24|Retail News|April 2012|www.retailnews.ie
Snack Foods Irish consumers love snack foods, which are viewed as affordable luxuries.
The Snack Box The snack food sector, like every aspect of the FMCG market, has been affected by the recession, with consumers cutting back on their spending. However, much of these spending cuts tend to be on high value items, while snack foods are increasingly seen as an affordable luxury, even in these straitened times. In their latest report into the sector, Euromonitor predict that flavour innovation, health considerations and larger pack sizes will be the most significant drivers in the sector In particular, Euromonitor expects to see considerable new flavour development and purportedly more ‘natural’ and healthy products, containing less artificial additives, lower levels of sodium and lower amounts of trans fats. Crisps ranges will increasingly claim to be ‘baked’, ‘pan fried’, or ‘hand cooked’, according to the report, in order to attract more consumers concerned by the health implications of crisps/chips.
Walkers
Last April, Walkers Sunbites introduced a new, colourful pack design to help drive sales by drawing consumers’ attention to its great tasting flavours, coupled with a marketing campaign to heighten consumer awareness of the brand’s wholesome taste credentials and driving trial via sampling. By the end of 2011, Walkers Sunbites was the number one BFY NPD in the market (Source: ACNielsen, Total Scantrack, W/E 26 Feb 2012).
Pepper, Oven Roasted Onion & Rosemary and Sun-Ripened Sweet Chilli, together with the new Cheddar and Caramelised Onion NPD. Single serve formats include Sour Cream & Cracked Black Pepper and Sun-Ripened Sweet Chilli.
Pringles
In 2012, Walkers Sunbites will be supported with press, shopper marketing and digital advertising, as well as sampling events.
In 2012, Walkers Sunbites will be supported with press, shopper marketing and digital advertising. Walkers Sunbites will also run sampling in major multiples as well as experiential sampling events, giving consumers the chance to try these “tiny moments of extraordinary pleasure”. Walkers Sunbites contain 67% wholegrain, including whole oats, corn and wheat. They contain no artificial colours, flavours or preservatives. A 25g pack of Sunbites contains 30% less fat than regular crisps and provides more than a third of the suggested daily amount of wholegrain (Source: 2005 Dietary Guidelines for Americans). Walkers Sunbites are available in six-pack format in five great tasting natural flavours, including Lightly Sea Salted, Sour Cream & Cracked Black
Ireland’s number one large sharing snacks brand (Source: Kantar World Panel, Crisps & Snacks Value Share Data, 52 w/e February 2012), Pringles, from Procter & Gamble, are shaking up the crisps and snacks category with the launch of their best-ever chip, supported by an extensive marketing campaign, including TV, print advertising and PR. Pringles’ best-ever chips have been created using an innovative new technique which enables the seasoning to be spread across the whole chip, giving consumers a more intense and satisfying taste with every single bite. This key improvement is highlighted with a ‘Bursting with more flavour’ claim on-pack for increased consumer awareness in-store. “As Ireland’s favourite large sharing snack, it’s important we continue to lead the category and offer consumers the very best product, and with this launch we feel we are doing just that,” enthuses Fiachra Moloney, Pringles Marketing Manager, UK and Ireland. “Not only does our new