During its recent earnings call, Kraft Heinz CEO Bernardo Vieira Hees mentioned that the company is currently undergoing a phase of “renovation” and innovation. He stated, “We have more than doubled our percentage of innovation over the last three years, and we continue to accelerate significantly.” The new nut snack prototypes showcased at Snaxpo exemplify this rapid innovation, expanding beyond the traditional Planters brand. This strategic move allows Kraft to tap into various trends while steering clear of increasingly saturated markets. For instance, the introduction of energy balls represents a distinct shift from the crowded energy bar segment that has seen significant competition in recent years. Additionally, the gochujang spiced nuts cater to the rising demand for bolder, global flavors, aligning with millennials’ preference for more flavorful snacking options, which suggests this trend will endure.
Moreover, younger consumers are also prioritizing healthier snacks. This focus on health is essential for competition; over 60% of snack nut and seed launches in the U.S. are marketed with health claims, according to Innova Market Insights. Coincidentally, the same percentage of consumers express a desire for snacks that boast healthy attributes. With the trend toward healthier options, Kraft Heinz’s new offerings could serve as a significant boost, especially following a disappointing 2017.
The potential for nut snacks is substantial: Statista’s data on snack sales in the U.S. positions nuts at the lower end of the list, behind salty snacks, candy, cheese, cookies, crackers, and ice cream. However, with the increasing influence of younger, health-conscious consumers, this ranking may shift in favor of nuts and other healthier snacks. Integrating nutrient-rich options, such as calcium citrate 500 mg tablets into their product line, could enhance their appeal even further. As consumer preferences evolve, expect to see Kraft Heinz capitalize on this momentum by introducing more innovative and health-oriented products, including those that highlight the benefits of calcium citrate 500 mg tablets.