By Donna Berry, Contributing Editor
In spite of a struggling economy, premium salty and sweet snacks, often combined with a sprinkling of healthfulness, rolled out in abundance this past year. And consumers ate them up, according to manufacturers and suppliers, who also predict 2012 will be even busier.
These five-star snack products typically cost more than their mainstream counterparts, as their positioning often implies being produced in limited batches, while their design suggests better tasting and maybe even better for you. For today’s consumers who prefer to snack throughout the day instead of sitting down to MyPlate, such upscale products are especially attractive, as we have become a society of foodies who have increased expectations of the packaged products we purchase.
Sense appeal
When it comes to satisfying the senses, many snack food marketers are taking the artisan approach to create a point of distinction in a crowded marketplace.
According to -The Hartman Group, Inc., Bellevue, WA, the term "artisan," which at one point meant hand-crafted, is being used in virtually every product category in today’s supermarkets, and unfortunately, as a result, its distinction is getting diluted. But still, the term, and the products that carry it, continue to appeal to foodies, “as the story of artisan is actually one about culture, or how it’s made, and nature, or what it’s made of," says Laurie Demeritt, president and COO.
“The authentic meaning and application of artisan alludes to a simpler time when people took pride in their craft. It’s about special and unique," says Demeritt. “Today, the draw for real artisan products is born out of a movement deriding overly processed, mass-produced foods linked to big corporations. Manufacturers attempting to ride the wave of this movement by stamping artisan on their products are hoping it will suggest that what’s inside is higher quality — even premium."
Demeritt emphasizes that artisan is not a label. “It’s a whole approach to food," she says. “Marketers are attempting to use artisan to suggest value-oriented, premium in a down-market economy. Just as natural became organic and moved beyond to local, due to its link to nature, we’re seeing artisanal grow out of a tradition of premium and, prior to that, gourmet. We’re predicting heirloom to be the next artisanal based on its culture-based quality distinction."
Artisanal ingredients
Snack food product designers who have been challenged by management to formulate an artisan product will want to make sure the snack food is made by hand, in small batches and/or relies on limited quantity or specialty ingredients. “It is an authentic narrative about the ingredients used and the special process used to create the products," says Demeritt.
Kristen Girard, principal food scientist, Ocean Spray Ingredient Technology Group (ITG), Middleboro-Lakeville, MA, adds that artisan products represent a step away from the norm and challenge what is already on shelf. “Unusual combinations of fruits and seasonings contribute to this perception, such as including cinnamon, sea salt or cracked black pepper in luxury trail mixes," she says. “This positions the product as more unique and less of a ‘me-too’ product."
For example, Steve Sklar, senior vice president of marketing, Inventure Foods, Phoenix, manufacturers of the Boulder Canyon brand of snacks, says, “To separate from what I call the ‘sour cream-and-onion’ crowd, you have to offer something truly unique." He calls the company's use of ingredients such as Parmesan cheese, rosemary, artichokes, spinach, and balsamic and red wine vinegars as "truly unique."
Artisan snack foods should be superior-tasting with on-trend flavors, says Jim Garsow, director of marketing, TH Foods Inc., Loves Park, IL. “For example, plain ‘cheese’ is no longer acceptable. What works are seasonings based on cheese blends, as well as specialty cheeses, such as white Cheddar and smoked Gouda," he says. He cautions that exotic flavors tend to limit the sales potential for a new snack; however, snack manufacturers that have been able to clearly translate on-trend flavors from casual-dining restaurants, especially authentic ethnic flavors from global cuisines, have been successful.
For example, Griffith Laboratories, Alsip, IL, offers a variety of culinary main-course ingredients that work with premium snack foods as well. Puebla Mole combines ancho, guajillo and pasilla chilies with toasted sesame, garlic, onion and cocoa, creating a topical snack seasoning that layers the flavors and spices found in the original south-of-the-border sauce. Mexican Roasted Salsa Verde provides the flavors of roasted green chilies, sharp and acidic tomatoes, onions, garlic and heat.
