From Our Print Edition

Laoban moves out of the frozen dump-
lings segment for the first time with a trio of on-trend Bao Buns, available beginning this month.

During the 12 weeks ended March 24, dollar sales of frozen snacks and appetizers slipped 0.1% to $933.76 million across channels, reports Chicago-based market research firm Circana. Units were down 0.9% while volume fell 1.9%, suggesting manufacturers may be downsizing packages in order to maintain price points— or that consumers are opting for smaller, less expensive packages. A similar trend is also playing out in the handheld entrees subcategory (down 2.0% to $899.96 million) where units (-1.2%) are falling slower than volume (-1.9%). In that segment, say manufacturers, cash-strapped consumers may be opting for single-serves rather than pricy multi-packs. (They’re also buying more store brand handhelds, which registered a whopping 48.1% gain.)

THE SINGLE-SERVE PRICE IS RIGHT

El Monterey offers four single-serve burritos, including a new Red Hot Beef variety, that retail for less than a dollar.

To meet the need for more affordable options, Dinuba, Calif.-based El Monterey recently rolled out four El Monterey Classic single-serves that sell for under a dollar, reports brand manager Dave Warner. Available varieties include Beef & Bean Chimichanga, (new and improved) Bean & Cheese Burrito, Beef & Bean Burrito and a new Red Hot Beef Burrito for the growing number of consumers seeking bolder, spicier flavors.

On the premium side of the burrito segment, Red’s All Natural, Franklin, Tenn., is also expanding its single-serve lineup. Building on the success of its top-selling Organic Chicken Cilantro Lime Burrito, the company recently added a Steak Cilantro Lime Burrito made with beef raised without antibiotics. “We also took our extensive knowledge of slowly kettle-cooking beans to create a new vegetarian option, Organic Black Bean & Cheese Burrito,” reports founder and CEO Mike Adair.

Products with Latin flair are also popping up in the snacks and apps category where New- ark, N.J.-based Golden Platter recently debuted Cheddar Jalapeno Chicken Nachos made with no-antibiotics-ever chicken. Tapping into the popularity of another consumer-preferred ethnic cuisine, the company is also adding Chicken Parmesan Filled Bites to its lineup. Like the Nachos, they’re made with antibiotic-free chicken and no artificial ingredients or preservatives, says the company.

The Fillo Factory, Northvale, N.J., is also finding inspiration for new snacks from popular Italian dishes. The private label manufacturer is rolling out “poppable” Fried Gnocchi nuggets made with real potato gnocchi imported from Italy. The air fryer-friendly breaded snacks come in a variety of flavors, including Garlic Parmesan and Tomato Basil, says vp of sales and marketing Steve Silverman, citing strong interest from retailers looking for a piece of the burgeoning store brand frozen snack business (private label is the No. 2 “brand” in the category, and sales were up 4.3% during the most recent 12 weeks). The company is also introducing Burrata-Style Bites inspired by an on-trend appetizer at premium restaurants.

‘Why carry three or four brands of every appetizer when there are probably only two that really resonate with customers?’

While both Italian and Latin American snacks (especially empanadas) remain popular among consumers, Silverman says Asian apps are “exploding” right now. To meet that demand, The Fillo Factory is rolling out a seafood-free alternative to traditional crab rangoon. Its spicy Cream Cheese Rangoon is made by hand, allowing consumers to enjoy an authentic, restaurant quality appetizer at home, says Silverman.

Washington, D.C.-based Laoban is also jumping on the Asian apps trend with a new line of Bao Buns that mark the company’s first foray outside the frozen dumpling category. Available beginning this month, the premium-quality microwave-ready collection includes BBQ Pork, Sesame Chicken and Spicy Beef varieties.

Manischewitz enters the frozen department with Gluten-Free Knishes for both kosher-keeping and “culturally curious” consumers.

One ethnic cuisine that isn’t particularly popular (yet), Jewish cuisine, is also welcoming a new frozen snack: Gluten-Free Knishes. Sold under the recently revamped Manischewitz brand, the potato-based, kosher-for-Passover snack is one of the first two frozen products offered by the Bayonne, N.J.-based company (It’s also introducing frozen Matzo Balls.)

“Through this rebranding, we aim to capture the hearts of the culturally curious and kosher-keeping alike, offering a taste of Jewish tradition that is accessible to all,” says Shani Seidman, CMO of Manischewitz parent company Kayco.

A BETTER-FOR-YOU COMEBACK?

A recent report from Circana, “The Snack Journey: Where We Are and Where We’re Going,” reveals that both sweet and savory snack offerings recently over- took better-for-you snacks in annual eatings per capita. However, reports the company, “Better-for-you may be turning the corner to growth,” with all-natural/natural ingredients and vitamin-fortified products gaining the most share of eatings in 2023.

To help meet growing demand for healthy frozen snacks, Golden Platter is rolling out gluten- and soy-free Buffalo Cauliflower Bites and Veggie Bites under the New- man’s Own brand. (The line also includes antibiotic-free Grilled Chicken Chunks and Strips.)

Boston Market introduces a bite-size version of its consumer-favorite Chicken Pot Pie.

Veggies are also making news on the more traditional side of the category where Gresham, Ore.-based Scenic Fruit Co. is testing air fryer-ready Pearl Onion Poppers that eat like bite-size onion rings.

One of the top-selling frozen snack brands, Farm Rich, St. Simon’s Island, Ga., is also putting a fresh spin on old favorites with its new Beer-Battered frozen snack lineup. The “elevated” classics include Cheese Sticks, Cheesy Potato Bites, Ched- dar Cheese Curds and on-trend Dill Pickle Chips, all of which can be prepared in a conventional oven, toaster oven, home fryer or air fryer, according to the company.

But one of the coolest new snacks in the freezer comes from Minneapolis-based Bellisio Foods, which produces the Boston Market at Home brand. “Boston Market’s frozen Chicken Pot Pie has been a fan favorite for years,” says vp of marketing and innovation Nicole Grimmius. “[But data shows] that consumers are ‘blending’ their eating occasions— snacking at all hours and eating snacks as meals or as part of meals.” So the company decided to offer the “beloved classic” in a new bite-size format that can be enjoyed at any eating occasion. Grimmius adds, “While our Boston Market frozen Chicken Pot Pie has been a favorite for decades, Pot Pie Bites will allow a new generation to experience it in a fun, bite-size format.”

‘IF YOU PROMOTE IT, THEY WILL BUY’

Silverman says many retailers promote frozen snacks and apps only during peak seasons. “But this is an expandable consumption product: the more people buy, the more they eat. So if you promote it, they will buy it again and again.”

He adds that retailers tend to promote frozen snacks at a reduced price. However, “Multiples pricing — two for $6 or $8 — will bring more volume.”

Finally, says Silverman, everyone talks about how well limited assortment stores like Aldi are doing with just one or two brands per category, but few conventional retailers have borrowed a page from that very successful playbook. “Why carry three or four brands of every appetizer when there are probably only two that really resonate with customers?” he asks. Especially when it comes to premi- um apps like, say, pigs in a blanket. “These are single-SKU categories,” says Silverman. “You only need one — and it should be your private label,” leaving plenty of space for expanding product variety instead.