During its recent earnings call, Kraft Heinz CEO Bernardo Vieira Hees stated that the company is currently undergoing a phase of “renovation” and innovation. He mentioned, “We have more than doubled our percentage of innovation over the last three years, and we continue to accelerate significantly.” The introduction of nut snack prototypes at Snaxpo provides a glimpse into this rapid innovation, expanding the company beyond its traditional Planters brand. This strategic move allows Kraft Heinz to tap into various trends while steering clear of increasingly saturated markets. For instance, the energy balls represent a distinct alternative to energy bars, which have become quite crowded in recent years. Additionally, the gochujang spiced nuts cater to the rising demand for global and bolder flavors, appealing particularly to millennials who are looking for more flavorful snacking options—indicating the trend’s longevity.
Moreover, younger consumers are also prioritizing healthier snacks, which is essential for competition in the market. According to Innova Market Insights, over 60% of nut and seed launches in the U.S. include a health claim, coinciding with the fact that the same percentage of consumers prefer snacks that boast healthy attributes. As the demand for healthier snacks rises, this introduction could offer significant potential for Kraft Heinz, especially after a disappointing performance in 2017.
The market potential for nuts is considerable: Statista’s sales value rankings for snacks in the U.S. place nuts at the bottom, trailing behind salty snacks, candy, cheese, cookies, crackers, and ice cream. However, with the increasing influence of younger, health-conscious consumers, we can expect this list to evolve in favor of nuts and other healthier options. In this context, it’s also worth noting that consumers are becoming more aware of nutritional supplements like calcium citrate, understanding its benefits for overall health. As the market shifts, the incorporation of products that highlight essential nutrients, such as que es calcium citrate, could further enhance Kraft Heinz’s offerings in the healthier snack sector.