Produce leaders meet the demand for fresh and healthy snacking with new products and packaging innovations.
The Gilded Age witnessed the launch of the first transcontinental railroad. The Progressive Era saw the birth of the Federal Reserve System. With every generation in America comes the unveiling of new wonders, and our current age is no exception.
It may lack the panache of bygone eras, but make no mistake, says the Hartman Group, "We are living in the Great Age of Snacking," in which 48 percent of all adult eating occurs between meals. The Bellevue, Wash.-based consumer research firm has released its 12 Key Concepts to Carry Into 2012, and the notion that America is a snack culture ranks third on the list. "Our data suggests that the growing percentage of snacking occasions is primarily a result of changing American eating habits," the report notes. "In this case, the simultaneous, culturally interlinked growth in eating alone, and the decline in family eating."
These factors, as well as the realities of life in a time-crunched society, have influenced product development at Irwindale, Calif.-based Ready Pac. "What we have found in our research is that consumers are snacking more in lieu of eating large meals to cut calories and cost, and because they sometimes just don't have the time to sit down for a meal," says Director of Marketing Tristan Kieva.
Research indicates that consumers are not only eating between meals or snacking in place of the traditional three squares, but they're also noshing on the go. Kieva points to data from Chicago-based research firm Technomic Inc., which found that only 5 percent of all consumers eat three traditional meals a day. What's more, according to the 2010 Snacking Occasion Study conducted by Technomic, 42 percent of away-from-home snacking occurs at work, while 40 percent occurs en route to work.
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"Snack items that are conducive to on-the-go snacking behavior will definitely be a standout in the category."
–Tristan Kieva, Ready Pac |
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This eating-on-the-run phenomenon has made the marriage of healthful snacks and convenient packaging all the more important. "Snack items that are conducive to on-the-go snacking behavior will definitely be a standout in the category," Kieva says.
While America's propensity for snacking made the Hartman Group's list, so too did our nation's collective perception that "Wellness is Quality of Life." Americans want to live healthier through food and exercise, notes Hartman. And though Americans may be snack-obsessed, we're also demanding that those snacks support a healthy lifestyle.
The convergence of these trends spells unlimited opportunity, not only for produce industry leaders across the board, but also for the innovative packaging companies that have helped make everything from single-serve blueberries to portable carrots and dip mainstays of the Snacking Age.
Packing Up
The latest research from the Produce Marketing Association's (PMA) Consumer Attitudes toward Packaged Fruits and Vegetables study further underscores the trend toward fresh produce under wraps. Sponsored by Yerecic Label, the 2011 study, conducted online and in-store, found that the key factors driving consumers' decisions to purchase packaged produce were cleanliness/safety, convenience and price.
"Packaging provides even greater marketing opportunities for fresh produce," asserts Rich Thoma, VP of sales and marketing for New Kensington, Pa.-based Yerecik Label. "In addition, today's sophisticated packaging is geared toward providing quantities that meet the needs of smaller households, ensuring consumers know they will be spending their money wisely and reducing waste."
An overwhelming 90 percent of study respondents said that the most important attribute of produce packaging is that it preserves freshness and taste. Yet despite its appeal, a majority of respondents said they believe that less than 25 percent of the produce they buy is packaged. Why? The reason likely comes down to price.
PMA's study found that price was the "biggest deterrent to consumers when deciding between packaged and loose produce." Continued sales growth in this category will depend upon how well retailers promote the convenience of packaged produce and help consumers to see the value of these products, PMA notes.
The Singles Scene
Inspired packaging that delivers fresh, fun and convenient produce for one is driving this category like never before. "Individual snacks are the third-largest segment in the convenience vegetable category, and have the fastest growth rate," notes Elena Hernandez, marketing and communications specialist for Salinas, Calif.-based Mann Packing Co. "In addition, individual snacks are the only subcategory to provide consistent three-year growth in the convenience vegetable category," she says, citing data from The Perishables Group FreshFacts powered by Nielsen.
In what may be the ultimate expression of single-serve packaging, Sunsweet Growers of Yuba City, Calif., reinvigorated the prune category several years ago with its Sunsweet Ones individually wrapped dried plums. This past summer, Sunsweet offered further innovation in the form of redesigned packaging featuring a decidedly contemporary look to capture new, younger consumers.
Philly Goes Nuts
A naturally convenient snack – offering a healthy source of protein, vitamins and minerals – nuts and seeds have experienced steady growth in recent years. At The Fresh Grocer, a Philadelphia-area independent supermarket chain, Perishable Director Ross DelRomano says the category has been a runaway success.
 "Approximately two years ago, we launched our own private label nuts and seeds, and have seen triple-digit increases since the starting date," he says. "Our best sellers are walnuts, cashews and sunflower seeds."
