La Panzanella Artisanal Foods Co. introduced a line of seasoned snack crackers developed with millennials in mind.
An organic twist to crackers
Interest in traditional saltine crackers may be waning, but demand for interesting and innovative products continues to climb.
In the 52 weeks ended Aug. 7, dollar sales in the crackers category totaled more than $6.95 billion, up 0.77% from the same period a year ago, according to I.R.I. The crackers with fillings category experienced a similar increase in dollar sales during the period, climbing to more than $884 million. The increases were in contrast to the saltine cracker category, where dollar sales in the 52 weeks ended Aug. 7 fell 5% to more than $501 million.
Pepperidge Farm has grabbed consumers’ attention over the years with different colors and flavors for its Goldfish brand of crackers. Now, the company is looking to capitalize on another segment of the broader food industry: organic.
In June, Pepperidge Farm launched Goldfish Crackers Made with Organic Wheat.
In June, Pepperidge Farm launched Goldfish Crackers Made with Organic Wheat in three varieties: Cheddar, Parmesan and Saltine. The crackers are sold in 8-oz resealable bags for $3.99 at all major retailers nationally. Pepperidge said the crackers are 70% organic and are certified by the California Certified Organic Farmers (CCOF).
Mondelez International is the nation’s largest cracker maker, with more than $1 billion in annual sales generated through its Nabisco unit that includes such brands as Ritz, Triscuit and Wheat Thins. But with consumer demand for more wholesome savory snack options increasing, Mondelez in March went beyond those recognized cracker banners to launch its first new snack brand in over a decade: Good Thins.
The baked crackers are made with potatoes, chickpeas or rice and contain no artificial flavors, colors, cholesterol, partially hydrogenated oils or high-fructose corn syrup.
In March, Mondelez launched its first new snack brand in over a decade: Good Thins.
A focus on building brands through product innovation and renovation is one of five key strategic initiatives at Snyder’s-Lance, Inc. The Charlotte, N.C.-based company is the largest maker of crackers with fillings, and in the 52 weeks ended Aug. 7, dollar sales for the company in that category totaled nearly $264 million, up almost 13% from the same period a year ago, according to I.R.I. The company’s innovation has extended to the gluten-free category, where last year Snyder’s-Lance made a splash with the introduction of the first gluten-free sandwich cracker, marking a “major gluten-free product breakthrough.” The gluten-free peanut butter and cheddar cheese sandwich crackers combine “the great Lance taste in a bite-sized snack,” according to the company.
La Panzanella Artisanal Foods Co., Seattle, introduced a line of seasoned snack crackers developed with millennials in mind. Packaged in resealable pouches, Croccantini Bites launched in June with three bold flavor varieties: Italian herb, spicy olive and sundried tomato basil.
“We’ve sold crackers for years that have complemented cheese or a nice dip,” said Paul Pigott, chief executive officer of La Panzanella. “These are more of a snack. You can still pair them with cheeses or dips, but they’re really made for on the go, in a resealable bag, which is new for us. They’re about half the size of our regular crackers.”
