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Cracking slow growth

BY Barbara White-Sax

Cookies and crackers are a mature category with slow growth. Private label has been strong in the cookie category, a trend Mintel expected to continue for the next few years. Kraft Foods leads the category with its powerhouse Oreo and Chips Ahoy! brands.

Kraft also leads in the branded cracker category with a 37% market share, according to Packaged Facts, despite poor performance from its Ritz and Wheat Thins lines this year. Consumers remain interested in reduced sodium products.

 

The article above is part of the DSN Category Review Series. For the complete Cookies Sell-Through Report, including extensive charts, data and more analysis, click here.

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Ghirardelli’s gourmet milk chocolate lineup expands

BY Allison Cerra

SAN FRANCISCO — Ghirardelli is boosting its gourmet milk chocolate portfolio with the introduction of three new products.

The lineup now includes gourmet milk Creamy Devotion with 32% cacao chocolate, gourmet nilk Sea Salt Escape with sea salt and roasted almonds and gourmet milk Coconut Rendezvous, which features toasted coconut flakes.

Ghirardelli’s gourmet milk line of products now are available in 3.5-oz. bars and 4.5-oz. and 5.25-oz. bags for suggested retail prices of $2.79 and $3.99, respectively.

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Sheets reaches out to Hispanic community with help from Pitbull

BY Allison Cerra

NEW YORK — PureBrands has launched a national advertising campaign for its Sheets energy strips brand in an effort to reach Hispanic consumers.

Partnering with recording artist Pitbull, the new Sheets campaign will include broadcast, radio and movie theater commercials that exclusively will be in Spanish. Pitbull and his team are an integral part of the brand’s entire Hispanic marketing efforts, creating innovative advertising, marketing and promotional initiatives to reach Latino consumers worldwide, PureBrands said.

"We are thrilled to team up with Pitbull and launch this new national campaign which will help us target the Latino community with a direct message developed exclusively for them," PureBrands CEO Warren Struhl said. "We could not think of a better person to take the lead on this campaign than Sheets founding partner Pitbull who has very strong ties to the Latin community around the world."

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