Grocery In sight January 2025
Take Series
37,000,000,000,000
First Take
Greeting Cards
While society has continued to progress and technology continues to grow, there are some things that will remain timeless. Greeting cards have remained relevant in this fastpaced and ever changing world and will continue to do so in 2025.
“The greeting card industry continues to evolve at a fast pace, matching rapidly changing consumer values and opening doors for new and veteran card makers alike. Some of the trends at the forefront of the category include inclusivity: developing cards that celebrate diverse people and cultures, support community values, attract a broader audience and foster inclusivity; Sustainability: as consumers seek sustainable products, eco-friendly materials and practices are becoming increasingly important; Wellness: there are a host of brands now focused on self-care, resonating with consumers seeking genuine connection and mental wellness in a post-pandemic era,” said Sierra Bretz, Executive Director of Greeting Card Association. “To help members keep up with consumer trends, GCA hosts yearround events and programs to explore, create, share ideas, network, learn and grow. In September, the GCA helped members promote and celebrate Thinking of You Week (TOYW), reminding us how greeting cards continue to touch lives in meaningful ways. In the words of Andy Meehan, GCA President, 'Whether it's a quick note of encouragement or a heartfelt message, cards help express what words sometimes can’t.'"
Designer Greetings highlighted the relevance of the category.
“The need for meaningful emotional connection keeps greeting cards relevant. People value the personal touch and sentimental value that physical cards provide, making them lasting keepsakes for special occasions,” said Steven Gimbelman CEO and President of Designer Greetings.
Greeting Card Association has also advocated for the category and those within it.
“Founded in 1941, the GCA represents publishers from start-ups to established companies of all sizes as well as suppliers that provide produc-
tion services and product distribution to the industry. One thing that all our members have in common: a need for up-to-date industry data, advocacy and representation before government/ regulatory agencies,” Bretz said previously. “Some of the most significant ways that GCA advocates for members are through the work of the GCA Public Affair Committee. The committee is focused on key initiatives that help promote and preserve the greeting card industry via four interconnected streams of work: public policy; legal challenges; data analysis; and advocacy.”
“Makers in the greeting card industry are presented with a host of opportunities to enter into niche markets, replete with personalized experiences, tech-enhanced features, culturally diverse themes, eco-friendly materials and more. On the flip side, makers are challenged to meet rapidly changing consumer demands and seize opportunities created by economic shifts. To help meet these challenges, GCA supports member learning and collaboration through our industry events, workshops and other forums,” said Bretz. “One significant announcement GCA made recently was the move of *Noted: The Greeting Card Expo to the World Market Center in Las Vegas. By moving the 2025 Expo to the Las Vegas market, GCA will be able to offer an expanded platform for showcasing member brands, networking and celebrating the diversity of greeting cards. This will allow GCA to bring more than 50 member brands to the vibrant Las Vegas market attended by thousands of qualified buyers. The show will maintain its unique community vibe in 2025 with move-in ready spaces, Pitch Programs, activations and networking opportunities that our members have grown to love. The distinguished 2025 Louie Awards Celebration will also move to Las Vegas, ensuring great continuity, recognition and revelry.”
In 2024, Hallmark pushed for innovation with its new Venmo cards. The company designed a specific set of cards for those who graduated last year.
“Hallmark will continue to build on the popularity of Hallmark + Venmo
Cards. These new cards pair the excitement of receiving a greeting card with the ease of giving money digitally. Customers can securely send money through Venmo in a physical Hallmark card, offering a unique and convenient way to gift money. With graduation season underway, Hallmark released a new collection of Hallmark + Venmo Cards designed specifically for the class of 2024,” said Julie Brookings, Brand Experience Manager at Hallmark.
“The new Hallmark + Venmo Cards are an innovative way to send money to our graduates, said Kyle Monson, Greetings Merchant Director at Hallmark. “Graduation is a milestone moment that deserves recognition, and whether it’s high school or college, graduates always appreciate a little help in funding their next steps.”
Designer Greetings has continued to produce and design thousands of cards varying in style and purpose.
“Designer Greetings wants consumers to know that greeting cards are timeless, bridging generations with heartfelt messages. We offer more than 24,000 designs, from traditional to contemporary, ensuring each generation can find cards that resonate with them,” said Gimbelman. “Designer Greetings is constantly enhancing its product lines with eye-catching embellishments and contemporary art. Our in-house and freelance artists are always creating unique, fresh designs that reflect current trends and consumer preferences. Designer Greetings prides itself on new refreshment on design continually,” said Gimbelman.
Greeting cards remain a relevant and authentic way for sentimental messages to be passed to loved ones and friends. Even as technology has continued to enter the category through innovation, these companies have been able to preserve traditional ideals without losing sight of their value and meaning. In the new year, leaders are pushing the category forward, but the meaningfulness and wholesome have remained constant.
First Take
Bison
Leading suppliers that are guiding the direction of the bison category are dedicated to understanding and responding to consumer trends through regularly engaging with their retail partners. Companies are focused on enlightening consumers who are new to the category of the nutritional aspects of bison and how it fits into nutrition goals of eating leaner proteins. Responsible farming, ethical treatment of animals and environmentally-friendly operations are top of mind within the category, and suppliers and retailers are collaborating on how to lead by example and educate consumers on why these facets of the category are so vital.
"Here at Great Range Bison, we strive to do things correctly, as we always have," said Director of Sales Cory Schmeling. "We know that when you put a quality product in a quality package the likelihood of a consumer buying that product again increases. Our mission is summed up with our trademark of Best Fresh Bison. Meaning proper animal handling, a focus on food safety and human safety coupled with premium quality product and excellent customer service, we will continue to grow the category and grow the industry. Our mission makes it easy to do the right thing. Every decision we make, we put these protocols front and center. Essentially, if we do the right thing at all stages we will be successful."
North American Bison is taking a proactive approach to interpreting and pivoting to consumers’ trends through regularly meeting with retail partners. Through these meetings, North American Bison is able to share insights, address challenges and uncover opportunities for growth. To supplement these meetings, North American Bison will continue to make store visits to gain a deeper understanding of retail partners’ concerns and areas of focus, which in turn influences its product development and marketing strategies. This willingness to nimbly adapt is key in helping North American Bison stay relevant in a competitive arena.
“We continue to assess our existing product base and review against consumer trends and how we can be more
relevant to the shopper,” said SVP of Sales Al Samuelson. “When meeting with our retail or industrial partners, we always review what they see coming, broader consumer trends and what they see as challenges and big win opportunities. And of course, as we travel, we visit at least one of every brand grocer in the market to see in person what they feel is important to promote and feature.”
In 2025, North Fork Bison plans to drive growth within the bison category by prioritizing sustainability, health-focused offerings and innovation. Consumers are increasingly moving towards healthier eating habits and are opting for leaner proteins, and North Fork Bison is addressing that shift by drawing attention to its ethical farming and environmental practices to answer shoppers’ demands for responsibly-sourced proteins.
“In 2025, North Fork Bison intends to focus on several key areas to drive growth in the bison category, particularly around sustainability, health-conscious consumer demands and product innovation,” said President Marc Mousseau. “We are seeing an increasing consumer preference for healthier, leaner proteins, and bison fits well with this shift. Additionally, there is a growing demand for ethically sourced and sustainable meats, so we plan to double down on highlighting our responsible farming practices and environmental impact. We rely on several sources of data to inform these decisions, including consumer trend reports, retail sales data and direct input from our retail and foodservice partners. Partner insights, particularly regarding product preferences and consumer behavior, are crucial. We've been working closely with our partners to assess the rising interest in grass-fed, hormone-free and traceable meats, which are key trends shaping the category. Additionally, market research platforms and consumer surveys help us stay ahead of preferences related to flavor profiles, meal solutions and new product formats like ready-to-cook and ready-to-eat options.”
Demand for a broader variety of bison
cuts is rising in response to consumers exploring the bison category and realizing how much they enjoy a protein outside of traditional beef, chicken or fish. Consumers are eager to prepare bison in creative and appetizing ways, and this shift and interest in trying different cuts of bison gives suppliers confidence in the category. “With consumer demand, we are seeing interest in products common in the beef world, but not as common in the bison retail world which is primarily limited to ground and steak items,” Samuelson said. “We are getting and fulfilling calls for a broad variety of cuts; chuck, skirt, brisket and including edible offal such as liver, tongue and bones. From my point of view, this is truly exciting as bison is becoming more common in the basket.”
In 2025, North Fork Bison predicts a handful of significant trends will impact the direction of the bison category, starting with an increased focus on driving awareness to the fact bison is a healthy and environmentally sustainable alternative to traditional meal entrees like beef. Other trends to keep an eye on include traceability, which gives retailers and consumers peace of mind and the ability to track which ranch the bison was sourced from, and the rising number of consumers adhering to keto and paleo diets where proteins take center plate. Bison is a clear meal solution given its lean and nutritionally dense cuts which appeals to health and fitness conscious consumers. “In 2025, we anticipate several key trends to push the bison category forward,” Mousseau said. “The primary focus will be on expanding awareness of bison as a health-conscious, environmentally sustainable alternative to beef and other red meats."
The category is undergoing a notable transformation as leaders collaborate with retailers to tackle educational outreach to raise awareness about bison’s nutritional benefits and marketing initiatives to showcase bison’s flavor appeal and versatility. As consumers move towards leaner proteins and expect suppliers to adhere to sustainable and ethical animal raising practices, bison is poised to outshine other proteins.
First Take
Surimi
There are many Americans who are still not meeting dietary guidelines for seafood consumption and who are still skittish about how to properly clean and prepare whole fish and shellfish. The surimi category easily fills a sizable need for grocery partners to promote seafood consumption while giving home cooks something unassuming, versatile and relatively easy to incorporate into their weekly meal plans. As leading surimi suppliers have turned to sustainably managed fish species like Alaskan pollock as a significant ingredient in their surimi formulations, they ensure a reliable supply of product to guarantee consistent inventory and an enticing environmental story for consumers worried about overfishing.
“In 2025, our focus is on educating consumers about surimi’s diverse applications,” said Aquamar CEO Daryl Gormley. “Despite its incredible versatility and health benefits, many remain unaware of its potential. We aim to showcase the wide range of ways surimi can be enjoyed—from sushi and tacos to creative toppings for salads and pastas. According to the National Library of Medicine, while 90 percent of consumers eat seafood, only 19 percent meet the Dietary Guidelines of Americans (DGA) recommended twice-weekly consumption. The study concluded by mentioning that ‘educational and marketing efforts promoting the health benefits of seafood’ is likely to encourage more consumption.”
Gormley recalled a recent example of such a promotion done by a popular TikTok star who recently created a video highlighting Sam’s Club’s $10 surimi and demonstrating how he prepares it and raving about its taste. “The video has gone viral, prompting many viewers to head to Sam’s Club to try the product themselves,” he said. “This highlights how a simple, engaging online video can effectively raise awareness and educate consumers about a product's versatility and appeal, which is what we aim to do more of in 2025.”
