Meat&Poultry -- April 2014 - 78

SNACK PACKAGING

and Planters Nuts. P3 Portable Pro-

Portable Protein Packs. Bick relayed

tein Packs contain no artificial preser-

that a small team of researchers, de-

vatives, at least 13 grams of protein -

velopers and marketers initially met

the equivalent of two eggs - and have

in a room to analyze growing con-

little to no sugar.

sumer trends. Several product ideas

"Consumers snack three times

VARIETIES INCLUDE:
*

Applewood Smoked Turkey,
Marbled Colby & Monterey Jack
Cheese, Dry Roasted Almonds

*

Applewood Smoked Ham,
Reduced Fat Sharp Cheddar
Cheese, Dry Roasted Almonds

*

Rotisserie Seasoned Chicken,
Reduced Fat Cheddar Cheese,
Dry Roasted Peanuts

*

including savory meat pies, empaña-

adults are looking to add more protein

P3 PORTABLE
PROTEIN PACKS

were covered during those meetings,

a day on average, and 75 percent of

das and protein salad snack toppers.

to their diets," said Joe Fragnito, Os-

But the team opted to keep it sim-

car Mayer vice president of marketing.

ple and came up with the concept for

"The protein snacking category has a

P3 Portable Protein Packs - which

7 percent growth rate, but meat is too

includes just meat, cheese and nuts.

often an afterthought with all the yo-

Although simple, it's a snack only

gurt, smoothies, bars and powders on

Kraft with its wide breadth of prod-

the market. P3 Portable Protein Pack

ucts could provide, Bick said.

is the ideal product to address this gap
in the marketplace."

The biggest challenge product development faced was creating a manu-

P3 Portable Protein Packs are avail-

facturing facility that could produce

able nationwide and can be found in

and package all three protein com-

the refrigerated meat case at grocery

ponents under one roof. The Kraft

and convenience stores. A single, 2-oz.

team ultimately developed the fi rst

pack retails at $1.79 and a triple, 6-oz.

US Dept. of Agriculture facility to

pack retails at $4.99.

incorporate meat, cheese and nuts all

In an earlier interview with Food

under one roof, which essentially re-

Business News, Meat&Poultry sister

quired to create a 'plant inside a plant,'

magazine, Thomas Bick, senior direc-

Bick explained.

tor of integrated marketing communi-

"We believe these products have

cations and advertising for Oscar May-

truly broad appeal, but we do antici-

er, detailed P3's development process.

pate a high interest from men," Bick

Slow Roasted Turkey Breast,

"It struck us that while protein

said.

- which for most people is synony-

pany conducted in-home consum-

mous with protein - has been largely

er tests, assembled focus groups and
tested graphics to hone in on creating

pletely absent from the protein snack-

the best product possible. Early test-

ing space, which is where the growth

ing results revealed 93 percent of test

is in the category," Bick said. "That's

participants thought the product was

a massive opportunity, and the cred-

Dry Roasted Peanuts

Before product launch, the com-

absent from the conversation and com-

Reduced Fat Cheddar Cheese,

snacking is a $19 billion category, meat

good or better than expected.

ibility of Oscar Mayer Selects Meats,
Kraft Natural Cheeses and Planters

Hormel innovation

Nuts gives us a great chance to take

In July 2013, Austin, Minn.-based

advantage of it."

Hormel Foods Corp. launched Hormel

Two years ago, Kraft began its
more-rigorous and methodical ap-

ated to provide sustained, real energy

proach to product innovation, which

to keep teens fueled longer. This prod-

ult imately led to developing P3

78

REV wraps, a protein-rich snack cre-

uct was designed for the 90 percent

* Meat&Poultry * April 2014 * www.MeatPoultry.com
Meat&Poultry -- April 2014

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