Snyder's-Lance Gives into Consumer Cravings
Snyder’s-Lance hit the ground running in 2014 with new product introductions that sit at the forefront of consumer taste and wellness trends. Backed by a “phenomenal” team, Chief Marketing Officer Rod Troni is charged with the strategic development of marketing and communication plans that will resonate with consumers, expand the company’s reach and support sales growth. Here, he reveals how Snyder’s-Lance’s newest product innovations and a significant increase in marketing focused on social engagement, are reinventing America’s snacking experience.What does new product innovation mean to Snyder’s-Lance?
Troni: New product development is a crucial piece of our overall success. But Snyder’s-Lance does not just want to create the same products that every other snackfood company makes. We want each of our products to be of the highest possible quality and satisfy the unmet needs of consumers through distinct differentiation — thus reinventing their snacking experience. What this means is if we can offer a satisfying snack that is also better for you because it is 40 percent less fat than comparable snacks, like Cape Cod Reduced Fat Kettle cooked potato chips, then we will choose to do that instead of focusing efforts on just another ordinary potato chip. At the same time, rather than simply launching another ordinary pretzel into the market, we chose to meet a specific consumer need for pretzels that can be used for dipping and scooping dips and spreads. This led to the introduction of Snyder’s of Hanover Pretzel Spoonz, a great tasting pretzel with the utility of a spoon.
How do you collect the consumer insights that feed the new product development process?
Troni: Like many food manufacturers, Snyder’s-Lance has used the results of taste testing for many years to make products our consumers enjoy. In April 2013, we opened our new research and development center in Hanover, Penn. Having this world-class facility in Hanover drives quality and innovation across our entire product portfolio. This, along with our innovation and sales teams, give us the resources to respond to not only what consumers expect, but our retail partners as well.
A recent example is our Lance - BOLDS cracker sandwiches. This new line of cracker sandwiches offers a whole new level of bold flavor to a strong brand. The American palate has changed in the last decade and continues to change today. Flavors once thought of as exotic, or ethnic, are now part of our mainstream. This fact is clearly seen on the shelves of almost any food retailer. Spicy, bolder, more flavorful foods are the fastest growing products across many segments within the food industry. Utilizing our pool of consumer data from research and sensory testing we created this new line of items that both meets the demands of our consumers and opens up a new demographic that may not have considered our sandwich crackers.
What role does social media play in your marketing plans for new product introductions?
Troni: Our consumers are constantly finding new ways to engage with us, and the social media platforms across the Snyder’s-Lance portfolio are creating bold experiences at a digital touch point. For instance, Snyder’s of Hanover uses Pinterest to inspire dessert recipes, tailgating dips and ice cream treats. Lance - BOLDS cracker sandwiches is connecting with young consumers by holding a digital sweepstakes to win a trip to the 2014 Summer X Games and sponsoring Gold Medal winning skateboarder Nyjah Huston. Cape Cod will be supported by a fun social and digital campaign showing the best food pairings for the “home of ridiculously good chips”.
Can you share lessons learned with companies that are looking to reinvent their innovation efforts and meet changing consumer preferences and needs?
Troni: Snyder’s-Lance believes it is vital to stay on top of trends and connect with consumers’ wants and desires. Listening to their requests armed us with better knowledge to guide new product decisions and brand expansions. New flavors are not the only priority. Snyder’s-Lance continues to reinvent consumers’ snacking experiences by making better-for-you products and staying at the forefront of wellness trends.