While educational opportunities remain ripe this year, the category hasn’t been untouched by the continued inflation impacting nearly all aspects of the
economy. “Our category is uniquely affected by macroeconomics and spending power, so the challenging economic realities have impacted our category across all species and offers,” Jeff Welbourn, President—Trident Seafoods’ Trident USA business unit, said previously. “Year to date, we are starting to see some bright spots in the market driven by offerings focused on value. This, paired with the recent executive order banning Russian fish from entering US markets, as well as the slowly improving macroeconomics, give us a more positive outlook towards the end of the year and going into 2025.”
“We are committed to maintaining operational excellence while we dynamically adapt to the ever-changing dynamics of the seafood industry,” Welbourn continued. “Investing in our operations has always been critical for us, and we will continue to do so. Our Fleet to Fork operational model allows us to ensure peak quality, from primary processing to customers and consumers worldwide, and we’ll continue to focus future investments on strengthening and optimizing our overall operations. This will allow us to continue delivering the best wild Alaskan seafood in the world.”
Raw materials for surimi remain abundant and cost effective, providing a reliable and accessible seafood option for consumers, said Gormley with Aquamar.
But that doesn’t negate the need to be vigilant all around and find efficiencies whenever possible. “In addition, our investments will continue to focus on several modernization initiatives throughout our supply chain, including the continued advancement of the sustainability of our operations while maintaining our commitment to supporting the local communities where we operate,” said Welbourn.
Surimi offers a valuable solution for grocers seeking consistency in their seafood programs, said Gormley.
“Since surimi is made from sustainably managed fish species like Alaska pollock, surimi provides a dependable, eco-friendly option that can be available year-round,” he said. “Its long shelf life
and versatility contribute to a more sustainable seafood offering, aligning with both environmental goals and consumer demand for responsible choices.”
Through the work and outreach of the Alaska Seafood Marketing Institute (ASMI), information is reaching consumers about the benefits of consuming Alaskan seafood and how it differentiates from those sourced from other waters.
“The ASMI continues to support fishing communities by promoting sustainability and consumer education initiatives,” said Amy Dukes, Head of Retail Marketing for ASMI. “Educational campaigns were rolled out to enhance awareness of wild seafood’s benefits, as consumers increasingly care about the source and environmental impact of their food.”
She continued, “For all seafood, continuing to educate consumers on the health benefits, including rich omega-3 content and high-quality protein, can be a strong purchase driver. We’re also seeing more interest in cooking tips and recipes that help consumers incorporate seafood into their diets more often.”
And for a select segment of consumers, surimi serves as an ideal gateway product into the realm of seafood. “It’s no surprise that many consumers are hesitant to prepare seafood at home, especially with challenges like strong odors and the difficulty of deboning,” said Gormley. “For many Americans, surimi serves as an accessible introduction to sushi, and it’s also a perfect gateway to preparing and enjoying seafood at home. It’s a healthy, versatile ingredient that’s easy to incorporate into everyday meals. In 2025, we are collaborating with our retail partners to continue educating consumers on the many ways surimi can be enjoyed so they feel comfortable eating it in addition to diving into other seafood options at home.”
Surimi continues to represent an opportunity for grocers to not only introduce a viable and appealing option for shoppers to incorporate seafood into their diets, but to inspire further sharing of recipe ideas as well as conversations about quality and sustainability.
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First Take
Deli Soups
January’s blustery weather might suggest an easier time to promote the sale of hot and hearty deli soups in the grocery store, but category leaders aren’t resting on cold weather alone to help their partners move product. They’re continuing to innovate novel flavor options and creating enticing pairings and promotions, all designed to appeal to busy consumers scouring the grocery store for quality but easy and budget-friendly meal solutions, to encourage shoppers to have more soup.
“The soup business for the last six years has grown 200 percent, and it’s going to grow another 55 percent in the next four to five years, so the outlook is very, very good, “Blount Fine Foods’ EVP of Sales and Marketing Bob Sewall told Grocery Insight
In recent years, the company’s Clam Shack and Blount’s Family Kitchen line have come to encompass a variety of flavor and ingredient options including seafood and chicken and rice. In addition to branching out into pot pies last year, it also runs a substantial private label business with partners including Panera.
“We already do most of the category management, so between the Panera, the Blount Family Kitchens and the private label, we’re able to make sure we have the optimum number of items and that the customer has the right choices. Nobody leaves the store without buying soup,” Sewall said.
And while traditionally, there seems to be a season for specific types of food in grocery, that is changing, said Sewall.
“We have a lot of retailers that we do hot to-go soups with,” he said. “Think about this—restaurants never take soup off the menu, and even when you’re talking about the highest soup consumption in the US, it is California and south Florida. It’s hot, it’s warm, but people eat soup all the time. With the thought process that soup is only for cold weather, we’re coaching our customers to say people are not going to stop eating soup or pot pies because of a change in the weather. If you think about the most populated states, Texas, Florida, California, you know they’re eating soup year-round. What we do
with our customers is we have bigger promotions during the non-peak times to help them improve year-round soup business. It’s the same thing with the
ment to the artful process of making real food that our customers can feel proud to serve to consumers. Our kitchens have gotten bigger, our teams have
“I tell my customers all the time, if we’re just shipping you soup, we’re not doing our job. That’s step one. Our relationships are three decades old. Whether it’s Wegman’s, HEB, Publix, Walmart, on and on, those are multi-decade relationships. As you know in the food world, you’re only as good as what you’ve accomplished lately. We’re pretty proud of our customer service and our relationships with our customers.”
— Bob Sewall, EVP of Sales and Marketing for Blount Fine Foods
pot pies. If you think about mac and cheese, it’s heavy calories but with mac and cheese, there’s no sales change for mac and cheese. The only time it goes up is during the holidays when people buy more products for Thanksgiving, Christmas, New Year’s, Easter, so really the soup markets fell into this trap of not promoting soup on non-cold times because the consumer still, we sell soup to a lot of fine restaurants and they buy and sell year-round. So really the perception has changed dramatically.”
There’s also been a change in expectation from ready-to-eat soups regarding both variety of cuisine and quality of ingredients.
The Plenus Group added a food sustainability element to its business when in 2014 it partnered with Mill City Grows, a communication organization promoting food justice in Lowell, MA.
"We decided that one of the great ways to partner with them was we created this line of urban fresh soups and wanted to have a tie-in, and we've committed to giving 2 percent of the funds to Mill City," said CEO Joe Jolly in a promotional video for Mill City Grows.
“In today’s landscape, it’s hard to find food you can trust,” Kettle Cuisine CEO Liam McClennon said. “Rare to find impeccably sourced ingredients, slow-simmered bone broths, delicately sautéed meats and vegetables and a commitment to finding that just-right taste. Kettle Cuisine’s business has been built upon a belief in honest, quality products and an unwavering commit-
grown and our product offerings have expanded. What hasn’t changed is the privilege we feel in delivering truly artisan products at scale, providing wholesome, honest food to tables across the country.”
Quality has always driven Blount’s initiatives as well.
“I’ve been saying the same thing selling soup for 35 years: quality wins,” said Sewall. “If you continue to produce great quality products, you’re going to have great quality sales. Our focus has always been on the best ingredients, the best cooking procedures, the best chilling procedures so you get the most shelf life, and also we are good because we are a deli fresh food supplier; we are very good at getting the soup to our customers."
He added, "Quality comes in a lot of different ways. It’s not only the quality of the actual product, but it’s the quality of your customer service, it’s the quality of your logistics. Our customers rely on us to increase their sales. A lot of people call that pressure, but to me, I call that good business. They have the ability to dial up your cell phone to say, ‘What’s next, what’s going on, how do I win?’ That’s a good problem to have.”
Through quality ingredients, attention-grabbing flavor options and thoughtful cross-promotional support for grocery partners, deli soups suppliers are hammering home the point that soups are a year-round food and should be marketed as such.
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First Take
Salad Toppers
Salad toppers enhance the salad course, taking a bowl of greens and evolving it into a visually appealing mix of produce, nuts and crunchy cheese bites, wontons and tortilla chips that add to the bowl without compromising the nutritional value of the salad. Manufacturers are careful that these toppers enhance the flavors of salads without overpowering the other ingredients included. A measured dusting of cheeses, garlic and seasonings are the small yet significant addition to salads that make consumers look forward to the salad course and eating better. Rather than carelessly dumping salt or meats and cheeses on top of salads, essentially undermining the point of eating a healthy salad, salad toppers inject seasonings, sweetness and zest and give consumers incentive to eat their fruits and vegetables.
“We will continue to focus on providing consumers with a variety of the highest quality toppers at really strong per ounce value,” said Dennis Peters, Director of Marketing for Gourmet Nut Company, parent company of the Modern Mill brand. “Generally we source trend data from various providers and pair that with input from syndicated data. our internal team and some key buyers.”
Peters noted the overall supply chain is sturdy, and as a result, consumers are likely to experience reasonable prices.
“The supply chain overall remains strong and we think consumers should see prices remain stable,” Peters said.
Modern Mill’s toppers address consumers’ preference for salad toppers that provide a functional benefit, such as protein, and also add crunch, as texture is a consideration that comes into play.
“There is certainly continued opportunity in mixes that provide consumers both a functional benefit such as protein and a burst of crunch,” Peters said. “Consumers have indicated repeatedly that ‘adding texture’ is a key element of a good salad topper.”
Fresh Gourmet’s assortment of croutons, cheese crisps, crispy veggies, tortilla strips and fruits and nuts and citrus
juices have helped salads evolve from a plain bowl of greens to a colorful and flavorful part of the meal consumers look forward to. Their arsenal of toppers add satisfying textures and the right amount of flavors to complement the dressings and other fruits and vegetables it’s mixed with. Fresh Gourmet’s croutons come in a variety of punchy flavors including country ranch, Texas toast and Italian seasoned and play nicely with the company’s line of cheese crisps offered in parmesan, asiago and bacon and cheddar varieties. The offering of crispy vegetables whether it be jalapenos, beets or red onions give consumers reason to eat their vegetables when they are prepared with a gratifying crunch compared to soggy or mushy vegetables. Wonton and tortilla strips along with dried cranberries, sunflowers, walnuts and sliced almonds all pair well with greens and add a filling boost to salads.
Westin Packaged Meats specializes in providing a delicious and convenient way for consumers to enjoy bacon flavors in their salads and other dishes offering a variety of bacon bits, pieces and salad toppers that are made with 100 percent bacon bits and pieces. With the intention of elevating not only salads but pizzas and a wide variety of entrees, Westin Packaged Meats’ bacon products elevate flavor appeal while maintaining the essence of a healthier meal option.
