Instore - June 2018 - 14
With consumers gearing their wants and needs toward better-for-you
snacking options, the cracker category has had to evolve.
"Consumers are looking for more out of their snacks," says Kim Holman,
marketing director for Loves Park, Illinois-based TH Foods, maker
of the Crunchmaster cracker line. "They are looking for functional
benefits that taste great in a salty snack."
"All of our concepts start
with the consumer,"
Holman says. "We know
protein is a big deal and
consumers want more of it
in their diet. And if it's plant
protein, even better."
Steve Lorenz, head of marketing for La Panzanella Artisanal Foods Co.,
a Tukwila, Washington-based manufacturer of crackers, cookies and
Holman notes data from the International Food Information Council,
saying 64 percent of consumers are trying to get more protein in their
diet while 22 percent are looking for crackers with extra protein.
"At La Panzanella, we believe a key driver is a fundamental shift in
overall eating patterns," Lorenz says, noting the same trends of smaller
meals and more snacks consumed throughout the day. "With this trend,
consumers are looking for prepared foods or pre-packaged kits that not
only meet their hunger but also address some level of nutrition."
"When it comes to millennials, 60 percent are seeking protein snacks
that are both nutritious and easy-to-go options," Holman says. "Our own
research found that 50 percent of customers found plant-based protein
to be more appealing than other types of protein."
Of course, most of these options are available in the deli department
and other specialized perimeter areas of the supermarket. Pairings like
crackers and charcuterie and a bit of fruit make for a healthier option
to meet the needs of these new and more frequent eating occasions,
Crunchmaster Protein Snack Crackers, which are rolling out in a new
Toasted Coconut flavor, are an answer to that data. The company says
the flavor of coconut meets the power of plant-based protein for a
gluten-free cracker made with real coconut and five grams of plantbased protein per serving.
In turn, La Panzanella recently rolled out its line of Gluten-Free Oat
Thins crackers to target those shoppers.
"The new crackers fit perfectly with the trend toward heathier
snacking," he says. "Deli managers who understand this shift and crossmerchandise accordingly will help their shoppers and benefit from
"When it comes to millennials,
60 percent are seeking protein
snacks that are both nutritious and
Kim Holman, TH Foods
14 * JUNE 2018 * instore
©MARIUSZ BLACH - STOCK.ADOBE.COM, TH FOODS
TH Foods, meanwhile, is unveiling a bevy of new cracker products this
summer, a combination of new flavors and healthy attributes.