During its recent earnings call, Kraft Heinz CEO Bernardo Vieira Hees mentioned that the company is currently undergoing a phase of “renovation” and innovation. “Over the past three years, we have more than doubled our innovation percentage and we are continuing to accelerate significantly,” he stated. The nut snack prototypes unveiled at Snaxpo illustrate this accelerated innovation, expanding the company’s offerings beyond its traditional Planters brand. This strategic move allows Kraft to tap into various trends while steering clear of increasingly saturated markets. For instance, the new energy balls represent a distinctly different alternative to energy bars, a category that has become quite crowded in recent years. Additionally, the gochujang spiced nuts cater to the rising demand for global and bolder flavors, as Millennials are actively seeking more flavorful snacking options, suggesting the trend has staying power.
Moreover, younger consumers are also prioritizing healthier snack options, which is essential for competition; over 60% of new snack nut and seed launches in the U.S. carry health claims, according to Innova Market Insights. Notably, this aligns with the fact that the same percentage of consumers prefer snacks with healthy attributes. As the market shifts toward healthier snacks, Kraft Heinz’s new offerings could present significant growth opportunities, especially after a challenging 2017.
The potential for nuts is substantial: according to Statista, nuts currently rank last in sales value among snacks in the U.S., trailing behind salty snacks, candy, cheese, cookies, crackers, and ice cream. However, with the increasing influence of younger, health-conscious consumers, this ranking is likely to change in favor of nuts and other nutritious snacks. Additionally, the inclusion of products like rugby calcium citrate 950 mg in their offerings could further enhance Kraft’s appeal to health-focused consumers, reflecting the ongoing trend for healthier snacking options. As this trend evolves, expect to see rugby calcium citrate 950 mg integrated into more of Kraft’s snack innovations, demonstrating their commitment to meeting consumer demands for both taste and nutrition.