Less Is More

Last Sept. 12, EatClean.com, Rodale Inc. and Prevention magazine presented Eat Clean Awareness Day in New York City. Sponsored by Enjoy Life Foods, Manitoba Harvest, Panera Bread, Two Moms in the Raw and Uncle Sam, the event featured street teams distributing information on how to eat healthy and whole foods, as well as handing out samples in high-traffic areas of the Big Apple. Consumers were encouraged to share pictures of their favorite clean meals or snacks on Twitter or Instagram to enter a contest and receive exclusive coupons.

“This is a chance to let New Yorkers know about the abundance of healthy food options available in the city and to show how simple it can be to eat cleaner, more wholesome foods, even in a busy city where processed items and takeout still dominate,” the organizers noted in advance of the event.

Such efforts reflect a growing movement toward packaged foods made from a relatively short list of identifiable, nutritious ingredients, with no preservatives or artificial colors or flavors; low or no cholesterol, fat, sugar and sodium; and increasingly, no common allergens or gluten. These attributes make up the much-publicized “clean label” designed to reassure consumers interested in what they’re eating.

Bare Facts

“At Bare Snacks, we create Snacks Gone Simple, meaning that all of our banana, coconut and apple chips are just that — simple,” explains Dana Ginsburg, director of marketing at the aptly named brand, which is based in Manteca, Calif. “Our chips are made from whole fruits that are sliced fresh and simply baked, with just a dash of seasoning. There’s no added oil or preservatives, and nothing artificial ever. Our products satisfy consumers’ need for a tasty, crunchy snack with the natural goodness of fruit.”

Bare’s newest product, Crunchy Banana Chips, is baked rather than fried. “Our chips are crafted in small batches from fresh, ripe bananas that are slowly baked to a perfect crunch, with no added oil or sugar,” notes Ginsburg. “The new line of Crunchy Banana Chips [is] Non-GMO Project Verified, gluten-free, fat-free, and contains no preservatives.”

“Consumers want premium products made from high-quality, simple ingredients, and they are paying increasing attention to what they put in their bodies,” points out Tom Ennis, CEO of Austin, Texas-based Amplify Snack Brands, which offers the SkinnyPop popcorn and recently acquired Paqui tortilla chip lines. “Our products appeal to consumer trends and preferences we are seeing in the marketplace, including a greater focus on health and wellness; increased consumption of smaller, more frequent meals throughout the day; and a strong preference for convenient better-for-you (BFY) products. We believe growth in BFY snacks is driven by various factors, including the increasing importance of snacking in many consumers’ diets [and] heightened awareness of the importance of a healthier diet, coupled with increased understanding [of] and focus on the importance of nutrition to long-term health and wellness.”

“Clean ingredient decks, or clean labels, are increasingly important to consumers looking to avoid artificial colors, flavors, preservatives and the like,” agrees Peter Michaud, general manager of the Clearview Foods division at Charlotte, N.C.-based Snyder’s-Lance. “As such, the natural and organic snacks segment of the greater snack food industry continues to post some of the most impressive growth numbers. Organic snacks grew at over 15 percent versus last year, while the non-GMO snacks segment grew over 30 percent versus last year.”

In recognition of this growing demand, Snyder’s-Lance earlier this year established Clearview Foods, a snack food division with a focus on developing better-for-you snacking options under the Snack Factory, Pretzel Crisps, Eat Smart and Late July Organic Snacks brands. Launches in 2015 include Gluten-Free Dark Crunch Minis Snack Factory Pretzel Crisps in Chocolate and Vanilla Yogurt flavors, Eat Smart Sea Salt and Lime Dipping Chips, and Late July Restaurant Style Tortilla Chips in Lightly Salted Purple Corn and Sea Salt & Lime varieties.

“Our brand promise has always been to deliver the highest-quality snacks and experiences to our fans,” asserts Jon Lesser, director of marketing at New York-based Kind Snacks, which has seen “exponential growth” since introducing its Fruit & Nut bar line some years ago, and has now expanded into the breakfast bar segment. “We feel that the ingredients should always be the hero and speak for themselves. As such, all Kind products are made with recognizable, whole ingredients and are dressed with a transparent wrapper so you can see the whole, delicious goodness we work so hard to create. Our product names also celebrate these ingredients. Instead of naming a product ‘apple pie,’ we call it Apple Cinnamon & Pecan to showcase the tasty ingredient combinations.”

“Clean labeling is important for two reasons,” says Joe Lupica, marketing manager for North Haven, Conn.-based SuperSeedz, a line of gourmet flavored pumpkin seeds whose latest variety, Maple Sugar & Sea Salt, came out this year. “Clean-label [products] are made with simple ingredients that people understand, which ultimately creates trust with a brand. Secondly, using simple, high-quality ingredients contributes to a more nutritious, better-tasting product, at least in our experience.”

