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dried fruits & nuts trail mix
are uniquely spicing a nut or creating a flavor- ful component and developing a snack mix around it. I am seeing most of the innovation with sweet and sweet-and-spicy snack mixes.”
Many times, Hartman points out, the mar- keting message is conveyed effectively in the name, a tagline or a description. “We have a snack mix called Sweet Heat, for which we intend to convey the message of a sweet com- ponent and a hot/spicy component. We also use descriptions such as, ‘This mix is a zesty combo of sweet and spicy when you just can’t
choose.’ ” Retailers depend on the package and on information that the suppliers provide, says Hartman, “as every mix has its unique qualities.”
Packaging also plays a role. Hartman says he loves a good resealable cup. “There is nothing better than a trail mix that fits in a cup holder and flows smoothly out of the container. Portion control, with 1- or 1.5-oz. bags, is also a great thing to offer.”
Hartman expects the category to continue to grow. “There is endless opportunity for in- novation in flavor profiles and in packaging.
There are also new demographics and eating habits that are finding the benefits of eating snack mixes.”
CLEAN TREND
American consumers, Melissa’s Schueller says, are looking for “fast, easy healthy solutions that actually taste good.” His company’s line is called Clean Snax “because there are 10 or few- er ingredients. If you like a grocery store granola bar, you will see about 30-plus ingredients, in- cluding oils and extra sugars.” Interestingly, he adds, the most popular varieties with consum- ers remain Almond, Dried Cranberry, Coconut and Pumpkin Seeds, “the original four when we introduced the category.” Clean Snax are square, bite-sized nuggets. The category registers well with what Schueller terms a mainstream au- dience. “It’s for anybody, however those big on chia and flax seeds are the main following.”The primary consumption occasions continue to be snacking and on-the-go eating. As he points out, “It’s a ‘fuller’ food between meals.”
Retailers across Melissa’s 40 states are mer- chandising the products effectively on the dis- play shipper that the company supplies, adds Schueller. “It doesn’t take up much room at all and can be placed anywhere in the department.”
TRAIL MIX EVOLUTION
Convenience sells in nearly any category, and as Aurora Products’ Blackwell points out, trail mix items “have evolved a bit. However, more importantly, the packaging has evolved even more in the produce department to allow easy-opening or transportable containers, such as car cups, single-serve bags, etc.”
Savvy supermarket retailers are hard at work touting trail mix’s health benefits. “Many times, it is not the supermarket retailers but rather the manufacturer that educates the consumer,” says Blackwell. The manufacturer often tries to dif- ferentiate health aspects on their packaging by mentioning ‘Omega-3,’ ‘fat-free,’ ‘Non-GMO,’ ‘Full of fiber,’ and ‘protein-rich.’ “Also, having these items placed in the produce department in a clear tub gives the impression of being healthier and freshly packed.”
As far as the product’s myriad uses, Black- well asserts, “Sometimes retailers can help by cross-merchandising. For example, our Salad Fixins’ is basically a trail mix with cranberries, seeds and sesame sticks. It did great when mer- chandised next to the lettuce.”
Morton Williams’ Goldman says although the category in his market has leveled off, he expects it to continue to do well over long haul. “It’s still a large volume category for us, and I expect it to be that way for a long time.” pb
104 / MARCH 2019 / PRODUCE BUSINESS