - Official State of the Industry 2023 - 12

Campbell Snacks
Campbell Snacks
Benestar Brands
for a simpler time given the vast uncertainty of the
last few years, " Mr. Johnson observed. " This is not
to suggest sustainability, transparency or health and
wellness are not key trends in snacking. They are.
We are seeing a focus both on the past and future
play out simultaneously. "
Ms. Dornblaser noted that there is a stronger focus
on positive nutrition, or what is inherently good
about a product, and the addition of new, healthy ingredients.
Mintel data shows 40% of US consumers
would like their diets to help maintain healthy brain
function. They want snacks that supply antioxidants
and support mental and physical well-being by promoting
immunity, less fatigue and higher metabolism.
In January, Paramount, Calif.-based Tattooed
Chef expanded its better-for-you line with oat butter
bars. These plant-based refrigerated bars have
adaptogens, including ashwagandha, holy basil,
reishi and vitamin D3
. Available in Chocolate Chip,
Brownie, Peanut and Graham flavors, the bars also
have 12 to 14 grams of plant-based pea protein, no
added sugar, soy or gluten.
Parents and millennials are a key market for the
functional salty snack space, according
to the Mintel report, and they are open
to innovation. Producers can leverage
this trend creating healthier versions
of indulgent snacks with familiar flavor
profiles to appeal to this demographic.
REAL Cookies, Greenwich, Conn.,
launched cookie poppers, a smaller
version of its gluten- and grainfree
plant-based cookies available
in Chocolate Chip, Peanut Butter
Chocolate Chip and Lemon Blueberry
flavors. Oreo, a brand of Chicago-based
Mondelez International Inc., introduced
gluten-free mint chocolate sandwich
cookies as a permanent addition to its
portfolio. Quest Nutrition, a business
unit of Denver-based The Simply
Good Foods Co., created its first lowBenestar
Brands
12
SNAC WORLD 2023
carb mini peanut butter cups to appeal to those
craving a sweet and salty flavor profile.
PROMOTION DRIVES SALES
Limited-time offers (LTOs) incite curiosity, create an
urgency for purchase and generally engage consumers.
Snacks, along with baked foods and breakfast
cereals, tend to innovate more often and make up
60% of limited-edition launches, according to Mintel.
" Promotions are key, and they don't have to be
deep since budgets are tight, " Ms. Lyons Wyatt noted.
" However, producers must promote frequently
throughout the year. LTOs that offer a unique, onetime-only
experience or make those snacks that
have become fan favorites available only at certain
times of year are typically successful strategies. "
LTOs usually focus on adventurous flavors, different
shapes and new textures, permitting consumers
to experiment with new snacks with low risk. When
expanding salty snack offerings, producers should
include familiar attributes in products that are appealing,
according to the Mintel report. For example,
33% of consumers would like to see snacks
that remind them of holiday seasons, and 29%
would enjoy snacks that co-mingle other popular
brands, like Tabasco on popcorn.
Campbell Soup Co., Camden, NJ, found that
40% of Goldfish crackers, an iconic children's snack,
are consumed by adults, according to company
data. To leverage the trend, Campbell's introduced
limited-edition flavors this past year that appeal to
adults, including two co-branded concepts: Old Bay
Seasoned and Dunkin' Pumpkin Spice Grahams.
Collaborations and co-promotions drive excitement
and engage consumers by combining different
brands to bring something special in an ordinary
day. Using creative flavors, textures and formats
can inject new fun into the snack category.
ENGAGING WAYS FOR GROWTH
From a market and merchandising perspective, the
value channels are where producers need to focus.
Snac World - Official State of the Industry 2023

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