DEDICATED lunchbox bays filled with best-selling brands and handy packs can help grow sales. That’s the advice from Mondelez International.
It says that over the last 10 years crisp purchases have been lost as consumers look for healthier snacks meaning that sales of savoury snacks are up.
Trade communications manager Susan Nash said: “This has created a real opportunity for brands like Ritz.
“The brand shook up the category in 2015 with the launch of Ritz Crisp & Thin, and that responds to the consumer trend for products that are better for you.
“With the healthier crisps and snacks segment in 3.4% value growth against total category decline of 0.1% this is a key area for growth within the category.”
Mondelez’s Dairylea is also said to be a strong lunchbox line. The firm says according to Nielsen research Dairylea is the UK’s number one snacking cheese brand.
It also argues that consumers look to add treats to their lunchboxes and it sees Oreo two-biscuit packs and special Mikado packs as perfectly suited packed lunch items.
“When it comes to packing a lunchbox, smaller formats are key.” Nash said.
“Retailers should ensure that their offering includes user-friendly products that make lunchtime snacking simple and convenient.”
She continued: “Mikado is ideal for the lunchbox with packs that feature a flip-top opening and clear nutritional information.”
• Border Biscuits says the lunchtime biscuit market has grown significantly in recent years and that its mini packs are designed to meet lunchbox requirements.
Brand innovation director Lesley Ann Gray said: “Over 26m of our mini packs, featuring favourites from the Classic Recipes range are sold every year, which is a 21% increase in volume and 20% increase in value year on year.
“We have recently enhanced the mini pack portfolio with the introduction of a Dark Chocolate Ginger variety.”
In response to consumer research, Border has recently redesigned its packaging and launched a TV ad campaign featuring a group of characters known as the Biscuiteers.
“Border Biscuits is supported by creative marketing campaigns and our social media channels continue to grow. Innovation and new product development continue to drive the brand,” Gray said.
• The free-from biscuit segment is growing fast and 55% of UK consumers are now open to buying gluten-free products, says United Biscuits.
It has added two gluten-free varieties to its McVitie’s Hobnobs range.
McVitie’s brand director Kerry Owens said: “The high proportion of naturally gluten-free oats in McVitie’s Hobnobs allowed the recipe to be converted without any compromise on the biscuits’ taste and texture.
“Available in Original and Milk Chocolate, McVitie’s Gluten-Free Hobnobs feature new packaging, based on the conventional McVitie’s Hobnobs design.
“The launch marks a commitment from UB to extend the accessibility of its popular sweet biscuit ranges.
“The new products will form part of the free-from sweet biscuit segment, which has seen continuous growth over the past five years, doubling in size since 2012 to be worth over £55m.”
The launch of the Hobnobs gluten-free range is being supported by digital communications and a public relations campaign. United Biscuits anticipates the range will have a retail sales value of £3m in its first year.
• Snack bars can make their way into breakfasts and lunches and Nature Valley reckons its brand will become more noticeable now that it is the official snack bar of British Tennis.
Marketing manager Arjoon Bose said: “We are proud to come on board as the snack bar of choice of British Tennis, who share our love for getting outdoors and being active.
“With the appetite for great-tasting protein products on the rise, tennis is the perfect platform for us to reach thousands of new and engaged consumers.”
The brand also changed the recipe of its protein bar range to relaunch them this year.
“The new Nature Valley Protein range comes in two flavours, Peanut & Chocolate and a Salted Caramel Nut,” Bose said.
“Each bar is now 40g, increased from 30g and contains 20% of daily protein needs, while containing 50% less sugar than average adult cereal bars sold in the UK.”
The bars’ gluten-free status is highlighted on the front of the new designed pack.
