Snack World - May 2013 - (Page 45)

RTE Popcorn Ready to Eat, Anytime No, popcorn isn’t just a darkened movie theater snack any longer. How about snacking on it for breakfast or even as a late-night dessert? Targeting new eating occasions with a diversified line of flavors is just one way the various players in this once staid butter-and-salt popcorn category have transformed it into one of the industry’s hottest performers in 2012. Omaha, NE-based ConAgra Foods, for example, is one company that has taken snacking to a higher level with the introduction of its Orville Redenbacher’s Pop Crunch readyto-eat (RTE) popcorn that has a greater amount of coating, a crunchier texture and a variety of flavor profiles targeting snacking occasions throughout the day. The product line has been so successful that Information Resources Inc. recently named Pop Crunch one of its Top 10 New Product Pacesetters for 2012 with $92.1 million in annual sales. BREAKFAST? WHY NOT? Orville Redenbacker’s Pop Crunch comes in four varieties: Brown Sugar Cinnamon, White & Sharp Cheddar, Cheddar & Caramel Mix, and Parmesan Herb Mix. Although the company isn’t positioning popcorn as a breakfast snack, ConAgra Foods has heard, at least anecdotally, that the Brown Sugar Cinnamon variety can be a breakfast item or a morning snack, according to Dan Skinner, the company’s public relations/social media manager. “With cinnamon, it plays well in that [breakfast] space,” he explained. “Our team has really pushed the envelope on this one where we can take these flavors to reimagine popcorn as potentially a dessert or something you would eat in lieu of a granola bar or at breakfast.” Mr. Skinner noted the product contains half the fat of potato chips. This attribute, with its whole grain nutritional profile, is driving consumers to this category. RTE popcorn also is doing well because it’s a convenient, grip-itand-rip-it treat. “People don’t want to necessarily spend the time to prepare a snack,” Mr. Skinner said. “They just want to open the bag and start snacking.” THE HOTTEST SELLING SNACK RTE popcorn now has established itself as the snack of the year. According to recent data from SymphonyIRI, overall RTE popcorn dollar sales have risen 16% and unit sales increased about 9% during the past year. Moreover, the category has ample staying power because these air- or kettle-popped snacks not only appeal to consumers who may be on a diet, noted Jeff Dworzanski, director of marketing, Popcorn, Indiana, based in Englewood Cliffs, NJ, but also for nostalgic reasons. “It is also a comfort food … and most people are introduced to popcorn as kids by their parents and have fond memories of sharing it with their family,” Mr. Dworzanski said. “It also has [endless] flavor possibilities — it provides an excellent palette for perfecting traditional favorite flavors and introducing new approachable, exotic profiles.” Popcorn, Indiana now offers a new line of FIT popcorn with less than 40 Cal per cup, Mr. Dworzanski said. The natural, gluten-free item comes in such gourmet flavors as Sea Salt, Onion Dijon, Extra Virgin Olive Oil, Real Butter, and Parmesan & Herb. www.sfa.org May 2013 Snack World 45 http://www.sfa.org

Table of Contents for the Digital Edition of Snack World - May 2013

Snack World - May 2013