Seasonal Goldfish varieties on the way
July 22, 2014
by Jeff Gelski
CAMDEN, N.J. – Cookies for morning enjoyment and seasonal varieties of Goldfish crackers are two ways the Pepperidge Farm business of the Campbell Soup Co. will seek to increase the number of eating occasions for its snacks.
Consumers may enjoy new Coffee Shop cookies in the morning with a hot beverage or as a mid-morning, pick-me-up, said Irene Chang Britt, president of Pepperidge Farm, during a Campbell Soup Co. investors’ day on July 21.
“This new range called Coffee Shop cookies reimagines café favorites such as cinnamon bun and banana nut, and we just launched them this month,” she said.
Seasonal varieties of Goldfish crackers will launch this year.
“Seasonality is a key driver of incremental impulse sales within our categories,” Ms. Britt said. “Nearly 90% of consumers say they buy seasonal snacks, and food with crackers and cookies are among the most popular purchases.
“For Goldfish, this trend is even more marked. Seasonal Goldfish products have helped to increase household penetration by attracting new users to the brand, many from households without children. This year we will introduce limited-edition flavors, packaging and formats to mark peak shopping periods, including holidays, spring and summer.”
She added that Campbell launched two Latin-inspired flavors, screaming hot and zesty chili lime, in the Goldfish cracker line this month. The company plans to invest in the Goldfish line through an integrated, parent-focused marketing program, which will include increased spending for digital, magazine and TV advertising.
For another seasonal launch, pumpkin spice will become the first fall flavor for Milano cookies next month.
Macro snacking in the United States is a $102 billion market, and Americans are snacking more frequently across all dayparts, Ms. Britt said.
“These eating occasions are increasingly replacing more traditional meal times as people look to mini-meals to keep them going during their hectic days,” she said. “In fact, snacking on an incidence level has surpassed meals even in some of the traditional meal-oriented dayparts.”
Ms. Britt added, “While this shift is more prevalent among younger consumers and millennials in particular, we are seeing these new ways of eating adopted across all age groups. Our portfolio, which spans (from) grain rich breads to indulgent chocolate cookies, is well positioned to take advantage of this behavior.”
Not all has gone well for Pepperidge Farm, however.
“Beyond our cracker range, Goldfish Mac and Cheese, which launched last year, has not grown as quickly as expected, but we have improved the platform and are continuing to expand availability,” Ms. Britt said.
Jingos! snack crackers have not performed as expected either.
“Within the family savory portfolio, we are cycling heavily supported new product initiatives which didn’t meet expectations,” Ms. Britt said. “We have delisted Jingos!, launched in 2013, and have been working to reframe the range, for example refreshing our line of cracker chips with new flavors and packaging.” .
Retail sales are up about 7% this year in the Pepperidge Farm fresh bakery business.
“Despite increased competition in the category, we maintained a steely focus on delivering the fundamentals, outstanding customer service and great quality product,” Ms. Britt said. “This ensured we retained space in stores, continued to delight consumers gained while Hostess brands were absent from the market and helped build additional distribution in growing channels such as drug.”