Westin Packaged Meats’ products are packaged to preserve flavor freshness and help consumers with portion control, allowing for bacon lovers to savor their food without compromising their efforts to lead healthier lifestyles. Westin Packaged Meats is positioned to collaborate with retailers interested in offering their own private label brand or with companies on the food service side of the industry.
A subsidiary of Westin Foods, Westin Packaged Meats is a leader in the bacon bits and fully-cooked bacon category and is positioned to offer top tier products made with consistent quality and affordability through proprietary processes in its state-of-the-art facility in Fairbury, NE. The company is dedicated
to pivoting to meet consumers’ and retailers demands and sets higher standards in innovation and quality through the use of fine ingredients and adhering to strict production guidelines.
Introducing consumers to innovative flavors and using premium ingredients have successfully connected with consumers in a category that had become stagnant within the last decade, Peters said. Exciting flavor profiles combined with value has allowed for Modern Mill to flourish in the last year.
“We think bringing innovative flavors with premium ingredients really resonated with consumers in a category that has gone a bit stale over the last five to 10 years,” Peters said. “That coupled with an exceptional value allowed our brand to propel this past year. We look to continue to be a leader this year in both quality and value.”
In the coming year, Modern Mill is exploring new ways to include salad toppers into meals to help stoke category growth. Modern Mill is also considering opportunities at retail to work with partners on promoting awareness of the category and deliberately marketing the products near the produce department.
“There are always new ways to look for category growth such as exploring different usage occasions for toppers,” Peters said. “Another next step idea is exploring different merchandising ideas at retail which involves working directly with each retailer to find tailored ideas that will work well in their department.”
Salad toppers transform ordinary salads into flavorful and appealing dishes, improving both their taste and visual presentation. Whether they offer fruits and vegetables prepared in unique ways, nuts or wontons, salad topper suppliers are delighting and helping consumers get creative in their kitchens by adding the ingredients, flavors and textures of their choosing to their salad bowls. Bold flavors and zesty seasonings, along with proteins and fats in are adding flavor appeal to salads without taking away from the nutritional value salads can provide.
First Take
Maple Syrup
Maple syrup has become more than a breakfast condiment staple. The category has become a space for versatility and innovation such as sweetener alternatives, additions to cocktails, salad dressing and other dishes or drinks. Leaders in the category strive to produce high-quality and delicious maple syrup products. These companies also have several plans for the new year, specifically taking consumer feedback into consideration.
“We’re always interested in understanding who pure maple syrup consumers are and how their preferences are changing. Partner input around consumer trends and changing shopper patterns helps to inform our understanding and shape our strategies,” said Emma Marvin Co-Owner of Butternut Mountain Farm.
“Mainstream and ingredient—I believe consumers are getting tighter with their wallet yet looking for quality—So keep the price low while battling retail-
ence behind production. The company has been in business since the 40s, and continues to pass on its knowledge and traditions to each generation. Butternut Mountain Farm has a strong commitment to the environment and sustainability practices. In 1995, 635 acres of the company’s home farm was
ple” for its family and company. Coombs Family Farms sources maple syrup from more than 3,000 family farms, each one certified organic.
With a history going back to 1928, Anderson’s Maple Syrup has continued to persevere through all the challenges. “The maple syrup crop itself is always
“Butternut Mountain Farm is focused on building long-term relationships. These connections create a depth of understanding and deep value. Our ability to reliably provide high-quality pure maple syrup is underpinned by these relationships.”
— Emma Marvin, Co-Owner of Butternut Mountain Farm
conserved through Vermont Land Trust to protect from future development projects. In 2012, the company installed 363 roof mounted solar panels on their facility in Morrisville, which eventually turned into 808 four years later. Butternut Mountain Farm also strives to keep relationships and partnerships as a top
“Being a smaller family brand that is 100 percent Made in the US continues to be important, I believe that is resonating more and more. Maple syrup being a healthier option for sweeteners is also continuing to be a driving point for sales. We always listen to employee and customer ideas. Some are easy to do and other ideas are not within our reach, but we are working on a new package designed for a new market that we want to introduce late summer of 2025, which was a direct idea from one of our employees.” — Steve Anderson, Founder of Anderson’s Maple Syrup
ers with higher than normal margins is our key challenge and focus,” said Steve Anderson, Founder of Anderson’s Maple Syrup.
According to Anderson, “The only real supply chain issues we are currently seeing are related to how new tariffs may affect values of containers, syrup and other materials; even if those products are not imported, any tariffs will affect prices of domestically made products like bottles and caps as well as their availability.”
Butternut Mountain Farm has kept the humble act of maple syrup production at its core through its active involvement in the practice and sci-
priority. “Butternut Mountain Farm is focused on building long-term relationships. These connections create a depth of understanding and deep value. Our ability to reliably provide high-quality pure maple syrup is underpinned by these relationships,” said Marvin.
Coombs Family Farms, leading maple syrup producer, started as a pioneer in the category more than 150 years ago. As the seventh generation has taken over, the company remains committed to producing high-quality, delicious maple syrup while keeping the environment top of mind. The company’s website mentioned “environmental stewardship has been a guiding princi-
somewhat of a wild card, but our industry as a whole has expanded in an effort to stabilize the supply chain for the most expensive part of our end product—the maple syrup itself. I believe in the long run we are going to see increases in prices at the store shelf. Due to tariffs, maple syrup supply as well as increased margin grab by retailers,” said Anderson.
Butternut Mountain Farm recognized versatility has taken over the category in how shoppers use their maple syrup products. “I’m amazed at the frequency with which I hear people talking about putting maple syrup in their coffee. We anticipate a continued broadening of maple syrup's use as a sweetener. As an alternative sweetener maple is versatile with a spectrum of flavor. Within Grade A pure maple syrup flavor categories range from delicate to robust. Increased frequency of use by consumers means the development of stronger consumer preference for particular pure maple attributes, like flavor,” said Marvin.
Maple syrup producers remain steadfast in their delivery of quality, tasty and sustainably sourced maple syrup products. Striving to preserve the environment and utilizing the benefits and support of smaller family farms remain top priority for these category leaders. Maple syrup has continued to grow in its versatility and use as households find and develop new and exciting ways to incorporate the sweet and tasty syrup into their every day lives.
First Take
Innovation in Snacking
Leading suppliers in the realm of snacking know that this is not a dormant segment. As lifestyles change and novel ‘it’ ingredients grab the nutritional spotlight, consumers’ snacking preferences remain dynamic and ever-evolving. The new year presents opportunities for companies to dig into the data and partner feedback they’ve meticulously collected in the past year to continue to excite shoppers with innovations that cater to a diverse array of snacking needs and desires.
Naturipe Farms aims to bring new twists to produce snacking that has not yet been imagined. “We are looking to innovate produce snacking into additional consumer solutions that have not existed previously,” said Steven Ware, Vice President and General Manager of Value Added, Naturipe Farms. “We want to capitalize on consumers’ desire for ‘fresh’ and focus on the health and taste profiles of berries into new products.”
Zeroing in further, “We like to look into consumers’ taste preferences, growth trends and nutritional priorities, and fill the white space with new innovative items,” he said. “There is a lot of data out there, so once we feel like we have the solution, we still do consumer testing to see how they respond.”
Kirk Homenick, President of Naturally Homegrown Foods, also makers of the Hardbite and Poptastic brands, said there is no snacking without an eye toward innovation. “Innovation is what drives our business,” he said. “We intend to focus on flavor, format and pack size in 2025. In the next 12 months we will roll out a range of new everyday flavor options, as well as many unique seasonal items that fit with time of year. One such option is our seasonal Strawberry Margarita flavor under our Poptastic ready-to-eat popcorn line. It is lined with the spring/summer season as a fresh flavor for outdoor, and on-thego snacking. We have also innovated under the Hardbite line with Potato Sticks, paired with a smoky flavor to give our consumer loyalists a nostalgic taste.”
Innovation is also about more than just flavor; these days, value is just as important. “In 2025 we will also be active in delivering packaging conve-
nience to the consumer with our snacksized multipacks which give consumers on-the-go snacking options that they can buy in bulk. We see this a great vehicle to help our retail partners grow their snack category with supporting alternate snacking occasions with portion-controlled packaging.”
Portion control packs and multipack master case units, in particular, hold potential for continued category growth, said Homenick. “We see these as great products to expand consumer trial and increase snacking occasions,” he said. “We know that snacking is not going away, and any way that you can enhance and make it easier to increase snacking occasions is delivering the consumer what they are looking for.”
Naturipe Farms’ focus on families in developing its new line of kids’ snacks called Berry Buddies, are having a tremendous retail response, said Ware. “One of the packaging variations solves the breakfast solution for parents by providing fresh blueberries, mini pancakes and maple syrup in a grab-andgo solution. Retailers asked us to help them fill this need, so it is very gratifying to be able to deliver a product that we know they’ll love.”
According to Ware, retailers seem to be back on a category expansion trajectory. “The biggest change right now is retailers’ desire to expand the category and offerings as consumers have gravitated back,” Ware said. “Retailers had been scaling back on SKUs, and most of them had really not added to their sets in a few years. Now, they seem to be looking at innovation again—it’s an exciting time!”
Looking back on 2024, Homenick said, “Driving innovation is not easy, and our goal as a company is to be responsive to consumer and retail partner needs quicker than ever. Our company prides itself on being quick, agile and entrepreneurial, which gives us the advantage of bringing new snack concepts to a reality in a best-in-class manner. We demonstrated this in 2024 with the launch of our Poptastic readyto-eat popcorn line, as well as our new product offerings to the Hardbite brand. Our people and shared values are what
helps us push these products forward.”
Reflecting on the state of snacking, Sam Kestenbaum, CEO of Seven Mile Brands, who last year unveiled its Pretzelized brand at IDDBA, offered, “Pretzelized is positioned as a mass brand marketed toward everyone because at the end of the day everybody loves a pretzel and everything is better as a pretzel, so as the consumer runs back to work, they know pretzels and pita chips. It’s how do we make something relevant for them because the last 10 years people have been focused on alternative ingredients—whether it be cauliflower or sprouted grains or non-GMO saw dust. It’s not about that. People need to like what they eat, and they need to be able to go back to it every day. That’s the product that we’re putting out on the market for them,” he said.
Kestenbaum clarifies he remains a fan of healthy ingredients, but for snacking, that’s no longer enough. “For us, better-for-you is table stakes,” he said. “I’ve launched five brands in my career. I’ve been a part of the largest national organics company in the world. Everything we do at Seven Mile Brands is a better for you, a no artificial ingredients product. But to me its table stakes in today’s world. You wouldn’t go launch a product with artificial ingredients. Whole Foods carries the brand nationally or will in July this summer, formally, so all of our products are Whole Foods compliant, and all of them are better for you products—baked not fried, nonGMO Verified, so I’m not knocking that. But that’s table stakes.”
