From Our Print Edition

Conventional snacks remain popular, but younger consumers, in particular, are seeking cleaner, healthier alternatives.

Thanks to strong gains by top 10 brands Bagel Bites, Farm Rich, Delimex and El Monterey, dollar sales of frozen appetizers and snack rolls jumped 4.1% to $499.24 million across channels during the 12 weeks ended Dec. 29 (versus the same period a year ago), reports Chicago-based market research firm IRI (iriworldwide.com).

The news was almost as good in the frozen handheld entrees (non-breakfast) subcategory, which saw sales climb 3.5% to $588.05 million. The top five brands all registered gains, led by No. 2 Smuckers Uncrustables (+19.8%) and No. 5 State Fair (+8.0%).

BAGEL BITES, PIZZA ROLLS STILL TOPS

Although manufacturers continue to clean up their ingredient panels, it’s clear that traditional snacks and apps from big brands are driving category growth. So instead of rolling out radically different new products, many major players are focusing on line extensions that tap existing brand equity. For example, Chicago-based Kraft Heinz plans to roll out a Cheesy Garlic Bread variety of its popular Bagel Bites (bagelbites.com) in June.

Topped with a creamy garlic butter sauce and mozzarella and parmesan cheeses, the snacks combine the flavor of garlic bread with “your family’s favorite bite-sized bagel” to create “the perfect snack to… tide [the kids] over until dinner,” says a spokesperson.

Private label manufacturer Bylada Foods (byladafoods.com), Moonachie, N.J., is also leveraging the popularity of mini bagel-based appetizers with its introduction of a 72-count Sausage & Pepperoni Mini Pizza Bagels SKU.

“Flavor profiles with protein still rank high with all consumers, and family sizes are growing fast,” explains national sales manager Meade Bradshaw.

MILLENNIALS WANT HEALTHY & CONVENIENT

Despite the popularity of traditional varieties, the same better-for-you trend that’s sweeping across the supermarket is impacting frozen snacks and handhelds, too.

Lucky Foods’ new Korean Style Pancakes combine ethnic flavor and plant-based nutrition.

Millennials

and Gen Z in particular are unwilling to sacrifice nutrition for convenience and are increasingly seeking clean label, gluten-free, plant-based, and organic versions of everything from pizza rolls and mozzarella sticks to burritos and pockets.

“As Gen Z takes the lead as one of the nation’s most influential groups of consumers, today’s brands can hold fast to the knowledge that both nutrition and convenience remain at the helm – all supported by the need for authenticity, Confirms Mike Ryan, vp of USA sales at San Francisco-based PJ’s Organics (pjsorganics.com).

He adds that millennials and Gen Z appreciate third-party certifications, which “open up the conversation about transparency. They have the ability to speak to a food brand’s inherent attributes, like whether it is gluten-free or allergen-friendly, but they also have the ability to speak to a food brand’s commitment to delivering a product that is transparent.”

To that end, says Ryan, PJ’s is launching single-serve Organic Spicy Pork Chorizo Burritos, which feature certified organic spicy chorizo and contain 14 grams of protein and 310 calories.

Meanwhile, Bethlehem, Pa.-based Mikey’s (eatmikeys.com), is rolling out two new flavors of its gluten- and dairy-free Mikey’s Pockets: on-trend Buffalo-Style Chicken and vegetarian Cauliflower & Broccoli Cheddar. The microwave-ready handhelds are made with plant-based cheese and wrapped in a toasted grain-free crust, and the Buffalo-Style Chicken flavor contains antibiotic-free chicken.

“Ingredients continue to matter to consumers,” says founder and CEO Michael Tierney. “[They’re looking for] everything from recognizable ingredients (that they can find in their home pantry) to clean label and free-from major allergens (nuts, gluten, etc.).”

SNACKING SPILLS INTO BREAKFAST

New additions to Mikey’s glutenfree, dairy-free Pockets lineup include Buff alo-Style Chicken and Caulifl ower & Broccoli Cheddar.

