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trail mix dried fruits & nuts Blaze A Sales Trail By Mixing It Up
Combination possibilities are endless as snacks’ versatility fuels a growing mix market.
OBY HOWARD RIELL
n-the-move Americans want healthy snacks they can eat anywhere while on the go, and combining dried fruit and nuts in trail mixes satis-
fies that desire.
Dried fruits and nuts are, of course, highly
flexible, and can be consumed in many differ- ent ways — from serving as essential ingredi- ents in baked items, salads and yogurt to being munched right out of the container while en route. Although the produce department may not be a go-to destination for dried fruit and nuts, more of them are carrying trail mixes and other combinations.
Since the ingredients that comprise trail mixes can vary tremendously, there are ample opportunities for retailers to offer a dazzling variety — and earn substantial sales and profits.
Part of the success formula must be edu- cating health-conscious consumers about the various ways trail mixes can be consumed, and just how many nutrients these combinations can offer.
JUST WHAT IS TRAIL MIX?
The first step in the process should be de- fining just what trail mix is. Not everyone is in complete agreement.
Technically, trail mix — alternatively known as snack medley, mix, GORP (Good Old Rai- sins and Peanuts) or scroggin — is a combina- tion of granola, dried fruit, nuts, and sometimes chocolate, originally developed as a lightweight, easy-to-store and nutritious snack meant to be carried along on hikes. The combination is said to date back to the early years of the 20th cen- tury, when outdoorsman Horace Kephart rec- ommended it in his popular camping guide. It provides a quick energy boost from the carbo- hydrates in the dried fruit or granola, and sus- tained energy from the fats contained in nuts.
“There isn’t a clear definition, but trail mixes typically have nuts/seeds with other items such as dried fruit, chocolate/yogurt chips or coated nuts or fruits, or snack items like sesame sticks,” says Greg Glasser, President of Torn & Glasser Inc., an importer, processor and packer of nuts anddriedfruitinLosAngeles.“Trailmixesare
great on their own, as a breakfast topping, or even as an ice cream topping.”
The trend, as Glasser sees it, is moving to- ward clean ingredients, organics and unique flavors. The appeal, he adds, is “somewhat intu- itive” and is enhanced by clear packaging. His company offers resealable containers for on- the-go snacking, as well as smaller pack sizes. He thinks supermarket retailers do a good job of educating consumers about the health ben- efits and myriad ingredient combinations via their websites and signage.
“A trail mix is any combination of nuts, dried fruits, jerky, chocolate/yogurt-covered items and/or granola,” says Stephanie Blackwell, owner and chief executive of Aurora Products inNewYorkCity.“Themostcommonconsists of nuts, fruits and chocolate/yogurt-covered items.” Blackwell sees the segment moving in the direction of value-added nuts with high- end candies and dried fruits.
Robert Schueller, director of public relations for Melissa’s Produce in Los Angeles, says trail mix is a growing category, as evidenced by the fact that his company introduced just four items in its line a scant five years ago. “Well, it took off in 2016 and now we have eight varieties. People want to cook with chia seeds and flax seeds because of their health benefits and don’t know how to begin.”
Melissa’s markets the Melissa’s Clean Snax line, which is similar to trail mix, in 40 states, with more to come. It is described as “crispy, crunchy, sweet, salty, satisfying and gluten-free.” They are available in five original flavors: Al-
mond, Coconut, Cranberry, Pumpkin Seed and Quinoa Crunch, as well as newer varieties such as Matcha, Southwest Spice and Hatch Chile.
Marc Goldman, produce director for Mor- ton Williams Supermarkets in New York City, suggests there are “a huge number of items considered trail mix. There’s more combinations than anyone can carry.” His stores carry about 20 different mixes.
“People look at them as a healthier snack,” Goldman has found. “Cranberries are popular. People like antioxidant mixes and Omega-3.” In addition, every item the stores carry is avail- able in an organic variety.
Goldman highlights the product’s “un- limited amount of combinations. Different suppliers can have different names for an item with the same ingredients.” His stores carry 16-oz. containers that can be resealed. “We also carry smaller-sized bags with a ziplock top,” he points out. All of them are designed for grab and go. “You can educate with sig- nage, ads and just talking to the customer,” says Goldman. “That’s the best way.”
“When I hear trail mix, I hear it as a very general term,” says Chad Hartman, director of marketing for Truly Good Foods, based in Charlotte, NC. “Others hear a specific term, with a very small set of ingredients, mostly nuts and dried fruit. We like to use the term ‘snack mix’ and talk about four different categories: sweet mixes, nut-and-fruit mixes, spicy-and- bold mixes and salty-and-savory mixes.”
From a sales standpoint, Hartman explains, he and his colleagues continue to see sales of trail mixes grow. “Snacking is on the rise, and there is no better snack than a handful of trail mix.” From a product standpoint, he notes, “we continue to see unique construction of trail mixes, including trendy flavored nut compo- nents, sweet-and-salty ingredient combinations and enhanced components.”
MANY APPLICATIONS
Providing consumers with food for thought can prove invaluable.
“As a supplier,” notes Truly Good Foods’ Hartman, “we recommend many applications. A nut, seed and raisin type of mix is perfect as a salad topper.” There are also many nut- and-fruit mixes that can be baked into breads and muffins, he adds. “If you want to get re- ally crazy, make some fried rice and toss in a spicy crunch snack mix. Yes, there are always new varieties available. Every day, companies
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