Naturipe Farms, likewise, isn’t looking to settle. “We’re always striving for improvement. What feels like the perfect snack today might not be in five years, and we’re continually exploring that evolution. By maintaining a forward-thinking mindset instead of simply reacting to trends, we create space to nurture innovation and fresh perspectives,” said Ware.
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First Take
Onions
The onions category has continued to see great progress despite various outside factors such as inflation due to leading companies’ continued educational outreach on the benefits of adding onions to their meals. Leading producers have honed in on sustainability within the category regarding packaging and various technologies.
“While our main product, onions, have remained a favorite, reliable produce staple since, forever, we’re driven to push the technological boundaries as a certified sustainable farming and packing operation,” said Teri Gibson, Director of Marketing and Customer Relations with Peri & Sons Farms. “We continue to be early adopters of precision agriculture systems, such as Trimble, and pacesetters for non-plastic packaging in the onion category. Peri & Sons Farms’ expresses its leadership in our commitment to continuous process improvement and implementing innovative technologies—always pushing ourselves to do more and do better as we strive to provide the highest quality products and services for our customers, while upholding our commitment to reduce our carbon footprint.”
Peri & Sons Farms provides a onestep ordering process for USA grown red, white, yellow, sweet, Sweetie Sweet, tearless, shallots, cipollinis and garlic in both Certified USDA Organic and Premium.
“As a grower/packer/shipper, all within the USA, our consistent quality products, sustainable farm practices, earth-friendly pack options and the highest food-safety standards are unmatched,” said Gibson. “With everything under one roof, produce buyers can avoid the headache and pitfalls of ordering through a web of suppliers, distribution channels and importation challenges. Our premium onions may cost a bit more, but in the long run our straight-line process pays off in fewer rejections, time savings, added sales, repeat purchases and reduced shrink. Produce is a very competitive business. That’s why we believe our determination to maintain consistent product quality has been essential to our success. Since 1997, Peri & Sons Farms’
excellent product quality has helped us build customer trust and loyalty and has been instrumental in solidifying our brand reputation and credibility. Prioritizing consistent product quality helps us to keep costs down by minimizing rejections, questions and customer complaints.”
creasing, which drives our costs up. But, we are lucky to have an excellent team that is constantly working together to keep everything in check as best they can.”
“Year after year, we see increased demand for the Vidalia sweet onion, so we plant more crops. Everyone loves the
“Shuman Farms is not just the official sweet onion of tailgating—we’re using this platform, along with our partnerships with the University of Georgia (UGA) and Georgia Southern University (GSU), to drive sweet onion and overall produce department sales. By aligning with two of Georgia’s premier universities, we’re reaching a diverse and engaged audience, particularly young consumers, sports fans and families. These partnerships help us build brand recognition and trust, translating into more demand for sweet onions and fresh produce.” — John Shuman, President and CEO of Shuman Farms
Inflation has played a huge role in the onion category in the past year, and Bland Farms highlighted the direct influence it has had on the company and the crop in an earlier interview.
“Inflation has impacted the cost of fuel, labor, cardboard–pretty much everything. Rising costs are one of the main influences on supply and demand,” said Troy Bland, CEO of Bland Farms. “For example, pallets around $7 per pallet are now upwards of $15 per pallet. This is a cost that we do not pass on to our retailers. We've also seen freight costs dramatically increase over the last two years, and we have a limited pool of trucks available every week. We expect these challenges to continue for the immediate future and do what we can to offset them without passing the increases down to customers. We are always working to control the cost of large purchases. We do that every day. We take advantage of every opportunity we can, like discounts for paying ahead. Whatever we can do to cut costs. There's always a demand for sweet onions, but we try to price them competitively while keeping up with increasing costs to grow and ship them. Prices for everything–fertilizer, gas, products, packaging and labor–are steadily in-
unrivaled flavor of the sweet and mild Vidalia. It’s a household staple for its versatility, from salads to burgers, salsas to caramelized additions to most any dish, you can’t beat the Vidalia,” said Bland.
Shuman Farms also has been noticing a trend surrounding popular Vidalia onions.
“We’re coming off a strong Vidalia onion season that allowed us to continue distribution through the end of September and seamlessly transition into our Peruvian sweet onion program,” said John Shuman, President and CEO of Shuman Farms. “Our premium sweet onions, imported from Peru via the Port of Savannah, play a significant role in boosting the economy of Georgia and the Southeastern United States. This smooth seasonal transition allows us to provide consumers with high-quality sweet onions year-round.”
Producers have noted the growth in demand for onions, specially Vidalia sweet onions. This crop has become well known for its sweeter taste that can be enjoyed in a variety of ways such as raw, pickled, an addition to sandwiches or burgers and more. These leaders are paving the way for delicious and quality onions to be enjoyed year round.
First Take
Sweet Potatoes
Whether used as a side dish or as the main course, sweet potatoes are a versatile, healthy vegetable and carbohydrate that enhances any meal. Leaders in the category had an extremely productive and accomplished 2024 through tradeshows, leadership changes and growth.
With more than 92 acres, Nash Produce has become a vital player in the sweet potato category with the ability to store hundreds of thousands of bushels of sweet potatoes on-site. The volume of sweet potatoes allows the company to ensure supplies last year round. “Working on improving our value-added options. Becoming more eco-friendly, moving away from Styrofoam trays to more recyclable/biodegradable products,” said Robin Narron, Marketing Director and Sales Support with Nash Produce. “NC had a low yielding crop in 2024 which will impact the supply chain throughout 2025. We are trying to establish enough inventory to protect our customers from any shortages. Prices are anticipated to continue to rise. Agriculture has not been shielded from cost increases over the last few years. Major growers and packers have been impacted by low prices. We anticipate pricing pressures to remain elevated going into the new crop, fall of 2025.”
Year after year, tradeshows continue to be a driving force in the industry to discuss industry and category trends and hot topics. Nash Produce outlined the company’s expectations for the most recent Global Produce & Floral Show in an earlier interview with Grocery Insight. “This is an important opportunity for us since we will be able to interact with current customers and also potential new customers,” said Narron. “Relationship building is an important part of the business, and it is something we take pride in here at Nash Produce. Being an exhibitor will not only allow us to maintain current relationships but also cultivate new ones.”
“Additionally, our team members will be participating in events throughout the week. These seminars will allow team members to further their knowledge about the industry and make connections with other successful industry
experts. A few seminars that we have interest in include ones about supply chain, sustainability and the women’s fresh perspectives breakfast,” Narron said before the show.
Members of the company’s team took the time to showcase their product offerings such as “bagged, individually wrapped—and microwave friendly— petite steamable pouches and loose North Carolina grown and hand harvested sweet potatoes,” added Narron.
While sweet potatoes are known for its nutritional benefits for people of all ages, it is also a great source of fiber and vitamins for dogs. Crumps’ Naturals recently announced its facility expansion as it focuses on creating single ingredient sweet potato treats for dogs. As sweet potatoes are the sole ingredient in this chew, the company has been focusing on its partnerships and expanding its production to ensure its capabilities. The company has been educating owners on the benefits of sweet potatoes, and without any added filler, these pets are reaping the nutritional benefits from sweet potato consumption similar to their humans. These sweet potatoes are sourced in North America and produced without any artificial colors, flavors or preservatives and are non-GMO.
“We are proud to have our own manufacturing that allows us to put our pets and planet first. We recently announced an $85 million expansion of our manufacturing facility in North Carolina to scale our production capacity to do what we do best—making all-natural treats with thoughtful, limited ingredients,” said Stephanie Kusters VP, Strategy, Planning and Corporate Affairs with Crumps’ Naturals. “We started in a garage making single ingredient pet treats, and we realized people love the simplicity and transparency of the products. Since launching our Sweet Potato Chews in 2009, our patented sweet potato air drying process ensures nutritional integrity, the rich orange color and flavor for a standout product that keeps pet parents coming back time and time again.”
Bako Sweet started in 1944 by the Valpredo family based out of Bakersfield, CA. The family started with hum-
ble beginnings, growing sweet potatoes and transcended into a key player in the industry. Recently, Bako Sweet announced an end of the year leadership changes with the promotion of Susan Noritake to Vice President of Sales and Marketing. Noritake entered the company in June 2023 as Director of Sales with 30 years of experience in sales and marketing. Noritake expressed her excitement for the new year. “I am honored to step into this new role and build on the incredible momentum we’ve achieved over the past year,” said Noritake. “Looking ahead to 2025, I’m eager to implement our fresh strategies that will continue to differentiate Bako Sweet in the market and to deepen partnerships with retailers while driving even greater consumer excitement for our products.”
“Susan has been a driving force behind our growth over the last year, bringing innovative strategies and unmatched expertise to the table,” said Matt McCort, Executive Vice President at Bako Sweet. “Her leadership and vision are invaluable as we continue to grow and solidify Bako Sweet’s position as the leading brand in the sweet potato category.”
Bako Sweet also started the year off by launching an initiative to help retailers prep for February merchandising strategies to promote heart health and nutrition. February is Heart Health Month and National Sweet Potato Month. To encourage shoppers to consume more sweet potatoes, the company is revamping its packaging with pink packaging in an effort to catch consumers’ attention. “Healthy eating remains a priority for shoppers as they enter the new year, and February is the ideal time to highlight the role sweet potatoes play in supporting heart health,” said Director of Sales Noritake.
Sweet potatoes have continued to enter a variety of spaces within several industries as they remain a healthy and nutritious versatile vegetable. Category leaders are driving growth to the sweet potato space by ensuring households have access to delicious, high-quality sweet potatoes that meet and exceed standards.
First Take
Pierogies
Jumping into the new year allows for the chance to embrace what is to come. Leaders in the pierogies category are focusing on various things in 2025 such as expanding while also holding space for core values and goals.
“In 2025, Jaju Pierogi is focused on distribution across multiple channels,” said Casey White Founder of Jaju Pierogi. “We've put heavy emphasis on retail distribution the last three to four years and are shifting some of that focus to foodservice. We're focused on diversifying our partnerships. The goal is to partner with more restaurants, universities, ski resorts and hotels where we can reach additional consumers outside the grocery aisle while also keeping our presence in the freezer aisle alive.”
Mrs. T’s Pierogies mentioned the company has been a pioneer within the category, something it continues to hold close to its foundation and everything the company does.
“Back in the 1950s, the frozen pierogi category didn’t exist. Our founder, Ted Twardzik, Sr. always remembered the lines of people wrapped around local churches to buy pierogies and thought it was the perfect food to share with the ones you love. He essentially created the category when he came up with the idea to bring his mother’s pierogi recipe to consumers,” said Alyssa Panzarella, Director of Marketing with Mrs. T’s Pierogies.
Jaju Pierogies mentioned that the supply chain issues have since dissipated over the years.
“The supply chain situation has calmed down since Covid but the cost of goods has continued to increase with inflation really affecting our ingredient costs and the disposable income of our customers. We hope inflation continues to come down so our customers feel less stretched with their dollar,” said White.