DelRomano attributes the success of not only the store's private label nuts and seeds, but also a broad range of healthful snack items, from single-serve fruit packets to pre-cut seasonal fruits and vegetables, to a better-educated consumer. "There is a lot of information available to consumers on which snacks are more healthy than the standard bags of processed foods," he says, and his customers are paying attention.
The Fresh Grocer is responding by continuing to expand its value-added lines of both fruits and vegetables that are conveniently trimmed, packaged and ready to use. But the supermarket's focus on fresh doesn't end there. The Fresh Grocer recently joined forces with the Partnership for a Healthier America (PHA) to increase access to healthy, affordable food in communities that are currently underserved by opening five full-service supermarkets over the next five years. |
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Ahead of the Pack
Scores of new and nibble-worthy products are launched in the healthy produce-based snack category each year. Here we take a look at seven produce industry leaders that are taking the trend of perfectly packaged, healthful snacking by storm.
 1. Mann Packing Co.
Mann Packing has designed its snacks for maximum portability, as well to meet the needs of multiple demographics, says Marketing and Communications Specialist Elena Hernandez. Mann's Snacks on the Go, priced at less than $2, were created to satisfy the meal replacement occasion, she explains. The multipacks are targeted at lunchboxes, while the triplet packs offer three tear-away packages for portable portion-controlled eating.
 2. Ready Pac
When it comes to healthful snacking and packaging innovation, Ready Pac's research has taught this trendsetting company that the two go hand in hand. "We learned consumers want the ability to hold the package in one hand and snack with the other," says Director of Marketing Tristan Kieva. "Consumers like to throw their snack in a bag or purse, so the packaging needed to be durable. We also learned that our Cool Cuts packaging was just what consumers wanted for children's backpacks and lunchboxes. Since packaging is so important to the snacking category, we feel it plays a big role in our success."
 3. Sunsweet
Sunsweet Growers, which completed a full redesign of its packaging this past summer, continues to introduce a host of cleverly packaged snack options for the health-conscious consumer. "The interest towards healthy snacking has been a trend over the last three years, with more awareness by consumers to provide the best foods for them and their families," notes Jeff McLemore, marketing director. "This will likely continue as more consumers are focused on the functional benefits of foods they put into their bodies." With this in mind, Sunsweet launched Plum Amazins this past fall. The product, which contains more fiber than raisins or cranberries, consists of diced, dried plums intended as an ingredient or topping.
 4. Buddy Fruits
It took Buddy Fruits almost a year to create the smiley apple featured on the front of its product, says Fabian Milon, co-founder and chairman of Coral Gables, Fla.-based Ouhlala Gourmet, the brand's parent company. "In addition, Buddy Fruits incorporated re-sealable technology into its packaging to make its fruit products easy, on-the-go treats," Milon says. "With no spoon, no mess and no waste, Buddy Fruits is ideal for lunchboxes, travel, work and more."
Made from 100 percent fruit, Buddy Fruits pouches and fruit bites were positioned in the produce department from the start. "Buddy Fruits' campaign, 'Eating Fruits Made Easy,' has been so successful, we expect it to quadruple its growth by the end of 2011," notes Milon.
 5. Crunch Pak
"We made the commitment over the last two to three years to focus on developing our snacking line," says Tony Freytag, SVP of sales and marketing for Cashmere, Wash.-based Crunch Pak. "As a result, today more than 50 percent of the 2 million packages we pack a week are less than 6 ounces in size." Like Crunch Pak's 4.75-ounce Sweet Apple Snackers featuring vanilla yogurt dip and granola, these grab-and-go packs are well suited for noshing.
Based on consumer trends, Freytag predicts the fresh-cut category will continue to grow. He also believes that packaging will play an important role in this growth. "Advancement in packaging has definitely expanded consumers' options for eating fresh-cut fruit and vegetable snacks any time of day, and at any portion size they desire," he observes. "Whether they are a small household, or someone looking for smaller portion sizes, consumers want the flexibility to grab and go with fresh produce snacks."
 6. Stemilt Snappers
Stemilt Growers of Wenatchee, Wash., recently expanded its Lil Snappers line of 3-pound bags filled with kid-sized apples and pears. Two new varieties, including Braeburn and Fuji apples, have been added to its line of conventionally grown Lil Snappers. The product line now includes six conventional apple varieties, one conventional pear variety and five organic apple varieties: Gala, Fuji, Granny Smith, Piñata and Pink Lady.
 7. Frieda's Specialty Produce
The Los Alamitos, Calif.-based company recently signed a multiyear exclusive sales and distribution agreement with MOAB Superfruit Juice Blends that aims to make healthful juice beverages an on-the-go success. The MOAB (Most Optimum Antioxidant Beverage) line of pure fruit juices includes three proprietary blends, Açai, Pomegranate and Wild Blueberry, which will be exclusively distributed by Frieda's Inc. in all retail, foodservice and wholesale channels in January 2012.
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