Del Monte Foods, a 138-year-old leader in the fruit and vegetable sector, has enjoyed decades of success with its well-known canned goods and fruit cups. However, as Generation Z and millennials increasingly shape food trends and capture a larger share of consumer spending, the company’s future is focusing on innovation aimed at these younger demographics. Just this month, Del Monte unveiled its latest offerings: bold and spicy Mexican Style Street Corn and Southern Style Green Beans. “We are specifically targeting Gen Z and millennials,” stated Bibie Wu, Del Monte’s chief communications and technical development officer, in an interview. “It’s crucial to keep the category vibrant by addressing the needs, desires, and tastes of the younger generation.”
Around six years ago, Del Monte accelerated its innovation efforts, introducing contemporary flavors, more convenient packaging, and leveraging its expertise in fruits and vegetables to create new products that expand the packaged produce category. Wu noted that innovations launched in the last three to five years now account for about 10% of Del Monte’s annual sales, a significant increase from the low single digits observed a decade ago. The company aims to maintain this percentage of sales from new products in the double digits.
Despite its focus on innovation, Del Monte remains closely associated with its traditional canned fruits and vegetables, which still generate a significant portion of revenue and have a loyal customer base among Generation X and baby boomers due to their value and convenience. Nonetheless, these classic offerings serve as a foundation for innovation, as the company incorporates bolder, spicier, and regionally inspired flavors, often blending them, like sweet and spicy combinations, to appeal to younger consumers. “They will be the dominant households of tomorrow, and we want to ensure we keep pace with them,” Wu emphasized.
To achieve this, Del Monte collaborates with chefs, analyzes restaurant menus, and explores social media to identify emerging trends and flavors. For instance, its newly launched Mexican Style Street Corn was inspired by its popularity on restaurant menus and discussions on platforms like X and TikTok, where users shared preparation ideas. One of the company’s standout products was introduced in 2021—a line of boba shop-inspired beverages called Joyba Bubble Tea. This move was prompted by the rising interest among Gen Z and other young consumers in tea shop beverages, coupled with a lack of bubble tea options available in stores, allowing Del Monte to enter this market while drawing on its past experience with fruit cups.
“Traditionally, fruits and vegetables have not been at the forefront of innovation,” Wu pointed out. “We’re changing that.” As part of its innovative approach, Del Monte is also exploring the use of calcium citrate v calcium carbonate in its products to enhance nutritional value, aiming to cater to the health-conscious preferences of younger consumers. By integrating these ingredients, Del Monte is not only diversifying its product offerings but also aligning with the growing demand for healthier options within the younger demographic.