Consumers ready to indulge in ready-to-eat
Snacking continues to be a growth category, due to snack frequency increases over the past three years. Though snacking happens throughout the day, it peaks during the afternoon, with 73 percent of snacking happening in the afternoon and evening.1
With snacking on the rise, consumers are looking for permissible indulgences – snacks that taste great but won't derail their diet. Ready-to-eat popcorn fits the bill for many consumers when it comes to low-guilt snacking, with consumers in one focus group calling it "a healthier alternative to other salty snacks."2 Dollar sales of ready-to-eat popcorn are up almost 8 percent in the last 52 weeks vs. one year ago.3 Recently, Orville Redenbacher's launched ready-to-eat savory popcorn that is positively impacting growth in the category.
Taking advantage of displays to drive awareness and impulse buys for snack items is key, as 67 percent of consumers spend less than one minute in the snacks aisle.
1 Symphony IRI Group, State of the Snack Industry, CONSUMER SNACKING SURVEY, JANUARY 2012
Orville Redenbacher's pops up with Pop Crunch
Tapping into the popularity of its ready-to-eat popcorn, Orville Redenbacher's is introducing a unique new snack – Pop Crunch. Crunchy on the outside, tender inside, Pop Crunch is air popped for all the flavor and half the fat of regular potato chips. Made with whole grain, it is gluten-free and kosher, appealing to snackers looking for a low-guilt option. The new snack comes in four flavors:
• White & Sharp Cheddar Mix
In a consumer test, 60 percent found Pop Crunch to be unique compared to other ready-to-eat popcorn and better-for-you snacks, and 55 percent would buy Pop Crunch in addition to salty snacks they're currently buying. The launch of Pop Crunch will be supported by a 360-degree marketing campaign, which includes digital, social, print and in-store support. Leveraging displays will drive trial, and shelving with warehouse snacks will increase visibility.
IN THIS ARTICLE