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Snacking Trend Tracker Newsletter April 2009


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This is the April 2009 edition of the Luckie & Company produced Snacking Trend Tracker newsletter. It is a quick topical snapshot of general trends, social media and traditional advertising in the snacking marketplace for April. For more information or back issues, visit

Published in: News & Politics
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Snacking Trend Tracker Newsletter April 2009

  1. 1. Snickers has introduced a major new campaign centered on a make- believe language called Snacklish. The initial launch phase includes outdoor ads and content on the Snickers Web site as well as Facebook. TV commercials will follow with more content on in the spring, including a way to translate regular language into the Snickers lingo. Snacklish is a humorous way of speaking that revises everyday words and phrases for a Snickers-centric world. To underscore their origin, they are printed in the typeface and colors of the Snickers brand logo. Examples include a Snickers taxi, or snaxi; peanutarium, for planetarium; and chompensation, for compensation. And the Sigma Nu fraternity is transformed into Sigma Nougat, after a Snickers ingredient. The possibilities are endless. You could someday, perhaps, read a Snacklish version of this article that quotes Caramel Walker, written by Chewart Elliott for The Nougat York Times. Source: The New York Times 2
  2. 2. What’s a 21-letter name for delicious? Cheez-It Scrabble Junior. Kellogg’s launched the new variety of the cheesy cracker in January 2009 and is slowly rolling them out nationwide. While the Cheez-It flavor remains intact, the crackers now look like traditional Scrabble tiles with letters imprinted in the center. Why the Junior? Some are speculating that it is meant to connote the childish fun of playing with your food, while others guess that it’s because the Qs and Xs are missing, making it easier to spell common words. Snacking is often all about fun, so combining snacks with games makes perfect sense. The key is making it relevant — the product and brand need to be able to support the level of fun (and the actual play, if that’s expected), or consumers will cry foul. Source: Iconoculture 3
  3. 3. ’ Kellogg’s is testing a shorter, greener box for its breakfast cereals. The new packaging holds the same amount of cereal, but uses 8% less material and takes up 5% less shelf space, reducing production and shipping costs. The reductions are being touted to customers as a cupboard- friendly bonus. Source: 4
  4. 4. Campbell Soup Co. has created a new Web site, called Campbell’s Ideas for Innovation, where scientists, entrepreneurs and inventors can easily submit their ideas for evaluation. The consumer packaged goods company wants to generate ideas in the areas of new products, packaging innovation, product-line extensions, environmental sustainability, business processes and marketing, and is also interested in new technologies connected with sodium reduction, vegetable nutrition and healthier fats and oils. “Campbell has had a solid track record for innovation in the categories in which we compete: soup and simple meals, baked snacks, and healthy beverages,” said Carl Johnson, Campbell’s chief strategy officer. “We are committed to improving our innovation results, and a key element in this improvement requires us to be open to ideas from both inside and outside the company. The Ideas for Innovation Web site is one of the ways we are accessing innovation from outside sources. Source: 5
  5. 5. Wondering what’s for dinner? General Mills’ Betty Crocker brand has launched an iPhone application to help answer that question. The iPhone application is a mobile version of the Betty Crocker Cookbook. It is free and includes 4,000 tried-and-true recipes. “General Mills’ strategy is to make our content available in places and devices where our consumers can benefit from the information,” said Mike Bettison, Web site manager at General Mills. Consumers can type in what type of food they have in their pantry and the tool delivers recipe ideas based on that information. The mobile cookbook also gives step-by-step instructions and full nutritional information for every recipe. Source: 6
  6. 6. 7-Eleven has launched a new online “experience” to promote its Slurpee beverages. The BrainFreeze Laboratory encourages visitors to upload their picture to see how drinking a Slurpee beverage will change the color of their complexion, and then to send pictures along to friends. “We chose to go viral with this campaign because we wanted to drive traffic to,” said a 7-Eleven spokesperson. The campaign is expected to run through July, and is being cross-promoted through banner ads, the Slurpee Web site, and promotional emails. Source: 7
  7. 7. Mars is prepping its first new candy brand since Twix nearly 20 years ago: a low- calorie chocolate bar dubbed “Fling,” aimed at women. The candy is positioned as “Naughty, but not that naughty.” Mars representative Ryan Bowling said the concept for Fling was to develop a “permissive indulgence” for women. At 170 calories a bar, and at a recession-friendly price point of 79 cents a pack, Fling will retail in stores and online at Fling comes with (excessively) girly touches, such as a hot-pink foil wrapper and shimmering pink “mica” dust on each candy bar. A TV spot shows a woman who appears to enter a dressing room occupied by a man, with the two then getting undressed and proceeding to act naughty. But then the camera pans over the top of the fitting rooms, revealing they are actually in two separate dressing rooms, as he struggles with his clothes and she secretly nibbles on a Fling. Print work for the brand declares “It’s not cheating if you don’t feel guilty,” “Your boyfriend doesn’t need to know” and “Pleasure yourself.” Source: 8
  8. 8. “ ” PepsiCo is testing greener vending machines, a move that helps the soft-drink maker reduce its environmental footprint and gives businesses a little relief on their electric bills. The test involving 30 machines in the Washington, D.C., area has just begun. Pepsi hopes to begin rolling them out worldwide over the next several years. The new machines use 5.08 kilowatt-hours of energy per day, down about 15% from a nationwide average of 6 kilowatt- hours used by current machines. Current machines already use 44% less energy on average than the machines used six years ago. The new machines also emit about 12% less greenhouse gas, in part by keeping the drinks cool with carbon dioxide instead of the usual hydrofluorocarbons (HFCs), which scientists say contribute to global warming. The green machines, which have won the praise of Greenpeace, are the latest step PepsiCo is taking to promote its more environmentally friendly ways. Source: 9
  9. 9. ’ The Obamas’ edible garden is the first presidential garden since Eleanor Roosevelt’s World War II-era victory garden. As the entire country is looking at the Obamas as trendsetters, some companies are picking up on this trend and are already incorporating it into their marketing strategies. For the first time in its 100+ year history Campbell’s Soup is making the seeds used for their soup tomatoes available to the public for free (with proof of purchase) at a dedicated Web site. Campbell’s is spearheading an initiative to grow more than one billion tomatoes across the country. Source: 10
  10. 10. Previous editions of this newsletter can be found at If you wish to be added to the monthly distribution list for this newsletter, please send an e-mail to 11