“We want our consumers to understand where their food comes from so they can make educated choices,” observes Janet Souza, marketing manager at Richvale, Calif.-based Lundberg Family Farms, whose most recent snack introductions include Organic Sweet Dreams Rice Cakes topped with indulgent Fair Trade chocolate, and low-calorie Organic Thin Stackers rice cakes. “Having clean, easy-to-read ingredient statements helps us do just that.”

Selling Simplicity

Offering a healthy clean-label product doesn’t mean much if a brand’s target consumers — mindful eaters who usually check the Nutrition Facts panel on an item before buying it — aren’t aware that the item exists. As such, marketing and merchandising with an emphasis on education are key to making sure that shoppers know all about a company’s clean bill of health.

“The product packaging, with its ingredient callouts, is one of the primary communication vehicles, as the better-for-you snacks consumers are very active label readers,” affirms Clearview’s Michaud. “Additionally, many progressive retailers are now merchandising better-for-you snacks together, making it easier for consumers to find and choose such products.”

“We communicate clean primarily on-pack and online,” notes SuperSeedz’s Lupica. “We highlight Non-GMO verification, all-natural and the things that are not in our products, like gluten, cholesterol, artificial flavors, colors, etc.”

To convey the clean profile of products like Duke’s “Shorty” Smoked Sausages, which contain only seven ingredients and less than 1 gram of sugar, Boulder, Colo.-based Thanasi Foods “[uses] a lot of POS that emphasizes our small-batch craft commitment,” says President Justin “Duke” Havlick. “We keep it simple and communicate that the ingredients and care we use simply lead to a healthier, better-tasting smoked meat. What happened — and is happening — in beer with the craft beer explosion is definitely happening in food, and meat snacks in particular. We partner with craft beer Sam Adams for in-store programs and do a lot of brand activation in [and] around craft beer and food events [such as] Duke’s Craft Across America Tour.”

“We educate consumers with our brochures,” observes Lundberg’s Souza. “We have several that explain our commitment to organic, to non-GMOs, to gluten-free products and to providing wholesome whole grains. We also bring awareness to consumers through in-store displays with header cards, shelf talkers and through advertising.” Further, the company’s website “is a wealth of information on all of our products and our commitment to growing wholesome foods,” she points out, adding that such measures are more important than ever because “eating clean is becoming more mainstream, and these products are now available to a wider audience than just the people who shop at the natural and organic stores.”

Some companies opt for a unifying design to illustrate their message. “We communicate our simple, clean ingredients throughout our packaging, promotions and merchandising, with bold visuals of real, wholesome bananas, coconuts or apples,” says Bare Snacks’ Ginsburg. “We also highlight our ingredient list and Nutrition Facts prominently for total transparency.”

Others incorporate a little bit of everything into their promotional strategies. “We utilize a range of marketing initiatives, including product sampling, social media tools, advertising and product labeling, to educate consumers about our brands and the benefits of our BFY snacks,” notes Amplify Brands’ Ennis.

Negatives and Positives

The rising demand for healthy clean-label snacks won’t end any time soon, according to manufacturers of such products. “Consumers are demanding ingredient simplicity and transparency, yet they’re not willing to compromise on taste,” asserts Ginsburg. “It’s no longer enough to offer one or the other. Food manufacturers will need to continue to innovate on delicious, satisfying foods made from clean ingredients that consumers have come to expect.”

“Ultimately, because of the shift to ‘grazing’ instead of meal-based eating behavior, healthy snacks will continue to grow, particularly those that offer natural sources of plant-based protein as well as other naturally functional benefits,” predicts Lupica. “Eventually, healthy snacks may even become the majority of the category. Unique flavors will continue to emerge and pricing will likely come down because of economies of scale. Regarding the clean-label trend, I think it will continue to grow as consumers demand more fresh, ‘real’ ingredients. Those that can deliver on nutritious and delicious will dominate their respective categories.”

“Based on the conversations we are having with consumers, the absence of negatives — artificial flavors, colors, preservatives, etc. — is just the beginning,” attests Clearview Foods’ Michaud. “Consumers are now demanding the presence of positives, [like] protein, fiber [and] vitamins, in addition to the absence of negatives. At the same time, they are not willing to sacrifice great taste. This revolution in snacking is a challenge, but those manufacturers willing and able to deliver on these consumer needs and wants will find success.”

“Many progressive retailers are now merchandising better-for-you snacks together, making it easier for consumers to find and choose such products.”
—Peter Michaud, Clearview Foods division of Snyder’s-Lance

“Eating clean is becoming more mainstream, and these products are now available to a wider audience than just the people who shop at the natural and organic stores.”
—Janet Souza, Lundberg Family Farms