Kellogg and J.M. Smucker top NPD likeability charts with carbs

By Kacey Culliney

- Last updated on GMT

'One reason waffles and bread might be on top has to do with the changing seasons...Cooler weather often translates to comfort foods,' says product innovation head
'One reason waffles and bread might be on top has to do with the changing seasons...Cooler weather often translates to comfort foods,' says product innovation head

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Kellogg and J.M. Smucker have topped the consumer likeability charts in the US with Eggo waffles and Pillsbury bread mix – indicating a love of carbs, according to insights specialist

The August 2014 grocery shelf score report rated Kellogg and J.M. Smucker* joint first with a 70% consumer purchase intent score for Eggo frozen waffles thick & fluffy blueberry cobbler and Pillsbury parmesan & basil artisan bread mix. gets purchase intent scores from 300 online consumer evaluations per product. Consumers are shown the product and description and asked questions about purchase intent and other performance factors including need/desire, perceived value, and differentiation.

How are products selected?

The shelf score chart is based on 25 new product evaluations selected from a larger database based on flavor innovation, interesting applications of new or popular ingredients or category disruption from small or unknown brands. All products studied are stocked in major US retailers.

What did Kellogg and J.M. Smucker get right with their NPD? said Kellogg was a recognized leading force in the waffle market with its Eggo brand but the limited edition new flavor sparked new appeal on various levels. “Their thick and fluffy branding evokes a fresh, homemade waffle that mom would have made, and combines with flavorings like blueberry cobbler to sound downright decadent,” ​it said.

J.M. Smucker had been clever in spinning its Pillsbury products into a segment of the market focused on healthy, home-cooked foods, said.

“After the recent scary headlines that plastic-like chemicals were found in bread at major sandwich chains, homemade bread is sounding pretty appealing,”​ it said. The product offer – that consumers can produce homemade bread from start to finish in less than 40 minutes – was also a powerful product promise that resonated with consumers, it said. 

Cooler weather = carb-heavy 


Speaking to about the survey results, Justin Wheeler, VP of product innovation and business development at, said the appeal of Kellogg’s waffles and J.M. Smuckers’ bread mix also aligned with the season.

“One reason waffles and bread might be on top has to do with the changing seasons; the start of Fall for much of the country. Cooler weather often translates to comfort foods,”​ he said.

“As the Index found, carb-heavy products were definitely the front-runners in terms of purchase intent. Both the Eggo waffles and Pillsbury bread mix are comfort foods that you can eat on a cold day as the seasons change. Both also use flavors that may remind consumers of home-cooked meals, rather than new creative flavor trends,”​ he said.

In addition, he said preparation was a clear draw for consumers.


“Products like DiGiorno’s design a pizza kit and Pillsbury’s parmesan & basil artisan bread mix suggest people enjoy the experience of preparing their food as much as how it tastes,”​ he said.

DiGiorno ‘design a pizza kit’, for example, rated third with a 69% purchase intent score.

The complete top 10 list said everything on the “low-carb forbidden list”​ had made an appearance on August’s top 10 product list, including breads, waffles, pizza and candy.

“There’s also an uptick in the food kits trend, blending the ongoing need for convenience that we’ve seen in previous months (everything assembled in one place) with a desire for the bigger meals that cooler weather and back-to-school schedules require,”​ it said.

The top 10 August list included a range of bakery, snack and cereal products.



* This article was updated 23 September as it previously stated General Mills was the manufacturer of Pillsbury bread mixes. J.M. Smucker produces Pillsbury Artisan Breads and other Pillsbury bake aisle products, General Mills produces Pillsbury refrigerated and frozen products including bread crusts, biscuits, cookies and rolls.

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