Corporate Profiles - 2023 - 16

GRAIN-BASED FOODS
Cereal brand. One of the varieties, Snoop Cereal Frosted Drizzlerz, meets
Special Supplemental Nutrition Program for Women, Infants, and Children
(WIC) requirements. A portion of profits from all cereal sales will
be donated to charities that combat houselessness and food insecurity.
SMALL PLAYERS SPARK CRACKERS
The cracker category had no shortage of big news from major category
players during 2023, from the pending creation of Kellanova to
the announcement that Campbell Soup Co. is investing $160 million
in its manufacturing facility in Richmond, Utah, to ramp up output of
Goldfish crackers by 50%.
But it is actions taken by smaller players in the crackers category that
may prove to be a spark for segment growth.
Dollar sales in the crackers category in the 52 weeks ended July 16
totaled $8.92 billion, up 13% from the same period a year ago, according
to Circana. Unit sales, though, fell 4% to 2.34 billion.
Unit sales may get a boost from several new products bringing a different
look to the category.
Better-for-you foods company Simple Mills is launching Cheddar Pop
Mmms, a line of snack crackers made from vegetable flour.
With a focus on sustainable agriculture and planetary health, Pop
Mmms are formulated with diversified crops such as organic butternut
squash and organic red bean. The product offers a low-calorie snacking
option at 120 calories per 50-cracker serving and joins a portfolio that
includes crackers, cookies, baking mixes and bars.
Another different take on the cracker category comes from Tempo
Crackers, Los Angeles. A maker of snacks formulated with cannabis,
Tempo Crackers in early May closed a new round of financing from
manufacturing partner Punch Edibles to support the brand's expansion
beyond California into new markets.
Launched in 2020, Tempo Crackers were created as a savory option
among the many sweet offerings in the cannabis snacks and edibles
market, which reached $4 billion in legal sales last year. Each cracker
is precisely dosed with specific ratios of cannabis compounds tetrahydrocannabinol
(THC) and cannabidiol (CBD) to deliver different effects.
In September, Maine Crisp, which was founded by Karen Getz in the
basement of her home in 2014, was rebranded as Better With Buckwheat.
The company said the rebrand reflects its key differentiator: a
gluten-free ancient seed crafted into snacks.
As part of the rebrand, Better With Buckwheat said it is introducing a
new product line of crackers featuring a blend of tartary buckwheat with
common buckwheat. The crackers are gluten-free, grain-free, vegan,
kosher and non-GMO and will be available in three flavors: sea salt,
everything and rosemary and herb at a suggested retail price of $5.29.
COOKIES LEAN INTO NOSTALGIA
Nostalgia, coupled with the idea of brand trust, have kept interest
high in the cookies category over the past year. Dollar sales in the
16 \ October 2023
LEADING
miscellaneous crackers vendors
Dollar sales
1 Mondelez International, Inc.
2 Kellogg Co.
3 Pepperidge Farm, Inc.
4 Stacy's Pita Chip Co.
5 Blue Diamond Growers
6 Crunchmaster and TH Foods, Inc.
7 Simple Mills
8 Milton's Baking Co.
9 Carr's
Private label
Total
LEADING
miscellaneous crackers brands
Dollar sales
1 Nabisco
2 Pepperidge Farm
3 Cheez-It
4 Kellogg's
5 Nabisco Triscuit
6 Stacy's
7 Keebler
8 Blue Diamond
9 Crunchmaster
Private label
Total
$1,491,834,119
$1,277,412,645
$1,242,056,089
$461,229,489
$415,847,524
$238,491,884
$135,200,498
$90,248,059
$79,613,779
$378,944,967
$6,522,765,599
% change
from
year ago
11.5%
18.4%
6.4%
15.5%
6.2%
5.0%
22.5%
2.1%
13.5%
25.6%
11.5%
Data for 52 weeks ended July 16, 2023
Total US - Multi-outlet with C-Store (Supermarkets, Drugstores and Mass Market Retailers,
Gas/C-Stores, Military Commissaries and Select Club & Dollar Retail Chains)
Source: Circana OmniMarket Integrated Fresh
category in the 52 weeks ended July 26 totaled $11.14 billion, up
nearly 14% from the same period a year ago, according to Circana.
Unit sales, though, were 2.85 billion, down 2.6% from a year ago.
The DoubleTree by Hilton hotel chain has offered a signature chocolate
chip cookie at check-in for many years, and in 2022 served more
than 19 million cookies as part of the program. In early August DoubleTree
by Hilton announced it would be catering to even more guests with
the launch of an allergy-friendly option through a collaboration with
Partake Foods.
" With DoubleTree by Hilton's allergy-friendly cookie, we're reshaping
the concept of hospitality to be more inclusive and considerate, "
said Matt Schuyler, chief brand officer, Hilton. " We're serving not just
a cookie but a promise of care and personalization for each guest who
walks through our doors. "
The new cookie is free of the top nine allergens and individually
Milling & Baking News * Food Business News * Baking & Snack * Meat+Poultry * Dairy Processing * Pet Food Processing
Corporate Profiles
$1,908,558,521
$1,838,486,093
$1,279,443,045
$238,491,884
$90,248,059
$79,613,779
$57,494,284
$47,647,156
$42,701,267
$378,944,967
$6,522,765,599
% change
from
year ago
9.5%
9.6%
18.5%
5.0%
2.1%
13.5%
30.6%
14.0%
3.4%
25.6%
11.5%
INDUSTRY REVIEW: grain-based foods
©MICHAEL GRAY - STOCK.ADOBE.COM

Corporate Profiles - 2023

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