Mrs. T’s has been focusing on new innovations and flavor profiles.
“We are focused on pushing new flavors since both vegetarian and meat dumplings are extremely hot right now, it was important for us to revamp our line-up and introduce two new flavors heading into 2025 which include our butternut squash, apple & sage pierogi
that also happens to be vegan and our loaded baked potato pierogi. We also put a heavy emphasis on social media. We are very consistent and make sure we are on top of all trends by making silly videos and posts that always tie back to our brand and product. Through our social media channels, we are able to increase engagement, brand awareness
switch also made us realize that we do need to develop a pierogi package that works better on conventional shelves at a more digestible price point. That's something we will be working on in 2025 and beyond,” said White.
“We always analyze what worked and what didn't work after we tested a new idea, concept, flavor or package,” White
“In 2025, Jaju Pierogi is focused on distribution across multiple channels. We've put heavy emphasis on retail distribution the last three to four years and are shifting some of that focus to foodservice.
We're focused on diversifying our partnerships. The goal is to partner with more restaurants, universities, ski resorts and hotels where we can reach additional consumers outside the grocery aisle while also keeping our presence in the freezer aisle alive.”
— Casey White, Founder of Jaju Pierogi
and sell-through in stores,” said White.
“Mrs. T’s vision is to make people smile — from customers to consumers to associates and partners. There have been a ton of changes since the company started in 1952, but it is easy to stay grounded in the original mission with Tom Twardzik leading the company. As the second-generation owner of Mrs. T’s Pierogies, he prides himself on continuing his father’s legacy,” said Panzarella. “As a family-owned business, Mrs. T's Pierogies has thrived on a foundation of strong leadership, innovation and a deep understanding of consumer needs. At Mrs. T’s, we embrace competition as an opportunity for growth. We continue to innovate, maintain its market leadership and delight consumers with high-quality products. While we’ve built our brand equity during the last 72 years, it is exciting to see the demand for pierogies still growing.”
Looking at the past year, “In 2024, we focused on getting into grocery stores that were the right fit for our product. We stopped chasing conventional grocery chains as we've learned our 14oz bag with a SRP of $9.99 does best in the natural grocery space. Chasing doors is not the best strategy for longterm success. A company's door count means nothing if your product isn't on the right shelf. We will continue with this mindset in 2025 and beyond. This
said. “At the start of Q4, we sat down as a team and wrote down everything we did this year from trade shows, marketing programs and financial decisions, to operational moves that worked and didn't work so well. These lists allow us to review our notes and to continue doing what works in the new year. It also helps us reflect on what didn't work and what areas of the business we really need to look at from a different lens or where we need to stop spending money altogether. We always talk through every initiative and see if we can come up with new ways to approach a certain area of the business to spice it up, to increase efficiencies or to make more money. It's important to analyze the ROI of every decision you make and to define ROI as more than just financial. What did a program, initiative or decision do for the brand? How can we make it better next year?”
Authenticity remains at the heart of the pierogies category as these leaders enter into the new year. These leaders have been able to achieve this through using high-quality, premium ingredients and keeping labels as clean and limited as possible. Looking into the new year, building partnerships and solidifying grocery presence remains top of mind.
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First Take
Freeze-Dried Candy
This year, the freeze-dried candy category will progress with suppliers cleverly finding new ways to outpace demand and improving production operations to keep up with growing demand for this fun twist on traditional candy. Some companies are pursuing opportunities to branch out and will add freeze-dried fudge, smoothies, freeze-dried snacks and meal mixers to their arsenal to expand their reach and presence within the category and give consumers more opportunities to connect. The appeal of freeze-dried candy remains rooted in its intense, bold flavors and one-of-a-kind texture and experience. Staying competitive in the confections arena is no easy feat. In fact, suppliers readily share that remaining top of mind and relevant means continuously uncovering new ways to stand out and listening to retailer feedback to guide ideas and flavors.
“Our ice cream and candy products remain popular, and we will focus on creating new and unique ice cream flavors and candy products made inhouse,” said Tim Walker, Owner of Freeze Dried USA.
Chad Rabinowitz currently owns the brick-and-mortar store, The Candy Space. He also founded Space Candy, a freeze-dried manufacturing brand that was eventually sold to Freeze Nums. “Space Candy was one of the founders of the freeze-dried candy craze, so we’ve seen it from the very beginning as it went from zero to one hundred,” Rabinovitz said. “Quite honestly, from the company’s inception, it has always been a challenge to meet the demand we’ve had for our product—we just simply couldn’t make it fast enough. What we’ve been able to do in preparation for 2025 is to scale up production to meet the demand and provide a more reliable level of inventory for all of our SKUs. We’ve also begun making a lot of our own wet goods—what we call the candy before it’s dried—so that we’re not as reliant on supply chains that limit how much we can order and process at a time.”
Freeze Dried USA will shift its focus in 2025 to healthier options, including nutrient-dense smoothies, wholesome
freeze-dried fruit and veggie snacks and easy-to-prep meal mixes in addition to nutrient-packed treats for pets. All of this is an effort to reflect consumers’ growing preference for whole foods and healthier indulgences. “We will be shifting product development toward healthier options in 2025, like smoothies, fruit and vegie snacks, meal mixes and healthy pet treats,” Walker said.
“The core of what made freeze-dried candy popular was a combination of the heightened flavor and the new experience,” Rabinovitz said. “The genuinely delicious and extra sweet flavor of the product is what I feel has catapulted it in 2024 from a fad that rises and falls quickly to a trend with real sticking power. In 2025 we’re going to see the sticky brands stay and build an everyday audience. But also, the desire for new experiences isn’t going anywhere in our consumption culture, so my bet is that the brands that innovate are going to be the ones that will rise to the top.”
“To that end, Space Candy will be launching freeze-dried fudge in Q1,” he continued. “We’re the only ones in the world who will offer it as we specially make the fudge to maximize the freezedried flavor and texture. This product includes a licensing deal with Peanuts and Astronaut Snoopy and will be offered in three flavors: chocolate, vanilla and caramel. They’re so good! We went through a lot of product testing and consumer tasting to land on the perfect product. And they really pop on the shelves—presales are already very high for these new items. It’s these types of innovations that will keep Space Candy relevant and at the forefront of giving consumers the opportunity to ‘experience the future of candy.’”
Freeze Dried USA’s ability to stand apart from competitors helped the company achieve its goals. “The uniqueness of our products carried us through 2024,” Walker, said. “With so many cottage industry businesses opening and selling the same products, having something different that is unique to us has helped to separate our business from the influx of new competitors.”
Freeze Dried USA remains dedicated to collecting feedback to enhance its
current products and identify potential growth opportunities. “We remain committed to getting feedback from and listening to our customers to make improvements to our current products, and to learn what product lines our customers would like us to expand upon,” Walker said. “We have a rule that we will only sell a freeze-dried product if it’s better than the original, so our customers’ feedback is an important part of our product development cycle.”
Astro Freeze launched in the freezedried candy market to address a gap in the market for high-quality confections wrapped in unforgettable packaging and offered through exceptional customer service. The brand’s whimsical mascot, Astro, and his adventures combined with unmatched dedication to superior ingredients and customer service, has drawn consumers into the category and Astro Freeze brand while driving growth to the overall freeze-dried candy space. “Astro Freeze entered the freezedried candy category because we saw an untapped need for extraordinary products, standout packaging, and unmatched customer service,” spokesperson Melinda Johnson elaborated. “We believed candy could be more than just a treat—it could be an adventure. With that vision, we launched Astro Freeze, creating a brand centered around our beloved astronaut mascot, Astro, who travels through space, exploring distant planets to bring back unique, freezedried candy creations. This imaginative world, combined with our commitment to high-quality ingredients and exceptional service, has captivated customers and catalyzed growth within the category, setting new standards for what freeze-dried candy can be.”
The freeze-dried candy category is experiencing significant growth at a rapid pace, and as a result, suppliers are adopting methods to become more time efficient to keep up with growing demand while continuing to produce quality confections. Overall, freeze-dried candy manufacturers are challenging themselves to stay creative and attuned to what consumers have come to expect from the freeze-dried candy category.
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First Take
Energy Drinks
Energy drinks have become a quick and easy option for a fun and tasty boost of energy and focus. Leaders in the category have tailored their product lines to ensure consumers have a range of options to choose from such as sugar free, higher or lower caffeine content and a variety of flavors. In 2025, these companies look to expand their products and capitalize on their tried and true, signature products while driving growth to the category as a whole.
“We will focus on growing the energy drink category with great tasting, better-for-you, sugar-free beverages that appeal to the tastes and need states of today’s shoppers,” said Tyler Bohannon, Celsius Executive Vice President, North American Sales. “Three global macro trends continue to drive consumers to CELSIUS: functionality in beverages, great tasting, better-for-you beverages, and fitness lifestyles. Our three lines— CELSIUS, Vibe and ESSENTIALS—are created for consumers seeking those qualities in their energy drinks, and we’re proud to continue supporting our retail partners with the highest quality products for their stores to delight consumers, every day.”
Celsius mentioned that consumers have continued to look for healthier alternatives within the category.
“Sugar-free, better-for-you, functional beverages will continue to draw new consumers looking for great taste and an energy boost, without the sugar to grow the energy drink category. Flavor and package innovation also remain highly important for existing and new to category consumers. Fruit-forward, refreshing flavors as well as candy-like flavors are on-trend and creating excitement in the category. We will also add two new variety packs to our already powerful assortment with CELSIUS Beach Vibes Variety Pack and CELSIUS Sparkling Classic Pop Variety Pack,” said Bohannon.
In a previous interview, LIFEAID highlighted the company’s use of cleaner ingredients. “From day one, we have stayed true to our core values as a brand and always played the long game,” said President and Co-Founder Aaron Hinde of LIFEAID. “Keeping products com-
pletely clean and not using deceptive advertising—putting ‘naturally flavored’ on the can when they use artificial sweeteners to make the product appear that it is natural—have nurtured a core audience that appreciates our transparency and commitment to quality. Additionally, I regularly send my personal
natives making the energy drink sugar free. The main difference between Red Bull Zero and Red Bull Sugar Free product lines comes down to flavor profiles. Red Bull Zero features flavors of pineapple, vanilla and tutti frutti with a splash of sourness.
Regarding progress in 2024, “CEL-
“Regarding progress in 2024, “CELSIUS is a refreshing, fruit-forward flavor experience that delivers the essential energy consumers demand. We drove strong incrementality with our CELSIUS Essential line in 2024 and are confident in building on those great trends in 2025. Additionally, innovation will continue to be key in the category and to ensure we are delivering on the latest trends we are introducing five new fruit-forward flavors in 2025: CELSIUS Kiwi Strawberry, CELSIUS Watermelon Lemonade, CELSIUS Strawberry Passionfruit, CELSIUS Cherry Cola in January 2025 and CELSIUS Mango Lemonade in March. To complement our amazing Vibe lineup, we are launching two new CELSIUS Vibe flavors: Playa Vibe and Retro Vibe. Later in the year we will be bringing in two new CELSIUS ESSENTIALS flavors that feature candy-like flavors in a 16-ounce package.” — Tyler Bohannon, Executive Vice President, North American Sales for CESLSIUS
cell phone number out to hundreds of thousands of DTC customers requesting feedback, comments, concerns, suggestions, etc. which keeps me very close to our core customer base.”