Snacking has truly become an all-day activity (see sidebar), spilling over from afternoon and evening into the A.M., thanks to consumers’ growing propensity for a “second breakfast” mid-morning. To help meet that need, Brooklyn, N.Y.-based Feel Good Foods (feel-good-foods. com) is entering the category next month with its new five-flavor line of all-natural, gluten-free Breakfast Pockets, including Uncured Bacon Egg & Cheese, Huevos Rancheros, Mediterranean Tofu Scramble, Potato Egg & Cheese, and Chicken Chorizo Egg & Cheese.

Whether first thing or mid-morning, “Breakfast just made sense for us… The quick, easy and nutritious aspect of our snack line really translates well as a convenient breakfast item,” says marketing manager Jane Budnyk. “We are definitely jumping on the frozen handheld trend as well as keeping with our already existing quality food values.” So not only is the new line convenient and portable, she explains, it’s made with cage-free eggs and antibiotic-free proteins and includes vegan and vegetarian options.

Budnyk says the pockets appeal to all three of Feel Good Foods’ core customer groups: busy moms, gluten-free consumers, and millennials. “They appeal to moms because they’re a simple snack for the kids when you need something in a pinch. They appeal to gluten-free consumers because we are giving them the foods that they miss and haven’t had a gluten-free version of. And they appeal to millennials because they’re a quick, on-the-go, healthier option.”

Tualatin, Ore.-based Lucky Foods (luckyfood.com) is also targeting morning snackers but its new vegan Korean Style Pancakes also meet millennial demand for authentic ethnic fare. Offered in two-packs, the Veggie variety contains scallions, carrots, and king oyster mushrooms, while the on-trend Kimchi flavor is made with napa cabbage, kimchi, and scallions.

“Millennials are demanding easy-to-prepare foods that not only taste great but are also healthy,” says brand manager Megan Benson-Rolerkite. “We focus on clean ingredients as we know millennials take the time to read the ingredient list and are increasingly aware of the items they put in their bodies.” They’re also driving demand for more plant-based products.

Lucky’s Korean Style Pancakes hit on all of those trends: vegan, ethnic and easy-to-prepare.

NEW CAMPAIGN PROMOTES SNACKING ANYTIME

To give the all-day eating movement another boost, St. Simons Island, Ga.-based Farm Rich launched a massive consumer campaign last month, urging consumers to snack whenever they feel the urge, no matter the time of day.

The ad campaign, “If You Wanna Grab a Snack, Grab a Snack,” is running on Amazon, CBS Sports, ESPN, Food Network, Animal Planet, HGTV, Hulu, Facebook and other networks. There is also a custom Super Bowl landing page at Farmrich.com, along with a promotional giveaway.

“This campaign showcases everyday cravings and varying eating habits in a fun, memorable way. We’re not telling you when, where or why to snack,” says Shannon Gilreath, vp of marketing for Rich Products Consumer Brands. “If you feel like a mid-morning mozzarella stick or late-night meatball, we say go for it!”

She adds, “We’re celebrating our fans for their individuality and being true to themselves.” The commercial and video series introduces viewers to Farm Rich’s new snack advocate. “Defying a set schedule or expectations, he encourages enjoying your snack of choice whenever the craving hits. And he does things in his own humorous way, as we can tell by his unconventional roommates, including a donkey, goat, rooster, some chickens – even a pig or two.”

The campaign first spotlights Farm Rich’s Mozzarella Sticks and Mozzarella Bites and will feature some of its other frozen snacks in the future.

SNACKS, APPS & HANDHELDS

Sales in supermarkets, drugstores, mass merchants, military commissaries and select club and dollar stores combined for the 12 weeks ended Dec. 29, 2019, according to IRI (iriworldwide.com), the Chicago-based market research firm. Percent change is versus the same period a year ago.