Interview
benefits and any brand that can
mention it (without reformulating)
should do so. However, it will not do
much for sales - it is just a reassurance message for some people.
Specific “allergen-free” brands, freefrom gluten, dairy etc., will continue
to steadily grow.
BISCUIT WORLD: Many people in
the industry talk about coconut
being the flavor of the year. What
other flavors could have an important growth in the biscuit industry
in the next year?
Julian Mellentin: I agree with coconut - that and savory and umami.
SNACKIFICATION trends:
Here are five insights that will help you to succeed in snacking:
1. Target the right consumers: Begin by targeting young adults (aged
18-30). In most countries, they are the greatest consumers of snacks.
2. Be open to the many new product opportunities: The
fragmentation of markets and a variety of consumer preferences mean
that opportunities abound. Consumers are very willing to buy new and
innovative healthy snacks.
3. Reinvent “old” snacks: Snacking companies are shaking up old
categories and markets - such as the reinvention of meat snacks as a
premium, tasty and healthy product.
4. Give consumers permission to indulge: Giving people permission to
enjoy an indulgent snack is one of the most effective marketing
strategies. This is usually best achieved by:
a) Using ingredients with a positive “naturally healthy” halo (such as
nuts, fruit, good grains)
b) In addition, using chocolate.
5. Make your snack premium: In healthy snacking, premiumization is
normal - the degree of premium that convenient snacks can command
is impressive, even in price-sensitive markets.
“Consumers create their own definition of
what a healthy diet is - mixing health and
indulgence, or vegan and meat- eating and experimenting with new tastes at a
pace that larger companies struggle to
keep up with.”
12
BISCUIT WORLD: Why do you consider a clean label to be a “must” but
not a growth trend?
Julian Mellentin: Consumers demand it but there is little/no evidence that it adds to sales or gets a
higher price. It was beneficial for the
first brands to do it because it is a
point of difference, but it is one that
has eroded fast. We have to do it
because consumers expect it - but
they will not reward us for doing it. l
Spring 2016
• BISCUIT WORLD