“We remain grateful for the likes of Celsius and Alani Nu for disrupting the ‘Big 3’ energy oligopoly that many of us grew up with,” Hinde said. “However, when we survey female consumers, they remain unaware that these products contain artificial sweeteners like sucralose and AceK. As more people continue to become educated on ingredients and read labels, we continue to benefit from our natural uncompromising positioning. People understand that what they put in their bodies reflects in how they show up in the world.”
Reputable energy drink, Red Bull, has a presence in 175 countries with more than 12 billion consumers. The drink typically comes in an 8.4 fl. oz can with about 80 mg of caffeine. Kicking off 2025, Red Bull launched a new product line: Red Bull Zero, which features monk fruit extract and sweetener alter-
SIUS is a refreshing, fruit-forward flavor experience that delivers the essential energy consumers demand. We drove strong incrementality with our CELSIUS Essential line in 2024 and are confident in building on those great trends in 2025,” said Bohannon.
“We have a very strong 2025 business plan built around continuing our strong execution and activation of innovative retail marketing programs designed to capture shoppers’ attention and drive new and repeat purchases. We’re constantly innovating and using data to inform everything we do, from marketing and advertising campaigns to flavor innovation. We are excited to continue working side-by-side with our retail partners to help grow their business and bring more consumers into the energy drink category in 2025,” said Bohannon.
In 2025, leaders will continue to explore the innovative possibilities within the energy drink category. These leaders have continued to bring healthier options to consumers year after year.
First Take
Deli Meats
Taste and convenience have long been sales drivers for leading deli meat companies, dating back to before American consumers became much more inquisitive about the contents of the processed meats at their local grocer. These days, as consumers prioritize cultural authenticity and quality of their charcuterie essentials, the pressure is on for companies to not only deliver on flavor and innovation but also on safety and transparency.
Such was the lesson learned last fall when Schnuck Markets opted to replace Boar’s Head and instead partner with Dietz & Watson to stock its deli cases. This followed a multi-state recall of Boar’s Head brand meats due to a listeria outbreak that led to 10 deaths and 61 sickened across 19 states. Multiple media outlets including The New York Times and Forbes have subsequently also reported on Boar’s Head’s murky leadership structure and business dealings.
“Consumers today want transparency and safety assurances from the companies they buy from,” said Deanna Depke, Director of Sales and Marketing for Volpi Foods. “Animal welfare is of growing importance also. Our Responsibly Raised program answers this consumer request. Our artisan craftmanship assures premium product quality, and our stand on eco-friendly packaging using 80 percent less plastic in our sliced products has resonated with consumers as advocates for the brand.”
Having earned that consumer confidence, Volpi is looking ahead to 2025 with a focus on several facets of the category.
“Volpi is focused on core products within the pre-sliced, grab-and-go and entertaining space,” Depke said. “Our success in the premium snacking set uniquely positions Volpi to work within the full shopper journey from charcuterie novice to maestro. We glean insights from syndicated data, economic trends, the culinary space, as well as our retail partners.”
Fratelli Beretta told industry media last summer some of its best sellers included its 2-oz line of Italian Style Snacks featuring combinations like
Sharp Provolone Cubes & Bread Sticks.
“These are especially popular as backto-school snacks,” Kimberley Parrales, marketing manager for Fratelli Beretta USA said. “We offer a shipper display that will hold five to six flavors. These are best placed in high-traffic floor areas in the deli or by the cash register for impulse sales while customers are waiting in line.”
Pocino Foods, which focuses on specialty precooked meats inspired by cuisines worldwide, was receiving more requests from meal kit companies, Todd Hunt, research and development manager, told industry media.
“They are looking for sliced, diced individual portions as small as 2 ounces or two pieces in the case of pork belly, which is popular in ramen dishes.”
Deli meat suppliers have been noting the shifting trends toward on-the-go and snacking lifestyles.
“The growth and popularity of charcuterie is very exciting to see; not only do we see this in the foodservice restaurant and recreational industries, but now in retail grocery, convenience stores, micro-markets and on-the-go meals,” Shawn Munck with Sigma USA, which owns the Fiorucci Foods brand, said last year. “Growth in snacking and charcuterie go hand in hand and we only see this continuing. We feel more kitting and full-meal solutions will continue to help grow the Italian deli meats category, where the meat is a central, key ingredient, but accompanied with other products to create a meal solution that’s appealing, memorable, convenient and delivers on elevating that special, everyday occasion.”
Veroni has taken a novel approach to elevating occasions as sponsor for numerous athletic events in the US last year, including the Mubadala Citi DC Open in Washington, D.C. and the Cincinnati Open in Ohio last summer. It has also become an expected fixture of cultural culinary events like the Atlanta Food and Wine Festival, the Chefs for Farmers Food & Wine Festival in Dallas and the Boston Taste event.
Sponsoring the Lapiplasty Pickleball World Championships in Dallas last November was a new endeavor for Veroni
and reflects the brand’s agility in identifying untapped opportunities.
“Building on our fantastic experiences on the tennis courts in Indian Wells, Washington and Cincinnati, we are now excited to connect with new racket enthusiasts as we ride the wave of a booming trend in the US, which has seen an impressive 36.5 percent increase in participation since 2022," Emanuela Bigi, Veroni's Marketing Manager, said. "Pickleball is much more than a sport. It is a time of gathering and shared fun where people of all ages can come together. It is based on those moments of connection that we want to build awareness of our products. Since 1925, we have been dedicated to making these experiences even more enjoyable by bringing the quality and flavors of Italian tradition to consumers' tables while accompanying their leisure time with our excellence.”
Looking ahead to 2025, manufacturers are cautiously optimistic about what the new year holds.
“We see the imposing of tariffs along with threats of longshoremen strikes interfering with our competitor supply chains,” said Depke with Volpi Foods. “These will no doubt raise the prices of imported products of our competitors. Volpi produces our products in the USA, using old world methods as well as modern technology.”
Volpi’s domestic base of operations ensures it will remain a good partner.
“Our supply chain is robust as we manufacture all our own products,” said Depke. “Located in the Midwest for more than 120 years, Volpi is a US company and the only US company that is family-owned and operated that provides for the full line of charcuterie. Being closed loop allows us to maintain safety and control of the processing procedures to ensure quality and consistency every time. In a world where threats of port strikes, tariffs and embargoes are discussed daily, Volpi provides stability and reliability to our partners.”
Transparent production instills consumer confidence, and as these leading manufacturers illustrate, there is also plenty of room for thoughtful innovation and partnerships to further foster consumer inspiration.
Available in various formats, each premium deli o ering is sliced and packaged in our USDA certified facilities
First Take
Dips and Spreads
As dips and spreads represent a myriad of cuisines, flavor profiles and formats, trying to be everything for everyone presents the hazard of spreading oneself too thin—pun intended. Leading suppliers are therefore embarking on 2025 by picking an area of focus and putting their full effort and resources behind maximizing those segments they’ve chosen, all the while keeping in mind consumers’ continued desire for all things fresh.
“For 2025 ¡Yo Quiero!’s focus will be on grab-and-go snacking,” said Tara Murray, VP of Marketing for Fresh Innovations, maker of the ¡Yo Quiero! brand. “We are launching a 4-oz size that is perfect for people looking for delicious, nutritious snacks on the go. Our display-ready case will hold 12, 4-oz cups that fit in any cup holder for easy dipping, or for those that carry Stanleys, it fits nicely on the top so you won’t dribble when you dip. ¡Yo Quiero!’s Grab & Go strategy was developed based on current consumer trends and the readyto-eat market. People are spending less time preparing and sitting down to big meals, and spending more time on the go traveling to and from work, games, kid events, etc. We wanted to meet our consumers where they are with our delicious dips. ¡Yo Quiero! will have 10 products in the Grab & Go line: the OG, our Original Guacamole, Chunky Guacamole, Hatch Chile Guacamole, Red Salsa, Corn Salsa, Avocado Salsa Verde, Bean dip, Black Bean dip, Creamy Jalapeno and Smokehouse Onion. The last two are brand new flavors we’ve added to our Dip Destination, and they are flying off the shelves.”
Ingredients and flavors will be Garden Fresh Gourmet’s focus, said Megan Trout, Director of Brand Management. “In 2025, Garden Fresh Gourmet intends to focus on premium and differentiated offerings within the dips and spreads category, including plant-based products, classic flavors reimagined and globally inspired flavors. As consumers increasingly prioritize fresh, clean-label products and better-for-you snacking options, we’re aligning our innovation pipeline to deliver on these preferences.”
Coming at the category from the restaurant side, Tacodeli, a popular chain of Austin, TX-based taquerias entered the national grocery scene via Whole Foods Market stores in June with the release of three dips and salsas: Tacodeli Chunky Salsa, Tacodeli Quest and Tacodeli Creamy Jalapeño. “We’ve spent 25 years perfecting the salsas and dips that we serve at our 13 restaurants across Texas,” said Jeff Day, President at Tacodeli. “Our passion for delicious food and authentic flavors can be tasted in our products, and has allowed us to expand our reach nationally at Whole Foods Market, a launch we couldn’t be more thrilled about. We look forward to allowing even more people to try and enjoy the products we serve to thousands of guests in our restaurants every day.”
¡Yo Quiero!, meanwhile, keeps close tabs on the growing demand for convenience and fresh. “We feel that Grab & Go and the 4-oz size will be a huge win for 2025,” said Murray. “Consumers are looking for great taste and nutrient dense snacks to take on the go. Everyone is super busy, and we want to provide good, quality food that helps make consumers feel good inside and out. Also, cheese dips continue to trend upward as people continue to look for good, comforting foods to add to their grocery lists. We continue to innovate in the cheese dip sector, and we’ll be launching nacho cheese and enchilada inspired cheese dips in January. We are excited to add these items to our Dip Destination.”
As these companies focus on innovation, they remain cognizant of mercurial market forces impacting supply chain logistics and are prioritizing keeping costs down for consumers. “Our supply chain is solid,” said Murray. “We are very, very lucky to have the support team around us that cares about our business as much as we do. Our suppliers and logistical teams work in tandem with our processing and distribution facilities to ensure all supplies make it on time and at the agreed upon cost. We have seen some small price increases on our supplies, but we’ve made the conscious decision to not pass those increases onto
our retailers and consumers.”
