During its recent earnings call, Kraft Heinz CEO Bernardo Vieira Hees announced that the company is experiencing a phase of renovation and innovation. “We have more than doubled our percentage of innovation over the past three years, and we are continuing to accelerate significantly,” he stated. The introduction of nut snack prototypes at Snaxpo highlights this rapid innovation, expanding the company’s reach beyond its traditional Planters brand. This strategy allows Kraft to leverage various trends while steering clear of increasingly saturated markets. For instance, the energy balls represent a deliberate shift away from energy bars, which have become quite popular in recent years. Additionally, the gochujang spiced nuts cater to the rising demand for bold and global flavors, reflecting millennials’ preference for more exciting snacking options, which suggests this trend is here to stay.
Moreover, younger consumers are also prioritizing healthier snacks, which is essential for competition. According to Innova Market Insights, over 60% of new snack nut and seed products in the U.S. include health claims, mirroring the same percentage of consumers who seek snacks with healthy attributes. As the demand for healthier snacks increases, Kraft Heinz’s new offerings could present significant opportunities, especially after a lackluster performance in 2017. The market for nuts has considerable potential; Statista’s sales value ranking for snacks places nuts at the bottom, trailing behind salty snacks, candy, cheese, cookies, crackers, and ice cream. However, with the growing influence of younger, health-conscious consumers, we can expect this ranking to shift in favor of nuts and other healthier snack options.
In this landscape, incorporating ingredients like calcium citrate can be beneficial for those suffering from conditions such as GERD, further enhancing the appeal of these new snack products. By focusing on health-oriented innovations, Kraft Heinz can attract a broader audience looking for nutritious options that also cater to specific dietary needs. As the company continues to prioritize innovation, its ability to adapt to consumer trends will be crucial for its success in the evolving snack market, especially as it integrates health-conscious ingredients like calcium citrate into its offerings.