Snyder’s-Lance set to quicken million-dollar variety pack category with BFY multi-brand snack packs

By Gill Hyslop contact

- Last updated on GMT

BFY snack manufacturer Snyder's-Lance is rolling out a variety of premium multi-brand snack packs across the US. Pic: Snyder's-Lance
BFY snack manufacturer Snyder's-Lance is rolling out a variety of premium multi-brand snack packs across the US. Pic: Snyder's-Lance

Related tags: Snack foods

Kettle Brand and Snack Factory Pretzel Crisps’ maker Snyder’s-Lance has introduced its first multi-brand snack pack.

The new better-for-you (BFY) packs are set to capitalize on the $1.5bn segment, which, according to IRI, is experiencing strong year-over-year growth.

Laura Merritt, senior director of marketing at Snyder’s-Lance, told BakeryandSnacks the company saw an opportunity to offer consumers what they’re looking for – choice and convenience, with clean ingredients.

Fits the bill

“Americans are embracing snacking occasions throughout the day, but lack options that fit the bill with non-GMO verification and clean ingredients.

“Our portfolio of brands is rooted in great taste and better ingredients, and gives us the opportunity to offer something better than what is currently on the market,”​ she said.

The new multipack line brings together five brands, including Cape Cod, Kettle Brand, Late July, Snack Factory Pretzel Crisps, and Snyder’s of Hanover.

Each variety pack features 16 single-serve bags and come in four options, including gluten-free, non-GMO, premium and small batch kettle.

Gluten-free

The gluten-free multipack contains Snyder’s of Hanover Gluten-Free Honey Mustard & Onion Pretzel Sticks; Snack Factory Minis Gluten Free Original Pretzel Crisps; Late July Jalapeno Lime Tortilla Chips; and Cape Cod Original Potato Chips.

“Gluten-free product sales continue to increase, especially as better tasting options enter the market,”​ said Merritt.

“Consumers are looking for gluten-free options for all eating occasions, and the snacking category is no different.”

Non-GMO

The non-GMO pack comprises Cape Cod 40% Reduced Fat Original Potato Chips; Late July Nacho Chipotle Tortilla Chips; Snyder’s of Hanover Mini Pretzels; and Kettle Brand Sea Salt & Vinegar Potato Chips.

“We have found many consumers – particularly millennials – care a lot about clean labels even with indulgences like snacks,”​ she said.

Pushing premium

Merritt said the new multipacks have been positioned to satisfy the large number of consumers who prefer snacking options made with the highest quality ingredients.

As such, there is a premium pack option, made up of Snyder’s of Hanover Honey Mustard & Onion Pretzel Pieces; Kettle Brand Backyard Barbeque Potato Chips; Cape Cod 40% Reduced Fat Original Potato Chips; and Late July Nacho Chipotle Tortilla Chips.

Small batch

And finally, the small batch kettle multipack contains Kettle Brand Jalapeno Potato Chips; Cape Cod Original Potato Chips; Kettle Brand Backyard Barbeque Potato Chips; and Cape Cod Sea Salt & Vinegar Potato Chips.

“The new line is perfect for family road trips, beach days, and kids’ game days because there are options for everyone.”

Makes sense

The Snyder's-Lance variety packs have been rolled out across the US through grocery and mass merchandisers, like Kroger and Wal-Mart. They have an SRP of $7.99.

According to Merritt, the Charlotte, NC-headquartered BFY snack food manufacturer expects to add new snack combinations to the multipack options in the not too distant future, “as they make sense.”

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