Garden Fresh Gourmet also maintains a strong supply chain supported by strong partnerships with ingredient suppliers and production facilities, said Trout. “However, like most in the industry, we are navigating cost pressures due to rising input prices and transportation costs. We’re focused on mitigating these impacts through strategic sourcing, operational efficiencies and demand forecasting. We are committed to minimizing cost pass-throughs to consumers while maintaining the high quality and value they expect from Garden Fresh Gourmet. Open communication with retail partners is essential to ensure alignment on pricing strategies and promotions that support consumer affordability,” she said.
Supplementing that communication strategy is insights gained from a notable product launch last year. “In 2024, one of our key successes was the introduction of the Garden Fresh Gourmet Jack’s Special Salsa Snack Pack, which was designed to meet growing consumer demand for convenient, portion-controlled snacking options,” Trout said. “This innovative format resonated strongly with both retailers and consumers, combining the fresh, high-quality salsa that Garden Fresh Gourmet is known for with an easy-to-grab, onthe-go packaging solution. Moving into 2025, we’ll leverage the insights gained from this launch—such as the importance of convenient, multi-use packaging formats. Building on this success, we plan to expand our portfolio with additional snack-focused innovations that align with consumer preferences for fresh, flavorful and convenient options.”
¡Yo Quiero!, similarly, has takeaways from a successful product launch last year. “We started the year with a brand new, never-before-seen item, our Avocado & Egg spread," said Murray.
Consumers can look forward to a year of fresh, innovative flavor choices this year in the realm of dips and spreads, suitable for multiple occasions ranging from solo snacking in the car to larger, festive gatherings.
First Take
Butter
With the new year comes expansions, revamps and growth. Butter category leaders are continuing to use lessons and accomplishments of the past year to pave the way into 2025.
“We will focus on expanding our presence in the growing flavored butter category,” said Stephen Owens, CEO of Epicurean Butter. “We will explore a range of new flavors, including globally inspired options incorporating trending profiles like manuka honey, yuzu citrus and aji chili. We are also looking at strategic partnerships for flavor launches and collaborations with chefs to develop unique recipes and menu placements. To support these initiatives, we leverage a robust data-driven approach. We review category data to identify sales trends and competitive activity, conduct consumer surveys to understand preferences and usage occasions and actively monitor social media to capture emerging trends. Additionally, we partner with market research firms to gain insights into consumer demographics. Our commitment to providing a premium product using sustainable sourcing and artisanal craftsmanship will continue to differentiate us in the market and drive consumer engagement.”
In a previous interview, the International Dairy Deli Bakery Association (IDDBA) spoke about the association's future plans and launches.
“In 2025, the association will market and represent dairy to our members and industry,” said Whitney Atkins, VP of Marketing and Membership with IDDBA. “IDDBA’s annual trends, written by Heather Prach, Vice-President of Education and Industry Relations [launched] Dec. 31. These are highly sought after trends that members use to launch new products and reimagine merchandising techniques. As in 2024, the education team will continue to present real time and actionable data. From monthly category reviews and quarterly updates, to having it available via the IDDBA app, having data out at our members’ fingertips to make business decisions is imperative. The IDDBA app is home to more than 4,500 users year-round. It is a way to connect with app users, share company news, participate in fo-
rum groups and as of November, a way to scan business cards and make notes. Having so much available through the app is another way for members to access benefits at their fingertips. IDDBA’s President and CEO, David Haaf, is leading the association into 2025 and beyond by delivering how he sees meeting membership and the industry where they are. Evolving the show, extending impact and expanding our audiences are the overarching strategic imperatives Haaf has for the association. From focusing on international markets to food service and convenience store formats to creating new events, education programming and new partners, IDDBA is positioned to continue to provide the resources our members need to grow business by reaching consumers with the right product at the right time.”
Epicurean Butter acknowledged supply chain challenges that might be plaguing the category, but ultimately, the company has continued to push forward regardless of obstacles.
“While the butter category supply chain has shown recent stability, costs remain elevated compared to pre-pandemic levels. We actively work to mitigate these pressures through a combination of strategies,” said Owens. “We continuously evaluate our sourcing strategy to diversify our supplier base and ensure access to high-quality ingredients at competitive prices. We are also optimizing our logistics operations by streamlining transportation routes and ensuring we offer the right mix of case and pallet configurations to meet customer demand. Furthermore, we are closely monitoring the impact of freight consolidation, which presents challenges in terms of forecasting and planning. We utilize data analytics to improve our supply chain visibility and enable more proactive risk management. We understand cost pressures can impact consumers. While we can’t rule out the possibility of future price adjustments, we are committed to providing high quality products at a competitive price. We will continue to closely monitor the supply chain landscape and adapt as needed to ensure the long-term sustainability and success of our business.”
Over the past year, Farmhouse Butter was striving for growth and expansion into less explored territory.
“We are looking at getting into more of the specialty or mid-sized retailers. More across the Midwest and out east,” said Brian Murphy, President of Farmhouse Butter. “Our butter is best sold in perhaps the medium-sized specialty stores. Even with some of the retailers out this way [the West Coast, primarily California where the company is headquartered] and up in Seattle, we are targeting more of a broad scale. But we start typically with the upscale stores— stores that will carry something a little more unique or different. In the last 25 years, we’ve seen a movement in the US towards the yogurt industry in terms of growing the yogurt category. We’ve seen a lot of specialty cheeses come on the market. It’s not just cheddar and jack anymore or mozzarella, it’s all kinds of cheeses from all kinds of places. The butter business is probably at the beginning of this. There probably wouldn’t be as much versatility in butter as cheese, but we do see a growth in the specialty butter category and an interest. This whey cream butter is completely different than anything that is on the market in the category, just on an ingredient basis. It’s an upcycled ingredient. We used to just dump it out with some other ingredients and dispose of it. We didn’t know what to do with it. It’s a very interesting cream source. It’s not wildly different to sweet cream butter, but it has very unique properties. The only way to assess any of that is to taste it. You can taste the difference in it with these mild nutty cheesy notes at the end of the taste profile. At room temperature, it has a softer, fluffier texture. What we typically find while running around tradeshows and retails stores that demo butter is that consumers just love the flavor of this butter.”
The butter category has ample room for exploration and innovation. These leaders are changing up butter flavors and discovering that while consumers are interested in trying new butter flavors, they are also grateful for the tried and true butter products they can count on.
Epicurean Butter is more than just premium flavored butter. It’s a solution that adds a gourmet touch to dairy, deli, bakery, meat, seafood, & produce departments. It’s butter that doesn’t just enhance taste; it transforms your offerings into go-to favorites that keep customers coming back for more.
KEY BENEFITS OF EPICUREAN BUTTER:
• Premium, high-quality ingredients
• Versatile applications
• Offered in tubs, packets, & dollops
• Convenient for consumers
• Available for private label
First Take
Bread
The bread category is witnessing a dynamic shift with leading companies proving that even the most health conscious of consumers will still eat bread and will devour carbohydrates so long as they are made with clean ingredients, robust flavors like rosemary and sriracha and complement a meal rather than get uncomfortably full on bread alone. Across the board, these leaders are keenly attuned to consumers’ preferences for better-for-you, unique and authentic recipes, and they are committed to providing quality, satisfying flavor and variety of portion size and packaging in the category.
Since stealing the IDDBA Show a couple of years ago with the launch of its avocado bread, Anthony & Sons Bakery is continuing to promote the line and show even the most health conscious, strictest carb counters that they too can enjoy flavorful and high quality bread in moderation. “We’re the only manufacturer that’s making avocado bread,” said VP of Sales and Marketing Ben Rizzitello. “When we launched our avocado bread line we stole the IDDBA like there was no tomorrow. Not only were there customers coming up and looking at the product but the competitors were coming up and looking at the product wanting to know why was it avocado— was it made with avocado oil and things of that nature.”
Made with fresh avocados, the avocado bread line, which has since been branded The Avocado Bread Company by Anthony & Sons, contains the company’s unique blend of guacamole spices and seven grains and seeds mixed together. “We were so successful in the first year, we are now at 8,000 units across the country,” Rizzitello said. “We actually advertised the avocado bread before we even had it made just to feel out the market and see if the buyers were interested in it. But avocado toast has grown in the food service segment 5 to 10 percent year after year and everything from food service transitions into retail anyway.”
At its core, Anthony & Sons Bakery is intent on providing authentic European style bread that offers robust flavors. To address demand for smaller portion
sizes and assorted varieties, the company is focusing on its spin on an old French boule recipe that comes in rosemary olive oil, sourdough and sriracha and offered in a 7-ounce package with two boules inside. “In today’s market is that the average consumer is looking for something unique, trendy, clean label, European style product but not an abundance amount,” Rizzitello said.
The company still offers its anchor item—a 24 ounce loaf of sliced bread— in addition to bagels, ciabatta, dinner rolls and a take and bake Italian bread, which launched last year. He said, “In today’s society everybody is health conscious: ‘Oh I can’t eat too many carbs.’ However, artisan bread will always be around. Why? Because if they’re going to eat a carb, they want something unique and authentic European style. Not only that, artisan bread is a more natural type of product; it has longer fermentation time and it takes time to develop the product. It’s lighter and airier, and it’s not going to fill you up or weigh you down. It’s going to be an accent or a complement to your meal. That’s why artisan breads are so popular.”
Gonnella Baking Company’s approach to the bread category in the coming year includes improving upon the company’s expertise and capabilities in natural, specialty and ethnic breads. The company plans to invest in its frozen bread dough manufacturing capabilities to improve expediency, quality and production capacity. In addition to frozen bread dough, Gonnella Baking plans to address shoppers’ demands for fresh baked bread. “In 2025, our focus in the bread category will be on strengthening our core competencies in natural, specialty and ethnic breads,” said Dave Gonnella, VP of Sales. “We're reinvesting in our frozen bread dough manufacturing capability to enhance efficiency, product quality and increase our production capacity. We continue to see strong demand for fresh-baked bread, especially in the french bread category, from our in-store bakery clients. Ultimately, 2025 is about refining our strengths and driving growth in key areas of the bread business.”
In 2025, 5 Generation Bakers will prioritize expanding its reach and presence into multiple diverse retail channels and into foodservice. “Our foci in 2025 are based upon expanding our channels to the retail market, increasing participation in the foodservice market and further growth as an industrial supplier of specialty breads to food processors,” said Steve Percifield, VP of Sales. 5 Generation Bakers anticipates experiencing sustatined double-digit percentage growth, driven by its individually packaged sandwiches made from their French toasted bread. “With individually packaged sandwiches made from our French toasted bread, designed specifically for convenience stores, and foodservice, and cake-based products for same, we’re expecting yet another year of double-digit percentage growth,” Percifield said.
