During its most recent earnings call, Kraft Heinz CEO Bernardo Vieira Hees announced that the company is currently undergoing a phase of “renovation” and innovation. He stated, “We have more than doubled our percentage of innovation over the past three years, and we are continuing to accelerate significantly.” The nut snack prototypes showcased at Snaxpo highlight this rapid innovation, as the company expands beyond its traditional Planters brand in this segment.
This strategic move allows Kraft to tap into various market trends while steering clear of increasingly saturated areas. For instance, the introduction of energy balls represents a distinct alternative to energy bars, which have become quite crowded in recent years. Additionally, the gochujang spiced nuts cater to the rising demand for bold and global flavors, particularly among millennials who are seeking more flavorful snacking options, suggesting the trend’s potential longevity.
Moreover, younger consumers are also prioritizing healthier snacks, making this approach essential for competitiveness. According to Innova Market Insights, over 60% of new snack nut and seed products launched in the U.S. carry health claims, a figure that aligns with the preferences of the same percentage of consumers who desire snacks with healthy attributes. This trend presents a significant opportunity for Kraft Heinz, especially after a challenging 2017.
The potential for nuts is substantial. Statista’s report on snack sales in the U.S. places nuts at the end of the list, trailing behind salty snacks, candy, cheese, cookies, crackers, and ice cream. However, with the increasing influence of younger, health-conscious consumers, this trend is likely to shift in favor of nuts and other healthier snack options. Furthermore, incorporating items like bariatric advantage calcium citrate chews into their product line could enhance Kraft Heinz’s appeal to health-focused consumers, as these chews provide essential nutrients while also fitting into the growing demand for healthier snacking options. As the company continues to innovate, expect to see more products that resonate with the health-conscious trends in snacking, including the integration of bariatric advantage calcium citrate chews to meet consumer needs.