Snacking may have once been regarded as a vice, but consumers have embraced the notion as a way to maintain energy levels throughout the day. The average American consumer snacks two to three times a day, and some have even taken to snacking more often and foregoing the standard three daily meals.For the record, research by Advertising Age puts snack bar market sales at $6 billion, more than double its size of just a decade ago. That’s a growth rate far outpacing chips and pretzels, which admittedly has a larger base to grow. That latter segment has grown just 3.5% during the past 10 years but has sales of $34 billion.
Snack selling points also are shifting. According to Greg Jones, consulting partner with b2b Solutions LLC, convenience stores’ growth percentages almost doubled compared to those at food stores and mass merchandisers. Total c-store salty snack sales grew 24% over the past five years, while sales of alternative snacks have increased 20% during that time. Jones found sales of salty snacks had grown 10% and that all subcategories experienced growth. Salty snacks were led by the 44% growth in sales of nuts, seeds and crackers. Potato chips rang in as the second highest salty snack category, growing 6% during the past five years, with an estimated growth of 8.7% in 2012 vs. 2011.
In honor of its 30th anniversary, Kettle Brands brought back four of its favorite retired flavors for a limited time. Red Chili, Jalapeno Jack, Salsa with Mesquite and Cheddar Beer varieties hit shelves last August and will be gone again by this summer.
The Red Chili variety promises to mirror the taste of sriracha sauce combined with a tang of vinegar and cayenne pepper. Jalapeno Jack both visually and flavorfully mimicks a slice of pepper Jack cheese, featuring a salty Jack cheese base mixed with the spice of red and green peppers and a strong jalapeno flavor. Salsa with Mesquite blends tomatoes, bell peppers, onions and garlic with the bright flavor of lime, to produce a sweet, smoky and salty flavor. Cheddar Beer, a fan pick from the brand’s first People’s Choice vote in 2005, combines tangy, sharp cheese with malty beer notes. All of the special editions—indeed all of Kettle’s line—are made with what the company calls a “Natural Promise: all-natural ingredients, no trans fats, no artificial colors or flavors, and no preservatives.”
Another kettle chip brand ventured into a new area of the snack aisle this year, as Classic Foods, manufacturer of Kettle Classics potato chips, introduced Poptillas tortilla chips. Described as light and crispy, the snacks promise bold flavor with up to 25% less fat, because they are popped, instead of fried.
“We wanted to give snack--lovers the savory taste they crave without the worry of adding inches to their waistline,” explained Classic Foods’ director of QA & Innovation Sam Kilgore.
The whole-grain line is made from all-natural ingredients and features no cholesterol, preservatives, high-fructose corn syrup, trans fat, MSG, artificial flavors or colors. The three flavors (Yellow Corn, Nacho Cheese and Salsa Verde) are gluten-free, a notable selling point among both snacks and confections in 2012.
Finding Free
With its status as a go-to for gluten-free applications, quinoa would seem in an excellent position. Then consider that the United Nations declared 2013 to be the “International Year of Quinoa.”
Revivelife Clinic in Ottawa will attempt to capitalize on these attributes with its launch of enerjive Quinoa Skinny Crackers, described as gluten-free snacks that are low in sugar and sodium and made with wholesome, natural ingredients. As the company explains, quinoa is rich in manganese (which helps convert fat into energy), magnesium, iron, calcium and antioxidants. The enerjive Quinoa Skinny Crackers are available in five flavors (Lemon Berry Burst, Chocolate Fix, Garlic Cayenne Heat, Cozy Apple Cinnamon and Rock Salt Crave) and feature 90 calories or less per serving.
New Annie Chun’s Roasted Seaweed Snacks likewise are free of gluten but boast no MSG or preservatives. They also are low in carbohydrates and fat. With 30 calories or less and 2.5g of fat per serving, the all-natural snacks are similar to Japanese nori used for sushi but are roasted and seasoned for a crispy snack. The two flavors in the line are Brown Sugar & Sea Salt and Cracked Pepper & Herbs.
Snack crisps were likewise on the new products menu for Crunchmaster, known for its brand of gluten-free crackers. The new snacks, Cheddar Cheezy Crisps and Cinnamon & Sugar Grammy Crisps, are made with 100% whole grains and certified gluten- and peanut-free, while they also boast 50% less fat than regular cheese-and-graham-cracker snacks. Crunchmaster notes that all of its line is certified gluten-free by the Gluten Free Certification Organization.
PepsiCo’s Frito-Lay North America division announced a multi-year effort to validate many of its products as gluten-free, and package labeling will follow. Admittedly, much of the company’s classic snacks, Lay’s Classic Potato Chips and Fritos Original corn chips, are made with corn or potatoes and, according the company, “…are, and always have been, naturally made without gluten ingredients.”
However, the company claims to have developed a gluten-free validation process with input from the Food Allergy Research and Resource Program and the Celiac Disease Foundation. It’s a process of testing ingredients and finished products to ensure they contain less than 20 parts per million of gluten before making a claim of “gluten-free.” That level is in line with the FDA limit in its Proposed Rule for Gluten Free Labeling.
“Frito-Lay will make label reading especially easy for gluten-sensitive consumers, as it is starts to include its own Gluten Free symbol or claim on qualified snack products,” stated Marilyn Geller, chief operating officer, Celiac Disease Foundation.
“We understand that living with gluten sensitivities can present some challenges, and when you or a loved one is diagnosed, it can be overwhelming and confusing. We are doing our due diligence to ensure that our validated products comply with the proposed standards by testing ingredients and finished products, so the shopper can trust our gluten-free claim,” said Kari Hecker Ryan, Ph.D., RD, group manager of nutrition science and regulatory affairs, Frito-Lay North America.
Frito-Lay’s gluten-free package claim will appear as a “GF” icon and/or a statement on the back of a bag. However, the company also announced the launch of a gluten-free recipe section on its corporate website to further assist those with Celiac Disease or gluten sensitivities in their snacking choices. The recipe section includes gluten-free ideas for items that can be paired or made with such Lay’s snacks as Lay’s Classic Potato Chips, Fritos Original corn chips and Tostitos Scoops tortilla chips.
The company also ventured further into the kettle-cooked arena, an attempt to meet “the growing demand for snack options that pack a rich flavor experience with less fat than traditional potato chips,” a release explained. Lay’s Kettle Cooked added a pair of new options: Applewood Smoked BBQ and Sun-Dried Tomato & Parmesan.
“Consumers of Lay’s Kettle Cooked potato chips, many of whom are Baby Boomers, are increasingly looking for more unique flavor experiences, while at the same time maintaining balance in their diets,” explained Tony Matta, vice president of marketing, Frito-Lay North America, before noting the unique flavor-layering efforts behind the new varieties.
Weight-conscious consumers also are the target for Popcorn, Indiana’s Fit, a line of better-for-you popcorn that debuted January 2013. Each of the four flavors (Sea Salt, Parmesan & Herb, Extra Virgin Olive Oil and Onion Dijon) promises 40 calories or less and 2g of fat per cup and are certified gluten-free.
Also emphasizing flavor is Pop! Gourmet Popcorn, which introduced Butter Toffee Popcorn with Almond Roca Buttercrunch, an all-natural butter toffee popcorn made with roasted almonds.