“We will primarily keep doing what we do best, which is the core assortment of bread, buns and rolls,” said Tim Lotesto, VP of Retail Sales for Alpha Baking Co. “That said, we are always expanding into more niche items, like our cocktail rye breads, where we think we can provide our customers with superior product and value. We do subscribe to a few of the popular trend trackers out there, but we've found that constantly speaking with our sales team, our customers, and our friends in the industry about what food trends are just over the horizon is the most reliable predictor. We expect overall to see a continuation of what we've seen more and more the past few years in both branded and private label business, which is the push for unique items that appeal to a niche consumer to balance out traditional, core offerings. That and the continued push for higher quality across the board.”
Suppliers have been diligently enhancing the bread category. No longer a category that excluded consumers with health conditions or intolerances, the bread category is held to higher standards and has something to offer nearly everyone. Suppliers’ efforts to draw consumers to the bread aisle are evident in their recipes using clean ingredients and unique flavors.
from Avocado to bread
Made with fresh Avocados, packed with seeds and grains and avored with Guacamole spices for a trendy added twist. Consumers love the “Better For You” bene ts this bread has to o er, Vegan, clean label, & high in ber all packed in one loaf. Perfect for any meal, or use with spreads as a healthy choice for appetizers. Look for our other Avocado line extensions like Avocado everything bagels, Take & Bake Avocado Italian bread and more.
First Take
Breakfast Sandwiches
The breakfast sandwiches category is playing a larger role in households. More consumers are looking for the right balance of complex carbs, protein and fat to jumpstart their day and give them enough fuel and energy for hours. The days of consumers skipping breakfast or believing a carb-loaded coffee drink topped with syrup and whipped cream will sustain their energy and concentration levels till lunchtime are over. Instead, shoppers want a healthier option that makes them feel better. Suppliers are responding with flavorful sandwiches that are flavor forward and quick to prepare and fit into mornings.
“Throughout the past few years, Red’s has been the leader in pioneering the premium breakfast sandwich segment,” said Chief Growth Officer Angi Rassi. “We are the No. 1 premium breakfast sandwich brand and we are relentlessly focused on raising the bar in the category with premium breakfast sandwiches crafted from high-quality ingredients. In 2025, we are launching premium croissant sandwiches with bacon and chicken sausage. We also love our artisan croissant made with real butter and 24 lovely flaky layers. We have crafted the sandwiches with antibiotic-free premium hardwood smoked bacon or savory chicken sausage, fluffy cage-free eggs and melty cheese. In just six to seven minutes in the air fryer, you have a delicious restaurant-quality sandwich at home or on the go. We partner closely with our retail buyers. They have wonderful insights on gaps in their assortment, which we pair with our own consumer and category insights and restaurant culinary trends. The combination enables us to listen, move quickly and innovate at a speed that truly differentiates us in the category.”
An established leader within the deli-style sandwich space, Raybern’s crossed into the breakfast sandwich with its new egg white and chicken breakfast sandwiches. The sandwiches tick many boxes consumers are looking for including high in protein, low in carbs and quick and easy to prepare and consume. Raybern’s breakfast sandwiches are available exclusively at Sam’s Club locations and promise to help consum-
ers jump start their day with a combination of carbs, fat and protein that will give them sustained energy and ward off blood sugar dips and hunger pangs. Ready within minutes, each sandwich is made with chicken breast, egg whites, American cheese topped on an English muffin and contains 20 grams of protein and 250 calories per serving.
"Your microwave’s favorite sandwich is here," said Lexi Levang, Senior Brand Manager of Raybern Foods. "At Raybern’s, we understand the importance of quick, nutritious meals that don’t compromise on taste or quality. We are thrilled to bring this delicious, protein-packed breakfast option to Sam’s Club shoppers everywhere."
As more households have purchased air fryers and discovered how quickly they can prepare food that is evenly heated and gives finger foods the right textures, Red’s has been pleased with the subsequent impact on the breakfast sandwiches category. “We are loving the rapid adoption of the air fryer!” Rassi said. “There is no better trend for a brand like ours. We know that premium frozen breakfast sandwiches taste amazing out of the air fryer and are committed to educating consumers on how easy it is to make a premium breakfast sandwich in the air fryer - just six to seven minutes, and you have a restaurant quality sandwich at home that tastes amazing and at a fraction of the price. We have moved all our preferred cooking methods for any of our premium breakfast sandwiches with bread to the air fryer and are increasing our content and communication around this superior cooking method in 2025.”
For decades, Swaggerty Sausage Co., has emphasized its commitment to producing top quality snack and meal solutions and dependably supplying them to retailers. Swaggerty’s holds itself to high-quality and safety standards spanning across the company’s departments which promotes product innovation and teamwork. Swaggerty’s impressive shipping record illustrates how committed the company is to remaining a dependable and trusted partner for retailers and consumers. Further, the company takes immense
pride in operating as a fourth-generation family-owned business that looks after its own. “Since 1930 this company has taken great pride in our quality and processes,” said Jon Amidei, Chief Operating Officer for Swaggerty Sausage Co. “We know you can't sustain more than 90 years in business without being a reliable supplier and building lasting relationships. Our quality standards start at the top and cascade to every department within the company. As we evolve in the category, we grow our partnerships and strengthen our relationships, which has allowed us to collaborate and create new items. Additionally, we strive to continuously be a reliable supplier. Our shipping department is impeccable and ships with an over 99.4 percent order-fill rate. We have thorough, friendly and personable customer service. And as a family-owned and operated company, we have direct control of the quality of products and our process. We care about our product and our people and are making decisions for the longterm benefit of the organization. With our fourth generation in leadership and training, we look forward to the future for continued success and growth.”
Swaggerty’s solid presence within the breakfast sandwiches category doesn’t meant the company is resting. Instead, Amidei said Swaggerty’s is constantly looking for ways to improve its products and efficiencies and looks to trusted retail partners. These conversations shed light on growth opportunities for Swaggerty’s and their like-minded retail partners. “We're continuously looking for ways to improve and innovate,” Amidei said. “We're always interested in conversations with partners that welcome growth and new opportunities."
Demand for breakfast sandwiches are one the rise. Today’s consumers have come to realize breakfast truly is the most important meal of the day and are demanding options that are flavorful and filling without taking up too much time during busy mornings. Suppliers paid attention to consumers’ seemingly polarizing demands and have answered with convenient breakfast sandwiches that households can enjoy during the busiest of mornings.
American Family Owned and Operated.
First Take
Eggs
Amidst legislation calling for humane treatment in the raising and keeping of egg-laying hens, and consumers shifting toward better-for-you foods, the coming year presents opportunities for category leaders to educate consumers on animal welfare, targeted legislative measures and exploration of the different tiers—premium vs. non-premium eggs—of the eggs category. Suppliers are optimistic and expect sustainability, advocacy and education to guide the direction of the category.
“It’s interesting, we’re seeing the consumers become increasingly interested in purchasing products that align with their values inclusive of the products within the Pete and Gerry's Organic Eggs and Nellie's Free Range portfolio which are free range organic and pasture raised,” said Chief Customer Officer Tim Heil. “It’s interesting, consumers are truly looking for items that deliver on that humane hen treatment of what we’re doing with our family farming and sustainable practices which is really interesting because five to 10 years ago it wasn’t even a thought. Additionally, since 2022, the cage-free legislation has really taken affect across California, Massachusetts, Oregon and Washington but just starting now too Nevada, Arizona, Colorado and Michigan are transitioning. This means these states will no longer be allowed to sell caged eggs which is really shifting the consumers’ understanding. What we have seen when the shakeup happens the consumer gets more curious and wants to know more about their egg choices and then they are more open to trying the premium especially as they learn more about humanely raised options. We’re continuing to prioritize how we educate the consumer and our efforts to ensure consumers are making a fully informed decision before they make that purchase.”
“We spent a lot of additional dollars to better understand the consumer and the path to purchase so that we can be a differentiated partner to our retail partners,” he continued. “We use a lot of different data resources collectively both qualitative and quantitative to help educate ourselves on the consumer trends
in a well-rounded way but also to enhance our portfolio and our strategy but the messaging as we step into category captainships or become category captains with our retail partners to provide that information to them and be a better partner with critical information on the category as we grow and they grow. One of the things that’s happening at retail is our retailers’ desks aren’t getting smaller, they’re getting more. The more partners like ourselves can educate and help them with consumer insights and data, it leads to more informed decision making.”
Happy Egg has held its station at the forefront of the eggs category through the company’s unique approach and for directing consumers’ attention to freerange eggs and dedication to offering high-quality eggs and advocating for the humane treatment of hens. Partnerships with retailers are crucial to educating consumers about the treatment of animals, dispelling falsehoods in the wake of Highly Pathogenic Avian Influenza (HPAI) and why free-range eggs are a mindful option, and Happy Egg takes advantage of opportunities tradeshows provide to meet with and connect with retailers.
“Happy Egg is doing things differently,” Eric Martin, VP of Sales at Happy Egg previously said. “We’re the No. 1 free range egg brand in the nation; we’re challenging the category and bringing the very best eggs to the market by treating our hens in the very best manner. We’re coming out of Highly Pathogenic Avian Influenza (HPAI) and as the category normalizes, Outdoor Access is a greater share of the entire category than it’s ever been before. This means retailers may not know the best ways to pivot and provide consumers with the products they’re actually seeking—and we hope those retailers take the time to visit the Happy Egg team at NFRA so we can help them solve for that.”
Vital Farms remains committed to collaborating with retailers to promote awareness and increase the presence of ethically-produced eggs and butter products in stores across the country.
“We are always laser-focused on working with retailers to be able to
bring our ethically produced egg and butter offerings to even more tables across the country and continuing to invest in becoming a leader in each category,” Peter Pappas, Vital Farms, Chief Sales Officer previously said.
Pete & Gerry’s expects for the premium egg category to continue to flourish in the coming year as consumers become more knowledge about humane animal treatment and continue seeking affordable ways to include a nutritious, protein-packed ingredient into their diet.
“The premium egg category in 2024 was roughly up 25 percent in both dollars and units versus a year ago and it’s driven from that stronger consumer demand for ethical production practices,” Heil said. “HPAI has definitely had a huge rippling effect on the egg industry which has driven significant supply constraints that have furthered shifted the consumer to move to premium offerings. The premium category is still only roughly 20 percent of the eggs sold, even when the production is up and we’re up 25 percent the premium egg companies, the Pete & Gerry’s can’t make up for if there’s caged pricing well above its normal price because people trade up and you can’t anticipate that and we can only put on farms so fast. We’re also seeing a trend with the focus on healthy eating which is helping drive the premium egg category and not to mention the cage free legislation. As we educate consumers and we like to affectionately call it ‘egg-ucation’ as we educate it’s amazing how much more people are standing at that shelf and better understand how their decision making changes. We’re working with our retail partners to change the game at the shelf so they can help make informed decisions and they are made aware of the differences.”
Between legislation aimed at promoting the humane treatment of egg-laying hens and consumers increasingly seeking out healthier food choices, the eggs category is poised for growth. Leading suppliers are enlightening consumers on animal welfare, recently adopted laws and the differences between premium and non-premium eggs.
