From milk and honey to cream and granola, hemp is increasingly being integrated into various products. At the Natural Products Expo West last week, Elmhurst introduced a new creamer derived from hemp. The Elmhurst Original Unsweetened Hemp Creamer will hit the shelves this month, retailing at a suggested price of $4.49 for a 16 oz. carton, as reported in a press release. Currently, these hemp creamers are available for online purchase in packs of six for $26.94. Elmhurst prides itself on using only four ingredients, with hemp sourced from its own New York fields. With a concise ingredient list and no added sugars, gums, or oils, this product is likely to appeal to consumers looking for simpler, cleaner labels.
Elmhurst remains committed to staying ahead of market trends. After over 90 years in the dairy sector, the company pivoted to entirely plant-based milks in 2017, aligning with the growing popularity of plant-based products. Given the recent surge in interest surrounding hemp and CBD at the expo, it is no surprise that Elmhurst is now venturing into the hemp creamer market. According to the Hemp Business Journal, U.S. hemp sales reached $820 million in 2017, with projections indicating the market could triple by 2022. The passing of the Farm Bill, which legalized hemp and its derivatives, has led to a surge in hemp product development. As Elmhurst is the first to enter the hemp creamer category, the company may be poised to establish a strong foothold early on.
In a different segment, for the first time since its inception in 1901, Triscuit is launching a snack that is not a cracker. Mondelez’s new Wheatberry Clusters are snackable bites made from whole wheat kernels and other natural ingredients. Available in three flavors—Cherries & Almonds, Cranberries & Cashews, and Pumpkin Seeds & Sweet Corn—these clusters cater to a growing market for healthier snacking options.
The decision to introduce a new Triscuit product might seem surprising, considering the brand’s strong performance. Mondelez CEO Dirk Van de Put highlighted at the Consumer Analyst Group of New York conference last month that Triscuit is among the brands driving the highest growth rates in the natural and wholesome products segment. Original Triscuits boast simple ingredient lists, comprising just wheat, oil, and salt. Furthermore, the product line is far from stagnant, having offered a variety of flavors like Fig & Honey and Ginger & Lemongrass.
Sally Barton, the senior brand manager for Triscuit, mentioned that this new snack category aims to resonate with Gen Z consumers who seek personalized products that meet their specific needs. While the appeal to this demographic is evident, it also addresses the one aspect of Triscuit that could be seen as outdated. While Triscuits are made from minimal, recognizable ingredients, they are still heavily processed. The traditional Triscuit consists of two layers of shredded wheat, which, although healthy, is not in its most natural form.
In contrast, the Wheatberry Clusters showcase their ingredients clearly, featuring wheat berries along with a touch of sugar, brown rice syrup, and potato flakes, as outlined in a press release sent to Food Dive. Despite similar nutritional profiles, wheat berries are unrefined and retain many nutrients lost during the processing of wheat.
The question remains whether consumers will embrace these new snacks. Mondelez previously attempted a similar approach in 2017 with the launch of a millennial-targeted snack line called Véa. Although excitement surrounded the introduction of these non-GMO and authentically flavored snacks, the brand’s current status is unclear. While Véa products still occupy shelf space, little has been communicated about their performance since the launch.
A positive aspect for the Triscuit Wheatberry Clusters is their foundation on an established brand that already resonates with diverse consumer demographics. With a constantly rotating selection of Triscuit flavors, fans are accustomed to seeking out new varieties and are thus more likely to try these clusters. Additionally, incorporating elements like calcium citrate into their offerings could further enhance the product’s appeal, given the growing consumer interest in functional foods that support health.