“Sprouted grains are getting another look. “Our Organic Certified Sprouted Grain Splits and Shells have been around for some time, but they were initially overshadowed by the gluten-free trend,” Mr. Pretzels can deliver on whole grain nutrition, and Unique Snacks has leveraged consumer interest in sprouted grains. Whole and sprouted grains have gained in consumer appeal with 46% of consumers looking for whole grains and 44% choosing sprouted grains for their digestibility and nutritional characteristics, according to the 2021 Whole Grains Consumer Insights Survey. “We have also set multiple industry-firsts, releasing the first pretzels made with whole grain, naturally gluten-free sorghum and the first line of filled gluten-free pretzel nuggets.”
“At Quinn, we use simple ingredients, kicking artificial flavorings, preservatives and other un-pronounceables to the curb in exchange for organic and non-GMO ingredients whenever available,” said Kristy Lewis, founder and chief executive officer, Quinn. The company believes that the emphasis consumers now place on knowing where their food comes from is significant for the pretzel category. “Storytelling has never been more important, and brands that are successful at this will connect with their consumers in a meaningful way.”īoulder, Colo.-based Quinn is known for its gluten-free pretzels and commitment to ingredient transparency. “Five in 10 consumers globally say they are interested in learning more about where their food comes from and how it is made,” said Lu Ann Williams, global insights director, Innova Market Insights. They’re also more conscious about transparent supply chains and sustainability. Today’s consumers are looking for minimally processed, real and recognizable ingredients, dairy and meat alternatives, and low or no sugar and salt. “Unique Snacks has always offered differentiating products based on simple and high-quality ingredients that allow us to remain relevant and growing in the crowded space,” said Justin Spannuth, vice president and chief operating officer, Unique Snacks, Reading, Pa.Ĭlean label has evolved from simply eliminating artificial ingredients from products, according to Innova’s 2020 Lifestyle & Attitude Survey. Achieving certain health claims by playing with nutritional values will appeal to specific health goals creating market space. Mintel suggests focusing on innovation with premium ingredients or new flavors to create affordable snack options that tap into the connection snacking has with seasonality and daypart. “Snack Factory Pretzel Crisps continues to offer consumers a new twist on snacking with a versatile product that can be dipped, topped or eaten right out of the bag.” “Having two pretzel brands proves how important it is for us to consider differentiation on our brands,” Ms. Brands must evaluate product portfolios to deliver value, according to Mintel’s “Trending Flavors and Ingredients in Snacks March 2021” report. “Utz continues to build momentum using its strong position in pretzels and by leveraging the recent launch of Utz Peanut Butter Pretzel Bites, as well as our new Utz Twisterz Seasoned Mini Pretzels, available in Tangy Mustard and Zesty Cheddar,” said Bill Blubaugh, senior vice president of marketing & communications, Utz Brands.ĭifferentiation is and will continue to be a key factor in remaining competitive. However, Hanover, Pa.-based Utz Brand’s pretzels are outpacing the category, with the company seeing a 15.3% and 20.3% increase in sales in the past 12 and 4 weeks, respectively, and the entire category seeing 10.1% and 13.5% growth for those same time periods. “While we have been successful, we continue to understand shifting consumer needs and the different ways to meet those needs.”Ĭampbell Snacks’ Snyder’s of Hanover brands lead the pack with more than $526 million in sales, according to IRI. “As the category leader, Campbell Snacks continues to fuel growth of Snyder’s of Hanover with new innovation, new pack sizes and continued media investment in the Make Some Noise campaign,” said Rachel Sasser, director of marketing, pretzels, nuts & popcorn, Campbell Snacks, Camden, NJ.
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